American Express' marketing plan aims to enhance customer relationships and boost brand awareness through community building. The plan focuses on greater market penetration to stimulate consumer spending at small businesses by refreshing perceptions of AMEX. This will be achieved through ad campaigns and event sponsorships promoting AMEX's values of being trusted, community-based brands. The budget covers start-up costs and operational expenses for these events.

1. AMEX-Marketing Plan
•Purpose and Mission
•Marketing Strategy and Implementation
•Budget, Performance and Implementation

2. Purpose/Mission Statement
• Mission Statement : Blue Box Values
“At American Express, we have the mission to be
the world’s best respected service brand.”
• Purpose:
1Enhance the relationship with customers (The
concept of “Community Building”)
2 Restating the positive brand image to generate
more brand awareness and recognition

3. Customer Mental Map
Save
money Great customer
Care Service
Service
“Great Business
tools”
“Exceptional travel
deals”
Safe Product
Transaction
Negative More Accessibility
Just for Business
owners, not for
everyday use!!!

4. Market Strategy/Implementation
1 Greater Market Penetration in order to stimulate
consumer spending at small businesses by refreshing
their brand perception about AMEX
(Ex: Ad-Campaign “Spread the love, Impact the
community”, feeling love passed on, trust-worthy and
community-based, or event-sponsorship activities)
2 Increase the Social Media Presence between merchants
and customers
(Ex: Open Forum just for merchants and customers
through geographically targeting approach)

5. Marketing Budget
• Start up Cost
• Operational Costs for Event-Sponsorship
Activities
--Space Rental
---Chairs
---Souvenirs
---Dumpsters
--Transaction cost