Graphics Design Firm Marketing Plan Essay

Executive Summary The Metolius Agency is a Graphic design and opthalmic communication firm based in new Concord, New Hampshire. operate from a meek office the connection allow for be targeting a consumer base of 5-15 year senior companies and provide them with unique perspectives on corporate identity and visual communication. For the first 7 months Keivs result be handling the firms affairs alone after which he will hire an subordinate to help him in design and administration. The agonistic edge Metolius has is Keivs knowledge of not only creative alone too business skills that will make it possible for the company to attract its business-oriented clients because of a virtual(a) back to their creative approach Overtime the company will grow due to its low overhead, creative and practical designs attracting increasing consumer attention, r all(prenominal)ing profits in the first 9 months and generating $27,347 by the third year.Objective With a realistic mission statemen t that focuses on delivering above expectation to customers and good customer relationships, the main bearing of the firm is to s to position The Metolius Agency as a creative, unconventional, and sophisticated graphic design and visual communication firm in the Concord, NH area. In addition Metolius will set its trade objectives toa. Increase visibleness in the market. b. Generate 30% new business through referrals each quarter, after year one. c. change 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 component a project.Situation Analysis The Metolius Agency requires a good analysis of both the= market and itself to resolve its customers better. The information gathered by the company about the market shows that the potential market is divided into small and medium com panies and has shown a CAGR (compounded annual growth rate) of 7.65% over 4 years (2002-2006). The graphic design diligence reached $812 million in 2000 and it is predicted that for the next five years it will grow at 5.6%. The increasing desires to wait professional and use the Internet have been attributed to this growth in the industry. Also contrary to the decade rare market trend of advertisement agencies offering full service with minimal or no outsourcing, the Metolius result will concentrate only on their specific skill sets. The company plans to provide customers with a grand selection of its designs and services, better accessibility by telephone exchangeizing service provision, impressive customer service and competitive pricing.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, processed office space and amalgamatio n of the business with the creative sense, and the main opportunities for the firm are a ripening 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 remove time for marketing activities have been identified as weaknesses, and local rival (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 focus groups and a research project completed by troika University of New Hampshire graduates, Metolius has devised a 3 point marketing strategy, consisting of networking, client referral, targeted customer acquisition to gain visibility and increase sales. The networ king will involve using Kievs personal and professional contacts to arrange meetings and get customers. Client referrals will come from the customers and the chambers of commerce who will be impressed by Kievs work.Kiev will also be shortlisting companies and finding ways to approach their decision makers and close a deal. Also putting slip of all releases on the internet and management of search engine submissions will be done by outsourcing the work to specialists at an internet and e-commerce consultancy firm, 1st-at-the-top.com. The firm has identified its market to be the small and medium cuticle 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 diverse background of business and creativity.Marketing Mix The Metolius Agencys marketing mix is comprised of approaches to pricing, distribution, advertising and promotion, and custom er service.* Pricing The pricing scheme will be based on per project fee that will be calculated by the hours required for a project addition any other additional costs. * Distribution The distribution of services will be either via the central office or via the Internet. * Advertising and Promotion The most successful activities will be a comprehensive examination networking campaign, as well as a targeted customer acquisition system. * Customer Service In run to ensure long-term profitability, all expenses will be born for customer service to bring home the bacon numerate customer satisfaction.Financial ProjectionsMetolius requires monthly revenue of $8760 to break 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 recur to $145,392 and the total expenses even though will rise they will get smaller in semblance to the Revenues by as much as 1.5% and become 4.35% at the end of the thi rd year. Therefore it could be concluded that the business will always be yielding and fast growing.Review and Control The spare-time activity 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 trough he hires an assistant for help in the 7th month.Contingency Plan The difficulties and risks posed to Metolius and the worst case scenarios must be addressed in the contingency plan. Problems with generating visibility, landing large projects for increase income and increasing competitor 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.