Pope Global Ventures, LLC Marketing Plan
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Transcript of Pope Global Ventures, LLC Marketing Plan
Pope Global VenturesPope Global Ventures
Pharmaceutical Sales SeminarMarketing Plan Discussion / Work Session
February 6, 2008
PGV AgendaPGV Agenda
� PGV Seminar Division– Situation and SWOT Analyses– Atlanta Seminar Objectives and Strategies– Tactics (Short List)
� PGV Corporate– Needs Assessment– Questions to address
PGV Seminar DivisionPGV Seminar Division
2008 Objectives� Launch PGV seminar series in Atlanta.� Deliver seminars in select US cities.
– Birmingham, AL - Charlotte, NC– Nashville, TN - Orlando, FL– Other cities TBD
� Achieve a net profit of $5000+ per seminar session.
PGV Seminar DivisionPGV Seminar DivisionSituation AnalysisSituation Analysis
� New entrant in competitive seminar and pharma sales seminar markets.
� Currently boot-strapped – financial resources limited to support launch and market expansion.
� No structure in place for passive income (product sales) to reduce financial liability of live events.
� Current providers of pharma sales-related info products, seminars, coaching/ consulting services, etc. have established their niches online and off.
PGV Seminar DivisionPGV Seminar DivisionSituation AnalysisSituation Analysis
Google “pharma sales” direct competitors, pp 1-2.� Pharmaceuticalsales.com� Pharmaceuticalsalescareer.com� Coreynahman.com� Pharmaceuticalinterviewquestions.com� Getpharmaceuticalsalesjob.com� Pharmaceuticalwork.com� Pharmaceuticalsalesinterviews.com
PGV Seminar DivisionPGV Seminar DivisionSWOT AnalysisSWOT Analysis
Strengths� Value in seminar information and bonuses.� Team of experts throughout the U.S.� Personal delivery allows for live Q&A.� Immediate opportunity for up-sales / cross-
sales of other PGV and partner services and products.
PGV Seminar DivisionPGV Seminar DivisionSWOT AnalysisSWOT Analysis
Weaknesses� New company, no consumer awareness.� Deep field of competitors in both the seminar and
pharma sales seminar categories.� Currently focused on live event productions.� High cost of entry for live events.� Possible net $ loss with each live event.
PGV Seminar DivisionPGV Seminar DivisionSWOT AnalysisSWOT Analysis
Opportunities – Immediate / On-site� PGV and partners service and product sales.
– Sales coaching services.– Resume services.– CDs or booklets of key seminar info and
resources or of related non-seminar info.� Resume collection for adjunct opportunities.
PGV Seminar DivisionPGV Seminar DivisionSWOT AnalysisSWOT Analysis
Opportunities – Short-to-Long Term� Adjunct services
– PGV recruiting contracts.– Placement referral fees.
� PGV website– Webinars and tele-seminars.– Up- and cross-sales of PGV/partners products/services.
� CDs / DVDs / books / e-books / home study training courses.� Sales coaching services, resume services.� Affiliate programs.
PGV Seminar DivisionPGV Seminar DivisionSWOT AnalysisSWOT Analysis
Threats� Current competitors in the seminar and
pharma sales seminar categories.� Post-PGV entrants into the categories.� Drug recalls.� Bad press re: pharma companies, drugs, etc.� Negative word-of-mouth re: PGV.
Pharma Sales SeminarPharma Sales Seminar
Atlanta / Alpharetta Session
Overall Marketing ObjectivesOverall Marketing Objectives
� Generate awareness of the PGV Atlanta pharma sales seminar amongst target audience groups.
� Generate 350+ unique visitors to PGV website for info and registration.
� Register 35+ paying participants into the seminar.
Target ObjectivesTarget Objectives
General psychographics� Interested in income potential, intellectual
challenge, meeting/working with new people, travel, making a difference.
� Focused on breaking into pharma sales or translating other sales experience in pharma.
� Seek to transition into a sales career.� Seek to transition into a new career, exploring
sales / pharma sales as a possibility.
