The Clients Business Blank Page is a small team of training experts who train computer software skills and soft skills within companies. Blank Page has been in the business of training corporate staff and executives for more than 7 years in Australia, and many of their staff have over 18 years experience in the training environment, both corporate and within the education sector. They specialise in designing courses tailored to meet an organisations specific needs, designed to get results within their specific time frame and budget. Blank Page started up because their personal experience with training programs at companies where they had worked was underwhelming. They saw a need for a major paradigm shift in how we think about training our workforce and the skills they need to have to be relevant, equipping them with the knowledge and skill that they need to do their job. Visit www.blankpage.net.au to see the course offered Blank Page also offers graphic design, template creation and general creative works as well. They regularly consult with businesses, teaching them on a one-to-one basis how to get their job done using templates or the necessary software. One of their key growth areas is template development and document automation. They have also developed a number of instruction manuals available for sale that they see as a side line business. They are a home-based small business, so they dont offer training on their premises, instead they go to companies and train on-site. Most of their training is done by the company director, but if need be, he will bring in contract trainers to train areas of specialty. Their current promotional tools are their website (a new one is currently being developed), a Facebook page (still under construction) and the director is on LinkedIn. Their pricing is exceptionally competitive and they offer post-training help desk support. They have a very limited budget and so they are looking for some creative ideas for marketing themselves. Part B Part B of the Marketing Strategy is all about the 4Ps: Product, Place, Price and Promotion. In this section of your marketing strategy for your client, you will clearly outline: 1. The objectives of the marketing plan. 2. The positioning strategy for the business and its brand. 3. The product offering (product features and benefits, how it looks, how it will be used, how it should be packaged what new ideas you recommend to enhance the product offering for the target market). 4. Where the product will be sold and how it should be distributed (consider your clients retail store and determine how the store could be improved to make the layout / presentation more appealing more to the target market). 5. The price range most relevant for the target market. 6. How you will communicate with the defined target market. You are required to develop an integrated marketing strategy to communicate with the target market. You should identify which methods of communication are most effective to deliver relevant messages to the target market and you must provide an outline/overview of the message, which should be communicated. You will be required to provide rationale for each of the communication methods used and discuss why the message you have created will appeal to the target market. 7. You are also required to prepare a schedule for implementing the strategy. This can be completed in Excel or Word (using a table), to highlight when marketing activities should be carried out throughout the duration of the marketing plan. 8. You must prepare a budget for you marketing plan. You will be assessed on how well this marketing budget suits your small business. 9. In summary you must complete the rest of the headings within the Marketing Plan outline provided on Moodle under the heading Assessments including the Executive Summary.
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