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Brick & Mortar                Indiegogo Campaign                   Marketing Plan                      Presented by IndieF...
Marketing Plan – Brick & Mortar Retail BusinessContentsContents..............................................................
Marketing Plan – Brick & Mortar Retail BusinessPlan OverviewThis template will help you and your business identify tasks, ...
Marketing Plan – Brick & Mortar Retail Business    •    Instagram Audience – principal communications with this network wi...
Marketing Plan – Brick & Mortar Retail Business    •   Pre-launch, Launch direct emails – X times per week    •   Pre-laun...
Marketing Plan – Brick & Mortar Retail Business     •   Post Campaign Messaging Elements on message distribution channels ...
Marketing Plan – Brick & Mortar Retail Business                             (20%)    Launch Activities &      Christy (20%...
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Crowdfunding marketing plan - brick & mortar retail template

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Example marketing plan for a crowdfunding campaign.

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Crowdfunding marketing plan - brick & mortar retail template

  1. 1. Brick & Mortar Indiegogo Campaign Marketing Plan Presented by IndieFund.ItThe enclosed is the tactical marketing plan supporting the conduct of a brick & mortar IndieGogocrowdfunding campaign. The crowdfunding campaign serves the purpose of driving successfulestablishment of funding necessary to begin business as well as developing a community ofinvestors, clients, and supporters.
  2. 2. Marketing Plan – Brick & Mortar Retail BusinessContentsContents...................................................................................................................................................................2Plan Overview...........................................................................................................................................................3Objective...................................................................................................................................................................3 Target Market.......................................................................................................................................................3 Target Customer – Demographics........................................................................................................................3The Message.............................................................................................................................................................4What do you want the customer to do?..................................................................................................................4 What does the customer need to do?.................................................................................................................4 What is the Offer?................................................................................................................................................4How does the planned marketing activity work?....................................................................................................4Project Plan...............................................................................................................................................................5 The time-line........................................................................................................................................................6Budget......................................................................................................................................................................7Measure and Outcomes...........................................................................................................................................7Lessons Learned.......................................................................................................................................................72 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc Integratimarketing.com.au
  3. 3. Marketing Plan – Brick & Mortar Retail BusinessPlan OverviewThis template will help you and your business identify tasks, deliverables and actions, which you will need todrive your tactical marketing activity. This template will enable your team to ‘blue sky’ think the potentialactivities and then document these into your tactical marketing plan. Project Overview Brick & Mortar Retail IndieGogo Campaign Client Contact Agency Name IndieFund.It Date brief supplied Expected response dateObjectiveKey objectives for this activity are… • Build awareness of the Brick & Mortar Retail Business • Establish Bricker & Mortar Retail Brand • Crowdfund initial operating funds to open Brick & Mortar Retail business • Develop an engaged audienceThrough the conduct of this event, the Brick & Mortar Retail business will develop a community of supporters,investors and clients.Target MarketThe initial target market for this event is inclusive of current clients of the founder of the Brick & Mortar Retailbusiness as well as friends, family, personal networks, business networks and supportive acquaintances.Target Customer – Demographics • Females – 20 – 50, living in San Francisco, who have leveraged the business’ services previously – principal communications with this client base will be by email • Derby Network – female participants and their supporters who are associated with the Derby community – principal communications with this network will be by network portal posting and newsletter distribution • San Francisco Arts Community – male & female participants, primarily 20 – 40, living in San Francisco – principal communications with this network will be by email and network portal posting • Friends & Family – principal communications with this network will be by email and phone • Sober Community – principal communications with this network will be by email and phone • Facebook Page – principal communications with this network will be by page posting & campaign event invitation • Facebook Personal Profile – principal communications with this network will be by profile posts & campaign event invitation3 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc Integratimarketing.com.au
