Tactical Marketing Proposal Plan
StrategicMarketing Plan DATE \@ "MMMM d, yyyy" June 5, 2019Introduction2479040-34353500For more than thirty-five years, ABC Company has had a long tradition of being one of the leading innovators in plastic recycling. During that time, ABC has been able to position its self strategically in the industry and be successful without doing an extensive amount of marketing. While there have been some marketing initiatives done periodically, there has not been any consistent or uniform marketing outreach done throughout ABC's thirty plus years of being in existence.Table of Content Executive SummaryStatement of PurposeSituational Analysis Competitor AnalysisProposed Plan Marketing FunnelSocial Media StatisticsGoalsCustomer PersonaProposed Statement of PurposeList of Marketing ChannelsProposed ScheduleTrade Show ScheduleContent Style & BrandingFormatting StyleProposed Communication PlanMeasurementBudgetAppendix AExecutive SummaryWhile ABC has been able to sustain itself as a viable company over the years, it has now become apparent that ABC company must market aggressively for several reasons. First not only does the company need to maintain it’s place in the industry, but they also need to surpass where they are, ABC must also strive to stay relevant, and achieve a sales growth of 8 to 15% over the next three years. Some of the external challenges they face are; that they are deemed difficult to work with, are too expensive, and is unwilling to share how they process materials. Another challenge is that the company has not been able to differentiate itseleves from other plastic recyclers or maintain a consistent brand or style. Another concern is that ABC Company does not have an internal communication strategy. Not only is it necessary to market externally, but it is also equally essential for for a company to have an internal communication plan to help to ensure that the external marketing efforts are a succes. Unfortuanelity sometimes employees, do not exemplify a sense of pride when it comes to their company.Statement of PurposeThe purpose of this three-year Strategic Marketing Plan is to address the above mentioned issues, to implement several initiates and develop and execute marketing campaigns that are designed to help grow ABC Company as a company. Determinations will be made of why it is crucial to implement the proposed initiatives and why excute the proposed campaigns. The first year of this strategic plan will be aggressive to help jumpstart our marketing initiatives into gear, followed by two more years of fine-tuning and possibly even changing some of our strategies. 426085361315ThreatsWeaknessesOpportunitiesExternalInternalStrengths00ThreatsWeaknessesOpportunitiesExternalInternalStrengthsSituational Analysis35934653366770Figure 1: SWOT Analysis00Figure 1: SWOT AnalysisStrengths: Internal/External: Internal StrengthsLongevity of employeesFully functioning lab to test products Financially stable Have a wealth of intellectual property knowledgeCleanliness of our facility External StrengthsInnovative servicesCan do complicated separations that others can’tCompetitive pricingService GuaranteeWeakness: Internal/External:Internal WeaknessLack of a communication planLimited on storage space in the warehouseNo defined sales cycleBad Employee ReviewsExternal WeaknessesCan’t take food grade materials for recyclingCompetitionPerceived as challenging to work withOpportunity: Internal/External:Internal OpportunitiesForethought to embrace marketingTenacious Sales StaffThe ability to inform clients of the care we in our processing External OpportunitiesStill a lot of untapped marketsOpportunities to partner with other organizations Internal OpportunitiesWillingness to add different service offerings to accommodate customers Threats: Internal/External:Internal ThreatsResistance to change the way things are doneCommunication barriers Cost prohibitionsNot able to do some separations Difficulty in embracing marketing External ThreatsCompetitionShipping CostNo fleet of trucks TrendsPlastic Recycling Community InvolvementEnvironmental Concerns Competitor Analysis PRI – Local recycler here, in Indianapolis Has multiple locations Capabilities: Tolling, Recycling and Packaging, and LogisticsWhy are they a threat? PRI offers a lot of our same services along with having their fleet of trucks have similar capabilities Padnos - Has a presence in Indiana Several locations throughout the state They are a large recyclerCapabilities: They take plastic, electronics, metals, cardboard, and paper Why are they a threat? Large company, with many services and, has a fleet of trucks. They market themselves as a stop recycling shop Sherman Plastic - Recycler in Naperville, IL, and WI Capabilities: Provide customized recycling services. They buy and sell resins, compounds, regrinds, wide-spec, and scrapWhy are they a threat? Offer similar services Close geographically Hoehn Plastic - Recycler found in Southern IN Capabilities: Tolling, Buying, and selling have delivery vans Why are they a threat? Hoehn offers similar services plus they have