XXI. Operations Plan

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The vision statement is the anchor point of our strategic plan. It outlines what we would like to ultimately achieve and gives purpose to the existence of our business.  Organizations summarize their goals and objectives in mission and vision statements. ... While a mission statement describes what a company wants to do now, a vision statement outlines what a company wants to be in the future.

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The mission statement is our overall, lasting formulation of why our company exists and what it hopes to be. It includes the goals we want to accomplish and an outline of how we intend to fulfill them. A strategic plan needs a clear statement of our company’s purpose and its reason for existing in the first place, why did we form this company, and what are we hoping to accomplish by developing it and offering its products and services to the public?

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Core values are meaningful statements that define what’s important to our business and will govern how we conduct it. As part of building our business’ brand, it’s critical to identify and communicate our company’s core values to attract customers and motivate employees. It is our intention to build a model company based on a clear, well defined set of core values that will define and demonstrate who we are, what we are about and where we want to go as a business. 

 

 

 

The SBA recommends that small businesses allocate 7 to 8 percent of their gross revenue for marketing and advertising. For example, if a company generates $10,000 per month and they base their marketing budget on the recommendation of 7%, then they will have $700 per month to spend.  In the grand scheme of things, this isn’t very much to work with.

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Radio advertising costs can range from $200 to $5,000 per week depending on location. Add in the cost of producing the commercial, including copy-writing, voice talent, and editing, which can cost up to $300 to $1000.  https://fitsmallbusiness.com/radio-advertising/

                                

• Pedestrians on the street may not hear the ads because they don't have access to a radio.

• Not everyone listens to the same radio station.

• They might be listening to a CD, MP3, satellite radio or other devices.

• They may not have their radio turned on.

 

Local Television ad Prices range between $200 & $1500 for a 30 second commercial (does not include commercial production).  A 30-second spot broadcast nationally averaged around $123,000 as of 2016.

 

• Viewers watch different programs during different times and they may not be tuned in.

• The viewer simply isn’t watching TV.

• With the advent of the DVR, viewers have the power to skip through the commercials.

• Viewers may switch channels or leave the room during the commercials.

 

Newspaper ad costs depends on the publication’s location and circulation size, color, frequency, and day of the wee. For example, a local paper may charge $12 per inch for a black and white ad, so a 4-inch by 10-inch ad would cost $480.

 

• Not everyone reads or subscribes to a local newspaper.

• Those who do may not read it from cover to cover or just skip over the ads.

• The advertisements may get lost in a sea of advertisements.

• The newspaper becomes a bird cage liner or just gets tossed into the trash can.

 

Magazine ad prices range from $500 to $20,000 depending on if it’s a local or national publication, the size and color of the ad, etc…

 

• Not everyone reads or subscribes to the same magazines.

• As with newspapers, those who do read them may only the read the articles of interest and

• skip over the ads.

• The advertisements may blend in with the many other advertisements and go un-noticed or

• un-remembered.

 

Direct-Mail ad prices for (5000) 4”x6" full color post cards printed on UV coated or matt finish, 14 or 16 pt high quality card stock (artwork, printing, postage and delivery included) will cost an estimated $2,175.  A $700 budget isn’t enough for this type of advertising.

 

• Direct mail advertising is costly. Executing a direct mail campaign can be very expensive and 

       may not be feasible for small businesses, independent professionals, and other self-employed

       people to implement.

• Costs associated with direct mail advertising may require more than one mailing (including test

       mailings) to produce the best results.

• Direct mail advertising depends solely on who actually sees the advertisements.

• Unfortunately, many of the ads sent out, turns into simple junk mail and thrown away.

 

Billboard ad prices range between $300 and $800 per month for one 11’w x 5’ h junior poster billboard (artwork and vinyl cost extra).  A $700 budget will yield 1 month at the lower price and maybe throw in a few radio ads or a small one day newspaper advertisement, but hardly enough to be effective.​

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• Static billboards must wait for the viewers to come to them.

• Billboards may not always be in an ideal location.

• It is a costly and difficult endeavor to change a typical billboard to advertise changing promotions.

• Static billboards may get lost in a mass of billboards and therefore lose their effectiveness.

 

Social Media campaigns can run between $399 & $5,000+ per month.

 

• Not everyone reads or subscribes to a local newspaper.

• Those who do may not read it from cover to cover or just skip over the ads.

• The advertisements may get lost in a sea of advertisements.

• The newspaper becomes a bird cage liner or just gets tossed into the trash can.

