Crowdfunding marketing plan - brick & mortar retail template

Brick & MortarIndiegogo Campaign

Marketing PlanPresented by IndieFund.It

The enclosed is the tactical marketing plan supporting the conduct of a brick & mortar IndieGogo crowdfunding campaign. The crowdfunding campaign serves the purpose of driving successful establishment of funding necessary to begin business as well as developing a community of investors, clients, and supporters.

Marketing Plan – Brick & Mortar Retail Business

ContentsContents...................................................................................................................................................................2

Plan Overview...........................................................................................................................................................3

Objective...................................................................................................................................................................3

Target Market.......................................................................................................................................................3

Target Customer – Demographics........................................................................................................................3

The Message.............................................................................................................................................................4

What do you want the customer to do?..................................................................................................................4

What does the customer need to do?.................................................................................................................4

What is the Offer?................................................................................................................................................4

How does the planned marketing activity work?....................................................................................................4

Project Plan...............................................................................................................................................................5

The time-line........................................................................................................................................................6

Budget......................................................................................................................................................................7

Measure and Outcomes...........................................................................................................................................7

Lessons Learned.......................................................................................................................................................7

2 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc

Integratimarketing.com.au


Plan OverviewThis template will help you and your business identify tasks, deliverables and actions, which you will need to drive your tactical marketing activity. This template will enable your team to ‘blue sky’ think the potential activities and then document these into your tactical marketing plan.

Project Overview Brick & Mortar Retail IndieGogo CampaignClient ContactAgency Name IndieFund.ItDate brief suppliedExpected response date

ObjectiveKey objectives for this activity are…

• Build awareness of the Brick & Mortar Retail Business

• Establish Bricker & Mortar Retail Brand

• Crowdfund initial operating funds to open Brick & Mortar Retail business

• Develop an engaged audience

Through the conduct of this event, the Brick & Mortar Retail business will develop a community of supporters, investors and clients.

Target Market

The initial target market for this event is inclusive of current clients of the founder of the Brick & Mortar Retail business as well as friends, family, personal networks, business networks and supportive acquaintances.

Target Customer – Demographics

• Females – 20 – 50, living in San Francisco, who have leveraged the business’ services previously – principal communications with this client base will be by email

• Derby Network – female participants and their supporters who are associated with the Derby community – principal communications with this network will be by network portal posting and newsletter distribution

• San Francisco Arts Community – male & female participants, primarily 20 – 40, living in San Francisco – principal communications with this network will be by email and network portal posting

• Friends & Family – principal communications with this network will be by email and phone

• Sober Community – principal communications with this network will be by email and phone

• Facebook Page – principal communications with this network will be by page posting & campaign event invitation

• Facebook Personal Profile – principal communications with this network will be by profile posts & campaign event invitation




• Instagram Audience – principal communications with this network will be by photo post with campaign linkage

• Women’s Initiative Network – principal communications with this network will be by network distribution of campaign announcement via normal communication channels of the network

The MessageThe principal offer for this campaign is the opportunity to participate in the launch of the Brick & Mortar Retail business.

What do you want the customer to do?The customer is being asked to participate in the launch of the brick & mortar retail business as a new start-up business.

What does the customer need to do?

To participate in the launch of the brick & mortar retail business, the audience is asked to support the brick & mortar retail IndieGogo campaign. Participation can take place in a variety of ways:

• Spread the word – the audience can share with and make others aware of the campaign

• Comment on the campaign – the audience can participate in the campaign dialog on the IndieGogo site and/or on other sites that are being tapped to support the campaign

• Participate in the campaign via offers – the audience can participate in the campaign by selecting one of the campaign’s valuable product or service offers

• Participate in the campaign by creating testimonials – the audience who know Christy, the founder of the brick & mortar retail business, best can create testimonials – these can either be in the form of short video testimonials, photographs demonstrating Christy’s skills, short paragraphs of text or visual expressions of appreciation

What is the Offer?

