Marketing Plan for the 97210 zip code

Objective: To gain a better understanding of the 97210 zip code and increase Costco membership penetration percentage using a detailed analysis of the zip code’s demographics.

Facts: All reported statistics are from http://www.city-data.com/zips/97210.html.

The average home value in 97210 as of 2007 was $660,562 compared to the state of Oregon’s average of $257,300.

There are approximately 63% of residents in the 97210 zip code who are renting compared to the state’s average of 36%.

In 2000 the population of the 97210 zip code was 10,219 of which 5,178 were males (50.7%) and 5,041 were females (49.3%).

As of 2000, approximately 90.7% of the population was of Caucasian descent (9,270) followed by Asian Americans at 3.6% (370), African Americans at 1.6% (161), and various races for the remaining 4.1% (418).

Portland Metro Area 2003 Wage and Salary Employmenthttp://www.pdc.us/images/progs/ed/industry-sectors_piechart.jpg

Course of Action: When looking at this zip code in further detail, it is more of an industrial business

district than a housing district. Therefore, in order to increase the penetration percentage in this area, it will be necessary to focus on working with the business owners in regards to their business needs. After looking at potential buildings in the area to setup an information booth, I decided to choose the Montgomery Park office building because this building offers some of the most diverse businesses. This building does a good job of covering the various industries that are represented in the pie chart on the previous page.

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The main plan that I propose to increasing penetration percentages in the 97210 area would be to rent out a room once a month in the Montgomery Park building and hold a different theme each month to attract different businesses. For example, during one month we could host an information booth that caters to the Construction & Mining and Manufacturing industries, the next month we could cater to the Information, Financial & Real Estate and Professional, Business Services & Other Services industries, the following month we could cater to the Education, Health Services & Hospitality and Government industries, and for the last month we could cater to the Trade, Transportation & Utilities industries. By repeating this process in order three times, we will have reached a 12-month time span and can continue the process as long as the budget allows it.

Using this model we can categorize all of the businesses at Montgomery Park into each of the monthly sessions in order to better anticipate how much space we will need for each session.

Construction & Mining / Manufacturing Industries

Information, Financial & Real Estate and Professional, Business Services & Other Services Industries

Education, Health Services & Hospitality and Government Industries

Trade, Transportation & Utilities Industries

Gazley Plowman Architects Konica Minolta Business Solutions

Curves West Multnomah Soil & Water

Fortune Compass, LLC Onpoint Community Credit Union

Food In Bloom Catering UPS Supply Chain Solutions

Full Sail Brewing Company Finesse Personnel Associates

Therapeutic Associates Fullerton & Company Inc

Schnizter Steel Industry Gilmore Research Group Tiba Medical Inc Worldtravel PartnersTransdevelopment

Corporation Enabletv Chess for Success Suns

Airwair USA Limited Infopros Summit Research Network

Freightliner

Northwest Copyworks Oregon Jewish Museum Northwest Portland Ministries

Stewart & Tunno Insurance Inc

Bill Naito Company Southwest Washington Medical

Bestel Armin Serenity Skin Care

Information, Financial & Real Estate and Professional,

Business Services & Other

Services Industries

Education, Health Services & Hospitality

and Government Industries

Trade, Transportation & Utilities industries

Construction & Mining / Manufacturing Industries

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Amwest Entertainment Radiology ConsultantsConstruction & Mining / Manufacturing Industries

Information, Financial & Real Estate and Professional, Business Services & Other Services Industries

Education, Health Services & Hospitality and Government Industries

Trade, Transportation & Utilities Industries

Nichols Kaiser Foundation Health Plan of Georgia Inc.

Fieldstone Mortgage Company

Northwest Portland Physical Therapy

Benkendorf Associates Corporation

Legacy Health System

Portlandia Investment Management

Multnomah County Portland Service Center

Studio 154 U.S. GovernmentClutch Doctors Northwest Permanente PC

PhysiciansInnovate Media Marketing Permanente Dental

AssociatesPeer Technologies Portland Community

CollegeCaremark Behavioral

Health ServicesWeb MD Health Services

GroupPivot Program

Legacy Infusion Services

Montgomery Park Building Industry Distribution

If the following plan is used, I feel that it could have a positive impact on the current low penetration percentage (38.7%) because this plan would better enable us to make contact with all of these different industries which might otherwise be missed by regular canvassing. Lastly, this plan could serve as a blueprint to be used in all other larger office buildings in the 97210 zip code if proven successful.

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