Realigning Phoenix Advertising Roanoke branch sales strategy with corporate objectives

Phoenix Advertising

Roanoke Branch

333 Dale Avenue

President

Phoenix Advertising

555 Ridge Point Road

Dear Mr. Forest:

Roanoke Branch Customer Satisfaction Proposal

As you are well aware, Phoenix Advertising thrives because of its very high levels of customer satisfaction. As a relatively smaller agency in the advertising industry, we have historically competed on quality rather than price. Unfortunately, customers of our Roanoke branch are increasingly price sensitive in these challenging economic times. Roanoke has responded to demands from customers for lower-priced services and has tried to make up for the discounts by taking on a larger client load.

While Roanoke sales management has the best interests of the company in mind, the results of moving from our premium-price, high quality service strategy has not been successful. I've confronted this issue at many companies in the past and have written this proposal based on my years of experience with developing techniques that help to better align sales management with business objectives and that facilitate compliance with company policies.

Proposal

The purpose of this proposal is to identify the schedule, staffing requirements, budget, and time for approval required to execute the goals of ensuring premium-priced, quality services that can be sold effectively and executed in a way that promotes positive customer perceptions and a highly respected brand image.

This proposal focuses on addressing the immediate needs of the Roanoke branch. Based on lessons learned there and success as well as the needs of other branches, an expanded proposal may consider rollout to additional branches.

Schedule

Delivery Due Date

Deliverables

November 15, 2009

Deliver pricing guidelines to Roanoke sales management team

November 15, 2009

Deliver project staffing guidelines to Roanoke project management team

December 1, 2009

Conduct sales training on Phoenix Advertising value proposition and new pricing policy

December 2, 2009

Conduct project management training on new project staffing requirements

December 15, 2009

Design Roanoke brand awareness marketing campaign

January 1, 2009

Develop customer satisfaction survey and implementation strategy

January 12, 2009

Execute Roanoke brand awareness marketing campaign

February 1, 2009

Implement customer satisfaction survey

March 1, 2009

Develop brand perception survey and implementation strategy

April 1, 2009

Implement brand perception survey

April 30, 2009

Review proposal success

Staffing

Deliverable

Manager

Deliver pricing guidelines to Roanoke sales management

Moe Frands, Managing Director in charge of making sure that new accounts comply with business policies for taking on new work

Deliver project staffing guidelines to Roanoke project management team

Jane Dresser, Creative Director in charge of the policies for collaborative work among account executives, art directors, graphic designers, and copywriters

Conduct sales training on Phoenix Advertising value proposition and new pricing policy

Moe Frands, Managing Director in charge of sales training

Conduct project management training on new project staffing requirements

Jane Dresser, Creative Director in charge of project training

Design Roanoke brand awareness marketing campaign

Max Krauss, Vice President of Marketing in charge of brand awareness programs

Develop customer satisfaction survey and implementation strategy

Max Krauss, Vice President of Marketing in charge of customer loyalty programs

Execute Roanoke brand awareness marketing campaign

Max Krauss, Vice President of Marketing in charge of brand awareness programs

Implement customer satisfaction survey

Max Krauss, Vice President of Marketing in charge of brand awareness programs

Develop brand perception survey and implementation strategy

Max Krauss, Vice President of Marketing in charge of brand awareness programs

Implement brand perception survey

Max Krauss, Vice President of Marketing in charge of brand awareness programs

Review proposal success

Moe Frands, Managing Director in charge of sales performance

Max Krauss, Vice President of Marketing in charge of gauging marketing program and customer loyalty

Janet Ribble, Vice President of Human Resources in charge of Roanoke branch customer satisfaction proposal

Budget

Deliverable

Budget

Deliver pricing guidelines to Roanoke sales management

No cost -- produced internally

Deliver project staffing guidelines to Roanoke project management team

No cost -- produced internally

Conduct sales training on Phoenix Advertising value proposition and new pricing policy

$300 (assumes local travel from Charlotte to Roanoke)

Conduct project management training on new project staffing requirements

No cost (Webinar)

Design Roanoke brand awareness marketing campaign

No cost -- creative designed internally

Develop customer satisfaction survey and implementation strategy

No cost- developed internally

Execute Roanoke brand awareness marketing campaign

$15,000 for local online and print advertising

Implement customer satisfaction survey

$500 for online survey execution

Develop brand perception survey and implementation strategy

No cost -- created internally

Implement brand perception survey

$500 for online survey execution

Review proposal success

No cost -- evaluated internally

Total Budget

$16,300

Janet Ribble

Janet Ribble

Vice President of Human Resources