Market plan
katiebug3555
MarketingPlanPRT4.docx
Marketing Plan
for
Katie’s Kritters Veterinarian Clinic
Pricing Strategies |
a. [ ] Equal, [ ] Higher or [ ] Lower than surrounding practices?
a. Fee sensitivity:
Percentage or number of clients per week concerned enough to complain about fees:
Number of clients: ______
Percentage of clients: _______
Reasons for complaints:
c. Discount Policies:
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Description – discount |
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Comments |
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Senior citizen |
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Staff |
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Family |
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Animal Aid (seeing eye dog, etc.) |
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Multiple animals |
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Breeder |
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Cash discount |
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Bundling Strategies
Bundle:
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Components |
Regular Price |
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Total |
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Discount (%) |
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Bundle fee |
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Savings |
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Target |
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Copy such a chart for each bundle that is developed
Interior Signage:
Chart the marketing success of each message:
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Message |
Counter comments(#) |
Call/e-mail comments(#) |
Specific Comments |
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In a lather as to what shampoo to use? Ask us! |
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e.g., Sold 6 bottles of Dirty Dog Shampoo thanks to the message |
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Fill in your messages on such a chart as this. Modify your own chart and print as needed |
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Message 3 |
# of comments |
# of comments |
Specific tally or specific comments of clients relative to the message |
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Message 4 |
# of comments |
# of comments |
e.g., Mrs Jones didn’t think this message was funny |
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Message 5 etc., etc.
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6
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7
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8
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9
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10
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11
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12
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Exterior Signage Plan:
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Health Care Team Member Responsible: |
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Strategies |
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Resources/Contacts |
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Signage to Develop |
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Budget Available |
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Time Line |
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Monitor System |
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Staff training plan:
Develop a staff training series to teach communication skills as well as to monitor the way in which verbal promotion is conducted. Assign someone with good people skills to coach staff in more effective ways to communicate with clients.
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Topic/Product |
Resource |
Schedule |
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Media Plan:
Health Care Team Member Responsible: ____________________________ (Coordination)
Health Care Team Member for:
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Area |
Staff member |
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Authoring articles |
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Public speaking |
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Radio |
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Television |
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Media Contacts:
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Media |
Media name |
Contact name |
Phone |
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Television |
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Radio |
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Newspaper 1 |
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Newspaper 2 |
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Speaking Contacts: (e.g., Breeder Associations, SPCA, Rescue Groups, 4H Clubs, Schools, etc.)
1. ____________________________________________________________________________
2. ____________________________________________________________________________
3. ____________________________________________________________________________
4. ____________________________________________________________________________
5. ____________________________________________________________________________
6. ____________________________________________________________________________
Monitoring System:
Industry affiliations:
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Company |
Representative |
Products |
Resources |
Comments |
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Monthly/Seasonal Strategies |
Sample Worksheet:
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Seasonal Marketing Strategies |
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Month: |
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Strategies |
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Staff Meeting Focus |
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Supportive Materials Required/Available
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[ ] ________________________________________ [ ] ________________________________________ [ ] ________________________________________ [ ] ________________________________________
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Targets for August |
[ ] ________________________________________ [ ] ________________________________________ [ ] ________________________________________
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Staff Team(s) |
[ ] ________________________________________ [ ] ________________________________________ [ ] ________________________________________
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Monitoring System(s)
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Revenues Generated
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Recommendations for next year
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Consolidated Marketing Plan |
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Strategy |
Budget |
Targets |
Description |
Monitoring Plans |
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1. Internet Strategies
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Item |
Our Strategies |
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Appoint a Technology Director
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Choose an Internet Service Provider
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Choose a Modem System – high speed ideal (Cable, Tower-wireless, or DSL) |
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Choose Web search sites (Google, Wikepedia) |
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Veterinary Sites (VIN, Lifelearn, Alma Mater etc.) |
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E-mail Addresses for Staff [ ] Global practice e-mail: ______________________________ [ ] Individual email accounts: [ ] ______________________________ [ ] ______________________________ [ ] ______________________________ [ ] ______________________________ [ ] ______________________________
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Anti-Virus Software; Firewall
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Add Internet and E-mail policies to our Policy Manual [ ] Policy regarding opening attachments
[ ] Policy regarding Downloading files from the Internet
[ ] Policy regarding uploading files from disks
[ ] Policy regarding online purchases
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Passwords and Internet policies among staff (do not share passwords in this document but indicate if passwords are necessary)
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2. Net Visibility Strategies |
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– Our List of veterinary-friendly Sites
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[ ] Script for clients about the Internet (key points)
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[ ] Vet the Net strategies
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[ ] How we will use the Internet
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[ ] Collect client Websites – determine which if any merit links to our Site and links from their Sites to ours
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[ ] Safe-net practices for clients
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[ ] Client E-mail Strategies:
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[ ] Collect email addresses and enter them into a searchable field in the practice management software [ ] Reminders through E-mail [ ] Recalls through E-mail [ ] Progress reports through E-mail [ ] Targeted Newsletters through E-mail |
