Published on February 27, 2014
Speedco, Inc. How to Increase Revenue Utilizing a Marketing Assessment & Implementation Plan August 24, 2012
Table of Contents 1. 2. 3. 4. 5. Current Marketing Activity Industry Trends & Competition Case Studies Marketing Assessment Process Report Outcomes
Current Marketing Activity Current Marketing Activity: Last year’s spend totaled $195,000 for PR services, industry conferences, and includes the salesmen’s salary ($125,000). This activity produced annual revenue of $1.5 million which was a $400,000 increase from the prior year. Marketing Budgets & Return on investment: Standard Marketing Budget as a percentage of Revenue: 3%. Marketing Budget Compared to Revenue: $195,000 marketing spend divided by the $1.5 million annual revenue = 13%. Speedco, Inc. currently has a marketing spend compared to revenues that is 10% higher then standard. Standard Marketing Return on Investment: 10x ROI. Current ROI: $400,000 increase in annual revenue divided by $195,000 investment in marketing = 2x ROI. Speedco, Inc. currently has a ROI of 8x lower than standard. www.CathedralConsulting.com 3
Industry Trends & Competition Key factors in selecting a custom commercial printer: Review the Custom Printer’s Website: Product list, pricing, and credibility of the business. Contact: Enterprise’s purchasing department typically makes the first contact with a salesmen from a commercial printer. Enterprises look for specific things when selecting a customer commercial printer: One-Stop-Shop, Great Service, Competitive Pricing, Service Guarantee, and ability to order online or with a sales staff. Custom commercial printer competition: Color FX, Inc. Next Day Flyers PrintForLess.com Printingblue.com Uprinting.com www.CathedralConsulting.com 4
Case Study 1 Problem: A client, located in Florida, that sells B2B needed more revenue and thought the solution to the problem was to gain access to a list of corporate “C-Suite” decision makers. Solution: After engaging Cathedral for a marketing assessment this client decided to switch strategies and first target up-selling and getting referrals from current clients before utilizing the list of corporate contacts and hired Cathedral for monthly to help them implement the new marketing strategy. Results: In the first 6 months of working with Cathedral they negotiated their contract with their major client, which increased their revenue by $10,000 a month or $120,000 a year. www.CathedralConsulting.com 5
Case Study 2 Problem: A client, located in Pennsylvania, that sells B2B spent expensive and complicated marketing program. Solution: After engaging Cathedral for monthly Board Services program with a Marketing emphasis this client decided to implement Cathedral’s recommended strategies and start up-selling and getting referrals from current clients. Results: In the first 6 months the client has a clear understanding of their value proposition and have increased client activity by 10%. www.CathedralConsulting.com 6
Marketing Assessment and Strategy Process: 1. 2. 3. Assessment Interview with Liz Christenson, Cathedral’s Associate from the New York office, and Henry, Owner of Speedco, Inc. Development of Marketing Assessment report by Cathedral’s New York Office team. Presentation of findings will include a marketing strategy: Recommendations to increase Speedco’s ROI on current marketing activity. Outline of opportunities to up-sell and gain referrals from current client base. List of 10 new client opportunities and initial strategy to approach each enterprise to generate and cultivate leads. Implementation & Fees: Marketing Assessment and strategy fee will be $2,500. Cathedral’s implementation plan will include a $200 a month increase in Board Services fees to $850 a month for Board Services to track Marketing Strategy going forward. www.CathedralConsulting.com 7
Next Steps 1. Signed Engagement Letter 2. Schedule interviews with owner to begin Marketing Assessment www.CathedralConsulting.com 8
Cathedral Consulting Group, LLC What We Do Cathedral is dedicated to helping small to mid-sized private companies… Grow their enterprises Create and enhance value Strengthen their operations through the implementation of best business practices Current Client Base 150 clients plus Where We Operate Northeast Midwest West-coast Our Team Started in 2005, our team consists of: 4 Managing Directors 1 Director 3 Senior Associates 4 Associates Our Offices New York, NY Chester, NJ Milwaukee, WI Indicates States where Cathedral is currently working with clients. www.CathedralConsulting.com 9
Contact Information General Information Website www.CathedralConsulting.com info@CathedralConsulting.com Offices NEW YORK 55 W. 39th Street, 12th Floor New York, NY 10018 Tel: 917. 658.8337 Email: firstname.lastname@example.org Philip J. Clements, Managing Director, CEO Andrew Burnett, Managing Director Kimberly Reeve, Director Sharon Nolt, Senior Associate Michelle Fitzgerald, Senior Associate Liz Christenson, Associate MIDWEST 1661 N. Water Street, Suite 408 Milwaukee, WI 53202 Tel: 414. 902. 0496 Fax: 414. 273. 1983 Email: email@example.com Peter Giersch, Managing Director, COO Jerome Condon, Managing Director Cassie Glynn, Associate Ryan Collopy, Associate NEW JERSEY 32 Budd Avenue Chester, NJ 07930 Tel: 917. 623. 4124 Email: firstname.lastname@example.org Philip Clements Managing Director Mark Thorne, Senior Associate Steven Toal, Associate www.cathedralconsulting.com 10
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