The document discusses developing an effective marketing strategy and plan. It emphasizes focusing on understanding customer needs and developing a clear strategy before selecting specific tactics. The strategy should be based on areas of excellence and driving forces. Tactics should follow the "40/40/20 rule" - focusing 40% on targeting the right customers, 40% on messaging, and 20% on methods. Case studies demonstrate the importance of showing up, driving conversations to understand customer needs, and adapting tactics based on what works most effectively.

1. Your Moneyball Marketing Plan Ann Arbor SPARK Marketing Roundtable February 14, 2012 Presented by: Chris Kochmanski DesignHub, Inc. www.design-hub.com

2. Your Moneyball Marketing Plan = Small and Smart

3. Your Five Guys Marketing Plan = Fast and Good

9. “ Strategy Pure and Simple” DRIVING FORCE AREAS OF EXCELLENCE EXAMPLES Product / Service Product / process development; service and support GM, Ford, and Chrysler; IBM, HP, and Accenture Market / User Customer loyalty; market research Disney, Playboy, J&J, American Hospital Supply Capacity / Capability Plant efficiency; substitute marketing Paper mills, print shops, hotels, airlines, medical Technology Research; applications 3M, Canon, Honda, Sony Sales / Marketing Recruitment; training Avon, Mary Kay, Amway Distribution Effectiveness Wholesale, department stores, Amazon, Verizon Natural Resource Exploration Oil and mining companies Growth / Profit Portfolio management GE, Bain Capital, venture

15. Positioning Formula: Daycroft Montessori School Target For parents in Ann Arbor and surrounding communities, Need who seek an exceptional educational experience for their children at the primary and elementary school levels, Solution Daycroft Montessori School Value offers a Montessori-style approach, complemented by traditional and progressive teaching methods, in an open, nurturing environment with culturally diverse students. Alternative This is unlike other area independent schools, which focus more narrowly on their traditional definition of “gifted and academically talented” students. Differentiation At Daycroft, every child receives highly personalized learning . Daycroft students explore and develop their potential, learn independently and at their own pace, take responsibility for their learning, and build self-esteem and confidence. In this way, the Daycroft student gains a lifelong love of learning.

17. Sample Brand Audit: Daycroft Montessori School BRAND ATTRIBUTES BRAND BENEFITS BRAND PERSONALITY BRAND ASSOCIATIONS BRAND COMPETITION Independent primary and elementary schools Montessori + traditional + progressive Personalized learning Nurturing environment Culturally diverse Focus on the whole child Students explore their potential and discover special interests and strengths. Students learn in their own ways and at their own pace. Students build self-confidence. Students gain a lifelong love of learning. Open Welcoming Warm Friendly Nurturing Caring Diverse And per Daycroft’s students … “ Fun!” “Cool!” “Great!” “Awesome!” Verbal: The name Daycroft suggests a small farm. Visual: The Daycroft logo shows a tree in bloom. “ Farm” and “tree” suggest “grow.” Opportunity: Daycroft’s marketing materials can build on the “grow” theme. The area’s public and parochial pre-6 schools Emerson Go Like the Wind Christian Montessori School of Ann Arbor Other independent pre-6 schools

18. SWOT Strengths Weaknesses Opportunities Threats

20. Goals and Objectives Strategic goal: to be recognized by $100K+ households in the greater Ann Arbor area as their preferred provider of high-value home exteriors (windows, doors, roofing, siding, etc.). Business objective: to identify many more – and better-qualified – prospects for your home exteriors business.

22. Your Marketing Plan on a Napkin

23. Pareto’s Principle Do the 20% that gets you 80% there.

24. Marketing Priorities: Daycroft Montessori School

25. Caroline Limpert’s Marketing Plan for FITiST PR

31. “ For every trend, there is its opposite.”

32. Sedentary Work – Physical Fitness Suburbs – Downtown 2001: A Space Odyssey – Star Wars Retail Chains – Buy Local Tea Party – Occupy Wall Street

33. Interactive – Direct

38. Choose who you want to do business with.

39. Highly Targeted, High-Impact DIRECT MARKETING

54. Your Marketing Plan on a Napkin