GRADUATING TO ENTERPRISE GRADUATING PROGRAMME GRADDIO I FENTER 4. MARKETING OPTIONS In the launch period budget will probably be limited so it is essential that available funds are directed at marketing activities which get the business known and generate sales It is essential that all marketing options are considered and a case made for each The list of marketing options could inclu Advertising Literature Newsletters Radio Web site Direct Mail E-Commerce From the list, establish which combination of the above will best serve the company initially Some will be more appropriate or more affordable than others hichever marketing options are chosen, it is vital to ensure that they are used in a planned and co-ordinated way to achieve maximum impact. Once chosen, include in the plan a narrative on why each has been chosen. It is essential that each activity is justified and reasons given why they have been selected It is worthwhile identifying target titles for advertising and PR. These will be dependant on the target market(s) for your product and service. It is likely that you will wish to target the business press as well as trade magazines and periodicals that are appropriate to your target audience ist the target titles within your marketing plan and make contact with the magazines to get a media pack. This will confirm the target audience for the publication, as well as outline rates for advertising. It will normally include a list of forward features which will help in your planning of PR activity Planned advertising activity is often most successful when combined with (free editorial) A sample narrative is shown below 4.1PR Press releases and articles will be written throughout the period of the plan, but particularly in the launch period to get the company name known. At this stage, paid for articles are probably not an option so the company will rely on coverage from PR. We will look to utilise appropriate titles to achieve maximum coverage and profile During the six month's life of the plan, we anticipate that there will be four or five opportunities to publish press releases and these will cover 1. The launch of the company 2. The appointment of new personnel 3. Winning new business 4. Moving into our premises The target titles include (list the magazines here Student Support Pack SSP1O C Coda Business management LtdGRADUATING TO ENTERPRISE PROGRAMME Student Support Pack SSP10  Coda Business Management Ltd. 4. MARKETING OPTIONS In the launch period budget will probably be limited so it is essential that available funds are directed at marketing activities which get the business known and generate sales. It is essential that all marketing options are considered and a case made for each. The list of marketing options could include: • Advertising • PR • Television • Radio • Direct Mail • Exhibitions • Literature • Newsletters • Web site • E-Commerce From the list, establish which combination of the above will best serve the company initially. Some will be more appropriate or more affordable than others. Whichever marketing options are chosen, it is vital to ensure that they are used in a planned and co-ordinated way to achieve maximum impact. Once chosen, include in the plan a narrative on why each has been chosen. It is essential that each activity is justified and reasons given why they have been selected It is worthwhile identifying target titles for advertising and PR. These will be dependant on the target market(s) for your product and service. It is likely that you will wish to target the business press as well as trade magazines and periodicals that are appropriate to your target audience. List the target titles within your marketing plan and make contact with the magazines to get a media pack. This will confirm the target audience for the publication, as well as outline rates for advertising. It will normally include a list of forward features which will help in your planning of PR activity. Planned advertising activity is often most successful when combined with PR (free editorial). A sample narrative is shown below. 4.1 PR Press releases and articles will be written throughout the period of the plan, but particularly in the launch period to get the company name known. At this stage, paid for articles are probably not an option so the company will rely on coverage from PR. We will look to utilise appropriate titles to achieve maximum coverage and profile. During the six month’s life of the plan, we anticipate that there will be four or five opportunities to publish press releases and these will cover: 1. The launch of the company. 2. The appointment of new personnel. 3. Winning new business. 4. Moving into our premises. The target titles include: (list the magazines here)