logistic services. They also right in our backyardSo, what is Our Plan?The following is a comprehensive proposal strategy on how we are going to take our company to the next level. ABC Company is going to achieve this by executing impactful marketing campaigns, implementing a crucial and affirmative internal communication plan, define our voice, and maintain a consistent brand and style. We will also challenge ourselves to approach sales more tactically instead of, reactionary keeping before us our shared goal of obtaining study growth, and getting a good return on investment. This proposed plan is a mixture of use if outbound and inbound marketing channels with incoming channels making up about 55% to 45% of our marketing mix. This choice of channel usage is based on current marketing trends and best practices. BackgroundWhy such a long campaign? Typically, marketing plans are usually three to five years in length with evaluations every six months. The reason for the extended period is to establish short and long term goals, to maintain consistency and to have a plan in place that can continue to be executed even if personnel changes. Because our company has never had a marketing plan in place, it is essential to have a program that is at least three years and can be tweaked easily or changed as the need arises. Why is it essential to our change how we communicate internally?As a company, we are asking our customers to trust us, to use us and keep using us. We need to provide customers with excellent customer service and produce a great final product for them. Can we do that if we always believe it ourselves? When we start conveying a positive message to our customers or potential clients, we need to make sure that the same message and sentiments are reaching those who are doing the work. Internal communications also help to: Focus on the Drive for PurposeWe need to understand our goals, know the plan for getting there and make sure that we are confident about why it is important to reach our goals. It also helps to motivate us as a team.We can help to stay in control of our message, and its origin(Nearly two-thirds of adults have social media sites)We ensure that information comes from the right source and it is promptAny company information should come from a fast, reliable channel that can reach all employeesEmpowers and supports middle management Helps to maintain the brand promise and satisfy clients Well executed communicated goals, trained and informed staff would help to improve customer encounters, minimize bad employee and former employee reviews, and help to increase revenue Having an internal communication plan is essential during a crisis or PR disaster Helps to create a better work environment Good internal communications give way to constant feedback, foster an open-door policy helps with turnover and provide free advertising. (A happy employee will quick to talk positively about an organization they work for which gives way to positive perceptions) Limits rumors and enhances transparency 40542544437049Figure 2: Internal & External Communication00Figure 2: Internal & External Communication9478168985900Marketing Funnel Every company’s sales cycle is unique, and ABC Company is no exception to that rule, in fact, our sales cycle poses a unique challenge in that our clients and potential clients go against the norm of researching companies before they find someone like us to use our services. To that end, we have sold and are selling to our clients in more of a reactional way instead of approaching sales more strategically. However, because we are trying to change the way we sell, we must also change the way our customer or potential customer’s shop for services such as ours. To start, we need to change how we think in terms of our sales process, and begin to sell more strategically then falling into our prospect’s trap of “dialing for dollars.” To make this plan successful, it is crucial to maintain sales data such as logging calls, emails, and other customer outreach, so we can begin to define our sales funnel. Moreover, and to always following up with customers after we have completed a transaction or provided tolling services so we can retain the our current customers . Following up with customers has to build trust, develop relationships, foster loyaity and pave the way for comfortablly asking for referals. With that in mind, the following illustrates how we will start to engage our customers through our marketing funnel to help change how they engage us. By following this method, we will be able to track where future customers are in the buying cycle, use that information to start building our sales funnel and in turn limited some of the end of month dialing for dollars.AwarenessTop of the Funnel: AwarenessAt this point, a buyer is trying to solve problems, get an answer, or meet a need. We engage these individuals at trade shows, the call into ABC Company to an inquiry about our services or respond to unsolicited phone call or email. Their?value as a lead is low because there’s no guarantee that they’ll buy from you. How