Strategic Marketing Plan - Krop
Strategic Marketing PlanOctober 212013By Lori Ann Davis, BDEIndianapolis & Surrounding Freight Zone Area Executive Summary Cascade Asset Management, founded in 1999 by Neil Peters-Michaud and Jessica Peters-Michaud, has been one of the leading service providers of IT disposition solutions. With facilities in Madison, WI and Indianapolis, IN, Cascade has strategically positioned itself to service the entire Midwest in an efficient and effective manner. Cascade’s secure chain of custody has been recognized by the Gartner Magic Quadrant as one of its greatest strengths. Cascade’s Operating Principles are to: Delight customers, Be Proud Solve Problems and Meet Challenges. Cascade uses these principles to provide consistent, quality, high level service to their clients. Cascade also uses these principles to help foster their overall positive perception and solid reputation as a pioneer in their industry. The purpose of this plan is to outline objectives and strategic marketing outreach initiatives to help better position Cascade in Indianapolis and surrounding areas in accordance with Cascade’s overall Strategic Plan which objectives includes;Strengthen quality of business performance in operations, information systems, business management systems, and overall delivery of services to represent the “best in class” in the industry;Target new business from regulated industries (especially the health care, government, financial, and insurance sectors) in the MidwestProfitability growth of the company to 10 million revenue over the next 3 to 5 yearsConcentrate our services footprint in the Midwest Cascade is looking to be a driving force in IT disposition among regulated industries such as healthcare, insurance and financial Institutions. Cascade has been in the Indianapolis area for over six years and has two different locations in the vicinity of Plainfield, IN. During this time Cascade has been able to acquire several impressive accounts in Indianapolis and surrounding areas. WhileObjective Cascade Asset Management’s goal in the Indianapolis area is to help grow its overall market share by 13% in 3 to 5 years. Cascade’s initial growth plan included adding a dedicated Business Development Executive to help grow the market. The purpose of this plan is to outline specific outreach campaigns that are designed to help in the assistance of growing Indianapolis’ freight zone area and to re-establish contact with inactive Cascade clients. The objective of this campaign would be to establish if the companies targeted are a good fit for Cascade ,create awareness, help the overall perceive value of Cascade, make potential clients knowledgeable of Cascade’s capabilities and to have a concentrated effort of service in the Midwest. Given the lack of sales support in this area for an extended period of time, initial efforts done by the Business Development Executive and Cascade’s revenue goal, it is a recommendation to execute more of a concentrated marketing effort in this region. Specific plan goals are: Determine quality leads within the region that fit Cascade’s target audiencePromote awareness of Cascade and its capabilitiesGrowth of the Indianapolis and surrounding freight zone areasBe recognized as a leader in the industry of ITAD in regulated industries throughout the freight zone regionHelp with the overall goal of Cascade growing 13 – 22% per year to achieve the 13% growth of the company.Established a perceived value for using Cascade’s ServicesSituational Analysis ExternalInternalStrengthsOpportunities WeaknessesThreats Strengths: Internal/External Cascade’s quality of workCascade’s highly trained and courteous staffReputationSecure Chain of Custody (recognized on the Gatners Magic Quadrant)Cascade’s high dollar amounts for resale, rebates and recoveryEnvironmental focus Strong customer serviceWeakness: Internal/ExternalCascade’s geographic reachSize relative to the other companies like CascadePoor market awareness in the Indianapolis freight zone areaStability of sales staffNo consistent sales outreachOpportunity:A larger number of companies that meet Cascade’s target audienceIndiana, Kentucky, Iowa, Michigan and Ohio e-recycle efforts can help bring awareness to companies like Cascade.Only two ITAD are e-Stewards certified in the areaThreats:Other ITAD and e-recycling companies in the freight zone area. Companies in the area: Cloud Blue, Greenwave, Indianapolis Asset Recover & Recycling, Green Geek, Oscar Winski and Green Tech Computer Recycling of Indiana.No clear defined value of Cascade’s Services Trends:Heighten security measures being taken when disposing of unwanted IT equipment Local governments cracking down on how electronics are disposed ofRegulated industries and larger corporations incorporating electronic recycling in their sustainability initiativesHealthcare industries are looking for inventive ways to improve the ROIA trend of larger financial institutions acquiring smaller ones thus making a demand to retire excess IT equipment. Larger healthcare facilities are trending towards using even more technology based health care solutions. i.e. electronic patient charts, virtual doctors, and registration kiosks.Target Markets According to findings in Cascade’s Strategic plan, historically when a large breach