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KLH Wellness Center
Marketing Plan
Prepared by:Carol A. MejiaMulti-Sol Inc.
May 2008www.multisolinc.com
OverviewThe KLH Wellness Center is the lifelong dream of Kimberly Hensarling a Reiki Master & Certified Aromatherapist. The center offers a unique and customized way of healing by utilizing the many treatment modalities that the Center has available.
With four full and part-time practitioners the center is now ready to grow it's client base and actively promote it's products and services.
Product Definition
TRADITIONAL AND MEDICINAL MASSAGE YOGA CLASSES REIKI SESSIONS AND CLASSES IMAGE CONSULTING AROMATHERAPY AWAKENING YOUR UNIVERSAL MIND THE LAW OF ATTRACTION DISCOVER YOUR OPTIMUM SELF DESIRE PRAYER DESTINY CREATE SUCCESS ATTRACT LOVE WEIGHT LOSS STRESS FREE FOREVER POSITIVE THINKING
The KLH Wellness Center offers unique and customized programs that can be tailored to the needs of individuals. A few of the many programs offered are:
Brief
Make the KLH Wellness Center a household name Increase the client base Promote all products and services to new and
existing clients Promote the KLH Aromatic products and services
Carol Mejia of Multi-Sol met with Kimberly Hensarling of the KLH Wellness Center at the end of April 2008. Kimberly requested the following:
In order to fulfill the client’s brief, Multi-Sol considered various media options and recommend a wide range of products in order to deliver the message to the largest number of the selected target audience.
Branding
KHL Wellness Center Services Practitioner/Teacher Certification Workshops Seminars
KLH Aromatics Products Services
The following products and services will require both individual and joint branding. Due to the current estimated budget, it is suggested at this time that the ‘paid for’ campaign concentrates on promoting the KLH Aromatics through the KLH Wellness Center.
Current MarketingCurrently the KLH Wellness Center relies heavily on word of mouth promoting. This is slowly bringing in new business but not quickly enough to keep every practitioner busy or to allow the center to grow.
They are also running a full page ad in Skirt Magazine. This appears to be working although advertising in only one medium limits both the number of people who see the ad and also the number of times each ad is seen.
The ad in Skirt is also, although large, full of so much information it is felt that most readers will not take the time to read it.
CompetitionThere are various companies
and individuals offering similar services in the local area. Budding Buddha, Maureen
Donohue, LMT Charleston Therapeutic
Massage Healing Hands, Rachel
Hazelwood, LMT The Pink Dolphin, Dianne
Thomas $0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$80.00
$90.00
$100.00
Cost per 1/2 hr Reiki
BuddingBuddha
Chas.Therapeutic
Healing Hands
Pink Dolphin
KLH
Target Audience Current Demographic
Women Late Twenties to Early Thirties High Profile High Income
Proposed Demographic Women Mid Twenties to Early Fifties High Income Home Owners
Goals KLH Wellness Center
10 – 15 regular clients per practitioner Regular, well attended workshops and
seminars. KLH Aromatics
3 – 6 months: Products sold in between 5 – 10 local outlets.
6 – 12 months: Products sold in between 2 – 4 national outlets.
Media Considerations Conventional advertising
TV Radio Cinema Press Billboards Direct Mail
Below The Line Promotions Press Releases Leaflets/brochures Interviews/talk show appearances Event Sponsorship Internet Marketing Email Newsletter MySpace and Face Book Membership Discounts Continuity Program Join Local, National and International Organizations
Proposed Media Paid for Advertising
Press Direct Mail Internet Marketing Email Newsletter
PR Press Releases Register With Search engines Interview/Talk Show Appearance Event Sponsorship MySpace/Face Book Page/Blog Membership Discounts Join Relevant Organizations (some of these could incur a charge) Strategically Placed Leaflets and Brochures (Design and printing would
be a charge) Continuity Program
Recommendations – Paid For Press
Skirt Magazine Post & Courier Charleston Magazine RSVP Fresh Fields Almanac
Direct Mail Utilize the existing address list Purchase more name and addresses
Internet Marketing Using Traffic Blazer and key word improve the ranking of
the website Email Newsletter
Using Express Email Marketing
MechanicsSkirt Post &
CourierCharleston Magazine
RSVP Postcards
Fresh Fields Almanac
Circulation/Readership
30,000/90,000
97,929/222,900
47,700/166,950
80,000/ 10,000/25,000
Cost per ad $600 $859 $1,350 $2,950 $550
Cost per thousand
$6.66 $3.85 $8.08 TBA $22
Profile 80% women21.9% Inc. $100+18% Aged 35-44
52% women40% Inc.$100k+40% Age 35-54
60.2% women20.3% Inc. $100k+19.2% Age 35-44
80% women75% Inc. $100k+65% Age 35-54
Homes on Kiawah, Seabrook & some Johns Island. Distributed at Fresh Fields & down town hotels
Publication Date
1st of month Friday 1st of month September 12th 1st of month
Deadline Ad 16th of previous month, copy 18th.
One week May 26th for July issue
August 1st June 1st
Promotional Themes2008
Month Theme Message
June Simplify – this is also Vision Research Month See your life more clearly. Less is more, de-stress your life, decide what is really important to you.
July Fill Every Second – this is also AntiBoredom Month
Instead of feeling stressed that every second of your day is filled up with something to do, fill every second of your day with something worth doing.