will we target: Email blast, educational content, social content, videos, landing pages monthly e-newsletter and blog posts.Evaluation/ConsiderationWhen our potential client moves into the middle of our funnel, it means that we have captured the possible client attention. This possible client knows they have a problem that must be solved, and now our probable future customer is starting to try to find the best solution. The need for a future purchase commitment creeps up as options are evaluated.This stage of the funnel is where we want to show why our solutions are the best fit. The middle of the funnel is the point of extended engagement where we will nurture our leads, and build a relationship, and establish trust between our audience and brand. Evaluation is arguably the most critical point in the buyer’s journey because this is where prospective customers start eliminating solutions that aren’t a good fit.How will we target: Case Study, Sample request, Data Sheet in-person meeting or a visit to our facility focused personal emails, phone calls with a purposePurchaseThe bottom of the funnel is our prospective customer making the actual purchase decision. They are ready to?buy, but that?still does not guarantee that our potential customer is going to buy from?us.?In most cases, leads at the bottom of your funnel j need that final nudge and that compelling call-to-action to get them to make a purchase decision. The right offer and content at this stage can have a dramatic impact on lifting our conversions.How will we target: Quote, trial tolling run? LoyaltyOnce we have to convert a potential client to a client, we must do what we can to retain them, make sure they are satisfied with our services and keep them paying on time, build relationships and develop a referal program How will we target: Thank you notes after the first job, follow up marketing slick that lists our other services. Do phone call or email follow-ups after the client has received the material back from us 37609676161929Figure 3: Sales Funnel00Figure 3: Sales FunnelSocial Media Statistics LinkedIn is undeniably an essential platform for distributing content.?94% of B2B marketers use LinkedIn?as a content distribution channel, compared to just 89% on Twitter and 77% on Facebook and YouTube. On LinkedIn, we will be able to post either promoted or organic content linking back to our site or product – we can use?LinkedIn ads?to target our audience and ensure higher visibility, also can post content for brand awareness, or spread information on a new product or service.LinkedIn has a broad reach, and its audience typically expects business-related content, making it an ideal site for posting company information. Compared to Facebook and Twitter, it's the?number one most popular advertising channel?for B2B marketersSocial Media ChannelTwitterFacebookLinkedIn Goals AwarenessAs a company, we to continue to be known in the industry an innovative leader that can handle difficult types of separations. We want to shed the image of being difficult to work with and too expensive. We differentiate ourselves from the competition. ConsiderationWe must consider changing how we think internally some it will be exemplified externally in our marketing Find ways to give back to the community to show that we careLoyaltyCreate loyal customers and employees AdvocacyShow our customers that we care and will whatever it takes within our power to provide them excellent customer service and a quality product Customer PersonaWhat problems are prospective clients facing? How does our product or company help solve those problems?ABC Company has traditional have sold to primarily brokers, molders, extruders, compounders, recyclers, distributors and manufacturers. We have been successfully targeting these types of organizations and should continue to do so, but now we will use innovative ways to retain and attack businesses like these? We will also make efforts to do target marketing within other industries and specific types of manufacturers which will include:2019SuppliersConstruction ManufacturersIrrigation manufacturers2020Environmentally focused companiesAutomotive parts manufacturers Packaging companies 2021EscrapFood Packaging Beauty Products Proposed Statements of Purpose 2019-2021Having a clear and defined voice is an essential part of a marketing initiative. A clear voice helps define a company’s direction, it keeps everyone focused on the future, it aids in change, and employees stay focused on a company’s common goals. It lets customers and potential clients know what our company stands for and our commitment to them as a customer. Our statements are meant to shape our marketing strategy. Lastly, if we as a company are transparent about of goals and our commitment to our customers, we help minimize the feeling of us being challenging to work with and too secretive. Proposed Vision and Mission StatementsVision Statement: ABC Company- is committed to being customer driven, environmentally conscience and value-focused, while exceeding expectations. We strive to deliver the highest-quality reprocessed