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2014 PI MarCom Budget (Working Copy)

This color highlighted field reflects global spend


Outside Services - Global Shared Expenses (62001)
SD Communications PR Firm
Volkart May Telemarketing
Lead Nurturing - Volkart/Demand Gen
Rev Base Web Self-Help (Longwood Software)
Promotional Items and Video
Eloqua E-newsletter Giveaway
Packaging Digest (China)
Marketing Gift (China)
EOY Customer Appreciation
Storage Fee - Artec
Photography - John Amstrom
Outside Services Total

Jan

Feb

March

Apr

May

Jun

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100
$1,000
$250

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100
$1,000
$250

$1,000

$1,000

$1,000

$3,000
$1,000

$1,000

$1,000

$3,600
$3,000
$15,116

$8,516

$9,766

$11,516

$8,516

$9,766

New Product Launch Promotions


New Xpert 6-8 pager including Bulk system
Xpert C600
Xpert C400
Xpert S400
New Product Launch Promotions Total

B
C
C
C
B
B
A
C
C
C

B
A

C
B

$250
$1,000
$1,000
$1,000
$3,250

Trade Shows (61022)


North America
Interphex
WestPack (Through Thermobucks, however budget $3k for shipping)
IPE/IFE 2014
NWFPA
IFPAC Baltimore E-Scan
PTXi - International Powder & Bulk Solids 2014 - Bulk and PI
PackExpo Chicago 2014
ProMat (Warehouse CW Show)
Cal. League food Processors (demo from UC Davis) E Scan
WI Cheese Industry Conference (tabletops only) E Scan

$15,000
$12,000
$8,000
$5,000
$10,000
$10,000
$8,000
$3,000
$3,000

Europe
Propack Africa 2014
IFFA (meat) Germany, Messe Frankfurt May 4-9th, 2014
MeatUp, Birmingham, UK
PharminTech - Italy

B
C
C
C

Latin America
Expo Pack Mexico - June 17 - 20
Fispal Brazil (split with ISO) - June 24 - 27
Expoalimentaria (Split with ISO)
ETIF / Pharma in Argentina (Split with ISO)

China

$250
$1,000
$1,000
$1,000
$3,250

$22,000
$20,000
$15,000

$18,000
$5,000
$5,000

Page 1 of 17

C
C
C

ProPack China 2014


Food Ingredients China 2014
China Dairy Forum
China International Pharmaceutical Machinery Exposition
Tradeshows Total

$5,000
$1,500
$23,000

$15,000

Pre Trade Show Promo


North America
PackExpo 2014
Europe
Latin America
China
Pre Trade Show Promo Total

$50,000

$3,500
$21,500

$31,500

$500
$500
$250
$250
$250
$1,750

Brochures/Literature/Mailers Prep, Print & Design (61015)


Design Agency or Freelance designer for Faster, Better, Together supporting literature and ad
Literature Printing
Europe Literature Printing
Translations for literature
POS (point of sale kit) Competitive selling brochure, Warranty, spare parts information, local service
USP sheet (unique selling Proposition) for each product line. Emphasize product benefits to the buyer
China PI Brochure
China Spec Sheet Printing and Design
Brocures/Literature/Mailers Prep, Print & DesignTotal
Advertising Placements (61012)
North America
Packaging World/HealthCare Packaging
Packaging Digest
PMT / Print Ads for PackExpo
PMMI - Pack Expo Show Dailies
Food Engineering / Food Masters
Food Processing - Putman Media
Foodmanufacturing.com
Food Production Daily
Food & Beverage Packaging
Snack Food & Wholesale Bakery
National Provisioner
Dairy Foods
VertMarkets/Food Online, Dairy Network.com, Bakery Online, Food Ingredients Online, Meat and Poultry Online,
Packaging Network.com, Grocery Retail Online, Beverage Online
Foodsafetynews.com