Participation rewards will take multiple forms:

• For $1000 contribution to the campaign, the brick & mortar retail will provide specific services throughout the first year of business

• For $500 contribution to the campaign, the brick & mortar retail will…





How does the planned marketing activity work?This campaign includes pre-launch communications, launch communications & activities, and post campaign communications and activities. Communications and activities are detailed by frequency of conduct and means of conduct below:




• Pre-launch, Launch direct emails – X times per week

• Pre-launch, Launch, Post Campaign network portal placement – X times per week

• Pre-launch, Launch, Post Campaign direct phone calls – X calls per week

• Pre-launch, Launch, Post Campaign website count down & messaging – X times per week

• Pre-launch, Launch, Post Campaign Facebook Profile update – X times per day

• Pre-launch, Launch, Post Campaign Facebook Page update – X times per day

• Pre-launch, Launch, Post Campaign Instagram Tickler update – X times per week

• Pre-launch, Launch, Post Campaign Yelp event, message board, promotion update – X times per week

These commitments form the basis of the essential publishing schedule. In addition to publishing, all channels should be reviewed for in-bound communication in order to respond in a timely manner.

Project PlanPlanning

• Define Strategy

• Define Messaging Elements

• Define Gives & Gets

• Define Tasks

• Define Schedule

• Define Resources Required

Build

• Create Messaging Elements

o 140 Character Pitch

o Elevator Pitch

o Paragraph Pitch

o Campaign Brief

o Video Short(s) Scripts

o Campaign Photographs

o Perk Messages

o Spending Plan

o PR Briefs

• Produce Video(s)

• Establish Campaign Site




• Post Campaign Messaging Elements on message distribution channels (Website, Yelp Profile,

Facebook Page, Facebook Profile, Instagram Photo-stream, Network Portals)

Pre-Launch

• Begin Pre-Launch Messaging & Outreach according to publishing schedule

• Manage feedback loop with audience members who communicate

Launch

• Begin Launch Messaging & Outreach according to publishing schedule

• Update message distribution channels regarding launch


• Establish Wall of Fame on front page of Campaign Site to thank contributors whose

contributions are not anonymous

• Directly thank each and every contributor on the same day a contribution is made

• Manage Goal Updates across communications and on all message distribution channels

• Post periodic campaign update/thank you video notes to Campaign site and other message

distribution channels

Post Campaign

• Update message distribution channels regarding campaign completion

• Begin Post Campaign Messaging & Outreach according to publishing schedule


• Complete Wall of Fame on front page of Campaign Site to thank contributors whose contributions are not anonymous; institute Wall of Fame on Facebook Page, Website and Yelp Page.

• Directly thank again each and every contributor for their support of the Campaign

• Post Campaign Thank You video notes to Campaign site and other message distribution

channels

The time-line

Action Assignee Completion Date NotesComplete Marketing Plan

Christy, John 03/17/2013

Complete Messaging & Storyboards

Christy, John 03/17/2013

Meet Videography Team

Christy, John, Videography Team

03/18/2013

Produce Video(s) Christy, John, Videography Team

03/29/2013

Pre-Launch Messaging Christy (80%), John 03/29/2013




(20%)Launch Activities & Messaging

Christy (20%), John (80%)

04/30/2013

Post Campaign Wrap-Up Activities & Messaging

Christy (20%), John (80%)

5/15/2013

Budget

Action Cost ItemCampaign Conduct 10% of Raise Time & Effort to Plan, Manage and Conduct

Campaign

Measure and OutcomesFor this marketing campaign, success is measured as achieving the campaign goals, driving awareness, driving brand recognition and fostering a community of investors, clients and supporters. Metrics are as follows:

• Principal Goal: Campaign Goal Achievement - $14,000 raised

• Stretch Goal 1: Campaign Stretch Goal Achievement - $22,000 raised

• Stretch Goal 2: Campaign Stretch Goal Achievement - $32,000 raised

• Stretch Goal 3: Excess Operating Funds Beyond Stretch Goal 2 - >$32,000 raised

• Secondary Goal: Brand Launch & Awareness

• Tertiary Goal: New Client Development (10 - $500 in new revenue per client)

Lessons Learned

<Here is where you record after all the analysis and working with your team and partners, what went well, what did not and what you can do in the future to improve your activitie(s).>

