Graphics Design Firm Marketing Plan Essay Example for Free

Graphics Design devoted Marketing Plan EssayExecutive Summary The Metolius Agency is a Graphic design and optic communication securely based in new Concord, New Hampshire. Operating from a small slip the company allow for be targeting a consumer base of 5-15 year old companies and provide them with unique perspectives on corporate identity and ocular communication. For the first 7 months Keivs exit be handling the firms affairs alone after which he willing hire an assistant to help him in design and administration. The competitive edge Metolius has is Keivs knowledge of not rack uply creative but also business skills that will make it possible for the company to attract its business-oriented clients beca engross of a practical backing to their creative approach extra time the company will grow collectible to its low overhead, creative and practical designs attracting increasing consumer attention, reaching wage in the first 9 months and generating $27,347 by the third y ear. Objective With a realistic mission contention that focuses on delivering above expectation to nodes and good customer relationships, the main objective of the firm is to s to fleck The Metolius Agency as a creative, unconventional, and innovative graphic design and visual communication firm in the Concord, NH area. In addition Metolius will set its marketing objectives toa. Increase visibility in the market. b. Generate 30% new business finished referrals each quarter, after year one. c. Strengthen brand equity through informal polling during networking activities. The financial objectives will includea. Maintain positive, steady, growth each month.b. Reach profitability by the end of year one.c. Continue to decrease the variable costs associated with serving a project.Situation abstract The Metolius Agency requires a good analysis of both the= market and itself to serve its customers better. The information gathered by the company about the market shows that the potent ial market is divided into small and medium companies and has shown a CAGR (compounded annual growth rate) of 7.65% over 4 years (2002-2006). The graphic design industry reached $812 million in 2000 and it is predicted that for the near five years it will grow at 5.6%. The increasing desires to appear professional and use the network thrust been attributed to this growth in the industry. Also contrary to the decade old market trend of advert agencies offering full service with minimal or no outsourcing, the Metolius agency will concentrate only on their specific skill sets. The company plans to provide customers with a wide selection of its designs and services, better approachability by centralizing service provision, impressive customer service and competitive set.The services offered will be charged by the hour and $75 will roughly be the charge/hour demanded by Metolius. Through SWOT analysis it has been established that the strengths of the company are focus, elegant off ice space and unification of the business with the creative sense, and the main opportunities for the firm are a growing market, growth based on technological advancement and also low co-relation with downfalls in the economy. The struggle to be cutting edge, to inform the customers and need time for marketing activities have been identified as weaknesses, and local competition (i.e. large agencies, freelancers and Kinkos), easy to use software that allow potential clients to cater their own needs and a demographic change due to shift in local industries are the main threats to the firm.Marketing Strategy A graphic firm relies on referrals and efficient networking and not advertising to generate sales. Based on the market research of several(prenominal) focus groups and a research project completed by three University of New Hampshire graduates, Metolius has devised a 3 point marketing strategy, consisting of networking, client referral, targeted customer acquisition to gain visib ility and increase sales. The networking will take on using Kievs personal and professional contacts to arrange meetings and get customers. Client referrals will come from the customers and the chambers of doctor who will be impressed by Kievs work.Kiev will also be shortlisting companies and finding ship canal to approach their decision makers and close a deal. Also putting content of all releases on the lucre and management of search engine submissions will be done by outsourcing the work to specialists at an network and e-commerce consultancy firm, 1st-at-the-top.com. The firm has identified its market to be the small and medium scale companies in Concord that have been operating for 5-15 years. Metolius will position itself as a focused and innovative graphic design and visual communication firm in the market by dwelling on Kievs respective(a) background of business and creativity.Marketing Mix The Metolius Agencys marketing mix is comp bristled of approaches to pricing, d ispersion, advertising and promotion, and customer service.* Pricing The pricing scheme will be based on per project fee that will be reason by the hours required for a project plus any other additional costs. * Distribution The distribution of services will be either via the central office or via the Internet. * Advertising and Promotion The approximately successful activities will be a comprehensive networking campaign, as well as a targeted customer acquisition system. * Customer Service In order to ensure long-term profitability, all expenses will be born for customer service to achieve total customer satisfaction.Financial ProjectionsMetolius requires monthly revenue of $8760 to lose it even. It is forecasted that in 3 years time (2002, 2003, 2004) the company will grow sufficiently such that the total sales revenue will roughly double to $145,392 and the total expenses even though will rise they will get smaller in comparison to the tax revenues by as much as 1.5% and tak e 4.35% at the end of the third year. Therefore it could be concluded that the business will always be yielding and fast growing.Review and Control The following areas will be monitored to gauge performance Revenue monthly and annual. Expenses monthly and annual. Repeat business. Customer service.This will be done by setting up a start and end date for a jobs, assigning the budget for the job and the job to a manager and department so that it can be monitored.Marketing Organization Initially Kievs alone will head and manage the marketing function till he hires an assistant for help in the seventh month.Contingency Plan The difficulties and risks posed to Metolius and the worst case scenarios must be addressed in the mishap plan. Problems with generating visibility, landing large projects for increase income and increasing competition are some of the difficulties the firm will face. The worst-case scenarios will be if the firm cant achieve profits and must liquidate assets to cover liabilities.