IMC Proposal for Gillmor and Associates

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IMC Proposal for Gillmor and Associates
Ernesto Lizaola Lydarose Laderman Christina
Nguyen Ralph Tran

• We are seriously excited about your business.

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- Unique and effective marketing plans- Fresh
perspective- Enthusiasm with genuine promise
Who is Viva?
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Overview of Today's Presentation

• Current marketing and potential for improvement
• Three main objectives and steps to accomplish
  them
• How objectives will increase profitability
• - Implementation of these objectives within one
  year

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Current Corporate Image

• -Specialized Areas
• -Current Image Pros and Cons

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Proposed Changes

• -Rejuvenated Image
• -technology
• -location
• -employees
• -adaptation to current culture

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• Current Logo

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Proposed Logo
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Why does this logo work?

• Traditional fonts
• Saturated color
• Skyline Incorporation

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When Bad fontsBad Logos
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Building up Brand Equity
-Use Small Family Business Aspect as Strength
-Work Against Seduce, Sell, Abandon
Reputation -Sponsorships/Donations at Elementary
schools
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Brand Positioning
-Attribute Approach Special attention, concern
quality
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Public Relations
-Support Community -Establish Website
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Internet Marketing

• -Overlooking of Potential Profit
• -Credibility
• -Essential in Todays Culture

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Competing with other Agencies

• -Large sized companies control market
• -Poor Customer Service
• -Implement strong marketing plan
• -Inform clients of differences from competitors
• - Customer Attention
• - High Satisfaction

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Target Market

• Interested in buying or selling a home
• Residents of Santa Clara County
• Very small

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Customers

• Home Buyer
• Average age 26
• Middle to upper class
• Only 19 can afford a home
• Interested in great experience

• Home Seller
• Own and want to sell
• Interested in fast and profitable sale
• Easier to sell when we have more customers

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IMC Management

• Three communication objectives
• Budget
• Achieve results within one year
• Evaluate outcomes periodically

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Communication Objectives

• 1) Obtain a greater reach of existing and new
  potential customers
• 2) Amplify awareness and distribution through all
  potential channels
• 3) Increase productivity and improve image with
  products and services of local businesses

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Communication Budget

• Established with Objective Task Method
• Continuous and Pulsating
• 15 of annual income

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Communication Budget cont.

• OBJECTIVE 1 50,000
• OBJECTIVE 2 10,500
• OBJECTIVE 3 20,000
• 80,500

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Agency Selection

• External Agencies
• Specialized
• Utilize strength of company
• Guerrilla Marketing

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Objective One

• Obtain a greater reach of existing and new
  potential customers

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Budget 50,000

• Consumer advertising
• Consumer promotions
• Sponsorships/Local charities

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Advertising

• Build brand image
• Inform prospective consumers
• Increase brand awareness

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Media Outlets

• Radio
• Pulsating schedule
• Newspaper
• Continuous schedule

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Radio -25,501

• Help listener remember the message
• Considerable flexibility and short time lead
• Intimacy
• Mobile

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Program within Media

• Radio
• KOIT 96.5
• KBAY 94.5

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Newspaper- 18,843

• Geographic selectivity
• Short lead time
• Credibility

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Program within Media

• Newspaper
• Santa Clara Weekly Newspaper

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(No Transcript)
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Consumer Promotions

• Open House
• Information Session
• Flyers

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Sponsorships/Local charities

• Elementary schools
• Local charities

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Database Management

• Keep track of past customers and prospective
  customers
• General information
• Promotional activity

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Well do the work.
Thanks to Gillmor Associates, we
can begin our life together in our new home.
Cheers.
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Well do the work
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Objective Two

• Obtain a greater reach of new potential customers
  through Internet Marketing.

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Internet Marketing

• The budget needed in 1 year 10500
• Why is it necessary to have a Website?

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The Benefits

• Easy access.
• Save time and money.
• Update changes to information immediately.
• Earn revenue from advertising space on our
  website.

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Website sample
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Cost to develop a website 8,044

• Plus 75 monthly upkeep (900 for the whole
  year).
• Special feature Virtual tour (100.30 each).
• 35 virtual tours annually (3514)

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Advertising Plan

• Google
• MSN
• The Wall Street Journal Online

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Advertise with Google

• 50 per every 1000 impressions. (CPM)
• The whole year will cost 2400. (4000 ads per
  month)

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(No Transcript)
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Cost to create ads

• Cost will be varied depend on the type of banner
  we want.

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All these costs worth the investment?

• If we have 4000 ads and only 1 responded to the
  ads and came to us for business.
• Consider the current situation of the real estate
  market. If only .1 responded and came to us for
  business.

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Marketing Communication B2B

• Target market are residential consumers
• Use products and services of other businesses to
  improve image
• Sponsor gardening and painting seminars

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Objective Three Budget B2B

• 20,000
• 200 per Open House
• 600 per Seminar
• Pulsating Seasonal
• Fluctuating

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Promotion and Advertising

• Open House
• flyers
• Sidewalk Signs
• Cater events

• Seminars
• Flyers
• Radio
• Magazine ads

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True Value Hardwares Build a Bright
Beautiful Garden Free Seminar
Sponsored by Gillmor and Associates Real
Estate April 28, 2008 at 1100am 123 San Carlos
St. San Jose Ca 95112
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True Value HardwaresBuild a Bright Beautiful
Garden Free Seminar
Sponsored by Gillmor and Associates Real
Estate April 28, 2008 at 1100am 123 San Carlos
St. San Jose Ca 95112
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True Value Hardwares Paint, Textures, and
ColorsFree Seminar
Sponsored by Gillmor and Associates Real
Estate April 28, 2008 at 1100am 123 San Carlos
St. San Jose Ca 95112
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Database Management

• Store Seminar and Open House information in
  previous database
• - number of participants
• -names,
• -contact information
• -sponsors

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Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Oct Nov
Radio
Newspaper
Internet
Open House
Seminar
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CONCLUSION

• Correct Implementation will
• Increase Company Image
• Consumer Traffic
• Productivity
• Profits