August Appreciate – the third week is also National Friendship week Take time to appreciate the things that you have in your life.
September Balance – the third week is also Balance Awareness week Bring balance into your life. Balance between family and work etc.
October Beauty on the Inside – this is also National Breast Cancer Awareness month.
Feel good about who you are and project that into your everyday life.
November Spiritual Health Feed your inner spirit and grow within yourself.
December Sharing – this is also National Stress Free Family Month Enrich other peoples’ lives by sharing your good fortune with them.
2009
January The Future Look to the future with a positive mind, calm inner peace and a clear vision.
February Love – This is also National Weddings month Learn how to express your feelings in a kind and compassionate way.
March Peace – this is also American Red Cross month Live in harmony with the earth and its treasures and your neighbors.
April Spring into Action – the last week is also National Volunteer week Step-up and do something good for yourself and others.
May Physical Health – also National Physical Fitness and Sports month
Take the time to take care of yourself physically. Have regular check ups.
Paid For Advertising Schedule2008 Advertising Campaign
Media Space Cost Comments Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total
Skirt Magazine 1/4 page color $600 1st 1st 1st 1st $2,400
Post & Courier 2 col x 4" b&w $859 Style Section 4th 1st 1st 5th $3,436
Charleston Magazine 1/4 page color $1,350 1st 1st 1st 1st $5,400
RSVP Postcard $2,950 12th 2,950
Fresh Fields Almanac 2/3 page $550 1st 1st 1,100
Direct Mail Postcard $75 100 mailings X X X X $300
$15,586
Due to budget limitations it is recommended, at this time, to promote the Aromatherapy side of the business through the KLH Wellness Center. As more marketing money becomes available Aromatherapy will be promoted separately.
Ad Copy Ads need to be simple, concise and to the
point Too much information is distracting and
causes the reader to become bored Graphics should be bold There should be a consistency throughout
the campaign The reader should be drawn in by the ad They should have a clear message and call
to action
Sample AdsJuly 2008 Aug 2008
Sample AdsSept 2008 Oct 2008
Conversion Rate Although advertising, marketing and PR is never
an exact science the proposed campaign will thoroughly reach the target market, giving them ample time to repeatedly see the ads and various messages.
If each practitioner receives ten new regular clients who contract for six sessions at $75 each that would bring an extra $22,500 into the KLH Wellness Center.
Each client could also be up-sold to other products, services, workshops and seminars. They would also be added to the mailing list and email marketing campaign.
Recommendations – PR Press Releases
Send out monthly press releases to the core list of publications Send out random press releases as necessary
Register With Search Engines Local, yahoo, Google etc.
Interview/Talk Show Appearances Local TV, Radio, National TV etc.
Event Sponsorship To be decided
MySpace/Face Book A page on both of these would allow you to network and spread the word about what you offer
Membership Discounts Produce a membership allowing members to receive products and services at a reduced price
Joint Relevant Organizations Charleston Chamber of Commerce, American Holistic Health Association etc.
Strategically Placed Leaflets and Brochures Place promotional material in local complementary businesses.
Continuity Program Have all visitors to the center complete a short survey to collect relevant information
Responsibilities Kimberly
Continue to be the driving force Plan the monthly calendar of classes, seminars, workshops etc. based on the monthly theme Provide necessary content for monthly press releases Provide necessary content for monthly/weekly ads
Susannah Maintain the website Improve the website ranking with Traffic Blazer and specific key words Send out monthly and periodic emails through Express Email Marketing Continue with existing office, bookkeeping, clerical responsibilities Join all relevant local, national and international organizations
Multi-Sol Control all advertising, marketing and PR Design ads Write and distribute monthly and periodic press releases Register The KLH Wellness Center and KLH Aromatics with all search engines Procure TV and radio appearances Coordinate and manage event sponsorship Design and maintain a MySpace and Face Book page
Write a blog on MySpace and Face Book based on press release material Produce a membership discount card Design leaflets and brochures
Distribute leaflets and brochures to local complimentary businesses Design form for the Continuity Program
Contact clients/prospective clients with special offers, discounts, birthday gift certificates etc. Design library roster book We can also take care of office, administration and bookkeeping if this is necessary
Monthly Time-LineDeadline To-Do Deadline To-Do
1st Post and Courier ad deadline Send out monthly email newsletter 17th
2nd Post & Courier ad deadline 18th Skirt copy deadline
3rd 19th
4th 20th Place Charleston Mag ad
5th 21st
6th 22nd
7th 23rd Charleston Mag ad deadline
8th Send out month press releases 24th
9th 25th Send copy to Chas Mag
10th 26th
11th 27th Charleston Mag copy deadline
12th 28th Write monthly newsletter
13th 29th Place Post & Courier ads
14th Place Skirt ad 30th Design monthly newsletter
15th 31st
16th Skirt ad deadline Send copy to Skirt
Other Considerations and Recommendations The home page/landing page of the website should always
reflect the monthly theme. The layout of the website needs some tweaking. The email newsletter needs some tweaking. The calendar should be planned ahead of time and not
changed. A logo should be created and used on all publicity material. There needs to be a sign outside the building. The infrastructure within the company needs to be solid
and in place ready to accept new business. Events/seminars etc. should be planned well ahead of time.