Strategic Marketing Plan/Marketing Metrics
The owners of The Westside Coffee Company have asked you to help them define their target audience a bit more clearly.
Create a 4- to 6-slide Microsoft® PowerPoint® presentation in which you develop a consumer persona for each of the five segments using the Westside Coffee Company Customer Segments.
Create an annual marketing plan for The Westside Coffee Company using the marketing calendar template. Assign a budgeted amount to each marketing activity in the plan to calculate a total marketing budget. Use estimated costs from prior assignments as a guideline for allocating a budget amount to each marketing activity you include on the spreadsheet.
Perform a breakeven analysis using the following assumptions. Show your calculation.
Retail Coffee Shop Store:
- Price of a cup of coffee: $6.00
- Profit per cup: $4.00
- Average daily customers: 750 customers
Determine whether your annual marketing budget falls within 7% to 10% of profits. Calculate this by dividing your marketing budget by the annual profit to determine the percentage. Show your calculation. If it does not fall within that 7-10% range, explain how you will adjust the budget to meet that requirement.
Submit the PowerPoint presentation, marketing calendar, and break-even / budget analysis as 3 separate documents.
Marketing Calendar (BLANK)
| Annual Marketing Plan Calendar | |||||||||||||
| 1st Quarter | 1st Quarter | 1st Quarter | 2nd Quarter | 2nd Quarter | 2nd Quarter | 3rd Quarter | 3rd Quarter | 3rd Quarter | 4th Quarter | 4th Quarter | 4th Quarter | BUDGET | |
| JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC | ||
| Consumer Promotions | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Trade Promotions | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Advertising | |||||||||||||
| Online ads | |||||||||||||
| Mobile text ads | |||||||||||||
| Magazine ads | |||||||||||||
| Transit ads | |||||||||||||
| Television | |||||||||||||
| Radio | |||||||||||||
| Newspaper | |||||||||||||
| Agency fees | |||||||||||||
| Direct Marketing | |||||||||||||
| Email newsletters | |||||||||||||
| Direct mail | |||||||||||||
| Mobile QR codes | |||||||||||||
| Text messaging | |||||||||||||
| Collateral Materials | |||||||||||||
| Brochure | |||||||||||||
| Sell sheets | |||||||||||||
| Promotional items | |||||||||||||
| Video/multimedia | |||||||||||||
| Public Relations | |||||||||||||
| Press releases | |||||||||||||
| Events | |||||||||||||
| Social Media | |||||||||||||
| Website | |||||||||||||
| Content/landing page | |||||||||||||
| SEO campaign | |||||||||||||
| Mobile website | |||||||||||||
| Shade using the corresponding colors to show length of campaign or enter the marketing activity during the month it will occur, with optional notes. See worksheet 2 (Sample Data) for example. | Total Cost | ||||||||||||
Copyright 2012 – www.SBMarketingTools.com
Marketing Calendar -Sample Data
| Annual Marketing Plan Calendar | |||||||||||||
| 1st Quarter | 1st Quarter | 1st Quarter | 2nd Quarter | 2nd Quarter | 2nd Quarter | 3rd Quarter | 3rd Quarter | 3rd Quarter | 4th Quarter | 4th Quarter | 4th Quarter | Budget | |
| JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC | ||
| Advertising | – | – | – | – | – | – | – | – | – | – | – | – | |
| Online ads | online ads | – | – | online ads | online ads | online ads | $ 10,000.00 | ||||||
| Mobile text ads | – | Launch of Q1 campaign | Launch of Q1 campaign | – | – | – | – | Launch of Q2 campaign | Launch of Q2 campaign | – | – | – | $ 8,000.00 |
| Television | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | $ 6,000.00 |
| Local Radio | – | Local Radio | – | – | – | – | – | Local Radio | – | – | Local Radio | Local Radio | $ 5,000.00 |
| Keyword Auctions | – | Keyword Auctions | – | – | – | – | – | ongoing print ads | – | – | ongoing print ads | ongoing print ads | $ 20,000.00 |
| Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | $ 25,000.00 |
| Direct Marketing | – | Direct Marketing | – | – | – | – | – | – | – | – | – | – | |
| Email newsletters | monthly newsletters every month | Email newsletters | monthly newsletters every month | monthly newsletters every month | Email newsletters | monthly newsletters every month | monthly newsletters every month | Email newsletters | monthly newsletters every month | monthly newsletters every month | Email newsletters | monthly newsletters every month | $ 3,000.00 |
| Direct mail | – | Direct mail | Direct mail | – | – | Direct mail | – | – | Direct mail | – | – | Direct mail | $ 10,000.00 |
| Mobile QR codes | – | Mobile QR codes | Mobile QR codes | – | – | Mobile QR codes | – | – | Mobile QR codes | – | – | Mobile QR codes | $ 500.00 |
| Collateral | – | – | – | – | – | – | – | – | – | – | – | ||
| Brochure | – | Brochure | – | – | – | Brochure | – | – | – | – | – | $ 2,500.00 | |
| Sell sheets | – | – | Sell sheets | – | – | Sell sheets | – | – | Sell sheets | – | – | – | $ 1,500.00 |
| Promotional items | – | – | – | – | Promotional items | – | – | – | – | Promotional items | – | – | $ 3,000.00 |
| Video/multimedia (YouTube) | – | – | – | – | – | – | – | – | – | – | Video/ multimedia (YouTube) | Video/ multimedia (YouTube) | $ 5,000.00 |
| Public Relations | – | – | – | – | – | – | – | – | – | – | – | – | |
| Press releases | – | Product A | – | – | – | – | New market | – | – | – | – | – | $ 3,000.00 |
| Content Marketing | – | New market | – | – | – | – | New market | – | – | – | – | – | |
| – | – | – | – | – | – | – | – | – | – | – | – | ||
| Social Media | – | – | – | – | – | – | – | – | – | – | – | – | |
| ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | Launch Facebook ads | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | $ 2,000.00 | |
| LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | Launch LinkedIn ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | $ 2,000.00 | |
| $ 2,000.00 | |||||||||||||
| $ 2,000.00 | |||||||||||||
| Website / Mobile | – | – | – | – | – | – | – | – | – | – | – | – | |
| Content/landing page | – | Campaign page | – | – | – | – | Campaign page | – | – | – | – | $ 2,000.00 | |
| SEO campaign | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | $ 10,000.00 |
| Mobile website | – | – | – | – | Launch | – | – | – | – | – | Optimize | – | $ 5,000.00 |
| $ 127,500.00 | |||||||||||||
Copyright 2012 – www.SBMarketingTools.com
Marketing Calendar (BLANK)
| Annual Marketing Plan Calendar | |||||||||||||
| 1st Quarter | 1st Quarter | 1st Quarter | 2nd Quarter | 2nd Quarter | 2nd Quarter | 3rd Quarter | 3rd Quarter | 3rd Quarter | 4th Quarter | 4th Quarter | 4th Quarter | BUDGET | |
| JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC | ||
| Consumer Promotions | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Trade Promotions | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Enter Promotion Here | |||||||||||||
| Advertising | |||||||||||||
| Online ads | |||||||||||||
| Mobile text ads | |||||||||||||
| Magazine ads | |||||||||||||
| Transit ads | |||||||||||||
| Television | |||||||||||||
| Radio | |||||||||||||
| Newspaper | |||||||||||||
| Agency fees | |||||||||||||
| Direct Marketing | |||||||||||||
| Email newsletters | |||||||||||||
| Direct mail | |||||||||||||
| Mobile QR codes | |||||||||||||
| Text messaging | |||||||||||||
| Collateral Materials | |||||||||||||
| Brochure | |||||||||||||
| Sell sheets | |||||||||||||
| Promotional items | |||||||||||||
| Video/multimedia | |||||||||||||
| Public Relations | |||||||||||||
| Press releases | |||||||||||||
| Events | |||||||||||||
| Social Media | |||||||||||||
| Website | |||||||||||||
| Content/landing page | |||||||||||||
| SEO campaign | |||||||||||||
| Mobile website | |||||||||||||
