1. Graphic design with an eye for marketingGraphic design with an eye for marketing
Advantage 2000 Consultants
Marketing Plan - Proposal

2. Graphic design with an eye for marketing
Advantage 2000 Consultants
Marketing Plan - Proposal
Advantage 2000 has two sets of prospects with very different marketing needs.
1. LTD Administrators
2. Disabled individuals
I propose two separate marketing campaigns for these two groups, each stressing
unique aspects of the company that are relevant to those potential clients.
Part 1: A2K Campaign targeting LTD Administrators
• We will position A2K as the specialists in the field, using the slogan:
Social Security Disability. It's all we do.
• Marketing materials will use "serious" quasi-legal colors and designs (deep
blues, marble textures, clean, professional fonts).
• The campaign will include the following components:
• Direct marketing strategy and materials
• Purpose-driven website with blog (A2K-LTD.com)
• Social media (Facebook, Twitter, Google Plus, etc)
• Advertising (print and, possibly, online)
Part 2: SSA Advantage targeting individual business
• We will position SSA Advantage as an ally to the disabled; the friendly,
family-business alternative to large corporate entities, using the slogan We
are with you.
• Marketing materials will emphasize that message with "friendly-yet-de-
pendable" colors and designs (light blues and yellow, smiling faces).
• The campaign will include the following components:
• Purpose-driven website with blog (SSAAdvantage.com)
• Social media (Facebook, Twitter, Google Plus, etc)
• Advertising (online and print)

3. Graphic design with an eye for marketingGraphic design with an eye for marketing
Part 1
A2K Campaign
Targeting LTD Administrators

4. Graphic design with an eye for marketing
Part 1: A2K Campaign
Targeting LTD Administrators
The Campaign's Content
• Primary message: We will position A2K as the specialists in the field, using the slogan:
Social Security Disability. It's all we do. Backed up with data (number of cases won,
years of experience, etc)
• Secondary message: Responsiveness and flexibility of a family-owned firm.
• Graphics will help deliver the primary message, using "serious" quasi-legal colors and
designs (deep blues, marble textures, clean, professional fonts).
• Language for this campaign will be serious, professional and 'industry-insider.'
• A cohesive package will eventually include redesigning existing letterhead, business
cards, and other materials seen by LTD administators to include the same colors and
graphic elements, as materials need to be replaced.
Direct Marketing Strategy and Materials
• This kind of B2B sales needs to be outward-bound and actively driven by a sales force.
The direct marketing strategy is the heart of the A2K marketing program.
• A small universe of prospects means this will be a slow process. But if you aren't ac-
tively seeking growth in this area with a program of reaching out regularly to LTD
administrators, your business is sure to shrink rather than expand
• The ongoing sales program will require 2-4 man-hours per week.
• Materials: We will develop form letters, phone script suggestions, an information
packet (folder, brochure, other materials), and a tickler method for managing contacts.
• Strategy: Account reps will contact a set number of prospects per week or month,
learn the name of the decision maker, introduce the company, and determine their
level of interest. Based on their level of interest, the account rep will send out the ap-
propriate letter with an attractive information packet, follow up by phone, and keep
the contact active in the tickler system for follow-up calls.
• A2K staff will continue to attend industry events with the goal of establishing contact
with prospects, and speak at industry events with the goal of establishing A2K's supe-
rior expertise in the field.

5. Graphic design with an eye for marketing
Website and Blog
The purpose of the A2K website is to establish A2K's expertise in the industry, and to
provide further information to LTD administrators who are either driven to the website
by marketing materials or who happen upon it through blog activity. The domain www.
A2K-LTD.com is available at the time of this writing.
The website, therefore, will be a simple, static series of pages designed to:
• Answer questions a potential client might have
• Present a polished, professional appearance
• Offer LTD administrators an easy way to contact A2K
• Perhaps offer an incentive to subscribe to the blog and leave contact information (i.e. a
downloadable information booklet)
• Require very little updating
The blog will be the active portion of the site, and should be updated at least weekly with
industry information of interest and use to LTD administrators, using an authoritative
but approachable 'insider' voice. The blog's author (or sales staff) should also spend a little
time each week locating LTD industry blogs, following and commenting on them.
We will set up a Google Plus profile for the blog's author, and appropriate linkbacks, so
that blog posts will be featured in Google search results. This will also give our blogger a
face and authoritative personality to his/her readership.
Social Media
We will set up Facebook, Google Plus and Twitter accounts for A2K. We will have the
social media sites auto-update with blog posts.
Advertising
We will design a basic ad to appear in industry and event publications, and explore the
possibility of promoting the Facebook page with targeted advertising. But it's important
to recognize that advertising will probably never drive inbound sales. Direct marketing
remains the heart of this campaign. The website, blog, social media and advertising are
supplemental and even expendable.

