Katherine Woo, Eric Floresca, James Kim, SalomehNikzadehand Colin Magee<br />
Mission Statement<br /> One-eighty’s mission is to be leaders of the consumer attention economy. <br /> Times have changed. In the past, grabbing the attention of consumers was straightforward and easy. Today, consumers have much more choice and control than ever before. Success can no longer be achieved by simply gaining attention- instead we need to engage and captivate your consumer. <br />
Our goal is to create connections at places where consumers and brand messages meet. To achieve this, we focus on creating, conceiving, delivering and activating connections that engage with your consumer.<br />
Services<br />Media planning<br />Media Buying<br />Future goals: add Digital Communications to our services<br />
SWOT Analysis<br />Strength:<br /><ul><li>One – Eighty is among the top 10 media companies in Canada.
It is composed of 30 media – savvy individuals with an entrepreneurial spirit and a burning passion to succeed.
Having served a large number of clients as well as working closely with mid – sized agencies. </li></ul>Weakness:<br /><ul><li>Not enough experience in the oral – care industry.
Earning 4% commission only on billings for planning and buying.</li></li></ul><li>Opportunity:<br /><ul><li>One – Eighty is constantly looking for new business opportunities.
Lunching a digital division in the next 3 years will bring in new business opportunities that were not possible otherwise.
Continually search our new business and use our experience to gain business in new industries</li></ul>Threat:<br /><ul><li>Other strong rivals such as Starcomm, MindShare and HYP&N.
The current economic crisis has led to a decrease in media buying which has the potential to lower our profitability. We will limit this buy maintaining low costs and a hiring freeze as we launch our new division.</li></li></ul><li>Business Goals<br />The following are our business goals for the next three years. In addition we hope to continually win new business each year. Our focus is on replacing 30-35% of our business annually.<br />Business Goals for year 1:<br /><ul><li>To increase our profits by 5%
To expand our agency by investing in a new digital communication division
To keep cost of total direct payroll consistent with 2008 numbers by capping salary.
To put a hiring freeze for the year 1 to not include any extra payroll</li></ul>Business goals for year 2:<br /><ul><li>Profits are down since digital communication division has yet to be launched.
Since hiring freeze and capping salary in year 1, payroll has been increased 5% across the board.</li></ul>Business goals for year 3:<br /><ul><li>To increase revenue by 7%, due to the success of our new digital division
More added business from clients using our digital division
Profits are projected to rise by almost 6%.</li></li></ul><li>Client Targets<br />Current Clients<br />MGM<br />Vim <br />Pizza Pizza<br />The Banana Republic<br />The main area of growth in sourcing new business through competitive bidding and doing selected spec presentations that promote our strengths<br />We have extensive experience in consumer products which we can leverage effectively. <br />
How we will achieve our goals<br /><ul><li>Competitive Strategies
promote our business through our website, referrals, regular entries into award shows, and participation in industry organizations</li></li></ul><li>How we will achieve our goals<br /><ul><li>Compensation Practices
4% commission on our billings. We are looking to use our new digital division to expand our potential