            

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The main problem that small business owners must

deal with is the fact that effective advertising is time

consuming, confusing and costly.  Many individual

small business owners are faced with the frustrating

dilemma of choosing between purchasing quality

advertising, or paying the bills.  Promoting a small

business also takes precious time away from running

it.  let's face it, quality advertising is a must have.  It is

a companies lifeblood.  The more ways a business can

get their brand out in front of the masses, the more

exposure they will receive.  However, most forms of

advertising (newspaper, radio, television, etc...) will only

provide one pricey piece of the marketing puzzle.  It's

a catch 22. 

 

 “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker, Merchant (1876)

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We set out to design a unique package of advertising mediums that would complement each other and work as an effective system that could promote a group of businesses as a whole and also the individual companies within.   It needed to stand out, get noticed and be remembered advertising that could not be tuned out, turned off or thrown away.  It needed to be highly visible, eye catching and capable of delivering a large number of advertisements to a vast and diverse captive audience.  It had to be focused advertising that would leave a lasting impression and establish a solid foundation for the other mediums to be built upon. The full system needed to be effective enough to stand on its own and affordable enough to be integrated into an existing marketing program.  We quickly discovered the solution…Mobile digital billboard advertising! 

 

Eye level mobile advertising that can't be tuned out, turned down or thrown away!

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Mobile billboard advertising is one of the oldest media to date, going back to circus posters and horse drawn street-car advertising in the 1800’s.  Since those early days, mobile billboard advertising has evolved to adapt to new markets and new technologies to reach out to the public.

 

Today, more people are spending more time in more traffic than

ever before!  Americans spend an average of 15 hours a week

in-car, either as a driver or passenger.  Young men 18-34, elusive

to TV advertisers, have huge exposure to outdoor media.  In-car

audiences are a vital advertising consideration in all-sized U.S.

media markets. - SOURCE: Arbitron Inc. / Edison Media Research.  

 

Thousands of people are on the go, driving  here, driving there.  

We are a society constantly on the move. This creates a unique

advertising opportunity for you to take advantage of. This platform

is capable of going where most other media can’t go, creating a

unique advertising opportunity to deliver our customers messages 

to a vast, captive audience of consumers during the 70% of the

day that they spend away from home.

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​In an age of ever increasing media fragmentation, mobile billboard advertising is more relevant and more powerful than ever.  This type of advertising reaches people no matter  how they consume their media,  making them stop, notice and buy.  No other advertising format is more ever-present, or more creatively versatile.  Our mobile billboard system will put innovation to work to help our customers take their messages further.

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Unlike the more traditional advertising mediums, our advertisements cannot be tuned out, turned down or thrown away.  We can showcase our customers ads to a captive audience, taking their messages directly to the public in some of the areas busiest locations, with the highest daily traffic counts (refer to section 2-VII).

 

 

 

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• A recent research study shows: Mobile billboards are twice as effective in driving sales vs. static billboards (94% of respondents recalled mobile billboards with an amazing 80% recall of specific ads. Mobile Billboards resulted in an increase of sales of 107% versus a 54% increase for static billboards. – SOURCE: Product Acceptance and Research, Inc.​

• Mobile billboards boost name recognition 15 times greater than any other form of advertising.” - SOURCE: European Outdoor Advertising Assoc.​

• “98% of the respondents felt that the ad created a positive image for the advertiser.” - SOURCE: Robinson, Yesawich & Pepperdine Inc.

• ​“Mobile advertising generates 2.5 times more attention than a static billboard.” - SOURCE: Perception Research

• 29% say outdoor advertising caused them to visit a retail store within a week.” - SOURCE:  Arbitron National In-Car Study

• ​“98% of the respondents felt that the ad created a positive image for the advertiser.” - SOURCE:  Robinson, Yesawich & Pepperdine Inc.

• 96% of respondents say mobile advertising is more effective than traditional outdoor advertising (Static billboards).” - SOURCE: Outdoor Advertising Magazine TACA Research

• ​“Messages on outdoor mobile billboards have a 97% recall rate.” - SOURCE:  RYP and Becker Group

• Mobile advertising generates 2.5 times more attention than a static billboard.” - SOURCE:  Perception Research

•  “96% of respondents say mobile advertising is more effective than traditional outdoor advertising (Static billboards).” - SOURCE: Outdoor Advertising Magazine TACA Research

• 81.5% responded that someone else in the vehicle saw the ad.” - SOURCE:  Robinson, Yesawich & Pepperdine Inc.

 

It was the aforementioned advertising statistics that compelled us to choose this medium as the centerpiece, or foundation of our business concept.  The Promotion Advertising & Event vehicles are designed with numerous special features to maximize their advertising value and help our advertisers...

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Each mobile billboard unit is equipped with several unique features designed to promote our customers brand to the public.

