Sample Plan — Marketing Plan for Seminar Company
vision
Within the next year, build a highly efficient marketing program to catapult our web graphics seminar business to $500,00 annual revenues.
mission
Provide graphic artists with the software knowledge they need to migrate their businesses to the web.
objectives
blue dot Sell 2007 seminar seats nationally in the next 12 months yielding $408,000 in revenue.
blue dot Sell an average of $46 per attendee books and tapes at each seminar $92,000 in revenue.
blue dot Earn a pre-tax profit of 25% or $125,000.
blue dot Increase gross margin to 72% on seminar seats.
blue dot Maintain COGS on books and tapes at 66%
strategies
blue dot Direct mail to purchasers of Adobe Products
blue dot Stress the business opportunity rather than the fact they will be learning software
blue dot Offer book and tape set bundles to increase average purchase
blue dot Increase the amount of on-site salespeople to increase BOH sales
blue dot End quantity discounts on multiple sign-ups from single company
blue dot Utilize temp agencies in each seminar city to supply additional sales help
plans
blue dot Redesign seminar mailer to stress business opportunity by January 15th
blue dot Design promotional piece to highlight better margin book and tape bundles by April 1st
blue dot Launch email newsletter to promote seminars
blue dot Hire writer by March 3rd to edit new online newsletter
  NOTE: This plan is a static sample. To see performance scorecards
and progress reports go to the System Tour

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