Target ObjectivesTarget Objectives
Primary demographics:� Aged 21-34 / 21-49
– Recent college graduates or graduating seniors– Working professionals w/ 2+ years experience– Unemployed professionals, particularly sales– Returning to work force (e.g. stay-at-home parents)
� Reside in the Atlanta metro or within 2-hour driving distance / 100-mile radius
Target ObjectivesTarget Objectives
Consider including bilingual speakers (w/ same psycho- and demographics) into the target mix.
� English/Spanish, English/Mandarin (Chinese), etc.� High % of bilingual professionals (incl. sales) in
Atlanta and surrounding metro area populations� Take advantage of established contacts in these
communities.
Geography ObjectivesGeography Objectives
� Atlanta MSA� Surrounding metro areas within a 2-hour
drive/100-mile radius of Atlanta/Alpharetta– Athens, GA - Columbus, GA– Augusta, GA - Greenville, SC– Chattanooga, TN - Macon, GA
Scheduling ObjectivesScheduling ObjectivesMON TUE WED THU FRI SAT SUN
4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb
11-Feb 12-Feb 13-Feb 14-Feb 15-Feb 16-Feb 17-Feb
18-Feb 19-Feb 20-Feb 21-Feb 22-Feb 23-Feb 24-Feb
25-Feb 26-Feb 27-Feb 28-Feb 29-Feb 1-Mar 2-Mar
3-Mar 4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-MarSeminar Marketing - Non-Collegiate Target Audiences
Spring Break
10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-MarSeminar Marketing - Non-Collegiate Target Audiences
Spring Break
17-Mar 18-Mar 19-Mar 20-Mar 21-Mar 22-Mar 23-MarGood Friday
24-Mar 25-Mar 26-Mar 27-Mar 28-Mar 29-Mar 30-MarSeminar Marketing - All Target Audiences
31-Mar 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-AprSeminar Marketing - All Target Audiences
7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-AprSeminar
Seminar Marketing - All Target Audiences
Seminar Registrant Reminder Emails
Marketing StrategiesMarketing Strategies
� Recommended– PR / Publicity– Relationship Marketing
� To be considered within budget parameters (TBD)– Advertising
Marketing TacticsMarketing Tactics
PR / Publicity� Issue releases to secure media coverage
– Major metro and local community newspapers– College newspapers– Local business and other editorially-compatible
newspapers and magazines (deadlines allowing)– Synergistic target/topic local radio and TV programs – Non-competitive target-centric websites / blogs– Appropriate bilingual media outlets
� No-cost / low-cost event participation / displays
Marketing TacticsMarketing Tactics
Relationship MarketingPersonal correspondence, calls, and meetings to generate awareness and secure promotion of seminar to target audiences
� College career placement offices� Outplacement offices� Targeted networking groups� 1st and 2nd tier PGV business and personal
contacts
Marketing TacticsMarketing Tactics
Relationship MarketingConsider creating a PGV affiliate program.
� Goal is to expand range of contacts / warm leads for seminars other PGV services / products.
� Implementation expands PGV offline and online partnerships – complementary businesses and individuals with contacts in target groups.
� Flat $ amount or % of $ per registered referral.