| Shade using the corresponding colors to show length of campaign or enter the marketing activity during the month it will occur, with optional notes. See worksheet 2 (Sample Data) for example. | Total Cost | ||||||||||||
Copyright 2012 – www.SBMarketingTools.com
Marketing Calendar -Sample Data
| Annual Marketing Plan Calendar | |||||||||||||
| 1st Quarter | 1st Quarter | 1st Quarter | 2nd Quarter | 2nd Quarter | 2nd Quarter | 3rd Quarter | 3rd Quarter | 3rd Quarter | 4th Quarter | 4th Quarter | 4th Quarter | Budget | |
| JAN | FEB | MAR | APR | MAY | JUN | JUL | AUG | SEP | OCT | NOV | DEC | ||
| Advertising | – | – | – | – | – | – | – | – | – | – | – | – | |
| Online ads | online ads | – | – | online ads | online ads | online ads | $ 10,000.00 | ||||||
| Mobile text ads | – | Launch of Q1 campaign | Launch of Q1 campaign | – | – | – | – | Launch of Q2 campaign | Launch of Q2 campaign | – | – | – | $ 8,000.00 |
| Television | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | ongoing print ads | $ 6,000.00 |
| Local Radio | – | Local Radio | – | – | – | – | – | Local Radio | – | – | Local Radio | Local Radio | $ 5,000.00 |
| Keyword Auctions | – | Keyword Auctions | – | – | – | – | – | ongoing print ads | – | – | ongoing print ads | ongoing print ads | $ 20,000.00 |
| Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | Retargeting | $ 25,000.00 |
| Direct Marketing | – | Direct Marketing | – | – | – | – | – | – | – | – | – | – | |
| Email newsletters | monthly newsletters every month | Email newsletters | monthly newsletters every month | monthly newsletters every month | Email newsletters | monthly newsletters every month | monthly newsletters every month | Email newsletters | monthly newsletters every month | monthly newsletters every month | Email newsletters | monthly newsletters every month | $ 3,000.00 |
| Direct mail | – | Direct mail | Direct mail | – | – | Direct mail | – | – | Direct mail | – | – | Direct mail | $ 10,000.00 |
| Mobile QR codes | – | Mobile QR codes | Mobile QR codes | – | – | Mobile QR codes | – | – | Mobile QR codes | – | – | Mobile QR codes | $ 500.00 |
| Collateral | – | – | – | – | – | – | – | – | – | – | – | ||
| Brochure | – | Brochure | – | – | – | Brochure | – | – | – | – | – | $ 2,500.00 | |
| Sell sheets | – | – | Sell sheets | – | – | Sell sheets | – | – | Sell sheets | – | – | – | $ 1,500.00 |
| Promotional items | – | – | – | – | Promotional items | – | – | – | – | Promotional items | – | – | $ 3,000.00 |
| Video/multimedia (YouTube) | – | – | – | – | – | – | – | – | – | – | Video/ multimedia (YouTube) | Video/ multimedia (YouTube) | $ 5,000.00 |
| Public Relations | – | – | – | – | – | – | – | – | – | – | – | – | |
| Press releases | – | Product A | – | – | – | – | New market | – | – | – | – | – | $ 3,000.00 |
| Content Marketing | – | New market | – | – | – | – | New market | – | – | – | – | – | |
| – | – | – | – | – | – | – | – | – | – | – | – | ||
| Social Media | – | – | – | – | – | – | – | – | – | – | – | – | |
| ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | Launch Facebook ads | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | ongoing Facebook promos | $ 2,000.00 | |
| LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | Launch LinkedIn ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | LinkedIn Ads | $ 2,000.00 | |
| $ 2,000.00 | |||||||||||||
| $ 2,000.00 | |||||||||||||
| Website / Mobile | – | – | – | – | – | – | – | – | – | – | – | – | |
| Content/landing page | – | Campaign page | – | – | – | – | Campaign page | – | – | – | – | $ 2,000.00 | |
| SEO campaign | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | ongoing SEO review | $ 10,000.00 |
| Mobile website | – | – | – | – | Launch | – | – | – | – | – | Optimize | – | $ 5,000.00 |
| $ 127,500.00 | |||||||||||||
Copyright 2012 – www.SBMarketingTools.com