 

   These mobile units are specifically designed to get noticed. The advertising delivery vehicles are

   compact, highly visible, ground level and eye catching. The wide format digital billboards will show-

   case our customers ads to a captive audience of drivers, passengers and pedestrians as they travel

   around some of the areas busiest locations that have the highest daily traffic counts, driving 

   awareness, engagement and transaction with brands. They combine physical presence, prime

   locations and immediacy, in the least cluttered advertising environment available and are effective

   at delivering the right message to the right consumer at the right time and place reaching consumers,

   closest to the point of purchase.

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   The vehicles are designed to easily maneuver through high traffic, congested and confined areas. 

   They are unobtrusive yet highly visible (not the typical giant, ugly behemoths that roam the streets). 

   They are economical to run and environmentally friendly. Each unit has hands free communications 

   for safety and integrated live streaming video and real time GPS that our customers can access on

   our website in order to monitor and track their advertising campaign.

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   A 4’ wide by 3’ tall outdoor, high definition LED sign is attached to the back of our vehicles via a

   unique load baring cart mounted to the tow hitch.  This cart is capable of handling up to 350 lbs and

   features a set of castering wheels that will allow unhindered maneuverability unlike a standard  trailer

   which requires special driving skills. (see image below)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

There will be a two screen digital car topper sign on the roof to be seen from the left and right side

of the vehicles. Our company website will be prominently displayed on the side of our vehicles and

on the digital signage, to encourage the public to visit us on the world wide web where they will

not only see the services and products that we offer, but also visit the advertisers that are featured

in the “Go Local” business directory.

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The Go-Local Business Directory is divided into specific categories that will contain numerous ad

galleries, showcasing our advertisers information, maps, directions, photos, videos, etc., 24 hours

a day, 7 days a week. We will utilize extensive search engine optimization, social media and email

advertising along with other advertising mediums to promote our website directory and drive traffic

to it.   

 

http://my-crashsite.wixsite.com/pma-louisville-kia-6

 

Our online business directory has a unique system that will allow users to pull up our advertisers

coupons on their cell phones to redeem for special offers and discounts. These coupons will have

special bar-codes that can be scanned by our advertisers in order to control various parameters &

restrictionsof usage and track campaign effectiveness.

 

When is a business card more than a business card?  When it is worth money!  Each of our Adver-

tising and Event vehicles are equipped with a unique business card dispenser that will distribute

custom printed business cards that will feature our advertisers info on one side and special offers

and discounts on the other.  Advertisers can use these valuable cards to encourage customers to

come into their establishments to claim the printed offers.  These offers can be redeemable only

during a specified time-frame in order to boost traffic during slow periods or special events!

 

Each route will also include an event/sales vehicle that will carry special event equipment such as;

prize wheels, raffle drums, plinko boards, a yellow pop-up umbrella, flags and advertising inflatables,

folding tables and chairs, table cloths, a PA system and other assorted items that can be used to

attract attention.  We will set-up our event/sales vehicles at numerous local community functions

and events such as grand openings, sales, festivals, fairs and more, to promote our advertisers

brand, their products and or services to the general public.       

 

Once a month we will be out in full force using what we call saturation advertising to focus in on

specific routes each week.   We will increase the number of advertising and event vehicles running

the route and further enhance the campaign by deploying everything in our advertising arsenal from

advertising blimps and helium balloons to giant inflatable billboards and other special event equip-

ment that will draw maximum exposure and maximum attention to our advertisers in that area.

 

Our brand ambassadors will interact with the public during the saturation advertising campaigns and

other events by handing out product samples, printed materials, and promotional products.  They

can conduct various raffles and prize drawings (provided by our advertisers), and play a variety of

awesome games designed to engage the audience, raise awareness and generate excitement about

our advertisers products and services.

 

Our ad-walkers and ad-chariots will also be out in full force increasing attention to the campaign by

handing out flyers, coupons, brochures etc., and encouraging passers-by to pay a visit to one of the

event vehicles in the area and participate in the festivities. 

 

We will print and distribute a quarterly business directory magazine called “Whatta-Deal.”   The

Directory will showcase our advertisers information in vivid full color.  Each ad will feature a unique 

QR code that will link to the customers websites, coupons etc…  40,000 “Whatta-Deal” magazines

will  be distributed across the Local area via the highly visible, yellow magazine stands that we will

set-up at 100 high traffic customer locations.

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Each of our Mobile Billboard Advertising units, street team members and flyer delivery teams will

utilize state-of-the-art ad tracking technologies such as GPS and live streaming video broadcast

from our vehicle and body cams in order to help our customers monitor the effectiveness of their

ad campaign online 24/7 from the convenience of their home or office computer or wireless device.