Marketing TacticsMarketing Tactics
AdvertisingConsider potential low cost / high ROI / PGV brand-supportive avenues
� Select bulletin boards� Business counter displays� Classified ads� Calendar / event listings� Direct mail� Display ads
AtlantaAtlanta
Marketing VehiclesMarketing VehiclesPR/Publicity: General Market PapersPR/Publicity: General Market Papers� Atlanta Journal Constitution Fulton Daily Record� Calhoun Times Gainesville Times� Cartersville Daily Tribune Gwinnett Post� Cherokee Tribune Henry Herald� Clayton Tribune Jonesboro News Daily� Commerce News Macon Telegraph� Covington News Marietta Journal� Dahlonega Nugget Newnan Times Herald� DeKalb Champion Rockdale Citizen� Fayette Citizen & Review Rome News Tribune� Forsyth County News
Marketing VehiclesMarketing VehiclesPR / Publicity: Local Community PapersPR / Publicity: Local Community Papers
� Atlanta Daily World Champion Free Press � Atlanta Inquirer Crossroads News� Atlanta Intown DeKalb Neighbor� Atlanta Metro Observer Dunwoody Crier� Atlanta Voice Norcross Weekly� Brookhaven Buzz On Common Ground
Marketing VehiclesMarketing VehiclesPR / Publicity: College NewspapersPR / Publicity: College Newspapers
� AUC Digest (Clark Atlanta, Morehouse, Morris Brown & Spelman)
� Emory Wheel� Georgia State Signal� Georgia Tech Technique� Oglethorpe The Stormy Petrel
Marketing VehiclesMarketing VehiclesPR / Publicity: Local Business MediaPR / Publicity: Local Business Media
� Alpharetta Business Post� Atlanta Business Chronicle� Atlanta Tribune Magazine
Marketing VehiclesMarketing VehiclesPR / Publicity: Local Radio / TV ProgramsPR / Publicity: Local Radio / TV Programs
� TV– Morning Show with Mike and Juliet (WAGA)– Atlanta & Company (WXIA)
� Radio– TBD
Marketing VehiclesMarketing VehiclesPR / Publicity: Other Local Media PossibilitiesPR / Publicity: Other Local Media Possibilities
� Atlanta Magazine� Atlanta Jewish Times� Creative Loafing� Jezebel� Newcomer� Points North� Southern Voice� Sunday Paper
Marketing VehiclesMarketing VehiclesPR / Publicity: Relevant Websites/PR / Publicity: Relevant Websites/BlogsBlogs
� GlobalAtlanta.com� Others TBD
Marketing VehiclesMarketing VehiclesPR / Publicity: Bilingual Media OutletsPR / Publicity: Bilingual Media Outlets
� Atlanta Latino (English edition)� Mundo Hispanico (English edition)
Marketing VehiclesMarketing VehiclesPR / Publicity: NoPR / Publicity: No-- & Low& Low--Cost EventsCost Events
� TBD
Marketing VehiclesMarketing VehiclesRelationship Mktg.: College Career Placement OfficesRelationship Mktg.: College Career Placement Offices
� Clark Atlanta� Emory� Georgia State� Georgia Tech� Mercer� Morehouse� Morris Brown� Oglethorpe� Spelman
Marketing VehiclesMarketing VehiclesRelationship Mktg.: Outplacement Offices/ServicesRelationship Mktg.: Outplacement Offices/Services
� TBD
Marketing VehiclesMarketing VehiclesRelationship Mktg.: Networking GroupsRelationship Mktg.: Networking Groups
� Local Chambers of Commerce� Toastmasters� Others TBD
Marketing VehiclesMarketing VehiclesRelationship Mktg.: 1Relationship Mktg.: 1stst & 2& 2ndnd Tier ContactsTier Contacts
� TBD
Marketing VehiclesMarketing VehiclesRelationship Mktg.: Affiliate ProgramsRelationship Mktg.: Affiliate Programs
� TBD
Marketing VehiclesMarketing VehiclesAdvertisingAdvertising
� TBD
PGV CorporatePGV CorporateNeeds AssessmentNeeds Assessment
Define corporate branding.Who is PGV and what does PGV do?
� Where do seminars fit vis-à-vis other business ventures in corporate structure?
� Ditto pharma / healthcare specialties in seminars and other ventures?
� Should PGV be known as a key B2C and B2B resource in the pharma / healthcare industries?
PGV CorporatePGV CorporateNeeds AssessmentNeeds Assessment
Define corporate and division communication.� What is PGV’s overall corporate message?� B2C message(s)?
– One-stop shop for pharma / healthcare sales-related information, products and services?
– Other(s)?� B2B message(s)?
– Recruiting: “We help you obtain, train, and retain the best people for the job.”?
– Other(s)?
PGV CorporatePGV CorporateHousekeepingHousekeeping
� Need software to track # of PGV website visitors, # sales, and % conversions.
PGV CorporatePGV CorporateNext StepsNext Steps