Overall Marketing Plan for 2007
| January | April | July | October |
| February | May | August | November |
| March | June | September | December |
Purpose
I have a full practice
[or whatever your purpose truly is]
[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 Practice Building Goals
The bracketed activities ([activity]) are specifically for newcomers to Marketing Mastery.
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Monthly Overview of Practice Maintenance Goals
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Marketing Mastery Activities
- Practice Building:
- Practice Maintenance:
- General Activities
- Promotional Materials
- Business / Practice Management
- Client Education
- Product Sales
- Continuing Education
- Self Care
- Client Retention and Customer Service
Practice Building -- Promotions
- [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 distribute at least 100 brochures and 200 business cards each month.
- 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. (Nov.)
- 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 1 open houses for allied health practitioners to meet me and get an experience of my work.
- 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 or discount coupon for friends.
Practice Building -- Advertising
- [I research which forms of advertising are best suited to my field.]
- I place an ad in each of these advertising venue at least once this year and keep a record of the response. (Aug)
- I support two fine arts activities this year by advertising in their programs. (Jun & Dec)
Practice Building -- Publicity
- I have one article written about my practice this year.
- I send press releases about all speaking engagements and special events during the year.
Practice Building -- Community Relations
- I volunteer my services at 2 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.
Practice Building -- Networking
- I am an active member in at least one networking group.
- I attend at least 25 networking meetings this year.
Practice Building -- Building Professional Alliances
- I hold an open house just for allied health care professionals in March and August.
- 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 allied health practitioners 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 sessions to allied health practitioners.
- I give a presentation at least once a year to one of these provider's professional organization.
Practice Maintenance -- Promotions
- [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 distribute at least 40 brochures and 80 business cards each month.
- I update my web site at least once per month.
- I give 3 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 (Nov).
- 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 (Mar & Oct).
- I hold at least 1 open house for allied health practitioners to meet me and get an experience of my work.
- I send letters to at least 10 allied health practitioners offering a free treatment (and give at least 4).
- 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 four 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 or discount coupon for friends.
Practice Maintenance -- Advertising
- [I research which forms of advertising are best suited to my field.]
- I place an ad in each of these advertising venue at least once this year and keep a record of the response. (Aug)
- I support on fine arts activities this year by advertising in their programs.
Practice Maintenance -- Publicity
- I have one article written about my practice this year.
- I send press releases about all speaking engagements and special events during the year.
Practice Maintenance -- Community Relations
- I volunteer my services at 2 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.
Practice Maintenance -- Networking
- I am an active member in at least one networking group.
- I attend at least 12 networking meetings this year.
Practice Maintenance -- Building Professional Alliances
- I hold an open house just for allied health care professionals in March and August.
- 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 allied health practitioners 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 sessions to allied health practitioners.
- I give a presentation at least twice a year to one of these provider's professional organization. (May & Oct)
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 and newspaper, and keep it updated throughout the year.
- [I have at least three distinct target markets.]
- I add at 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. ]
- [I print at least 1,200 brochures and 2,400 business cards by May 15.]
- 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.
- 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.]
Business/Practice Management
- [By the end of January, I have computer software that assists in my practice management and financial organization.]
- I meet with my business coach in December to plan for the next year.
- 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 (by e-mail or Internet).
- 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 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.
- I sell at least $200 worth of products per month this year. If you are established and find several products that you stand behind, you can easily sell $500 per month (many do much more than this).
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.
Client Retention & Customer Service
- [I have an active incentive plan in place.]
- 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 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.