2. Marketing for a New Company EDUC 517 Tech Created by, Jenna Coleman & Kyle Hills

3. Define Your Company: What is it? What does it do/produce? Define specifics: size, location, etc. Use your marketing research in step 1 to further decide the details of your company.

4. Market Your New Company Step 1: Market Research Step 2: SWOT Analysis Step 3: Customer Segment Research Step 4: Design/Build your Brand Step 5: Advertise your Brand Step 6: Relay/Communicate your New Company

5. Marketing Research Primary Research Survey focus group observation, experimental Secondary Research Online Databases

6. Step 1: Marketing Research Explain the primary research methods your group would use if you were to actually conduct marketing research for your company & explain why. Conduct secondary online marketing research for your Company. Find what your clients, customers, or prospects would like about your company. What do they want or need from your product or service.

7. S.W.O.T. Analysis StrengthsWeaknessesOpportunitiesThreats

8. Step 2: S.W.O.T. Analysis Thoroughly evaluate your company based on your secondary research in step 1 to find their possible strengths, weakness, opportunities, threats Example Site: www.hoovers.com

9. Customer Segment Research Geographic (ex. Local-be specific, national, global) Demographic (ex. Age, gender, education, income) Psychographic (personality, values, attitudes, interests) Behavioral (what they “tend” to do)

10. Step 3: Customer Segment Research Research possible customer segments for your company/product. Describe each segment by: Geographic, demographics, psychographics, and any behavioral characteristics. Define which customer segment you will focus on as your target market

11. Step 3: Example Sites: Geographic/Demographics: www.melissadata.com/lo okups/ www.melissadata.com/lo okups/ www.freedemographics.c om/ www.freedemographics.c om/ www.prb.org www.fedstats.org www.census.gov Psychographics: http://www.claritas.com/MyBe stSegments/Default.jsp?ID=0& SubID=&pageName=Home

12. Building a Brand: Create a Brand Name and Slogan Product/Company Appearance (e.g. packaging & labeling) Design a logo Create a website Determine appropriate product/service mix

13. Step 4: Design/Build your Company Brand Design a name and slogan for your product/service Create a Logo (may be drawn or created on computer) Create a layout/computer sketch of what your website homepage will look like

14. Advertising NewspapersTelevision Direct Mail Magazines Outdoor (flyers, stands) E-Mail Internet (search engine optimization) BlogsRadio

15. Step 5: Advertise your Brand Research different advertising options that have worked for your product/service category Use this information to decide on which major media types you will use to advertise your product. Create an estimated budget for advertising Make sure to allocate resources appropriately to best reach your target market Example Research Sites: Radio and TV Commercials: www.youtube.com www.youtube.com Print Ads: www.adage.com www.adage.com

16. Marketing Communications: Sales Promotions: Coupons, refunds/rebates, price packs, premiums, loyalty rewards, contests/sweepstakes Professional Selling: Personal selling philosophy, define best product/service attributes Public Relations Press relations, product publicity, public affairs, lobbying, investor relations, development

17. Step 6: Relay/Communicate your New Company Pick 1 of the marketing Communications that you feel is most appropriate for your company/product If you select sales promotion: design a coupon, rebate, loyalty rewards program, or a contest/sweepstakes to go along with your product. Try Google image search for examples (coupons especially) If you select personal selling: define a selling philosophy that your group would use to sell your service/product, along with strong selling points of your service/product. For help to develop your selling philosophy: www.inddist.com/article/164409-What_s_your_sales_philosphy_.php www.inddist.com/article/164409-What_s_your_sales_philosphy_.php If you select Public Relations: create a press release about your new product/service to be distributed to the appropriate media (e.g. newspaper, internet through search engine optimization For help in developing your press release: www.prurgent.com/press_release_help.htm www.prurgent.com/press_release_help.htm

18. Project Reflection: Individually visit this website & complete survey: www.surveymonkey.com/s.aspx?sm=f73KxOCoOhi0GV 4mGavRQg_3d_3d www.surveymonkey.com/s.aspx?sm=f73KxOCoOhi0GV 4mGavRQg_3d_3d Once you have completed this survey you have completed this project.