ABC FIRM MARKETING PLAN - 2008

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Timing Responsible
Person
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Total
FIRM LEVEL
EXISTING CLIENT DEVELOPMENT
Client Activities
* initiative Q2 Mktg Dept $ - $ - $ - $ - - $
* initiative Monthly All partners $ - $ - $ - $ - - $
Other Goal
* initiative NOV $ - $ - $ - $ - - $
* initiative NOV $ - $ - $ - $ - - $
INFLUENTIAL PEOPLE
Referral Source Activities
* initiative OCT $ - $ - $ - $ - - $
* initiative $ - $ - $ - $ - - $
Other Goal
* initiative Feb/Mar $ - $ - $ - $ - - $
* initiative Late April $ - $ - $ - $ - - $
NEW BUSINESS DEVELOPMENT
Goal
* initiative $ - $ - $ - $ - - $
* initiative $ - $ - $ - $ - - $
* initiative $ - $ - $ - $ - - $
Direct Marketing
Indirect Marketing
ABC FIRM MARKETING PLAN - 2008
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Timing Responsible
Person
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Total Direct Marketing
Indirect Marketing
MARKETING INFRASTRUCTURE
Identity
* Project SEP-OCT $ - $ - $ - $ - - $
* Project SEP-OCT $ - $ - $ - $ - - $
Individual Marketing Plans
* Develop and implement for all partners and associates OCT-FEB Mktg Dept &
each
professional
$ - $ - $ - $ - - $
Training
* Project NOV, JAN $ - $ - $ - $ - - $
* Project quarterly $ - $ - $ - $ - - $
Public Relations
* Project Q4 $ - $ - $ - $ - - $
* Project on-going $ - $ - $ - $ - - $
Firm Communications
* Holiday greetings Aug - Dec $ - $ - $ - $ - - $
> postage $ - $ - $ - $ - - $
* Newsletter (purchase or development cost) Quarterly $ - $ - $ - $ - - $
> postage $ - $ - $ - $ - - $
* E-Newsletter subscription $ - $ - $ - $ - - $
Print Collateral
Firm Brochure
* Writing/Design Q4 $ - $ - $ - $ - - $
* Printing Q4 $ - $ - $ - $ - - $
Website
Project Management
* site map, art direction, content coordination, etc. SEP-JAN $ - $ - $ - $ - - $
Copy Writing/Editing
* list pages Q4 $ - $ - $ - $ - - $
Design
* Design costs Q3&4 $ - $ - $ - $ - - $
* Artwork cost (photograph licences, photography, etc) Q4 $ - $ - $ - $ - - $
* SEO work annual $ - $ - $ - $ - - $
* Postcard to announce new website - design costs Q1 $ - $ - $ - $ - - $
> printing $ - $ - $ - $ - - $
> postage $ - $ - $ - $ - - $
Credentials and Key Client Criteria
* Experience database NOV-DEC $ - $ - $ - $ - - $
* Key Client Evaluation: Client Selection Groundwork, ID what
constitues a "Great Client"
Q3, 2008 or Q2,
2009
$ - $ - $ - $ - - $
Customer Service Feedback
* Client Satisfaction Survey: diagnostic & marketing tool; third
party development/tabulation costs
Q2 $ - $ - $ - $ - - $
> printing $ - $ - $ - $ - - $
> postage $ - $ - $ - $ - - $
Discretionary Budgets
* Principals/Owners annual $ - $ - $ - $ - - $
* Associates/Staff annual $ - $ - $ - $ - - $
SUBTOTAL FIRM - $ - $ - $ - $ - $
ABC FIRM MARKETING PLAN - 2008
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Timing Responsible
Person
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Total Direct Marketing
Indirect Marketing
PRACTICE AREA #1
EXISTING CLIENT DEVELOPMENT
* Initiative on-going $ - $ - $ - $ - - $
* Initiative $ - $ - $ - $ - - $
INFLUENTIAL PEOPLE
Referral Source Activities
* Initiative $ - $ - $ - $ - - $
NEW BUSINESS DEVELOPMENT
Target & Call Upon
* Initiative $ - $ - $ - $ - - $
* Initiative $ - $ - $ - $ - - $
Trade Association Visibility
* Association involvement/dues & meeting fees $ - $ - $ - $ - - $
* Sponsorships/contributions $ - $ - $ - $ - - $
* Tradeshows/conferences sign-up fees $ - $ - $ - $ - - $
> materials development, printing $ - $ - $ - $ - - $
> booth/display graphics $ - $ - $ - $ - - $
> prizes, giveaways, other $ - $ - $ - $ - - $
> shipping $ - $ - $ - $ - - $
* Trade publication articles (ghostwriting) $ - $ - $ - $ - - $
MARKETING INFRASTRUCTURE
Practice Area Team Meetings $ - $ - $ - $ - - $
Print Collateral
* Specialized team bios $ - $ - $ - $ - - $
* Compelling practice area materials (brochure inserts, case
studies, experience, approach)
$ - $ - $ - $ - - $
> printing
Testimonial Development
* Acquire testimonials from clients for print and web $ - $ - $ - $ - - $
RESEARCH & DEVELOPMENT
Education and Training
* Courses/programs $ - $ - $ - $ - - $
Subscriptions
* Publications $ - $ - $ - $ - - $
Process Development
* Intiative $ - $ - $ - $ - - $
SUBTOTAL PRACTICE AREA - $ - $ - $ - $ - $
ABC FIRM MARKETING PLAN - 2008
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Timing Responsible
Person
Q1
2008
Q2
2008
Q3
2008
Q4
2008
Total Direct Marketing
Indirect Marketing
PRACTICE AREA #2
EXISTING CLIENT DEVELOPMENT
* Initiative $ - $ - $ - $ - - $
* Initiative $ - $ - $ - $ - - $
INFLUENTIAL PEOPLE
Referral Source Activities
* Initiative $ - $ - $ - $ - - $
NEW BUSINESS DEVELOPMENT
Target & Call Upon
* Initiative $ - $ - $ - $ - - $
* Initiative $ - $ - $ - $ - - $
Trade Association Visibility
* Association involvement/dues & meeting fees $ - $ - $ - $ - - $
* Sponsorships/contributions $ - $ - $ - $ - - $
* Tradeshows/conferences sign-up fees $ - $ - $ - $ - - $
> materials development, printing $ - $ - $ - $ - - $
> booth/display graphics $ - $ - $ - $ - - $
> prizes, giveaways, other $ - $ - $ - $ - - $
> shipping $ - $ - $ - $ - - $
* Trade publication articles (ghostwriting) $ - $ - $ - $ - - $
MARKETING INFRASTRUCTURE
Practice Area Team Meetings $ - $ - $ - $ - - $
Print Collateral
* Specialized team bios $ - $ - $ - $ - - $
* Compelling practice area materials (brochure inserts, case
studies, experience, approach)
$ - $ - $ - $ - - $
Testimonial Development
* Testimonials from clients for print and web $ - $ - $ - $ - - $
RESEARCH & DEVELOPMENT
Education and Training
* Courses/programs $ - $ - $ - $ - - $
Subscriptions
* Publications $ - $ - $ - $ - - $
Process Development
* Intiative $ - $ - $ - $ - - $
SUBTOTAL PRACTICE AREA - $ - $ - $ - $ - $
TOTAL MARKETING BUDGET $ - $ - $ - $ - $ -