Pope Global Ventures, LLC Marketing Plan

Pope Global VenturesPope Global Ventures

Pharmaceutical Sales SeminarMarketing Plan Discussion / Work Session

February 6, 2008

PGV AgendaPGV Agenda

� PGV Seminar Division– Situation and SWOT Analyses– Atlanta Seminar Objectives and Strategies– Tactics (Short List)

� PGV Corporate– Needs Assessment– Questions to address

PGV Seminar DivisionPGV 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.

PGV Seminar DivisionPGV Seminar DivisionSituation AnalysisSituation 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.

PGV Seminar DivisionPGV Seminar DivisionSituation AnalysisSituation Analysis

Google “pharma sales” direct competitors, pp 1-2.� Pharmaceuticalsales.com� Pharmaceuticalsalescareer.com� Coreynahman.com� Pharmaceuticalinterviewquestions.com� Getpharmaceuticalsalesjob.com� Pharmaceuticalwork.com� Pharmaceuticalsalesinterviews.com

PGV Seminar DivisionPGV Seminar DivisionSWOT AnalysisSWOT 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.


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.


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.


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.


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.

Pharma Sales SeminarPharma Sales Seminar

Atlanta / Alpharetta Session

Overall Marketing ObjectivesOverall 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.

Target ObjectivesTarget 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.


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


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.

Geography ObjectivesGeography 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

Scheduling ObjectivesScheduling ObjectivesMON TUE WED THU FRI SAT SUN

4-Feb 5-Feb 6-Feb 7-Feb 8-Feb 9-Feb 10-Feb



25-Feb 26-Feb 27-Feb 28-Feb 29-Feb 1-Mar 2-Mar

3-Mar 4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-MarSeminar Marketing - Non-Collegiate Target Audiences

Spring Break

10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-MarSeminar Marketing - Non-Collegiate Target Audiences

Spring Break

17-Mar 18-Mar 19-Mar 20-Mar 21-Mar 22-Mar 23-MarGood Friday

24-Mar 25-Mar 26-Mar 27-Mar 28-Mar 29-Mar 30-MarSeminar Marketing - All Target Audiences

31-Mar 1-Apr 2-Apr 3-Apr 4-Apr 5-Apr 6-AprSeminar Marketing - All Target Audiences

7-Apr 8-Apr 9-Apr 10-Apr 11-Apr 12-Apr 13-AprSeminar

Seminar Marketing - All Target Audiences

Seminar Registrant Reminder Emails

Marketing StrategiesMarketing Strategies

� Recommended– PR / Publicity– Relationship Marketing

� To be considered within budget parameters (TBD)– Advertising

Marketing TacticsMarketing 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


Relationship MarketingPersonal 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


Relationship MarketingConsider 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.


AdvertisingConsider potential low cost / high ROI / PGV brand-supportive avenues

� Select bulletin boards� Business counter displays� Classified ads� Calendar / event listings� Direct mail� Display ads

AtlantaAtlanta

Marketing VehiclesMarketing VehiclesPR/Publicity: General Market PapersPR/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

Marketing VehiclesMarketing VehiclesPR / Publicity: Local Community PapersPR / 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

Marketing VehiclesMarketing VehiclesPR / Publicity: College NewspapersPR / Publicity: College Newspapers

� AUC Digest (Clark Atlanta, Morehouse, Morris Brown & Spelman)

� Emory Wheel� Georgia State Signal� Georgia Tech Technique� Oglethorpe The Stormy Petrel

Marketing VehiclesMarketing VehiclesPR / Publicity: Local Business MediaPR / Publicity: Local Business Media

� Alpharetta Business Post� Atlanta Business Chronicle� Atlanta Tribune Magazine

Marketing VehiclesMarketing VehiclesPR / Publicity: Local Radio / TV ProgramsPR / Publicity: Local Radio / TV Programs

� TV– Morning Show with Mike and Juliet (WAGA)– Atlanta & Company (WXIA)

� Radio– TBD

Marketing VehiclesMarketing VehiclesPR / Publicity: Other Local Media PossibilitiesPR / Publicity: Other Local Media Possibilities

� Atlanta Magazine� Atlanta Jewish Times� Creative Loafing� Jezebel� Newcomer� Points North� Southern Voice� Sunday Paper

Marketing VehiclesMarketing VehiclesPR / Publicity: Relevant Websites/PR / Publicity: Relevant Websites/BlogsBlogs

� GlobalAtlanta.com� Others TBD

Marketing VehiclesMarketing VehiclesPR / Publicity: Bilingual Media OutletsPR / Publicity: Bilingual Media Outlets

� Atlanta Latino (English edition)� Mundo Hispanico (English edition)

Marketing VehiclesMarketing VehiclesPR / Publicity: NoPR / Publicity: No-- & Low& Low--Cost EventsCost Events

� TBD

Marketing VehiclesMarketing VehiclesRelationship Mktg.: College Career Placement OfficesRelationship Mktg.: College Career Placement Offices

� Clark Atlanta� Emory� Georgia State� Georgia Tech� Mercer� Morehouse� Morris Brown� Oglethorpe� Spelman

Marketing VehiclesMarketing VehiclesRelationship Mktg.: Outplacement Offices/ServicesRelationship Mktg.: Outplacement Offices/Services

� TBD

Marketing VehiclesMarketing VehiclesRelationship Mktg.: Networking GroupsRelationship Mktg.: Networking Groups

� Local Chambers of Commerce� Toastmasters� Others TBD

Marketing VehiclesMarketing VehiclesRelationship Mktg.: 1Relationship Mktg.: 1stst & 2& 2ndnd Tier ContactsTier Contacts

� TBD

Marketing VehiclesMarketing VehiclesRelationship Mktg.: Affiliate ProgramsRelationship Mktg.: Affiliate Programs

� TBD

Marketing VehiclesMarketing VehiclesAdvertisingAdvertising

� TBD

PGV CorporatePGV CorporateNeeds AssessmentNeeds 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?

PGV CorporatePGV CorporateNeeds AssessmentNeeds 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)?

PGV CorporatePGV CorporateHousekeepingHousekeeping

� Need software to track # of PGV website visitors, # sales, and % conversions.

PGV CorporatePGV CorporateNext StepsNext Steps

Pope Global Ventures, LLC Marketing Plan

Health & Medicine

Transcript of Pope Global Ventures, LLC Marketing Plan