occurs, sales tend to go up. Cascade’s targeted market is defined in its overall Strategic Plan. The targeted market includes highly regulated industries like financial institutions, health care and insurance. Also included in the demographics is the size of the organization (500 employees +) and the distance of the company in relation to Cascade’s to facilities. Each of these types of industries has different concerns when it comes to disposing of retired IT equipment. While some of the concerns my overlap from industry to industry, it is important to try to indentify some the general concerns of each industry and use those concerns to target a particular industry. An industry’s interest maybe peaked by focusing on a hot button for that industry. Health care/Insurance - A concern may be the prevention HIPPA breaches or loss of a patient’s information Financial Institutions - Security concerns and the loss of dataStrategies/ Market Tactics Considering products, price, place and promotion are crucial in executing an effective plan. It is already established that Cascade has a superior product (service) and is strategically placed in the Midwest area to target desired businesses. With regards to price, there is a need for emphasis placed on the value of Cascade’s services. In the Indianapolis market there is also a need for more promotion of products to create awareness. Past marketing efforts in the Indianapolis area have been;Open HousesJoining and Attending Chamber EventsNetworkingAttending Trade Shows Suggested Solutions:The launch of a targeted campaign that initially consists of 25 very large companies headquartered or has strong influence in the buying decisions in the Indianapolis freight zone area. This list of 25 may include companies that have some knowledge of Cascade or are in Cascade’s database of companies. Campaign Specifics:After qualifying 25 companies and the right contact for the organization send out three types of mailers targeting specific concerns for the industry with one of them expressing why Cascade is great value. The final mailer would be a book with a title that would be appealing to the contact and the contact themselves would be the author of the book. Inside of the book would BDE’s information on a card and a hand written note on a specific time the BDE will reach out the contact. The mailers would go out ten at time on weekly basis until a total 25 mailers until all contacts have received the final mailer.Once the final mail is sent out the BDE is responsible for contacting the potential clients and try to schedule an initial meeting. Outreach to inactive customers. Cascade – Indianapolis has a number of inactive customers that have not been touch in some time. In effort to re-familiarize inactive customer, three different mailers can be sent giving inactive customers some type of incentive for using Cascade again. Campaign Specifics: A strong effort must be made to clean up the contact list making sure that the right contacts will receive the mailer. This can be done by simply making phone calls to find out who would be the right contact to target.After the right contact has been established, a set mailers can go out about 50 clients over course of two weeks. After the first two mailers the BDE is responsible for making calls to that contact. If there is no to little respond then third and final mailer should go out and BDE should follow up again until they get response.This campaign will help clean up the contact list as well help with regaining inactive customers. Tracking Results:The length of both campaigns is approximately four months and they may be executed simultaneously. During the campaign results can be recorded on bi-weekly basis after the final mailers have gone out. The BDE can use a tally sheet to keep track of how many contacts have been successfully contacted and by the number of initial appointments that have been scheduled. With inactive customers, the success will be determined by how many pickups have been scheduled.Marketing Concept & BudgetInvestigation IT Disposition: A series of 2 postcards and a book coverInvestigating IT Disposition: What the book saysWe can help you write the book on your own IT Disposition Printing (Postcards, Book covers):$360.76JournalsConclusion This plan is aligned with the overall Strategic Plan of Cascade. The execution of this plan can serve as a gauge of how different campaigns can impact sales in the Indianapolis freight zone area. It can also be used as a tool to determine if a similar plan would beneficial to Wisconsin freight zone area. This initial analysis may need to done to make the necessary adjusts to achieve the required results. Targeted Accounts Health & Hospital Corporation of Marion Country EfundsKraft Foods Deaconess HospitalTrue Value VectrenRoche DiagnosticsBank of AmericaEnterprise Rent-A-Car CorporateTruman Medical Center - Kansas City, MOUniversity of ChicagoFHN Memorial HospitalLockheed Martin Corp Prop Inc.Truman Medical Center - Kansas City, MOAmerican Funds/Capital GroupCancer Treatments of AmericaHillron CorporationSiemens Healthcare DialogisticMotor Coach IndustriesEli Lily Baxter Cook PharmaceuticalsZimmer HoldingsRJ ReynoldsITT Technical Int.H.R. BlockAdessa (KAR) ................
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