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IMC Proposal for Gillmor and Associates

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IMC Proposal for. Gillmor and Associates. We are seriously ... Who is Viva? Overview of Today's Presentation. Current marketing and potential for improvement ... – PowerPoint PPT presentation

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Title: IMC Proposal for Gillmor and Associates


1
IMC Proposal for Gillmor and Associates
Ernesto Lizaola Lydarose Laderman Christina
Nguyen Ralph Tran
  • We are seriously excited about your business.

2
- Unique and effective marketing plans- Fresh
perspective- Enthusiasm with genuine promise
Who is Viva?
3
Overview of Today's Presentation
  • Current marketing and potential for improvement
  • Three main objectives and steps to accomplish
    them
  • How objectives will increase profitability
  • - Implementation of these objectives within one
    year

4
Current Corporate Image
  • -Specialized Areas
  • -Current Image Pros and Cons

5
Proposed Changes
  • -Rejuvenated Image
  • -technology
  • -location
  • -employees
  • -adaptation to current culture

6
  • Current Logo

7
Proposed Logo
8
Why does this logo work?
  • Traditional fonts
  • Saturated color
  • Skyline Incorporation

9
When Bad fontsBad Logos
10
Building up Brand Equity
-Use Small Family Business Aspect as Strength
-Work Against Seduce, Sell, Abandon
Reputation -Sponsorships/Donations at Elementary
schools
11
Brand Positioning
-Attribute Approach Special attention, concern
quality
12
Public Relations
-Support Community -Establish Website
13
Internet Marketing
  • -Overlooking of Potential Profit
  • -Credibility
  • -Essential in Todays Culture

14
Competing with other Agencies
  • -Large sized companies control market
  • -Poor Customer Service
  • -Implement strong marketing plan
  • -Inform clients of differences from competitors
  • - Customer Attention
  • - High Satisfaction

15
Target Market
  • Interested in buying or selling a home
  • Residents of Santa Clara County
  • Very small

16
Customers
  • Home Buyer
  • Average age 26
  • Middle to upper class
  • Only 19 can afford a home
  • Interested in great experience
  • Home Seller
  • Own and want to sell
  • Interested in fast and profitable sale
  • Easier to sell when we have more customers

17
IMC Management
  • Three communication objectives
  • Budget
  • Achieve results within one year
  • Evaluate outcomes periodically

18
Communication Objectives
  • 1) Obtain a greater reach of existing and new
    potential customers
  • 2) Amplify awareness and distribution through all
    potential channels
  • 3) Increase productivity and improve image with
    products and services of local businesses

19
Communication Budget
  • Established with Objective Task Method
  • Continuous and Pulsating
  • 15 of annual income

20
Communication Budget cont.
  • OBJECTIVE 1 50,000
  • OBJECTIVE 2 10,500
  • OBJECTIVE 3 20,000
  • 80,500

21
Agency Selection
  • External Agencies
  • Specialized
  • Utilize strength of company
  • Guerrilla Marketing

22
Objective One
  • Obtain a greater reach of existing and new
    potential customers

23
Budget 50,000
  • Consumer advertising
  • Consumer promotions
  • Sponsorships/Local charities

24
Advertising
  • Build brand image
  • Inform prospective consumers
  • Increase brand awareness

25
Media Outlets
  • Radio
  • Pulsating schedule
  • Newspaper
  • Continuous schedule

26
Radio -25,501
  • Help listener remember the message
  • Considerable flexibility and short time lead
  • Intimacy
  • Mobile

27
Program within Media
  • Radio
  • KOIT 96.5
  • KBAY 94.5

28
Newspaper- 18,843
  • Geographic selectivity
  • Short lead time
  • Credibility

29
Program within Media
  • Newspaper
  • Santa Clara Weekly Newspaper

30
(No Transcript)
31
Consumer Promotions
  • Open House
  • Information Session
  • Flyers

32
Sponsorships/Local charities
  • Elementary schools
  • Local charities

33
Database Management
  • Keep track of past customers and prospective
    customers
  • General information
  • Promotional activity

34

Well do the work.
Thanks to Gillmor Associates, we
can begin our life together in our new home.
Cheers.
35
Well do the work
36
Objective Two
  • Obtain a greater reach of new potential customers
    through Internet Marketing.

37
Internet Marketing
  • The budget needed in 1 year 10500
  • Why is it necessary to have a Website?

38
The Benefits
  • Easy access.
  • Save time and money.
  • Update changes to information immediately.
  • Earn revenue from advertising space on our
    website.

39
Website sample
40
Cost to develop a website 8,044
  • Plus 75 monthly upkeep (900 for the whole
    year).
  • Special feature Virtual tour (100.30 each).
  • 35 virtual tours annually (3514)

41
Advertising Plan
  • Google
  • MSN
  • The Wall Street Journal Online

42
Advertise with Google
  • 50 per every 1000 impressions. (CPM)
  • The whole year will cost 2400. (4000 ads per
    month)

43
(No Transcript)
44
Cost to create ads
  • Cost will be varied depend on the type of banner
    we want.

45
All these costs worth the investment?
  • If we have 4000 ads and only 1 responded to the
    ads and came to us for business.
  • Consider the current situation of the real estate
    market. If only .1 responded and came to us for
    business.

46
Marketing Communication B2B
  • Target market are residential consumers
  • Use products and services of other businesses to
    improve image
  • Sponsor gardening and painting seminars

47
Objective Three Budget B2B
  • 20,000
  • 200 per Open House
  • 600 per Seminar
  • Pulsating Seasonal
  • Fluctuating

48
Promotion and Advertising
  • Open House
  • flyers
  • Sidewalk Signs
  • Cater events
  • Seminars
  • Flyers
  • Radio
  • Magazine ads

49
True Value Hardwares Build a Bright
Beautiful Garden Free Seminar
Sponsored by Gillmor and Associates Real
Estate April 28, 2008 at 1100am 123 San Carlos
St. San Jose Ca 95112
50
True Value HardwaresBuild a Bright Beautiful
Garden Free Seminar
Sponsored by Gillmor and Associates Real
Estate April 28, 2008 at 1100am 123 San Carlos
St. San Jose Ca 95112
51
True Value Hardwares Paint, Textures, and
ColorsFree Seminar
Sponsored by Gillmor and Associates Real
Estate April 28, 2008 at 1100am 123 San Carlos
St. San Jose Ca 95112
52
Database Management
  • Store Seminar and Open House information in
    previous database
  • - number of participants
  • -names,
  • -contact information
  • -sponsors

53
Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Oct Nov
Radio
Newspaper
Internet
Open House
Seminar
54
CONCLUSION
  • Correct Implementation will
  • Increase Company Image
  • Consumer Traffic
  • Productivity
  • Profits
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