 

 

 

 

 

 

 

 

Social WiFi Logins.  Consumers login with their social media account that automatically gathers all the

customers information including email address. Consumers can also sign-in with their email or phone

number.  Custom Splash Pages. Easily customize splash pages to match businesses brand and

feel. Add their logo, background images and choose types of login options.  Birthday Program. Setup

automated birthday offers that get sent via text or email and drive customers in. Keeping the business

top of mind for customers.  Auto-Pilot Deals.  Create mobile deals for businesses in minutes. Mobile

deals are redeemable and can be setup as auto-pilots or broadcast to all of the business's subscribers.

Grow Positive Reviews.  The feedback and review system is an automated tool that collects feedback

from customers and promotes only positive online reviews. It also gives the business an ability to respond

to negative feedback before it gets permanently placed online. Ad Network. Build a second source of

revenue by creating an "ad network" on social WiFi routers that you have deployed. Customize your ad

network with rotating ads in multiple positions. Grow Social Followers. Add social widgets to help

businesses grow their social media followers.  Automated Marketing.  Create automated marketing

campaigns via text and email. Send automated "WE MISS YOU" offers to drive customers that have

not been into the store in 30 days.  Grow Customer Lists.  There is no better way to AUTOMATICALLY

grow a business's customers list. Using Social WiFi you can grow email and text lists to use for automated

campaigns and one time broadcasts.  Measure Results.  Easily measure the Social WiFi campaigns,

auto-pilot offers, mobile deal redemption's, reviews and more.

 

Social Media Marketing.  Easily manage business' social media with our easy to use software and

content.  Reputation Monitor.  Help local businesses combat negative reviews and improve their online

reputation.  Social Shopping Carts.  Create social shopping carts so businesses can sell their food or

products on social media.  Social Sweepstakes.  Help local businesses grow their customers, revenue

and subscription lists.  Social Deals.  Help businesses generate new and returning customers with social

deals.  Social Analytics.  Demonstrate the value of social with customized analytic reports across all

social channels, deals, and sweepstakes.

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Geofencing is a location-based digital marketing tool that lets marketers send messages to smartphone

users in a defined geographic area. For example, shoppers that arrive at a mall can be targeted with ads

by stores located in that mall simply because of their geographic location.

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Loyalty Kiosks & Mobile App. Loyalty kiosks are the most effective way to engage customers and

consumers can track their rewards and offers on a progressive mobile web app.  Auto-Pilot Text

Engagement. Create autopilot text offers that get sent to customers at pre-determined times or actions.  

Mass Text Broadcast. Bring customers in with text message broadcasts that have a 99% open rate.  We

Miss You Offers. Automated offers that get text to customers that have not visited your business within 30

days.  Automated Birthday Offers. Reward your customers on their birthday by sending them an automated

offer that drives them into your business.  Grow Social Media & Reviews.  Grow your Facebook followers

and online reviews automatically with social and review integrations.  Measure Results.  Always know how

effective your rewards program with weekly reports right in your inbox.

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This is a turnkey marketing package that will provide small business owners everything they need to affordably

and effectively get their brand and message out to a mass, focused audience.  It will free them up to run their

businesses while we take care of their marketing and advertising needs.  

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Indirect marketing methods

 

We have many other sideline businesses that are designed to promote our brand and the brands of our advertisers while providing additional revenues for us, create more income opportunities for our staff and provide our advertisers with a broad spectrum of affordable industry related services and unique product lines that we will create in-house.  Everything that we do is designed to direct attention back to our website where potential customers can find our advertisers and us.  Our event services will utilize several unique methods to glean advertising benefits for our brand and and our advertisers brand.  These include:

 

The inflatable bounce house rental:

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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2) We will be able to comply with our values by creating and implementing the following operations plan.

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There’s a simple rule when it comes to operations plans – the more complex they are, the less likely it is that a team will follow them successfully.

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In order to avoid writing a tangled tome of a plan, we will focus on the goals that truly matter. Before we even set down to create our operations plan, we will break our strategic plan down into one-year objectives.  Then determine the key initiatives that will help us achieve those goals. They might be:

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• New organizational structures

• Quality control measures

• Faster delivery times

• More employee time spent on professional development

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…along with many other possibilities. Choose between three and five initiatives that will drive success in our long-term goals, and then identify metrics that will help us measure our progress. These key performance indicators (or KPIs) will be among our most powerful tools for success.

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Key components of an operational plan include:

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• Clear objectives.

• Activities to be delivered.

• Quality standards.

• Key targets and key performance indicators.

• Risk management plan.

• Staffing and resource (including budget) requirements.

• Implementation timetables.

• A process for monitoring progress.​