VI. Marketing Plan
This Section's Contents
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
The [Company Name] Brand
The [Company Name] brand will focus on the company’s unique value proposition:
- Convenient location
- Expert veterinarian staff
- Excellent customer service based on compassion and empathy
- Moderate price point
- Warm and welcoming customer-focused environment
Promotions Strategy
[Company Name] expects its target market to be individuals living within a ten mile radius of its location.The following are [Company Name]’s promotions strategy to reach these individuals:
Website/SEO
[Company Name] will develop a professional website that displays images of the clinic and the list of our services. It will also invest in SEO so that the company’s website will appear at the top of search engine results.
Social Media
[Founder’s Name] will create the company’s social media accounts and invest in ads on all social media platforms. The company will use targeted marketing to appeal to our target demographics.
Direct Mail
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will offer discounts and/or provide other inducements for people to try out our clinic.
Local Publications
[Company Name] will announce its opening several weeks in advance through publicity pieces in multiple local newspapers and publications. Advertisements will also run to maintain exposure to relevant markets. Community newspapers and similar channels will be a major promotion effort.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new services and provide basic pet care tips.
Publication Materials/Noticeboards
Posters and flyers will be posted on public notice boards. To target a more specific audience, [Company Name] will also contact companies for permission to hand out flyers in their vicinity. These companies may include kennels, shelters, and pet stores.
Pricing Strategy
The pricing for our services will be moderate so that our clients feel they are receiving great value when getting their pets treated with us.
