ABC FIRM MARKETING PLAN - 2008

Jan-Mar Q1 2008 Apr-Jun Q2 2008 Jul-Sep Q3 2008 Oct-Dec Q4 2008

Direct Marketing Indirect Marketing

Timing

Responsible Person

Total

FIRM LEVEL EXISTING CLIENT DEVELOPMENT

Client Activities * initiative * initiative Other Goal * initiative * initiative Q2 Monthly NOV NOV Mktg Dept All partners $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

INFLUENTIAL PEOPLE
Referral Source Activities * initiative * initiative Other Goal * initiative * initiative OCT $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

Feb/Mar Late April

NEW BUSINESS DEVELOPMENT

Goal * initiative * initiative * initiative $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

ABC FIRM MARKETING PLAN - 2008

Jan-Mar Q1 2008 Apr-Jun Q2 2008 Jul-Sep Q3 2008 Oct-Dec Q4 2008

Direct Marketing Indirect Marketing

Timing

Responsible Person

Total

MARKETING INFRASTRUCTURE
Identity * Project * Project Individual Marketing Plans * Develop and implement for all partners and associates SEP-OCT SEP-OCT OCT-FEB Mktg Dept & each professional $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

Training * Project * Project Public Relations * Project * Project Firm Communications * Holiday greetings > postage * Newsletter (purchase or development cost) > postage * E-Newsletter subscription Print Collateral Firm Brochure * Writing/Design * Printing Website Project Management * site map, art direction, content coordination, etc. Copy Writing/Editing * list pages Design * Design costs * Artwork cost (photograph licences, photography, etc) * SEO work * Postcard to announce new website - design costs > printing > postage Credentials and Key Client Criteria * Experience database * Key Client Evaluation: Client Selection Groundwork, ID what constitues a "Great Client" Customer Service Feedback * Client Satisfaction Survey: diagnostic & marketing tool; third party development/tabulation costs > printing > postage Discretionary Budgets * Principals/Owners * Associates/Staff SUBTOTAL FIRM

NOV, JAN quarterly Q4 on-going Aug - Dec Quarterly

$ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $

Q4 Q4

$ $

$ $

$ $

$ $

$ $

SEP-JAN Q4 Q3&4 Q4 annual Q1

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

$ $ $ $ $ $ $ $ $ $

NOV-DEC Q3, 2008 or Q2, 2009 Q2

$ $ $

$ $ $ $ $ $

$ $ $ $ $ $

$ $ $ $ $ $

$ $ $ $ $ $

annual annual

$ $ $

ABC FIRM MARKETING PLAN - 2008

Jan-Mar Q1 2008 Apr-Jun Q2 2008 Jul-Sep Q3 2008 Oct-Dec Q4 2008

Direct Marketing Indirect Marketing

Timing

Responsible Person

Total

PRACTICE AREA #1 EXISTING CLIENT DEVELOPMENT

* Initiative * Initiative on-going $ $ $ $ $ $ $ $ $ $ -

INFLUENTIAL PEOPLE
Referral Source Activities * Initiative $ $ $ $ $ -

NEW BUSINESS DEVELOPMENT

Target & Call Upon * Initiative * Initiative Trade Association Visibility * Association involvement/dues & meeting fees * Sponsorships/contributions * Tradeshows/conferences sign-up fees > materials development, printing > booth/display graphics > prizes, giveaways, other > shipping * Trade publication articles (ghostwriting) $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

MARKETING INFRASTRUCTURE
Practice Area Team Meetings Print Collateral * Specialized team bios * Compelling practice area materials (brochure inserts, case studies, experience, approach) > printing Testimonial Development * Acquire testimonials from clients for print and web

RESEARCH & DEVELOPMENT

Education and Training * Courses/programs Subscriptions * Publications Process Development * Intiative SUBTOTAL PRACTICE AREA $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

ABC FIRM MARKETING PLAN - 2008

Jan-Mar Q1 2008 Apr-Jun Q2 2008 Jul-Sep Q3 2008 Oct-Dec Q4 2008

Direct Marketing Indirect Marketing

Timing

Responsible Person

Total

PRACTICE AREA #2 EXISTING CLIENT DEVELOPMENT

* Initiative * Initiative $ $ $ $ $ $ $ $ $ $ -

INFLUENTIAL PEOPLE
Referral Source Activities * Initiative $ $ $ $ $ -

NEW BUSINESS DEVELOPMENT

Target & Call Upon * Initiative * Initiative Trade Association Visibility * Association involvement/dues & meeting fees * Sponsorships/contributions * Tradeshows/conferences sign-up fees > materials development, printing > booth/display graphics > prizes, giveaways, other > shipping * Trade publication articles (ghostwriting) $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -

MARKETING INFRASTRUCTURE
Practice Area Team Meetings Print Collateral * Specialized team bios * Compelling practice area materials (brochure inserts, case studies, experience, approach) Testimonial Development * Testimonials from clients for print and web

RESEARCH & DEVELOPMENT

Education and Training * Courses/programs Subscriptions * Publications Process Development * Intiative SUBTOTAL PRACTICE AREA TOTAL MARKETING BUDGET $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ -