E-marketing plan for IMPRINT (printing company)

Résumé du document

This E-Marketing Plan is designed to enable IMPRINT to improve its selling performances and to be more competitive in the lithography sector.
To explain the proposal concerning an electronic strategy, I added a complete analysis of the company and its external environment as well as a summary of the targeted market of Imprint in order to be in correlation with the objectives of the company. Imprint is a printing company located in Preston. Settled on Fylde road for over 16 years, the firm employs 35 people and offers low volume of printing for small businesses. Besides this, Imprint's staff work in a charity enterprise called "Brothers of Charity". This charity organization takes care of disabled people. But the two organizations are not directly linked in the way that Imprint's customers are not meant to be aware of Brothers of Charity.

Extraits

[...] These objectives can be reached by in different ways: 1. Banner advertising Those banners, usually placed across the top of the web page are the most common way to advertise for a web site. There exist several formats of banners such as animated banners, pop-ups or interactive banners and certain techniques will be more efficient than others. But banner advertising is usually paid according to the number of web users who view the web page and the advertisement on it. [...]

[...] We hope this Marketing Plan will help Imprint in achieving its goals and that it will also be able to help the development of Brothers of Charity (even indirectly) Situation Analysis 1 Internal Analysis 1 General Company Information 1 Brief information Imprint is a company on a niche market of printing and lithography. Moreover it has a social aim and is involved in “Brother of charities” society. It is located on Fylde Road in Preston. This firm has been created in 1990. Imprint is a small business and has a local activity concentrated on Preston and its area Product and services We have only little information concerning products and services about Imprint. [...]

[...] Web site creation 1. Six stages of a web site conception 2. Contents 4. Establishment of online CRM 5. Traffic Building 1. Banner advertising 2. Affiliate networks 3. Registration with Search Engines 4. Link Building 5. E-mail marketing 6. Viral marketing 6. [...]

[...] The following products and services are those offered by a competitor such as Minuteman: Products Annual Reports Black and White Copies Booklets Brochures Business Cards Business Forms Calendars Carbonless Forms Catalogs Colour Copies Continuous Forms Coupons Digital Copies Digital Output Direct Mail Printing Envelopes Flyers Holiday Cards Invitations Labels Letterhead Manuals Memo Pads Menus Newsletters Note Pads Personal Stationery Post Cards Presentation Folders Price Lists Procedure Manuals Product Sheets Proposals Raffle Tickets/Books Reply Cards Report Covers Resumes Rubber Stamps Self-Inking Stamps Stationery Tickets Training Materials Wedding Invitations X-Stamper Services Binding Colour Copying Comb Binding Cutting Design Distribute-Then-Print Embossing Foil Stamping Folding Full-Colour Printing Lamination Logo Design Numbering On-Demand Printing Perforation Pickup and Delivery Saddle Stitching Scoring Wire Binding 3. Imprint client Imprint gives a lot of importance to its customers. As a consequence, the company maintains a strong relationship with all they customers. Concerning Imprint's customers, they are especially small businesses, social organisations, churches and magazines. All of them are mainly located in Preston and the suburbs. We can notice that the needs change following the type of customers: - Small Businesses which organise seminars are interested generally in printing of envelopes, documents or stamps. [...]

[...] All the next marketing actions will be coming from this first step and the quality of this web site. It is also necessary to identify the companies Internet value proposition (IVP). Two parallel strategies will be implemented to fulfil the criteria on the first two levels of the business impact model. These two strategies are market expansion and customer retention which the internet technologies will help to develop Tactics 1. Level of Commitment to e-business Basically, Imprint has no e-business strategy. [...]