Marketing Plan for The Java Junction

This is part 3 of my marketing plan and I have been making one for a small sit down coffee shop. The file I uploaded is part 2, so you can get an idea of what is about.
These are instructions from my professor
Goal

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

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Describe the target segment for your campaign.
What is the goal you want to achieve with the campaign?
What is your call to action?
Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)

Example:

Audience: HR professionals who are casual and power-users of Chumber systems
Increase event registration by 20% by the start date of the annual user conference.
Call to action: Register online today.
Messages

Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Example:

Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
Call to Action: Register online today.
Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.

Sales Promotion + Digital Marketing

Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day
Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Budget

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

Item Purpose Cost Estimate
Example: White paper authored by technical writer Lay out business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry $500.00
Item #1
Item #2
Item #3
Item #4

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.

Timing Activity Type Brief Description Audience Owner
Today’s Date

Example:

Web site Update

Add new key messages that fit repositioning strategy and audience focus Tech company hiring managers Jim Hill
Date
Date
Date
Date
Date
Launch Date

Add additional rows as needed.

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