plastics through innovation and unique processing techniques. Mission Statement: ABC Company supplies reprocessing services that enables the recovery of high-quality polymers from plastics to parts. More often than not, we exceed our customer's expectation by recovering plastic that most companies would consider unusable. We take care of proving great customer interactions by asking thought-provoking questions that allow us to offer the best reprocessing solutions. Our services which include buying and selling of plastics that will not only improve a company’s bottom line but also help to meet corporate environmental initiatives. Proposed Taglines:Turning Unusable Plastic into Usable PlasticTurning Discarded Plastic into Usable Plastic Turning Unwanted Plastic into Usable PlasticRecovering Value from Unusable PlasticProposed Values:Quality – We promise to produce the best product for a fair and competitive priceCustomer Commitment (Our Guarantee) – If a customer tells us that we fail we investigate and if we did fail, we pick up the material and reprocess it free of charge) Accountability - We own our mistake! If we have made a mistake with either a customer or with a fellow employee, we own it and correct it as soon as possible. We are a Team – When we work as a team, we able to carry out our goals and keep our customers happy. Integrity – Our reputation is one of our valuable assets, and we must strive to keep our customer's trust. We must trust and respect each other and always recognize that even though we are a team we also unique individuals that must count on each otherA Winning Spirit – Having a can-do spirit propels us to the next level and allows us to go above and beyond for our customers List of Marketing Channels – Inbound & Outbound Outbound MarketingTradeshowsSpeaking at ConferencesTargeted Promotional Mail CampaignA series of postcards (will be an addition to an inbound campaign)Sales Collateral MaterialsRe-do banners and all other display materialsAssociationsPublication AdsMilestone PromotionsGreeting CardsFollow up Thank youEmail-BlastInbound MarketingBlog PostSocial Media Post (LinkedIn, Twitter, Facebook)Monthly NewsletterGoogle AdsCreating Content to be used in several areasOther Initiatives Update WebsiteImplementation of CRM Software Having a paid intern to do Social Media post and content writingUsing an outside source to help develop content Proposed Marketing Schedule JanuaryEvaluate Marketing Budget for the year, review and rompare CRM Software, determine vendors for upcoming projects, write content for website, blogs, and campaignsFebruary Continue writing content for blogs, website and campaigns, develop website theme, prepare for upcoming trade shows and eventsMarchStart the process of rebranding, determine key stakeholders, form sub-committees to help with the rebranding, begin work on the Internal Communication plan April Start of Website re-do Implementation of a CRM Software Start the creation of “New Customer Follow-up” folder, thank you and slick. Start work on our internal communication plan Details: The “New Customer Follow-up” Will be a package of information that we will forward to any new customers we get. In the folder, will be a handwritten thank you note from the salesperson, a slick that lists all our capabilities and card from the salesperson Purpose- To educate new customers on our other abilities, to help create loyalty, foster retention MayStarting of weekly Post on Social Media, continue to work on the website, create a series three mailers all dedicated to tolling, implement sample program JuneMarketing Campaign – Tolling, send information to any leads; all media post will target tolling services. First Internal Newsletter (will ask for story idea from employees) July Tolling Campaign Continued, Social Media Post, continued work on the website, first google adAugustTolling Campaign Continued, Social Media Post, completion of the website, Campaign to launch new site “Rethink ABC Company.”SeptemberCampaign – Customer Stories, first blog post, Social Media Post Details – Will create a campaign that highlights customer comments and success storiesPurpose- To showcase how ABC Company can solve issues for customers, to help garner the interest of potential customers OctoberContinued Customer stories campaign, second blog post, social media postNovemberEnd of customer stories campaign, Start re-design on all branding displays DecemberEvaluate marketing for the year and make adjustments, customer loyalty promotional item sent, marketing analysis report. Completion and adaption of Internal communication plan2020 – 2021 Professional Video to show at trade shows and on the websiteAd PlacementsMarketing for upcoming conferences and tradeshows:Advertising Tradeshows (at the beginning of the year and again one month before the show) Create banners for each tradeshow or conference Develop themes for each trade show attended for the yearTradeshow follow up campaign Redo all display materialsContinue Blogs and Newsletter Increase Social Media Posting Quarterly Marketing Campaigns:RetentionReferral