VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
[Company Name] seeks to position itself as a respectable, welcoming counseling clinic. Clients can expect to receive professional marriage and family therapy services from skilled therapists more than anywhere else in [location].
The [Company Name] Brand
The [Company Name] brand will focus on the clinic’s unique value proposition:
- Convenient location
- Qualified and highly trained team of counselors and therapists
- Diversity of counselor team and clientele
- Comfortable, relaxing atmosphere
- Sliding scale for low-income families
- Option for remote or in-person sessions
Promotions Strategy
[Company Name] expects its target market to be individuals living within a 5 to 10-mile radius of its location. [The Company’s] promotion strategy to reach these clients includes:
Social Media Ads
Most of the promotional campaigns will be through social media, where we can customize the audience that will be able to see it.
Local Publications
[Company name] will announce its opening several weeks in advance through publicity pieces in multiple local newspapers and publications. Regular advertisements will run to maintain exposure to relevant markets. Community newspapers, mental health publications, and similar channels will be a major promotion effort.
Major Publications
The company will make careful use of advertising in selected larger publications. [Publication or newspaper name] has a circulation of XYZ, and it can be expected to reach a wider geographic region of customers on a limited basis. Advertisements with major publications will be used selectively based on cost-effectiveness.
Community Events/Organizations
[Company name] will promote itself by distributing marketing materials and participating in local community events, such as school fairs, local festivals, homeowner associations, or sporting events.
Doctor’s Offices
The owner will visit multiple doctors and primary care offices to ask them to refer our clinic to any patients looking for counseling services. We will ask them to keep a handful of our brochures on hand and hand them out to whoever requests a counseling clinic or is in need of one.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to provide tips on common marriage and family challenges.
Pricing Strategy
[Company Name]’s pricing will be moderate so clients feel they receive great value when obtaining counseling services. Whatever amount is not covered by insurance, clients will be happy to pay the small remaining amount for such high-quality services.