$1,000
$2,000
$1,000
$1,500

$2,000
$1,000
$1,000
$1,000

$28,000

$500
$500
$250
$250
$250
$1,750

$1,000

$1,000

$1,000
$500
$1,000

$1,000
$500

$1,000

$1,000
$1,000
$1,000
$1,000

$1,000
$1,000
$500
$1,000

$1,000
$2,000

$5,500

$6,000

$1,500
$5,000

$4,500

$5,000

$1,500
$5,000

$6,283

$6,283

$6,283

$6,283

$6,283

$6,283

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$2,477

$2,477

$2,477

$2,477

$2,477

$2,477

$225

$225

$225

$225

$225

$225

Associations and Memberships


Philantropy
Referral Program

$1,000
$500
$500

Europe
Packaging Europe - Ads for lead gen
PRINT: Propak Catalogue

$1,146

Page 2 of 17

$1,146
$2,000

$1,146

$1,146

$1,146

$1,146

$2,940

Foodproductiondaily.com, pharmaceuticaldaily.com - lead gen/ webinars


Italy Telesales
Rassegna Aliemntare on Line (Italy)
Industria alimentare (Italy)
Rassegna Dellimballaggio (Italy)
Notiziario Chimico Farmaceutico (Italy)
PRINT: Italia Imbalagio (Italy)
PRINT: Verpackung (Germany)
PRINT: Molkrei (Germany)
Verpackungsrundschau (Germany)
Der Lebensmittelbrief - Ernhrung aktuell (Germany)

$2,940

$2,940

$408

$2,940

$2,940

$2,940

$408
$237

$237

$746

$746

$849

$849
$985

$985
$4,500
$4,000

$4,000
$3,000

Latin America
Brazil Webinar
Industria Alimenticia
Alimenticia Webinar
Brazil Publication
Pharmaceutical Technology / En Farma
Create a sellilng tool for each vertical market

$3,000

$10,000
$3,608
$5,000
$1,000

$1,000
$1,667
$1,500

Page 3 of 17

$1,000
$1,667

Jul

Aug

Sep

Oct

Nov

Dec

Total

$4,174
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100

$4,166
$2,083
$167
$1,100
$1,000
$250

$1,000

$1,000

$4,166
$2,083
$167
$1,100
$1,000
$250
$3,000
$1,000

$1,000

$1,000
$3,000

$1,000

$8,524

$8,516

$12,766

$8,516

$11,516

$9,766

$50,000
$25,000
$2,000
$13,200
$4,000
$1,000
$6,000
$12,000
$3,000
$3,600
$3,000
$122,800

$250
$1,000
$1,000
$1,000
$3,250

$1,000
$4,000
$4,000
$4,000
$13,000

$250
$1,000
$1,000
$1,000
$3,250

$125,000

$15,000
$12,000
$8,000
$5,000
$10,000
$10,000
$125,000
$8,000
$3,000
$3,000

$22,000
$20,000
$8,000

$8,000

$5,000

$18,000
$5,000
$5,000
$5,000

Page 4 of 17

$10,200

$18,200

$0

$0

$5,000

$125,000

$500
$500
$250
$250
$250
$1,750

$1,000
$1,000
$500

$1,000
$1,000
$1,000
$1,000

$1,000
$1,000
$1,000
$500
$1,000

$1,000
$1,000
$1,000
$500

$1,000
$1,000

$0

$10,200
$5,000
$1,500
$3,500
$317,200

$500
$500
$250
$250
$250
$1,750

$2,000
$2,000
$1,000
$1,000
$1,000
$7,000

$1,000
$1,000
$1,000

$13,000
$8,000
$12,000
$7,500
$4,000
$3,000
$2,000
$5,000
$54,500

$1,000

$1,000

$2,500

$5,000

$2,000
$6,500

$3,500

$2,000

$4,000

$6,283

$6,283

$6,283

$6,283

$6,283

$6,283

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$1,789
$1,183
$1,153
$2,027
$825
$583
$992
$650
$913
$683
$1,446

