ABC FIRM MARKETING PLAN - 2008

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Direct Marketing Timing Responsible Q1 Q2 Q3 Q4 Total
Indirect Marketing Person 2008 2008 2008 2008
FIRM LEVEL
EXISTING CLIENT DEVELOPMENT
Client Activities
* initiative Q2 Mktg Dept $ - $ - $ - $ - $ -
* initiative Monthly All partners $ - $ - $ - $ - $ -
Other Goal
* initiative NOV $ - $ - $ - $ - $ -
* initiative NOV $ - $ - $ - $ - $ -

INFLUENTIAL PEOPLE
Referral Source Activities
* initiative OCT $ - $ - $ - $ - $ -
* initiative $ - $ - $ - $ - $ -
Other Goal
* initiative Feb/Mar $ - $ - $ - $ - $ -
* initiative Late April $ - $ - $ - $ - $ -

NEW BUSINESS DEVELOPMENT

Goal
* initiative $ - $ - $ - $ - $ -
* initiative $ - $ - $ - $ - $ -
* initiative $ - $ - $ - $ - $ -
ABC FIRM MARKETING PLAN - 2008

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Direct Marketing Timing Responsible Q1 Q2 Q3 Q4 Total
Indirect Marketing Person 2008 2008 2008 2008
MARKETING INFRASTRUCTURE
Identity
* Project SEP-OCT $ - $ - $ - $ - $ -
* Project SEP-OCT $ - $ - $ - $ - $ -
Individual Marketing Plans
* Develop and implement for all partners and associates OCT-FEB Mktg Dept & $ - $ - $ - $ - $ -
each
professional

Training
* Project NOV, JAN $ - $ - $ - $ - $ -
* Project quarterly $ - $ - $ - $ - $ -
Public Relations
* Project Q4 $ - $ - $ - $ - $ -
* Project on-going $ - $ - $ - $ - $ -
Firm Communications
* Holiday greetings Aug - Dec $ - $ - $ - $ - $ -
> postage $ - $ - $ - $ - $ -
* Newsletter (purchase or development cost) Quarterly $ - $ - $ - $ - $ -
> postage $ - $ - $ - $ - $ -
* E-Newsletter subscription $ - $ - $ - $ - $ -
Print Collateral
Firm Brochure
* Writing/Design Q4 $ - $ - $ - $ - $ -
* Printing Q4 $ - $ - $ - $ - $ -
Website
Project Management
* site map, art direction, content coordination, etc. SEP-JAN $ - $ - $ - $ - $ -
Copy Writing/Editing
* list pages Q4 $ - $ - $ - $ - $ -
Design
* Design costs Q3&4 $ - $ - $ - $ - $ -
* Artwork cost (photograph licences, photography, etc) Q4 $ - $ - $ - $ - $ -
* SEO work annual $ - $ - $ - $ - $ -
* Postcard to announce new website - design costs Q1 $ - $ - $ - $ - $ -
> printing $ - $ - $ - $ - $ -
> postage $ - $ - $ - $ - $ -
Credentials and Key Client Criteria
* Experience database NOV-DEC $ - $ - $ - $ - $ -
* Key Client Evaluation: Client Selection Groundwork, ID what Q3, 2008 or Q2, $ - $ - $ - $ - $ -
constitues a "Great Client" 2009
Customer Service Feedback
* Client Satisfaction Survey: diagnostic & marketing tool; third Q2 $ - $ - $ - $ - $ -
party development/tabulation costs
> printing $ - $ - $ - $ - $ -
> postage $ - $ - $ - $ - $ -
Discretionary Budgets
* Principals/Owners annual $ - $ - $ - $ - $ -
* Associates/Staf annual $ - $ - $ - $ - $ -

SUBTOTAL FIRM $ - $ - $ - $ - $ -
ABC FIRM MARKETING PLAN - 2008

Jan-Mar Apr-Jun Jul-Sep Oct-Dec

Direct Marketing Timing Responsible Q1 Q2 Q3 Q4 Total
Indirect Marketing Person 2008 2008 2008 2008

PRACTICE AREA #1
EXISTING CLIENT DEVELOPMENT
* Initiative on-going $ - $ - $ - $ - $ -
* 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)
> 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 Apr-Jun Jul-Sep Oct-Dec

Direct Marketing Timing Responsible Q1 Q2 Q3 Q4 Total
Indirect Marketing Person 2008 2008 2008 2008
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 $ - $ - $ - $ - $ -