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Pope Global Ventures, LLC Marketing Plan
1. Pope Global Ventures
Pharmaceutical Sales Seminar
Marketing Plan Discussion / Work Session
February 6, 2008
2. PGV Agenda
PGV Seminar Division
– Situation and SWOT Analyses
– Atlanta Seminar Objectives and Strategies
– Tactics (Short List)
PGV Corporate
– Needs Assessment
– Questions to address
3. PGV Seminar Division
2008 Objectives
Launch PGV seminar series in Atlanta.
Deliver seminars in select US cities.
– Birmingham, AL - Charlotte, NC
– Nashville, TN - Orlando, FL
– Other cities TBD
Achieve a net profit of $5000+ per seminar
session.
4. PGV Seminar Division
Situation Analysis
New entrant in competitive seminar and pharma
sales seminar markets.
Currently boot-strapped – financial resources
limited to support launch and market expansion.
No structure in place for passive income (product
sales) to reduce financial liability of live events.
Current providers of pharma sales-related info
products, seminars, coaching/ consulting services,
etc. have established their niches online and off.
5. PGV Seminar Division
Situation Analysis
Google “pharma sales” direct competitors, pp 1-2.
Pharmaceuticalsales.com
Pharmaceuticalsalescareer.com
Coreynahman.com
Pharmaceuticalinterviewquestions.com
Getpharmaceuticalsalesjob.com
Pharmaceuticalwork.com
Pharmaceuticalsalesinterviews.com
6. PGV Seminar Division
SWOT Analysis
Strengths
Value in seminar information and bonuses.
Team of experts throughout the U.S.
Personal delivery allows for live Q&A.
Immediate opportunity for up-sales / cross-
sales of other PGV and partner services and
products.
7. PGV Seminar Division
SWOT Analysis
Weaknesses
New company, no consumer awareness.
Deep field of competitors in both the seminar and
pharma sales seminar categories.
Currently focused on live event productions.
High cost of entry for live events.
Possible net $ loss with each live event.
8. PGV Seminar Division
SWOT Analysis
Opportunities – Immediate / On-site
PGV and partners service and product sales.
– Sales coaching services.
– Resume services.
– CDs or booklets of key seminar info and
resources or of related non-seminar info.
Resume collection for adjunct opportunities.
9. PGV Seminar Division
SWOT Analysis
Opportunities – Short-to-Long Term
Adjunct services
– PGV recruiting contracts.
– Placement referral fees.
PGV website
– Webinars and tele-seminars.
– Up- and cross-sales of PGV/partners products/services.
CDs / DVDs / books / e-books / home study training courses.
Sales coaching services, resume services.
Affiliate programs.
10. PGV Seminar Division
SWOT Analysis
Threats
Current competitors in the seminar and
pharma sales seminar categories.
Post-PGV entrants into the categories.
Drug recalls.
Bad press re: pharma companies, drugs, etc.
Negative word-of-mouth re: PGV.
12. Overall Marketing Objectives
Generate awareness of the PGV Atlanta
pharma sales seminar amongst target
audience groups.
Generate 350+ unique visitors to PGV
website for info and registration.
Register 35+ paying participants into the
seminar.
13. Target Objectives
General psychographics
Interested in income potential, intellectual
challenge, meeting/working with new people,
travel, making a difference.
Focused on breaking into pharma sales or
translating other sales experience in pharma.
Seek to transition into a sales career.
Seek to transition into a new career, exploring
sales / pharma sales as a possibility.
14. Target Objectives
Primary demographics:
Aged 21-34 / 21-49
– Recent college graduates or graduating seniors
– Working professionals w/ 2+ years experience
– Unemployed professionals, particularly sales
– Returning to work force (e.g. stay-at-home parents)
Reside in the Atlanta metro or within 2-hour
driving distance / 100-mile radius
15. Target Objectives
Consider including bilingual speakers (w/ same
psycho- and demographics) into the target mix.
English/Spanish, English/Mandarin (Chinese), etc.
High % of bilingual professionals (incl. sales) in
Atlanta and surrounding metro area populations
Take advantage of established contacts in these
communities.
16. Geography Objectives
Atlanta MSA
Surrounding metro areas within a 2-hour
drive/100-mile radius of Atlanta/Alpharetta
– Athens, GA - Columbus, GA
– Augusta, GA - Greenville, SC
– Chattanooga, TN - Macon, GA
19. Marketing Tactics
PR / Publicity
Issue releases to secure media coverage
– Major metro and local community newspapers
– College newspapers
– Local business and other editorially-compatible
newspapers and magazines (deadlines allowing)
– Synergistic target/topic local radio and TV programs
– Non-competitive target-centric websites / blogs
– Appropriate bilingual media outlets
No-cost / low-cost event participation / displays
20. Marketing Tactics
Relationship Marketing
Personal correspondence, calls, and meetings to
generate awareness and secure promotion of
seminar to target audiences
College career placement offices
Outplacement offices
Targeted networking groups
1st and 2nd tier PGV business and personal
contacts
21. Marketing Tactics
Relationship Marketing
Consider creating a PGV affiliate program.
Goal is to expand range of contacts / warm leads
for seminars other PGV services / products.
Implementation expands PGV offline and online
partnerships – complementary businesses and
individuals with contacts in target groups.
Flat $ amount or % of $ per registered referral.
22. Marketing Tactics
Advertising
Consider potential low cost / high ROI / PGV
brand-supportive avenues
Select bulletin boards
Business counter displays
Classified ads
Calendar / event listings
Direct mail
Display ads
24. Marketing Vehicles
PR/Publicity: General Market Papers
Atlanta Journal Constitution Fulton Daily Record
Calhoun Times Gainesville Times
Cartersville Daily Tribune Gwinnett Post
Cherokee Tribune Henry Herald
Clayton Tribune Jonesboro News Daily
Commerce News Macon Telegraph
Covington News Marietta Journal
Dahlonega Nugget Newnan Times Herald
DeKalb Champion Rockdale Citizen
Fayette Citizen & Review Rome News Tribune
Forsyth County News
25. Marketing Vehicles
PR / Publicity: Local Community Papers
Atlanta Daily World Champion Free Press
Atlanta Inquirer Crossroads News
Atlanta Intown DeKalb Neighbor
Atlanta Metro Observer Dunwoody Crier
Atlanta Voice Norcross Weekly
Brookhaven Buzz On Common Ground
26. Marketing Vehicles
PR / Publicity: College Newspapers
AUC Digest (Clark Atlanta, Morehouse,
Morris Brown & Spelman)
Emory Wheel
Georgia State Signal
Georgia Tech Technique
Oglethorpe The Stormy Petrel
27. Marketing Vehicles
PR / Publicity: Local Business Media
Alpharetta Business Post
Atlanta Business Chronicle
Atlanta Tribune Magazine
28. Marketing Vehicles
PR / Publicity: Local Radio / TV Programs
TV
– Morning Show with Mike and Juliet (WAGA)
– Atlanta & Company (WXIA)
Radio
– TBD
29. Marketing Vehicles
PR / Publicity: Other Local Media Possibilities
Atlanta Magazine
Atlanta Jewish Times
Creative Loafing
Jezebel
Newcomer
Points North
Southern Voice
Sunday Paper
33. Marketing Vehicles
Relationship Mktg.: College Career Placement Offices
Clark Atlanta
Emory
Georgia State
Georgia Tech
Mercer
Morehouse
Morris Brown
Oglethorpe
Spelman
39. PGV Corporate
Needs Assessment
Define corporate branding.
Who is PGV and what does PGV do?
Where do seminars fit vis-à-vis other business
ventures in corporate structure?
Ditto pharma / healthcare specialties in seminars
and other ventures?
Should PGV be known as a key B2C and B2B
resource in the pharma / healthcare industries?
40. PGV Corporate
Needs Assessment
Define corporate and division communication.
What is PGV’s overall corporate message?
B2C message(s)?
– One-stop shop for pharma / healthcare sales-related
information, products and services?
– Other(s)?
B2B message(s)?
– Recruiting: “We help you obtain, train, and retain the
best people for the job.”?
– Other(s)?
41. PGV Corporate
Housekeeping
Need software to track # of PGV website
visitors, # sales, and % conversions.
