This document provides guidance on creating an effective marketing plan for 2009. It outlines common mistakes to avoid, such as disconnecting the plan from overall business strategy or being too ambitious. The marketing planning process involves researching the business, mission/vision, SWOT analysis, objectives, audiences, key messages, strategies, tactics, budget, and implementation. Metrics and periodic reviews are important to track effectiveness and make adjustments.

1. Have a Happy New Year: Creating Your 2009 Marketing Plan Stacy Armijo & Eric Whittington Pierpont Communications, Inc.

2. A little about us… Stacy Armijo Eric Whittington

3. Most Common Marketing Planning Mistakes…

15. SWOT analysis An evaluation of your organization’s strengths, opportunities, weaknesses and threats. Weaknesses: Something the organization needs and does not possess. Example: Little to no name recognition for our company among prospective customers. Strengths: Something the organization needs and currently possesses. Example: Experienced management team that is well-known and respected in the renewable energy industry. INTERNAL FACTORS Threats: If it is not eliminated or mitigated, the organization will be affected negatively. Example: Texas lawmakers are considering legislation that would require a change in the design of our product. Opportunities: If no action is taken or the action is ineffective, the organization will not benefit. Example: There is substantial demand in our market for cost-effective, energy efficient appliances. EXTERNAL FACTORS

26. Questions? Call us… Stacy Armijo 512-448-4950 [email_address] Eric Whittington 210-372-9200 [email_address]