Team F Kyra Friedell, Molly Moon, Keith Nederhoed, Darin Steffl, Esti Zimmerman Cannon Pointe Chiropractic

Cannon Pointe, Current Marketing Plan Current Situation

Current Marketing Plan Preopening survey Promotional gift baskets Fliers Healthy cooking classes Press release in The Northfield News Word-of-mouth and personal referrals

Competition Northfield Chiropractic Cram Chiropractic Corbett Chiropractic Petes Chiropractic Nobel Chiropractic Sigstad Chiropractic Center

Cultural, Demographic, Social, Technology, Economic, Political Macro Environment Analysis

Macro Environment Cultural Health and Wellness Demographic Median Income Families Prominent Ethnic Group Social Yoga Mom

Macro Environment contd Technological Internet Access & Use Economic Payment Methods Political/Regulatory Health Care Reform: Harkin Amendment

SWOT Analysis Strengths Specialties Focus on families Location Weaknesses Unknown/emerging brand name Specialty unknown No established client base Opportunities Social trends: Yoga Moms Local population familiar with traditional chiropractic care Competitors have limited online presence Threats Misinformed public Four well-established clinics in Northfield (10+ yrs experience) Some consumers prefer other forms of treatment

Segmenting, Targeting, Positioning Marketing Strategy

Segmentation: Mass Marketing years old Annual household income $40K+ Mothers 24+ Children with ADHD and autism Those suffering from lower back or neck pain

Target Market Moms 24+ (late 30s, 40s, and 50s) Annual household income around $50K Interest in personal health and their familys health

Positioning Salient Attributes Functional Neurology Acupuncture Increases the importance of informational approach

Product, Price, Place, Promotion Marketing Mix

Product Traditional Chiropractic Care Functional Neurology Acupuncture Dr. Conway as a product American Chiropractic Association In-Clinic without drugs or surgery Cost-effective alternative

Price Cannon Pointe $45 per adjustment $100/First time fee Waive this during first 6 months Northfield Average $50 per adjustment Two clinics have first time fees National Average $65 per adjustment

Place Cannon Pointe Location

Promotion: Basic Strategy Community: Building a Business Reputation Educate the public Community Involvement Internet: Ease of Accessibility Optimization In-Office: Generating Referrals Print Materials Acknowledgement

Promotion: Expanded Strategy Ambient Advertising: Place-Based to Widen Target Placement adds meaning to message Direct Marketing: Retaining Clients Informational Personal

Implementation, Contingency Plan, Measuring Success The Plan in Action

Implementation Plan Initial Promotions (Prior to opening) Health Screenings Web Presence and Optimization Community Reputation: Chamber of Commerce Secondary Promotions (Coincide with opening) In-Office Materials Lecture Series Tertiary Promotions (As possible) Ambient Advertising Acknowledge Client Base Monitor and Track Successes (Throughout)

Contingency Plan Penetrate surrounding area Dennison, Dundas, Randolph Leverage community resources

Measuring Success Product Success Revenue Price Success Monitor Price Sensitivity, Discount Packages Place Success Clinic Front Sign Promotion Success Online, Community Reputation, and Referrals

In Conclusion evaluate identify understand define educate retain and reach, how to environment potential client base what they do NOT

Questions? Thank You