The marketing plan aims to increase Stimulus Advertising's client base and brand awareness. A SWOT analysis identified strengths like experienced staff but also weaknesses like the small size. The primary targets are established local businesses and startup companies with sufficient budgets. Goals include increasing the client base and brand awareness by a certain percentage. Tactics proposed include internal passion initiatives, warm lead generation through email, video and blogs, print materials, and outreach through merchandise, community events and surveys.

1. Inspired by Passion. Driven by Success.
I started my marketing plan by creating a list of questions to ask Benton and Liz. I gathered
information about the business, the clients, and the goals of Stimulus. I based this marketing
plan off of their answers, research of the market, and how I believe Stimulus can become more
successful.
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● Situation Analysis
○ SWOT Analysis
■ Strengths
● Experienced firm
● Quick website design & graphics
● Integrated Service
● One stop shop
■ Weaknesses
● Smaller size
● Undriven
● No sales department
● No inhouse Web Developer
■ Opportunities
● More established Clients
● Great service that has the ability to sell itself
● Good Prices
● Open Market
■ Threats
● Other Advertising firms like 434, Protype, Pascat, 828 & more
● DIY sites like Squarespace & Wix
● Freelance Workers
● Target Analysis
○ The primary target of Stimulus Advertising is Established Businesses. These are
companies that have a large enough budget to pay Stimulus for work. Most of
these companies will be local, but not all.
○ The secondary target of Stimulus are Start Up companies. These companies
must have a large enough budget to pay for our work.
○ The third target of Stimulus is the community of Lynchburg. This is not for the
profit aspect, but much more for raising the awareness of the company.
● List Marketing Goals
○ We want this many clients
○ We want to raise awareness by %
○ Track information of % of increase sales of clients in
● Develop the marketing communications strategies and tactics you’ll use.
○ Internal workforce Passion& Motivation Tactics

2. ■ Celebrate success
● highlights the importance of new business
● creates buy into your agency’s new business process
● provides an opportunity to recognize everyone
● breeds a positive attitude among
● builds a reputation
○ Lead Generating Tactics
■ Warm Emails
● One of the most popular lead generating strategies
● 42% of organizations believe email is one of their most effective
lead generation channels
■ Warm Calling
● Another touchpoint
● Takes place after other leads
● Get to know the client before you even pick up the phone
■ Video
● Increased customer conversations
● Stronger in emotional connections
● Better email click-throughs
■ Blog
● 81% of businesses report that their blog is important or critical in
generating leads
● B2B companies that blog generate 67% more leads per month
than those that do not blog
● provide real value to readers
■ Social Media
● Facebook Advertisements
○ 39% of marketers generate leads through Facebook
● LinkedIn
○ 64% of B2B marketers have generated leads via LinkedIn
■ Print
● Memorable, quick, clear information
● Clear call to action
● Tangible & more trustworthy
○ Outreach Awareness Tactics
■ Stimulus Brand Merchandise
● It’s going to have a fun, creative and simple design sharing the
story of your company, product, etc.
● a promotional product that will actually get used, not tossed.
● They unite company culture and create camaraderie, so they’re
likely to share positive words with their surrounding community.
● They can establish stronger brand recognition.
● It can help you acquire new leads that are qualified and ready to
engage with your brand

3. ■ CreatAthon
● http://createathon.org/wp-
content/uploads/2016/06/CreateAthon_FAQ.pdf
● Started in 2002, nationally recognized. 24 hours of service for
nonprofits
● The pro bono marketing marathon that harnesses skills-based
superpowers for social good.
● Third week in october
■ Entrepreneur Brand Competition
● A competition that where entrepreneurs send us business ideas,
and we pick the winner
● The winner will get a free brand design
■ Liberty University Career Fair
● Hundreds of students gather and talk to companies
● Our competitors are involved
● Great networking
■ Working with Liberty Clubs
● Build brand awarness & Credibility for the business
● Networking opportunities
● Improve the community
■ Survyes
● Great way to measure success
● Increase positive testimonials
● Gather impressions of customer service
● Timeline
● Conclusion
○ Internal
■ Business Cards
● Vistaprint: 100 / $13.98
● GotPrint: 100 / $20 for two sided
■ Stimulus Emails
■ Create service satisfaction survey to see how people feel about the
company. Allow them to rate our company
■ Better Customer Service

4. ○ External
■ Email
■ Print
● Vistaprint: 50 / $14. 100/ $30
■ Facebook
■ Phone
● Set your marketing budget
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● Tactics
○ Outreach Awareness Tactics
○ Lead Generating Tactics .