IncentiveAmnesty ProgramEnvironmental focusHealthcare Seasonal or Event-related Campaigns (Construction, Earth Day, Christmas) (towards the end of 2019 we will determine other subjects)Case Studies Printed Gaylord Boxes Press ReleasesMillstone Gifts Hashtags, blog subjects, case studies Hashtags#whyasample #frompuretopellet#reimaginerethinkreuseplastic#webuyandsell#sustainableplastic#re-thinkABCCompanyBlog Post or Case studiesThe best practices for plastic recyclingHow recycling can help your bottom lineWhy larger companies should invest in recyclingNavigating the recycling processRecycling and Healthcare A Sustainable supply chainHow reusing plastic solved a manufacture’s problem Tradeshows: 202-2021MarchPlastic Recyclers2021 Molder Conference2020May Waste Expo2020 NPE 2021June Plastec East/ East Pack2020SeptemberThermo Plastic Convention2020NovemeberGreenbuild2021December Irrigation Show 2020Prospective Vendors – ProjectUnited Parcel Posts – Sample ProgramWebsite - SPFHelluva – Printed Gaylords CRM Software – CRM Video- B-Media HouseHamilton Display – Booth redoContent – Vanessa Carver Collateral Material, greeting cards, labels, business cards - Fineline & Got printContent Style and BrandingProposed Message/Voice Innovative Quality3218815121506Our voice is a constant. It will describe our brand distincitive personality. (Is what we want our prospects always think about us when they hear our name.0Our voice is a constant. It will describe our brand distincitive personality. (Is what we want our prospects always think about us when they hear our name.Care Expert 170864783599Voice00Voice255943717283StyleStyle1128202117585ToneTone-82551408430Tone is dynamic. It adapts to different scenarios and will delivery on the promise of our voice.00Tone is dynamic. It adapts to different scenarios and will delivery on the promise of our voice.426021597155Style is what our content looks like. This includes formatting, grammar rules and capitalization.0Style is what our content looks like. This includes formatting, grammar rules and capitalization.27006551180465Figure 4: Content Analysis 00Figure 4: Content Analysis Voice: Positive AttributesHow we should always be perceived:That we are established leaders in our industryOur experience is a competitive edge that empowers us to evolve and adaptWe’re champions of innovation and progress, with an eye toward the horizonWe’re human, and we focus on building relationshipsWe’re straight-shooters who get to the pointVoice: Negative AttributesHow we should never be perceived:We’re not aggressive or pompous when we seek to be persuasiveWe are too expensive.We’re not tied to the past, where tradition limits potentialWe are challenging to deal withTone: Our Pillars 1&2Pillar 1How we do it: We’re confident, straight-talking professionals.Our audience doesn’t want to be sold to; they want the facts. We are clear, concise and direct in our messaging.We use simple, straightforward language. Our content will be easy to read, both in word choice and layoutHow we don’t do it:Long sentences, adverbs, repetition, and jargon.Protracted exposition and meandering introductionsWe are positioning the technology behind what we do ahead of the value we providePillar 2We’re also approachable people. How we do it:We are conversational and relatable.We demonstrate an understanding of prospects’ challenges and acknowledge themHow we don’t do it:Our word choices should not be too informal or communicate that we don’t take what our clients seriously.Over-complicated, theoretical explanations that show we don’t know our audienceFormatting & Style This section governs the editorial rules and standards we adhere to, so our content is free from errors and looks consistent.Formatting: Titles & SubheadingsWe use title case for titles, headings, and subheadings. Title case capitalizes the first letter of each word, except articles and short prepositions.This Is the Correct Formatting of a Headline“This Is Not The Correct Way To Format A Headline”“This is also incorrect formatting for a headline”All subsequent subheadings should be set to H2 styling and then scale down to H3, H4, and H5, as your nested hierarchy demands.Finally, do not bold or add any additional emphasis to any titles, headings or subheadings. We are bold to emphasize words and phrases. We do not italicize, CAPITALIZE or underline for emphasis. The only exceptions to the no italics rule are book or composition titles.Italicize the titles of books, television shows, movies, songs, speeches and works of art. We offset ideas – like this one – with a single dashFormatting ListWe use bullets instead of numbers or letters;Only the first word of each line item should be capitalized;If your list contains line items that are phrases, use a semicolon to separate each line item; You do not need to use a semicolon if list items are essentially nouns (objects, department names, etc.), not phrases; and When using semicolons, put “and” at the end of the second to the last item as shown aboveBranding(see Appendix A)The following is a list of guidelines we need to adhere to establish and maintain a