$2,477

$2,477

$2,477

$2,477

$2,477

$2,477

$225

$225

$225

$225

$225

$225

$500

$1,146

$1,146

$1,146

$1,146

$29,721
$2,700
$1,000
$1,000
$1,000

$500

$1,146

$75,395
$21,465
$14,195
$13,835
$24,320
$9,900
$7,000
$11,900
$7,800
$10,950
$8,200
$17,350

$1,146

$13,753
$2,000

Page 5 of 17

$2,940

$2,940

$2,940

$408

$2,940
$5,000
$408

$2,940

$237

$237

$746

$746

$849

$849
$985

$985
$4,500
$4,000

$4,000
$3,000

$1,000

$5,000
$1,000
$1,667

$2,940

$1,000

$35,280
$5,000
$1,630
$949
$2,983
$3,396
$3,939
$9,000
$8,000
$8,000
$9,000

$10,000
$43,300
$10,000
$5,000
$5,000
$1,500

Page 6 of 17

2014 MarCom Budget Plan - North America


#REF!
Jan

Feb

Trade Shows (61022)


Interphex
WestPack (Through Thermobucks, however budget $3k for shipping)
IPE/IFE 2014
NWFPA
IFPAC Baltimore E-Scan
PTXi - International Powder & Bulk Solids 2014 - Bulk and PI
PackExpo Chicago 2014
ProMat (Warehouse CW Show)
Cal. League food Processors (demo from UC Davis) E Scan
WI Cheese Industry Conference (tabletops only) E Scan
Tradeshows Total

0
0
8,000
5,000
10,000
0
0
0
0
0
$23,000

0
12,000
0
0
0
0
0
0
3,000
0
$15,000

Brochures/Literature/Mailers Prep, Print & Design (61015)


Literature Printing
Brocures/Literature/Mailers Prep, Print & DesignTotal

2,000
$2,000

1,000
$1,000

Advertising Placements (61012)


North America
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
Advertising Placements Total
Total Marketing Budget
Total Per Quarter

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

Mar

Apr

#REF!
0
0
0
0
0
0
8,000
0
0
#REF!

0
$0

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

May

0
0
0
0
0
0
0
0
0
3,000
$3,000

0
$0

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

15,000
0
0
0
0
#REF!
0
0
0
0
#REF!

1,000
$1,000

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

Jun

Jul

Aug

Sep

Oct

Nov

Dec

0
0
0
0
0
0
0
0
0
0
$0

0
0
0
0
0
0
0
0
0
0
$0

0
0
0
0
0
0
0
0
0
0
$0

0
0
0
0
0
0
0
0
0
0
$0

0
0
0
0
0
0
0
0
0
0
$0

0
0
0
0
0
10,000
125,000
0
0
0
$135,000

0
0
0
0
0
0
0
0
0
0
$0

0
$0

0
$0

1,000
$1,000

1,000
$1,000

1,000
$1,000

0
$0

1,000
$1,000

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$6,283
$683
$1,446
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

Total
#REF!
12,000
8,000
5,000
10,000
#REF!
125,000
8,000
3,000
3,000
#REF!

8,000
$8,000

$75,395
$8,200
$17,350
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

2014 MarCom Budget Plan - Europe


#REF!
Jan
Trade Shows (61022)
Europe
Propack Africa 2014
IFFA (meat) Germany, Messe Frankfurt May 4-9th, 2014
MeatUp, Birmingham, UK
PharminTech - Italy
Tradeshows Total
Brochures/Literature/Mailers Prep, Print & Design (61015)
Europe Literature Printing
$
Translations for literature
$
Brocures/Literature/Mailers Prep, Print & DesignTotal
Advertising Placements (61012)
Europe
Der Lebensmittelbrief - Ernhrung aktuell (Germany)
Packaging Europe - Ads for lead gen
PRINT: Propak Catalogue
Foodproductiondaily.com, pharmaceuticaldaily.com - lead gen/ webinars
Italy Telesales
PRINT: Italia Imbalagio (Italy)
PRINT: Verpackung (Germany)
PRINT: Molkrei (Germany)
Advertising PlacementTotal
Total Marketing Budget
Total Spend per Quarter

