Strategic Marketing Plan - Business Management Associates, Inc.

1. Strategic Marketing Plan

2. What We Do Business Management Associates, Inc

3. Corporate Vision • Love Thy Customer - A bar-none representation for customer intimacy, commitment, quality, and integrity. We add strategic value to our customers so we therefore add value to all teams on which we participate. • Love Thy Work - Our employees consider us one of the 100 best companies to work for. We value and respect each employee and compensate our staff well. • Love Thy System - Operational efficiency is critical to our growth and profitability. The entire team participates in this process. Business Management Associates, Inc

4. Pre-Strategy Questions • What current business do we have within govt.? • 541611:  Administrative Management and General Management Consulting • 541612:  Human Resources Consulting Services • 541618:  Other Management Consulting Services • 541690:  Other Scientific and Technical Consulting • 541512:  Computer Systems Design Services • 541519:  Other Computer Related Services • 561499:  All Other Business Support Services • 611430:  Professional and Management Development Training • 541990:  All Other Professional, Scientific, and Technical Services Business Management Associates, Inc

5. Pre-Strategy Questions • With what agencies/departments? • Clients • Department of Defense • Department of Homeland Security • Department of Housing & Urban Development • Internal Revenue Service • National Archives • US Fish & Wildlife Service • Maryland Transportation Authority • Markets • Law Enforcement • Financial Management • Healthcare Business Management Associates, Inc

6. Pre-Strategy Questions • Are we the prime or the subs on these contracts? • BMA serves as the prime on each of these contracts  • What do our clients know us for doing well? • Integrating People and Process – Making sure the needs of the customer are met and keeping them involved through the entire process Business Management Associates, Inc

7. BMA Strategy “Integrating People and Process” Business Management Associates, Inc

8. Marketing Goals • BMA Goals • The overall goal of this BMA marketing plan is to maximize market presence within industries. • We want to offer quality products and services so that clients will return and continue to be customers. Our hope is that the quality of our products and services encourages new customers to turn to us for their needs as opposed to a competitor. • Organizational Goal  • The organizational goal of BMA is to optimize organizational communication in a cohesive way in order to maintain brand integrity. • Programmatic Goals • The programmatic goals for BMA will be to draw attention to the company as a whole and this is done by generating an audience to be drawn to the website, social media, and any events that BMA is participating in. • Generate traffic to the BMA website • Generate traffic to BMA social media accounts • Increase the target audience exposure to the brand of BMA • Participate in audience targeted events • Generate advertising Business Management Associates, Inc

9. Key Messages • What does BMA want its targeted audience to know? 30 second elevator pitch? • BMA Specializes in Business Process Management, Human Capital Support/Transformation, and Training. • Specialize with NAICS: 541611, 541612, 541613, 541618, 541690, 541512, 541519, 561499, 541330, 541990, 611430 • Our team of certified Six Sigma and project management professionals thrive in federal, state, and local government environments. • We want our clients to know that we value having an open line of communication between the company and the client. • We ensure quality objectives are met, work within cost and budgetary parameters, encourage the use of data for program decisions, and achieve strategic goals – all while improving and organizations efficiency. • We produce quality deliverables. Business Management Associates, Inc

10. Audience Analysis • The BMA audience consists of the federal agencies with mission focuses in law enforcement, energy, health care, and financial services. • Within the federal space there are several decision-makers for one project/program: • Contracting officer (CO) • The program staff • The contract specialist (CS) • The small business office • Clients: Department of Defense, Department of Homeland Security, Department of Housing & Urban Development, Internal Revenue Service, National Archives, U.S. Fish & Wildlife Services, & Maryland Transportation Authority • Markets: Law Enforcement, Financial Management, Healthcare Business Management Associates, Inc

11. Top Marketing Tactics • Identify additional agencies within vertical market areas • a quick search of federal agencies in law enforcement produced typical results (Homeland Security, Justice), but also produced several surprises such as the FDA Office of Criminal Investigations (OCI) and the NIH Police. These organizations are perfect targets as they cover two BMA vertical markets! • Public Relations • we have recently begun sending press releases to BMA partners, customers, the media, and other potentially interested parties. • A quarterly newsletter is being sent to employees but we will expand to a separate newsletter to go out to our partners, customers and potential new networks  • Develop relationships with vertical market subject matter experts (SME) • we have a couple of SMEs, but need to pinpoint more in order to increase knowledge of the industry and better penetrate our markets Business Management Associates, Inc

12. Top Marketing Tactics • How do we plan to expand clients under our vertical markets? • Ads • Running Ads in magazines such as GovStar, Facebook Marketing Ads, LinkedIn Marketing Ads, & Twitter • Social Media • Outside of Ads we need to gain a stronger social media presence • Social media is one of the key places for networking • Social media allows BMA to connect Business Management Associates, Inc

13. Internal Marketing • Strengthen existing employee recognition efforts • Birthday greeting & gift card promotion • Employee of the month w/ $200 • Regular communication with company employees • Company Newsletter • Quarterly releases to keep employees informed on company progress and accomplishments • Website • Make sure the website directly aligns with our purpose and markets • Consistently update • Develop a calendar for the BMA schedule • What needs to be done by the end of the month? • What is coming up? • What does BMA need to be preparing for? Business Management Associates, Inc

14. External Marketing • Have 2 events per month where we are getting the name out • Ex. tabletop or networking event • Create excel sheet of up and coming events • What current customers will be in attendance of the event? • What potential new customers will be in attendance? • One major show in each area ex HCMG coming up in Nov/Dec • covers professional services side Business Management Associates, Inc

15. Potential BMA Events • PSC Leadership Summit • PSC Annual Conference • HCMG • GSMCON • Bank of America Womens Conference Business Management Associates, Inc

16. External Marketing • Newsletter Outside Companies • for those who may be interested in what we are doing • sections: change in law people need to be aware of, expert voice, things to think about • Assessment and development of booth presence • Website • Align the website to reflect our true products and services • Update client & markets list • Press Releases 2 times a month • Blogs • Can include quick tips to grab targeted audience attention • You want to draw in the customer so that they feel your services are necessary Business Management Associates, Inc

17. External Marketing • What awards can BMA apply for? • When are they being released? • When are they due? • Examples: • GovStar • Future50 • WBJ Awards • Inc 5000 • Team Awards • As we get nominated and win awards, communication must be sent to Dominiq Dudley immediately so we can put out releases and make announcements accordingly Business Management Associates, Inc

18. Budget • Employee Marketing • 150 Fold Over Birthday Cards w/message - $193 • 150 Fold Over Thank You Cards - $147 • 150 White Envelopes - $203 • Tabletop Events: • Trifold Table Top - $426 • L-Banner - $266 • Table Covering w/logo - $455 • 150 Postcards - $94.65 • Stationary • Pens • QR Code • Can develop for free • Place on marketing materials, social media, have at tabletop events • QR Codes will direct clients and those interested directly to our website Business Management Associates, Inc

19. Budget • Event Budget • Hotel - $200/night • Airfare - $350 • Transportation - $50 • Registration Fee - $900-$2000 • Miscellaneous - $150 • Estimated Total - $1650-$3150 Business Management Associates, Inc