  4. 4. Marketing Plan – Brick & Mortar Retail Business • Instagram Audience – principal communications with this network will be by photo post with campaign linkage • Women’s Initiative Network – principal communications with this network will be by network distribution of campaign announcement via normal communication channels of the networkThe MessageThe principal offer for this campaign is the opportunity to participate in the launch of the Brick & Mortar Retailbusiness.What do you want the customer to do?The customer is being asked to participate in the launch of the brick & mortar retail business as a new start-upbusiness.What does the customer need to do?To participate in the launch of the brick & mortar retail business, the audience is asked to support the brick &mortar retail IndieGogo campaign. Participation can take place in a variety of ways: • Spread the word – the audience can share with and make others aware of the campaign • Comment on the campaign – the audience can participate in the campaign dialog on the IndieGogo site and/or on other sites that are being tapped to support the campaign • Participate in the campaign via offers – the audience can participate in the campaign by selecting one of the campaign’s valuable product or service offers • Participate in the campaign by creating testimonials – the audience who know Christy, the founder of the brick & mortar retail business, best can create testimonials – these can either be in the form of short video testimonials, photographs demonstrating Christy’s skills, short paragraphs of text or visual expressions of appreciationWhat is the Offer?Participation rewards will take multiple forms: • For $1000 contribution to the campaign, the brick & mortar retail will provide specific services throughout the first year of business • For $500 contribution to the campaign, the brick & mortar retail will… • For $250 contribution to the campaign, the brick & mortar retail will… • For $100 contribution to the campaign, the brick & mortar retail will… • For $50 contribution to the campaign, the brick & mortar retail will… • For $25 contribution to the campaign, the brick & mortar retail will…How does the planned marketing activity work?This campaign includes pre-launch communications, launch communications & activities, and post campaigncommunications and activities. Communications and activities are detailed by frequency of conduct andmeans of conduct below:4 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc Integratimarketing.com.au
  5. 5. Marketing Plan – Brick & Mortar Retail Business • Pre-launch, Launch direct emails – X times per week • Pre-launch, Launch, Post Campaign network portal placement – X times per week • Pre-launch, Launch, Post Campaign direct phone calls – X calls per week • Pre-launch, Launch, Post Campaign website count down & messaging – X times per week • Pre-launch, Launch, Post Campaign Facebook Profile update – X times per day • Pre-launch, Launch, Post Campaign Facebook Page update – X times per day • Pre-launch, Launch, Post Campaign Instagram Tickler update – X times per week • Pre-launch, Launch, Post Campaign Yelp event, message board, promotion update – X times per weekThese commitments form the basis of the essential publishing schedule. In addition to publishing, all channelsshould be reviewed for in-bound communication in order to respond in a timely manner.Project PlanPlanning • Define Strategy • Define Messaging Elements • Define Gives & Gets • Define Tasks • Define Schedule • Define Resources RequiredBuild • Create Messaging Elements o 140 Character Pitch o Elevator Pitch o Paragraph Pitch o Campaign Brief o Video Short(s) Scripts o Campaign Photographs o Perk Messages o Spending Plan o PR Briefs • Produce Video(s) • Establish Campaign Site5 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc Integratimarketing.com.au
  6. 6. Marketing Plan – Brick & Mortar Retail Business • Post Campaign Messaging Elements on message distribution channels (Website, Yelp Profile, Facebook Page, Facebook Profile, Instagram Photo-stream, Network Portals)Pre-Launch • Begin Pre-Launch Messaging & Outreach according to publishing schedule • Manage feedback loop with audience members who communicateLaunch • Begin Launch Messaging & Outreach according to publishing schedule • Update message distribution channels regarding launch • Manage feedback loop with audience members who communicate • Establish Wall of Fame on front page of Campaign Site to thank contributors whose contributions are not anonymous • Directly thank each and every contributor on the same day a contribution is made • Manage Goal Updates across communications and on all message distribution channels • Post periodic campaign update/thank you video notes to Campaign site and other message distribution channelsPost Campaign • Update message distribution channels regarding campaign completion • Begin Post Campaign Messaging & Outreach according to publishing schedule • Manage feedback loop with audience members who communicate • Complete Wall of Fame on front page of Campaign Site to thank contributors whose contributions are not anonymous; institute Wall of Fame on Facebook Page, Website and Yelp Page. • Directly thank again each and every contributor for their support of the Campaign • Post Campaign Thank You video notes to Campaign site and other message distribution channelsThe time-line Action Assignee Completion Date Notes Complete Marketing Christy, John 03/17/2013 Plan Complete Messaging & Christy, John 03/17/2013 Storyboards Meet Videography Christy, John, 03/18/2013 Team Videography Team Produce Video(s) Christy, John, 03/29/2013 Videography Team Pre-Launch Messaging Christy (80%), John 03/29/20136 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc Integratimarketing.com.au
  7. 7. Marketing Plan – Brick & Mortar Retail Business (20%) Launch Activities & Christy (20%), John 04/30/2013 Messaging (80%) Post Campaign Wrap-Up Christy (20%), John 5/15/2013 Activities & Messaging (80%)Budget Action Cost Item Campaign Conduct 10% of Raise Time & Effort to Plan, Manage and Conduct CampaignMeasure and OutcomesFor this marketing campaign, success is measured as achieving the campaign goals, driving awareness, drivingbrand recognition and fostering a community of investors, clients and supporters. Metrics are as follows: • Principal Goal: Campaign Goal Achievement - $14,000 raised • Stretch Goal 1: Campaign Stretch Goal Achievement - $22,000 raised • Stretch Goal 2: Campaign Stretch Goal Achievement - $32,000 raised • Stretch Goal 3: Excess Operating Funds Beyond Stretch Goal 2 - >$32,000 raised • Secondary Goal: Brand Launch & Awareness • Tertiary Goal: New Client Development (10 - $500 in new revenue per client)Lessons Learned<Here is where you record after all the analysis and working with your team and partners, whatwent well, what did not and what you can do in the future to improve your activitie(s).>7 crowdfundingmarketingplan-brickmortarretailtemplate-130418181923-phpapp02.doc Integratimarketing.com.au

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