Feb

0
0
0
0
$0

1,000 $
1,500 $
$2,500

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

Mar

0
0
0
0
$0

1,000 $
1,000 $
$2,000

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

20,000
0
0
0
$20,000

1,000
500
$1,500

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

$
$

Apr

May

0
0
0
15,000
$15,000

0
22,000
0
0
$22,000

1,000 $
500 $
$1,500

1,000 $
1,000 $
$2,000

Jun

Jul

0
0
0
0
$0

1,000 $
500 $
$1,500

0
0
8,000
0
$8,000

1,000 $
500 $
$1,500

Aug

Sep

0
0
0
0
$0

1,000 $
1,000 $
$2,000

Oct

0
0
0
0
$0

1,000 $
500 $
$1,500

Nov

0
0
0
0
$0

1,000 $
500 $
$1,500

Dec

0
0
0
0
$0

1,000 $
$
$1,000

Total

0
0
0
0
$0

$0
$20,000
$22,000
$8,000
$15,000
$65,000

1,000
$1,000

$12,000
$7,500
$19,500

$0
#REF!
#REF!
#REF!
#REF!
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#REF!
#REF!
#REF!
#REF!
#REF!

#REF!
#REF!
#REF!
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#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
#REF!

#REF!
#REF!
#REF!
#REF!
#REF!
#REF!
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#REF!
#REF!
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#REF!
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#REF!
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#REF!
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#REF!
#REF!
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#REF!
#REF!
#REF!
#REF!
#REF!

2014 MarCom Budget Plan - Latin America /

Brand Awareness
Jan
Budget

Trade Shows (61022)


Latin America
Expo Pack 2014 June 17 -20
Fispal Brazil June 3 -6
ETIF Pharma Argentina Oct 14 - 17
ExpoAlimentaria Peru Oct. be presenters
Tradeshows Total

$0

Brochures/Literature/Mailers Prep, Print & Design (61015)


POS (point of sale kit) Competitive selling brochure, Warranty, spare parts information, local service
$
USP sheet (unique selling Proposition) for each product line. Emphasize product benefits to the buyer
$
Brochures/Literature/Mailers Prep, Print & DesignTotal
Advertising Placements (61012)
Latin America
Brazil Webinar
Industria Alimenticia
Alimenticia Webinar
Brazil Publication
Pharmaceutical Technology / En Farma
Create a sellilng tool for each vertical market
Videos, testimonial
Google ad words Chile, Brazil, Mexico

$0

$ $ 2,000
$ $ $ $ 500
$ 1,000
$ 1,000
Advertising Placement Total $2,500

Advertising Preparation and Design (61011)


Translations for Ads - Latin America
Advertising Preparation and Design Total
Total Marketing Budget

$ 300
$300
$2,800

2014 Sales Budget Plan - Latin America


II Sales & Service Commercial meeting / January 2014 (25 people)

Total Budget Latin America

Identify key accounts s

nd Awareness and Lead Generation


Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Actual Budget Actual Budget Actual Budget Actual Budget Actual Budget Actual Budget Actual Budget

