Sohnen-Moe Associates, Inc.

Overall Marketing Plan for 2003



January April July October
February May August November
March June September December


Purpose
I have a full practice
[or whatever your purpose truly is]

Priorities
  • My career is fulfilling and provides me with the income I desire.
  • My clients receive quality care and education.
  • My business affairs and practice management are dealt with efficiently and in a timely manner.
  • I have up-to-date marketing materials available.
  • My skills and services are consistently promoted throughout the year.
  • I continually expand my knowledge and skills.
  • I support my community.
  • I support the development my profession.
  • I provide quality products and information about them to my clients.
  • I take care of myself physically, emotionally and spiritually.


Monthly Overview of Major Marketing Goals
 
January Presentation; New Year's Promotion; Notify clients of my New Year's and Valentine's Day promotions
February Valentine's Day promotion; Create or update a "Welcome to My Office" kit; Volunteer services at a community event; Newsletter
March Presentation; AHP Open house
April Presentation; Redesign brochures and business cards; Assemble or update media kit; Notify clients of a special promotion
May Presentation to AHP organization; Mother's Day Promotion; booth (cooperative marketing); Print brochures and business cards; Research which forms of advertising are best suited to my field and schedule placing an ad in each of these advertising venue at least once this year; Have a referral base of at least 6 primary health care providers; Newsletter
June Presentation; Father's Day promotion; Prospective Client Open House; Notify clients of a special promotion; Advertise in a fine arts program
July Presentation; Write an article that is published in a local newspaper or publication; Donate services as a "prize" to a major civic event; Lead a community education class
August Presentation; AHP Open house; Newsletter
September Presentation; Joint advertising with businesses in my complex to attract people to our location; Volunteer services at a community event; Notify clients of a special promotion
October Presentation to AHP organization; PC Open House; Hold a fundraiser for a favorite charity
November Presentation; Thanksgiving promotion; Notify clients of a special promotion; Have a referral base of at least 12 primary health care providers; Newsletter
December Holiday Open house, Holiday promotion; Notify clients of a special promotion; Advertise in a fine arts program



General Activities
  • I invest at least 8 hours per week marketing my business.
  • I have a database of addresses, e-mails and contacts for all local media (radio, TV, newspaper) and keep it updated throughout the year.
  • I have at least three distinct target markets.
  • I add at least one new target market this year.
  • I continually refine my target market profiles.
  • I analyze my marketing activities at least twice.
  • I do at least three cooperative marketing projects:
  • I review/update my marketing plan monthly.
  • I read at least one book per year on marketing.
  • I keep excellent records.
  • My equipment is in excellent condition.

Promotional Materials
  • I redesign my brochures and business cards to include web site and e-mail information by April 30, 2003.
  • I print at least 1,200 brochures and 2,400 business cards by May 15, 2003.
  • I have stationery, thank-you cards, and gift certificates available at all times during the year.
  • I have a media kit ready by April and keep it updated.
  • I create/update a Welcome to My Office kit that includes my brochure, business card, and educational material on my services by the end of February.

Promotions
  • I distribute at least 100 brochures and 200 business cards each month.
  • By February 1 I choose at least one personalized gift item (e.g. water bottle with your address label on it, nail file, magnet) to give to clients.
  • I have a web site up and running by April.
  • I update my web site at least once per month.
  • I give 12 presentations this year.
  • I do a Valentine's Day promotion (Feb).
  • I do a Mother's Day promotion (May).
  • I do a Father's Day promotion (June).
  • I do a Thanksgiving promotion.
  • I have a holiday open house for my clients.
  • I do a December holiday promotion.
  • I have a booth at a community event this May.
  • I give a presentation to at least one high school "Career Day" this year.
  • I hold at least 2 open houses for prospective clients to meet me and get an experience of my work. (Jun & Oct)
  • I hold at least 2 open houses for allied health practitioners to meet me and get an experience of my work. (Mar & Aug)
  • I send letters to at least 80 allied health practitioners offering a free treatment.
  • I write at least one article that is published in a local newspaper or publication this year. (Jul)
  • I lead a community education class on the benefits of wellness treatments (or other topic related to my profession).
  • I list all my events in community calendars.
  • I notify clients at least eight times per year (by postcard, newsletter or web site) of a special promotion.
  • Each client leaves his/her session with a sample, personalized gift item, educational material and/or discount coupon for friends.

Advertising
  • I research which forms of advertising are best suited to my field.
  • I support two fine arts activities this year by advertising in their programs.

Publicity
  • I have one article written about my practice this year.
  • I send press releases about all speaking engagements and special events this year.

Community Relations
  • I volunteer my services at 3 community events this year.
  • I hold at least one fundraiser for a favorite charity.
  • I support two fine arts activities this year by advertising in their programs.
  • I donate my services as a "prize" to at least one major civic event this year.

Client Retention & Customer Service
  • I send a "Welcome to My Office" kit to all new clients.
  • I confirm all appointments.
  • I consistently follow up with my clients: phone calls, cards (e.g., birthday, first wellness treatment anniversary).
  • I give each client a copy of his/her treatment plan.
  • I review each client's file before each session.
  • I offer package discounts.
  • I have an active incentive plan in place.
  • I do thorough intake interviews.
  • I listen attentively to my clients and use active listening techniques.
  • I ask clear, open-ended, nonjudgmental questions of my clients.
  • I maintain working within my scope of practice.
  • I refer clients to appropriate health care providers.
  • I send a thank-you note for each referral.
  • I conduct client feedback survey at least once a year.

Networking
  • I am an active member in at least one networking group.
  • I attend at least 12 networking meetings this year.

Building Professional Alliances
  • I hold an open house just for allied health care professionals on March 29, 2003 and September 20, 2003.
  • I have a referral base of at least 6 primary health care providers by the end of May.
  • I have a referral base of at least 12 primary health care providers by the end of November.
  • I send letters to at least 80 allied health practitioners offering a free treatment.
  • Each month I identify and give at least two complimentary treatments to allied health care providers.
  • I give a presentation at least twice a year to one of these provider's professional organization.

Business/Practice Management
  • I meet with my business coach in December 2001 to do planning for 2003.
  • By the end of January 2003, I have computer software that assists in my practice management and financial organization.
  • I meet with my business coach at least three times during the year.
  • I attend at least one business/marketing seminar during the year.
  • I review my business progress quarterly.

Client Education
  • I have an educational newsletter for my clients that goes out 4 times a year.
  • I have educational brochures in my waiting area for my clients.
  • I gather books and materials and have a lending library for my clients.
  • I post and update wellness tips on my web site.
  • I list and update resources on my web site.

Product Sales
  • I sell at least $200 worth of products per month this year.
  • I choose at least 4 products to carry and to sell to my clients.
  • I have promotional materials on each of my products available for my clients.
  • I use at least one product on my clients during a session.

Continuing Education
  • I attend at least two educational seminars in my field.
  • I read three books relating to my field.
  • I give at least two treatments for peer review this year.

Self Care
  • I receive at least 4 wellness treatments per month.
  • I schedule two vacation breaks during the year.
  • I get regular exercise.
  • I eat nourishing foods.
  • I am active in peer or group supervision.

Copyright © 2001-2010 Sohnen-Moe Associates, Inc.
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