INSERT COMPANY LOGO Company Name 27 Oct 2018

INSERT COMPANY LOGO Company Name| 27 Oct 2018 The ADS Agency | Global Experience with a Local Touch

COMPANY NAME| MARKETING & BRANDING 1 Our Goals Our Business Goals & Marketing Initiatives 2 Location What’s physically around us? (If a brick & mortar location) 3 The Competition Here’s What We’re Up Against 4 Who We Seek to Serve This is how well we know them right now. 5 Messaging & Photography Telling our story in a way that intrigues and piques curiosity. 6 Current Social Stats Here’s where we stand as of _______ 2018. 7 Marketing & Branding Plan (Sample + Recommendations) Working Towards our 2019+ Goals

GOALS Our Business Goals & Marketing Initiatives

GOALS Define Success BUSINESS GOALS 2019 Goal #1 Goal #2 Goal #3

GOALS Define Success BUSINESS GOAL DESCRIPTOR Goal #1 MARKETING INTIATIVE Description Marketing Goals Target Metrics for Success DESCRIPTOR

LOCATION Who’s here?

INSERT RELEVANT LOCAL MAP WITH SURROUNDING BUSINESSES, etc. (if applicable)

THE COMPETITION Here’s what we’re up against.

INCLUDE COMPETITOR INFO HERE (Website Snapshots, Social Media Snapshots that show audience size, messaging, look & feel, etc. )

STRENGTHS This is about what we excel at. What’s working for us and what do our customers love about us right now? [ Enter strengths in your plan ] Authentic Marketing Magic WEAKNESSES OPPORTUNITIES Our competitor’s weaknesses These are opportunity areas for can be opportunities for us. Also improvement. What do we want think of innovation areas in this to fix / become more efficient at? space as a differentiator. [ Enter weaknesses in your plan ] [ Enter opportunities in your plan ] THREATS What can seriously hinder our growth this year (in terms of market share, revenue, number of customers, etc). [ Enter threats in your plan ]

WHO WE SEEK TO SERVE This is how well we know them right now.

Brand Persona 1 Brand Persona Statement of overall desire. Key Motivators: • Motivator 1 • Motivator 2 • Motivator 3 Emotions to Evoke: • Emotion 1 • Emotion 2 • Emotion 3 Name: Age, relationship status, key motivator. Profession. OVERARCHING APPEAL: Appeal to _________________ Brand Persona 2 Brand Persona Statement of overall desire. Key Motivators: • Motivator 1 • Motivator 2 • Motivator 3 Emotions to Evoke: • Emotion 1 • Emotion 2 • Emotion 3 Name: Age, relationship status, key motivator. Profession. OVERARCHING APPEAL: Appeal to _________________

INSERT DATA FROM CUSTOMER RESEARCH (SURVEYS, FOCUS GROUPS, YELP, FACEBOOK REVIEWS, etc. )

Messaging & Photography Locking in on messages that resonate.

CONSIDER THE TYPES OF IMAGERY NEEDED TO VISUALLY DISPLAY YOUR STORY (Feel free to include examples of aspirational photography)

BRAND PERSONALITY Remembering Who We Are QUIET ENERGETIC CAREFREE CALCULATED SOPHISTICATED YOUTHFUL SPIRITED COOL MERCILESS KIND THOUGHTFUL HAPPY-GO-LUCKY ELEGANT PRETENTIOUS HONEST ROUGH GLAMOROUS OUTDOORSY TRENDY CLASSIC RESILIENT DELICATE LUXURIOUS ECONOMICAL

VOICE / TONE Getting to Know Our Target INSTRUCTIONS: Take a clue from your Brand Personality Exercise to consider what the voice and tone of your brand should be. What should we sound like? What’s our personality here? How do we speak to our target audience(s)?

MESSAGING WE SHOULD CAPITALIZE ON Getting to Know Our Target • • Point 1 Point 2 Point 3 Point 4

Current Social Stats Here’s where we stand as of ______ 2018 for social media.

SOCIAL STATS Getting to Know Our Target PLATFORM NOV 2018 Facebook 1. 7 K Instagram 544 Twitter Yelp Reviews 134 APRIL 2019

Marketing & Branding Plan Working towards our 2019+ Goals

7 P’s of Marketing & Branding Plan MARKETING STRATEGY Product Price Promotion Place Process Physical Evidence People

Our Success Metrics Marketing & Branding Plan VISIBLE • Metric 1 • Metric 2 • Metric 3 CREDIBLE • Metric 1 • Metric 2 • Metric 3 GROWTH • Metric 1 • Metric 2 • Metric 3

MARKETING & BRANDING PLAN [ SAMPLE ] 2018 PREP + 6 MO. GAMEPLAN FOR 2019 2018: Q 4 ACTIVITY LAY THE FOUNDATION Focus Group [ Audience Work ] Survey Membership Photo Shoot [ Headshot + Lifestyle Sessions ] + Refresh Website Video Planning + Email Comms Planning Messaging & Imagery Work SOCIAL MEDIA (Facebook, Instagram, Twitter, Linked. In) Instagram planning / Release of new photos. Revive speaker accounts (IG, TW) Social Strategy Development [ Funnel Approach ] Social Strategy Kickoff [ Incl. member highlights, testimonials, sponsors ] FB MESSENGER BOTS Exploration / Potential Deployment (? ) SPONSORSHIP Sponsorship Plan Development Sponsorship Plan Kicks Off [ Dinners, Calls, Mailings, VIP Invites ] Email Comms (Personalized) PR DEPLOYMENT PR Research & Deployment MEMBERSHIP ENGAGEMENT FB Group, Happy Hour get-togethers [ See Membership Drive ] 2019: Q 1 2019: Q 2 MO. MO. 10 11 12 1 2 3 4 5 6

MARKETING & BRANDING PLAN [ SAMPLE ] 2018 PREP + 6 MO. GAME PLAN FOR 2019 2018: Q 4 ACTIVITY EVENTS Event Planning [ informs Sponsorship Plan, form committee (? ) ] Lunch & Learns In-Person Workshops Paid Webinars Volunteer Meet & Greet EMAIL COMMUNICATIONS Appeal for focus group participants Survey Deployment Deploy Re-Engagement Plan [ Content Driven, Influencer-Building ] CONTENT STRATEGY Content Planning [ Social, Email, Blog, Videos*, etc. ] Focus on Speaking Focus on Books Focus on Training Focus on Resource Library Membership Drive SPEAKING ENGAGEMENTS Speaking Research + Applying Speaking Engagements 2019: Q 1 2019: Q 2 MO. MO. 10 11 12 1 2 3 4 5 6

Global Experience with a Local Touch