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Running head: SALES AND MARKETING PLANS 1

SALES AND MARKETING PLANS 2

Sales and Marketing Plans (Youth Center)

Introduction

Formulating an appropriate sales and marketing plan is crucial as it could mean the success or failure of any organisations (Armstrong, Kotler, Harker, & Brennan, 2012). This is because an organisation’s continual operation is only made possible by constant revenues and profits. However, these are only achieved through proper and effective marketing as well as sales activities that go on to provide the company with paying customers. Thus, from this premise, one can clearly see that these two activities have a significant role and therefore, the approaches used to structure them must be well constructed for a positive outcome to be achieved (Perreault Jr, Cannon, & McCarthy, 2013). This paper goes ahead to formulate proper sales as well as marketing plans for a youth centre looking to attract more children to their financial responsibility training program.

Sales and Marketing Objectives

The most appropriate step to coming up with effective sales as well as marketing strategies is to identify the key objectives that these activities are aimed at (Armstrong, Kotler, Harker, & Brennan, 2012). This provides both direction and purpose for these activities and in doing so creates the right strategies needed to make them effective (Perreault Jr, Cannon, & McCarthy, 2013). First, it is imperative to have both separate but cohesive objectives for sales and marketing. These two plans should work to complement each other. Therefore, this paper begins this process by coming up with objectives for both activities.

Sales Objectives

All of the sales objectives are built on the issue of working to convert prospects into paying customers. Thus, a proper plan should seek to enhance this. In the case of the training centre, the development of a comprehensive prospect list, proper targeting approaches as well as increased contact of the sales team with the centre’s prospects make up the core objectives of the sales plan. These will provide both the specific factors to look into when making up the strategies to help achieve these objectives.

Marketing Objectives

Proceeding on to marketing it is also important to identify the key objectives that this activity has to then structure the strategies from the goals identified. For marketing, some of the central objectives that it has include, brand awareness, lead generation, better business positioning and customer relationship management among other key goals (Armstrong, Kotler, Harker, & Brennan, 2012). These objectives are well suited when placed in the context of the youth centre, which seeks to increase its membership in light of existing competition among other challenges present.

Sales Plan

From the above, it is now easy to structure a proper sales plan since the objectives have been made clear. Thus, what the training centre can go ahead and do when it comes to the issue of developing a comprehensive list of prospects is by increasing the channels that are used to source these individuals. For example, the use of current clients for referrals as well as social media channels can be a proper means of acquiring prospects. In addition to this, the centre can host external activities related or unrelated to the core functions they carry out, that are open to the public in order to attract a wider audience and from this acquire more prospects.

These can also count for proper targeting approaches since it does allow the organization to customize their approach to attract the right number of prospects. For instance, by being involved in children activities both related and unrelated the organization exposes itself to its target market more often and raises its ability to acquire convertible prospects. Examples or ways in which the youth center can achieve this is by hosting children events such as sports related events, costume parties, games among other approaches. The whole point of doing so is bringing in both children and parents in the youth center and in the process generating a comprehensive prospects list. While these individuals are in the center, they can be exposed to some of the activities that take place in the organization such as financial management. This can be seen as an indirect approach to getting more children into the center.

These increased activities will also enhance the contact between the sales team and the youth center’s prospect especially if the members of this department go ahead to involve themselves in these undertakings. This will serve to build possibly beneficial relationships between the sales team and the prospects, which further increases the chances of converting these into paying customers.

Marketing Plan

As for the marketing plan, some of the specific activities and approaches that can be taken up to meet the objectives include increased presence and activity on social media platforms especially those that involve both children and their parents (Chaffey, & Ellis-Chadwick, 2012). This should help increase awareness and can be complemented by the marketing team identifying various platforms both digital as well as actual in which their target market frequently uses and conducting branding purposes on them. The approach to marketing should be to advertise the unique features that the center has in its activities and more importantly the need to teach children financial management at an early age. Doing so will also greatly assist in helping the youth center distinguish itself from existing competition as well as appear as a better alternative to some of the indirect competition in the market.

Increased interaction with the market as well as better approaches to the products and the organizational operation approach are also key activities that can greatly enhance the youth center from a marketing point of view. These have been cited as major activities that help improve how organizations perform, therefore using them will greatly benefit the youth center. If the approach to brand awareness through right channel marketing and uniquely identify and presenting the services offered by the youth center is carried out, the organization can also outperform both direct and indirect competition (Malik, Ghafoor, Hafiz, Riaz, Hassan, Mustafa, & Shahbaz, 2013). Thus, aspects such as the marketing mix, SWOT analysis among other tools must be utilized for the youth center to achieve both its sales as well as marketing objectives (Armstrong, Kotler, Harker, & Brennan, 2012). Thus, it is up to the marketing as well to come up with proper approaches such as effective advertisement campaigns or identifying the best marketing channels such as kids television channels to achieve the set objectives.

In conclusion, it is a matter of combining well-accepted industry practices and tailoring them to meet the needs of the youth center. The market is already well known; thus, it is the identification of the proper approaches that will enable the organization to achieve its objective of enrolling more children into its financial management program. By using, the plan stipulated above by the paper the center can reach this overall aim as well as in an effective manner. Thus, the key aspects of this plan should be analyzed for its proper implementation. For example, the specifics of each activity, the implementation as well as evaluation timelines, the budget required among other key factors that are involved when organizations are looking to implement new plans (Hollensen, 2015). These should allow it the effective implementation of the proposed sales and marketing plans and the possible beneficial outcomes that the paper advocates for.

References

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2012). Marketing: an introduction. Pearson Prentice-Hall, London.

Chaffey, D., & Ellis-Chadwick, F. (2012). Digital marketing. Pearson Higher Ed.

Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education.

Malik, M. E., Ghafoor, M. M., Hafiz, K. I., Riaz, U., Hassan, N. U., Mustafa, M., & Shahbaz, S. (2013). Importance of brand awareness and brand loyalty in assessing purchase intentions of consumer. International Journal of Business and Social Science, 4(5).

Perreault Jr, W., Cannon, J., & McCarthy, E. J. (2013). Basic marketing. McGraw-Hill Higher Education.