RRealisticealistic EEffectiveffective

DDecisionsecisions

MarketingMarketingPresentsPresents

Jessica Frisenda· Christophe Chirol · Zachary Fochi · Adam Smith

Problem Problem Statement

EmbroidMe Poughkeepsie’s main problem is a lack of brand awareness

among its target market.

This problem is preventing EmbroidMe from reaching its optimal market potential,

hindering the company from achieving its direct future goals.

GoalsGoals

• Increase revenues by $100K• Increase brand awareness• Reposition EmbroidMe as

customization service• Expand current target market• Give back to community

Customer Service

(.2)

Price(.3)

Variety of Services

(.2)

Production Capabilities

(.1)

Quality(.2)

Total

Embroid Me 5 3.5 5 3.5 4.5 4.3Millman’s T-Shirt Factory

3.5 3.5 4 3 3.5 3.6

Hudson Valley Screenprinting

and Embroidery

5 3.5 3.5 3 4 3.9

Galli Shirts and Sports Apparel

3 3.5 3.5 3 3 3.3

Lets Get Personal

4.5 4 2 3 3 3.4

T-Shirts.com 3.5 4 1 4.5 3.5 3.3

BJ’s Wholesale Club

3 5 4 5 3 4

Office Depot 3 5 3 5 3 3.8

Key Success FactorsKey Success Factors

Referral SystemReferral System

• Encourages word of mouth• Creates Incentives• Discounts• Measurable

Direct MailDirect Mail

• Post Cards• Contact Manager (Microsoft Small Business

Manager)

• Contact List: Peter the Printer• Measurable

• When?– Last week of May– First week of October– First week of January

Embroidery, Screen-printing, Promotional products

Bring in this card and receive a 5% discount on orders over $150!

John Doe

1234 Main Street

Anytown, USA

12345

Come in today for

great deals on all of our customization services!

RETURN THIS POST CARD FOR ON PURCHASES OF $150 OR MORE

John Doe

1234 Main Street

Anytown, USA

12345

Fall is here! Contact us

for discounts for the

upcoming holiday season

POUGHKEEPSIE PLAZA

2600 SOUTH ROAD

John Doe

1234 Main Street

Anytown, USA

12345

Happy New Year from all

of us at EmbroidMe

Poughkeepsie!

TentTent

SponsorshipsSponsorships

• Joint Sponsorship for:

– Dutchess County Golf Tournament (Poughkeepsie)

• RT 9 Poughkeepsie, NY 12603 • Phone: (845)452-5403 • Fax: (845)452-311• www.dutchessgolf.com

– Apple Greens Golf Tournament (Highland)

• 161 S St Highland, NY 12528 • Phone: (845)883-5500 • Fax: (845)883-7063• www.applegreens.com

SponsorshipsSponsorships

•Relay For Life- June 2nd, 2008. Marist College

Refreshment Tent & Giveaways

•American Heart Walk- March 8th, 2009

Refreshment Tent & Giveaways

•Great opportunity

Dutchess County FairDutchess County FairAugust 19-24th

• Setup tent

• Promotional merchandise used for giveaways

• Items/catalogs displaying range of services offered

• Sign up/contact list sheet for more information

Car ShowCar Show

Hudson River Valley Antique Auto Association Rhinebeck

Car ShowMay TBA, 2008

Held at Dutchess County FairgroundsRoute 9 Rhinebeck, NY

Set up New Promotional Tent/Car

Giveaways up to $250

Contact/Sign Up Forms (Update Direct Mail List)

BillboardsBillboards

•Locations in Dutchess and Ulster County

•Highly trafficked commuter routes

•June & July, February &March

Web Site RedesignWeb Site Redesign

• Level 10 Design LLC.“Stand out from the

Crowd”(4-6 weeks to complete)

• Revamp Current Website– New/Modern Look– Advanced Functions

(provide clarity)– Purchase Update Software

(simple/cost efficient)

Item/Event Description Cost

Rhinebeck fair INSIDE: 10X10 Area $400.00Promotions merchandise est. $250.00

$650.00

Dutchess County Fair Outside area:15X15 Promotions merchandise est.

Giveaways = $500.00

$875.00

Direct mail (Peter the Printer) Three separate mailings (1000 Postcards each)

$1815.00

Billboard (Highway Displays) Design and application 4monthsest. $1000.00 per month

$4,000.00

Website Design (Level 10 Design) Redesign $4,000.00

Website update Software for updates $1,000.00

Relay for Life(Marist College)

Promotional products 50 cases of water @ $7.00 per case and Snacks

$800.00

Apple Greens Golf Tournament Joint Sponsorship $2,800.00

Heart Walk of Poughkeepsie Promotion 100 cases of water @ $7.00 and Snacks $1,500.00

Dutchess County Golf Tournament Joint Sponsorship $2,800.00

Microsoft Small Business Management $450.00

Promotional Tent (Promotional Design Group)

$2,400.00

Poughkeepsie Journal 12 months @ $100 per month $1,200.00

Other Hidden expenses $1000.00

Total $25,290.00

Why and Why Not?Why and Why Not? • Radio (Targets Mass Audience/Expensive)

• TV (Targets Mass Audience/Expensive)

• Business Journal (Expensive/May be useful in future)

• Direct Mail & Referral (Measurable/Increased Orders Profit)

• Billboards (Creates public awareness/Not measurable)

• Web Design (Measurable (daily/monthly hits)/Orders placed/Clarity)

• Sponsorships (Networking/Free Publicity/Business Relationships)

Decisions… Decisions...Decisions… Decisions...

Decisions… Decisions...Decisions… Decisions...

Why R.E.D. Marketing? Why R.E.D. Marketing?

• Realistic examples– Attainable goals/ fulfill customers needs

• Effectiveness – Implemented plan saves time and money

• Superior Decision making

QuestionsQuestions