$0

$0

$ $ 1,000
$1,000

$ 1,000
$ $1,000

$
$

$ $ 2,000
$ $ 1,000
$ $ 500
$ 1,000
$ 1,000
$3,500

18,000
5,000
0

0
0
0

0
0
0

$0

$0

$0

$0

$23,000

$ 1,000
$
$1,000

$
$

$0

$
$ 1,000
$1,000

$0

$ $ 1,000
$1,000

$ $ 2,000
$ $ $ 1,000
$ 500
$ 1,000
$ 1,000
$3,500

$
$ 2,000
######
$ 1,000
$
$ 500
$ 1,000
$ 1,000
$13,500

######
$ 2,000
$
$
$
$ 500
$ 1,000
$ 1,000
$12,500

$
$
$
$
$
$
$
$

2,000
1,000
2,000
500
1,000
1,000
$5,500

$ $ 2,000
$ $ 1,000
$ $ 500
$ 1,000
$ 1,000
$3,500

$ $ 2,000
$ $ $ $ 500
$ 1,000
$ 1,000
$2,500

$ 300
$300

$
$0

500
$500

$ 300
$300

$0
$4,500

$4,800

$13,500

$30,000

$3,800

300
$300

$13,800

$0

$3,500

Identify key accounts strategy per segment per country; establish discount by sales channel by quantity sold, create a value proposition

Aug
Sep
Oct
Nov
Dec
Actual Budget Actual Budget Actual Budget Actual Budget Actual

0
0
0
$0

0
0
5,000
5,000
$10,000

0
0

0
0
0

$0

$0

18,000
5,000
5,000
5,000
$33,000

$0

$0

$ 1,000
$ $1,000

4,000
3,000
$7,000

$ $ 2,000
$ $ $ $ 500
$ 1,000
$ 1,000
$2,500

$ $ 2,000
$ $ $ $ 500
$ 1,000
$ 1,000
$2,500

10000
24000
10000
6000
5000
1500
12000
12000
$80,500

$ 1,000
$ $1,000

$
$

$ $ 2,000

$
$
$
$
$
$
$
$

2,000
1,000
500
1,000
1,000
$3,500

300
$300

$ 1,000
$ 2,000
$ 500
$ 1,000
$ 1,000
$5,500

$ 400
$400
$6,900

Total
Budget

$
$

$13,800

$0

$0

$2,500

$3,500

eate a value proposition, provide competitor, information, certification on x-ray

Actual

$2,400
$2,400
$122,900

Budget

15,000

$137,900

Actual

2014 MarCom Budget Plan - China


Jan
Outside Services (62001)
XinXiao information Scientific
Packaging Digest (China)

Feb
0

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Tradeshows Total

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Brochures/Literature/Mailers Prep, Print & Design (61015)


China PI Brochure
China Spec Sheet Printing and Design
Brocures/Literature/Mailers Prep, Print & DesignTotal

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Outside Services Total


China Trade Shows (61022)
ProPack 2014, 18M
China Pharma -- Cancel
GuangZhou Sinopack - Cancel
China Dairy Forum, 9M
China International Pharmaceutical Machinery Exposition, 18M
Food Ingredients China 2014, 12M(4x3)

Seminar and Gift


West South Sales Region
East Sales Region
North Sales Region
South Sales Region

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0
0
0

Seminar and Gift Total


Advertising Placements (61012)
China
www.baidu.com China
Google AdWords China - Cancel
China Web Advertising
Advertising Placement Total
Total Marketing Budget
Total Per Quarter

0
0
0

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Mar
0
1,000
$1,000

6,000
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0
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0
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1,000
1,500
$2,500

May

0
1,000
$1,000

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0
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Jun
0

Jul
0

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1,500
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1,000
0
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5,000
#REF!

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1,000
1,000
1,000
#REF!

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0
0
1,500
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Apr

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0
0
0

0
0
0

Aug

0
1,000
$1,000

Oct
0
0
$0

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Nov
0
0
$0

0
#REF!
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1,000
3,000
$4,000

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3,000
#REF!

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1,300
2,000
3,000
2,000
$8,300

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0
0
2,000
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Sep

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0
0
0

0
0
0

#REF!

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2014 Budget

2,000
3,500
2,500
3,500
$11,500

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0
0
2,000
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$85,800

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0
0
0

0
0
0

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Dec

Total

2,800
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2,800
#REF!
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3,200
#REF!
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3,500
0
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3,000
3,000
3,000
3,000
$12,000

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7,200
0
2,000
#REF!
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#REF!
9,500
9,500
9,500
#REF!

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AOP
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% Revenue #REF!