consistent look and feel for ABC Company’s Branding.Business Cards: All company business card should be the standard size of 3.5 x 2 with a .25” allowance for a bleed The card is always printed on both sidesStock: 14pt glossy finishFonts: No more than two different fonts should be utilized on all publications, collateral materials, emails, and correspondences.Colors: All marketing materials, emails, correspondence sent externally should always include incorporate ABC Company’s Designated colorLogo: The proper ABC Company’s logo must be placed on all external communications, correspondences and marketing materials Writing: All writing must adhere to common AP style Rules Proposed Updated logo:This logo represents a slight refresh of our current logo that can be incorporated as we update our materials.Why the change: The current red/berry color is slightly outdated, and makes the logo seems a little dated as well. Change the berry to accent color freshens up the logo without changing drastically. The color change keeps with the current branding trends and is similar to the Pantone color of the year. Also, if we want to continue to have a focus that says cutting edge or innovative, we must keep up with branding guidelines to help convey an image of a company that is commited to providing clients with the latest technolgy and services. Proposed Internal Communication OutlinePlanThe internal communication plan needs a way to define, in measurable objectives:What will your plan achieve?How long will it be before you need to measure your objectives?What will these measurable objectives achieve?We need to have: Specific, Measurable, Attainable Realistic, Timely Why To help keep employees feeling informed, and will help to engage them in problem-solving across our business.To ensure consistency across all channels Create two-way communicationWill Plan for contingency and disaster The plan should have buy-in from all departments, along with a contribution from crucial stakeholdersCreate a secured intranet site that can not be accessed without a username and password (Will does not include any trade secrets) Measuring SuccessHow will we measure how we have done?Evaluate the amount of traffic to the website (click-throughs, bouncebacks, and conversions) Social media engagementSalesNumber of sales appointments and inquiries about our servicesAnalyze which marketing campaigns, hashtags and blog posts were the most effectiveEvaluate the click rates, opt-outs and conversions of email blast and newsletter)Proposed Budget Total 2019?BudgetActualAmount LeftCRM Software /Social Media $ 18,400.00 $ 17,900.00 $ 500.00 Video/ Photography $ - $ - $ - Paid Advertising $ 800.00 $ 600.00 $ 200.00 Creative Software $ 900.00 $ 854.45 $ 45.55 Bmac Sample Pack $ - $ - $ - Branding & Creative $ 7,450.00 $ 7,190.00 $ 260.00 Events (Other) $ - $ - $ - Association Memberships $ 2,200.00 $ 2,000.00 $ 200.00 Wire Services (PR)???Promotional Products $ 3,230.00 $ 2,683.40 $ 546.60 Website $ 11,000.00 $ 10,500.00 $ 500.00 Tradeshows $ 6,500.00 $ 5,140.29 $ 1,359.71 TOTAL $ 50,480.00 $ 46,868.14 $ 3,611.86 Total 2020?BudgetActualAmount LeftCRM Software /Social Media $ 19,200.00 $ 18,550.00 $ 650.00 Video/ Photography $ 9,000.00 $ 8,250.00 $ 750.00 Paid Advertising $ 7,400.00 $ 6,050.00 $ 1,350.00 Creative Software $ 1,080.00 $ 1,031.40 $ 48.60 Bmac Sample Pack $ - $ - $ - Branding & Creative $ 1,200.00 $ 1,050.00 $ 150.00 Events (Other) $ 2,500.00 $ 2,300.00 $ 200.00 Association Memberships $ 2,200.00 $ 2,000.00 $ 200.00 Wire Services (PR) $ 250.00 $ 199.00 $ 51.00 Promotional Products $ 100.00 $ 78.00 $ 22.00 Website $ 420.00 $ 360.00 $ 60.00 Tradeshows $ 18,000.00 $ 17,150.00 $ 850.00 TOTAL $ 61,350.00 $ 57,018.40 $ 4,331.60 Total 2021?BudgetActualAmount LeftCRM Software /Social Media $ 19,800.00 $ 18,960.00 $ 840.00 Video/ Photography $ - $ - $ - Paid Advertising $ 7,850.00 $ 7,300.00 $ 550.00 Creative Software $ 1,140.00 $ 1,025.70 $ 114.30 Bmac Sample Pack $ - $ - $ - Branding & Creative $ 1,800.00 $ 1,700.00 $ 100.00 Events (Other) $ 3,400.00 $ 3,200.00 $ 200.00 Association Memberships $ 2,200.00 $ 2,000.00 $ 200.00 Wire Services (PR) $ 250.00 $ 199.00 $ 51.00 Promotional Products $ 2,250.00 $ 2,150.00 $ 100.00 Website $ 420.00 $ 360.00 $ 60.00 Tradeshows $ 13,400.00 $ 12,600.00 $ 800.00 TOTAL $ 52,510.00 $ 49,494.70 $ 3,015.30 Conclusion Implementation of this Marketing and internal communication plan will help ABC Company raise awareness, show the organization’s impact, and attract and retain clients. It is designed to help increase, sales, maintain our focuses and help with the overall communication and persona of ABC Company. If adopted in its entirety, we will be able to work towards becoming an industry leader indeed and a force to be reckoned with in the industry of Plastic Recyclers. Appendix A: Branding Style SheetProposed Fonts: All Marketing Materials- Gibs (There are twelve variations) Logo Font: Eurostile ExtdTagline: GibsContent: Helvetica Colors: Pantone 1955c Pantone Orange 021c Pantone 359c ................
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