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MSA Marketing Plan Presentation
- 2. A growth plan to conquer the Columbus market
- 3. Business Objective FE: providing architectural design solutions Core competence: Providing a fully integrated client driven architectural solution process Main Goal: to grow the Columbus market
- 4. Marketing Objective • Increase revenues by $150,000 by the end of 2014 in Columbus/Central or Northern Ohio regions. • Enhance brand awareness and strengthen company image through vital sponsorship and public relations opportunities. Current customer base: • Sport = 30% • Government = 30% • Education = 20% • Lifestyle = 10 % • Religious = 5% • Corporate = 5% Repeat business through client referral/WOM is 95% Each client accounts for approximately between $15,000 - $25,000 in revenue. $20,000 per new client = Approximately 8 new clients required by the end of 2014
- 5. Project Charter Deliverables • A Marketing plan will be delivered in the form of a written report with analyses and a final presentation to the client. Modules to be included in the written report are: Core Competency Analysis 1 Competitive Matrix 2 Attribute Value Mapping 7 Customer Market Research 8 Value Proposition 10 Marketing Strategy 11 Communication Strategy 16
- 6. Business Objective Marketing Objective Source of Volume STP Product The Big Picture Framework Price Promotion Place FE: An architectural design company CC: providing a fully integrated client driven architecture solution process Goal: to grow the Columbus market Retention Stimulate Demand MV: Listening DV: Responsiveness TA: Mid to large sized companies, municipalities and school districts for long-term business in mainly corporate, lifestyle and sports sectors. Positioning: Current belief/do Value Proposition Desired beliefs/do Evaluate
- 7. Source of Volume Acquisition Retention StimulateDemand Attract New Category Users Increase consumption among current users StealShare Attract New Brand Users Increase consumption occasions among multi- brand users
- 8. AVM Relationships Exceed Trustworthy Consistent Safety Reliable Expertise Innovation Athletic Enjoy Love Visionary Security
- 9. Customer Benefits Committed Adaptable Flexible Efficient Strong leadership Visionary Good client servicing Exceeds client expectations Diverse employees Market knowledge Good at dealing with complex projects Could improve: branding/PR HR policies I.T. systems Expand corporate & lifestyle markets. Strategic Assets Clients Diverse employee talent pool Design processes Systems Company reputation Project track record Dominant Core Competence Providing a fully integrated client driven architecture solution process Core Competences Technology Strong client base Market expertise CORE COMPETENCY ANALYSIS
- 10. COMPETITORS Over 252 players all of sizes in Columbus. Annual Sales Employees • Moody Nolan $28 million 170 • NBBJ $34,230,000 850 • M+A Architects $20,000,000 45 “Healthcare studio” specialising in local and national in/outpatient projects. • Design Group - 50
- 11. Market Research 12 current clients that use MSA Architects for design, new construction, renovation and interior design were interviewed. Some findings: • 6/12 clients use other architecture firms for other project requirements • Important factors when choosing an architecture firm • Factors of highest importance were rated on a scale of 1 – 10 (1 being least important and 10 being the most important) • 2/12 clients said deciding on which architecture firms to use is project specific driven
- 12. Important factors for current clients when choosing an architecture firm 0 1 2 3 4 5 6 7 8
- 13. Market Research • The factors rated 10 of highest importance when choosing an architecture firm were: Listening Track record/references Cost/budgeting Experience Reputation Responsiveness Expertise Creative guidance Quality of work • 6/12 clients said they would not use other architecture firms for all the factors mentioned above. • The remaining 6 clients would use the following architecture companies for the factors mentioned: Williams Architect (Chicago) McGill Smith Punshon Steel, Hammond & Paul Cole & Russell MS Kinselman Kline Gossman
- 14. Target Audience Mid to large sized companies, municipalities and school districts for long-term business in mainly corporate, lifestyle and sports sectors. Continue to target current clients in all core markets: Education Lifestyle Corporate Sport Branded Environments Religious Government
- 15. Value Proposition Current Belief: “ I want an architecture firm that listens and is responsive to our needs. Although cost is not the most important factor, fair budgeting should be considered in the process”. Current Do: “I deal with architecture firms that perform quality work, have a good reputation and track record relevant to the project’s requirements”. Customer Proposition: “ MSA Architects exceeds your expectations with exceptional client servicing”. “MSA Architects provides thoughtful solutions with quick turnaround”. Desired Do: “Contact MSA Architects for the best solutions”. Desired Belief: “MSA Architects will provide the most efficient solutions”. “MSA Architects will adapt to your needs”.
- 16. Communication Strategy • Sponsor more events in Columbus, e.g. bike races, marathons and sports events • Enhance public relations presence through magazine/newspaper articles, radio and TV interviews • Increase social media activity e.g. posting more frequently about recent news, awards and projects • Post more defined company information on the website
- 17. Media Recommendations Newspapers/Magazines • The Columbus Dispatch • The Columbus Citizen-Journal • Dispatch’s ThisWeek Community News • The Daily Reporter • Uweekly • Live Local • Columbus Business First • Columbus Monthly • CityScene Columbus is the 34th largest TV market in the U.S. with 12 TV stations. It is home to the 36th largest radio market with 36 radio stations.
- 18. Events to sponsor • Columbus Marathon • Komen Columbus Race held annually in May • Capital City Half Marathon • The New Albany Classic Invitational Grand Prix and Family Day • Bike races (monthly listings on www.ohiocycling.info) • GoBike Columbus hosts monthly “alleycat” bike races • Pelotonia grassroots bike tour held every August • Annual Arnold Class Fitness Expo held every March • Columbus Motor Speedway monthly motorcycling races Great Columbus Sports Commission lists upcoming sports events www.columbussports.org
- 19. Website recommendations Post defined information about: • Mission • Culture • External news • Most recent projects • Design technology • Have a blog