6. Graphic design with an eye for marketing
Estimated time and cost to develop the
A2K Campaign for LTD Administrators
The time needed to develop marketing materials depends wholly on the strength of commu-
nication, within the company and between your company and your designer. If we can estab-
lish clear objectives and if you can provide me with text that has already been proofread by
all relevant staff, revisions will be minimized. Based on my experience, here are some ranges.
My rate is $60/hour.
• Initial campaign design and A2K logo variant: 3–5 hours
• Direct marketing strategy and materials: 12–15 hours
• Purpose-driven website with blog: 4–6 hours
• Social media setup (Facebook, Twitter, Google Plus, etc): 3–6 hours
• Advertising (print and, possibly, online): 4–6 hours
• Redesign of existing materials (letterhead, brochures): As needed
• Training in-house personnel to maintain the program: As needed
• Total estimated design/setup time: $2000-3500 over a period of 3-5 months
Cost of materials:
Packet for direct marketing: $500–700 for 250 packets
Advertising and print materials: As needed
Domain name: $20
Estimated time and cost to maintain
• 2-4 staff hours per week for sales
• 1-2 staff hours per week for blogging and building social network
• Reordering Direct Marketing Packet (less than once per year) $500-700
• Cost of industry event attendance and travel
• Website will be hosted by your current SSA Advantage host, domain renewable for
$20/year
• Industry print advertising at your discretion

7. Graphic design with an eye for marketingGraphic design with an eye for marketing
Part 2
SSA Advantage Campaign
Targeting individual business

8. Graphic design with an eye for marketing
Part 2: SSA Advantage Campaign
Targeting individual business
The Campaign's Content
• Primary Message: We will position SSA Advantage as an ally to the disabled; the
friendly, family-business alternative to large corporate entities, using the slogan We
are with you.
• Secondary Message: SSA is experienced, successful and knowledgable.
• Marketing materials will emphasize the primary message with "friendly-yet-depend-
able" colors and designs (light blues and yellow, smiling faces).
• We will develop a brief paragraph or two that tells the Founder's Story and presents
the family as a group of people who understand what it's like to live with a disability.
SSA Advantage knows what you're going through and is here to help you.
• Language for this campaign will be simple, friendly and supportive.
• This campaign will build on the images and design elements in the current SSA Ad-
vantage website
• Eventually we will bring any current materials used in individual business into line
with the graphic elements of this campaign, including letterhead, etc.
Website and Blog
• The website is already mostly in place for this campaign. The website is the key com-
ponent to this campaign, and everything else is supplemental and intended to drive
traffic to the free evaluation form on the site.
• Additional landing pages for additional disabilities will be created, and the Founder's
Story and slogan will be prominently featured on the site.
• The blog will be redirected towards information of interest to disabled people, and
those who are waiting for a decision. Links to helpful articles about pain management
and living with disabilities, presented in a friendly, approachable 'voice' will be the
best use of this blog. The blogger should spend about 30 minutes per week finding and
posting links and messages.
• We will set up a Google Plus profile for the blog's author, and appropriate linkbacks, so
that blog posts will be featured in Google search results. This will also give our blogger
a face and approachable personality to his/her readership.

9. Graphic design with an eye for marketing
Social Media
Blog posts will autofill social media with content. The blogger/social media person might
spend a few minutes joining relevant groups or subscribing to potential sources of content
for the blog each week and interacting with disabled people in groups or experiment with
hosting an online Q&A session about social security disability.
Advertising
• Online advertising is the primary method for driving traffic to the free evaluation form
and potential clients to the company.
• We will develop, test, and continuously tweak ads for Facebook, Google Adwords, Ya-
hoo and other networks.
• We will continue using Google Analytics to measure the effectiveness of various cam-
paigns, with filling out the evaluation form as the primary goal.
• We can potentially test supplemental print campaigns for doctor's waiting room publi-
cations, etc. as desired.
• We will train in-house personnel to read Google Analytics and manage ad campaigns

10. Graphic design with an eye for marketing
Estimated time and cost to develop the
SSA Advantage campaign for individual business
The time needed to develop marketing materials depends wholly on the strength of commu-
nication, within the company and between your company and your designer. If we can estab-
lish clear objectives and if you can provide me with text that has already been proofread by
all relevant staff, revisions will be minimized. Based on my experience, here are some ranges.
My rate is $60/hour.
• Initial campaign design revisions: 0–3 hours
• Revising website: 2–10 hours
• Social media setup (Facebook, Twitter, Google Plus, etc): 3–6 hours
• Advertising (online and, possibly, print): 4–6 hours
• Redesign of existing materials (letterhead, brochures): As needed
• Training in-house personnel to maintain the program: As needed
• Total estimated design/setup time: $1000-2000 over a period of 2-4 months
Estimated time and cost to maintain
• Online advertising: $500/month (testing budget) to your comfort zone
(I suggest setting a % of projected sales from the campaign, as you get a feel for results)
• 1-2 staff hours per week for blogging and building social network
• Reordering letterhead, brochures, etc: As needed
• Website hosting and domain renewal: $150-250/year
• Print advertising at your discretion

11. Graphic design with an eye for marketingGraphic design with an eye for marketing
Other Considerations
for a cohesive corporate identity
• The Advantage2K.com website needs to be tweaked to reflect a more professional
look and to direct individual business or A2K prospects to one of the other sites. 2-10
hours, depending on what's desired and the cleanliness of the current html code.
• Current corporate identity materials (business cards, letterhead, envelopes, sticky
notes, brochures, print ads, etc) can be used up and redesigned as needed, or included
in a corporate makeover, at your discretion. 2-10 hours, depending on how many mate-
rials you currently work with
Please contact me with your questions, suggestions, or revisions to this marketing plan.