Marketing Plan

Marketing Plan

The University of Texas at San Antonio community needs a solution to the escalating problem of driving under the influence. The mission of Roadrunners Against Driving Under the Influence is to meet these needs by solving the problem of drunk driving and educating the community about the effects, dangers, and consequences of drunk driving. This organization targets students, male and female, of all ages at the University of Texas at San Antonio in San Antonio, Texas that are currently enrolled full or part time. Generally, these students are of modest financial status and either do not work or work only part time. Regardless of age, gender, enrollment status, financial status, or occupation, a majority of these students drink alcohol in social settings. Our organization assures that all of these students have access to a safe and sober ride home for themselves and for their vehicles. This is a service that no other organization in San Antonio or surrounding areas is able to offer. We would like our customers to value our dedication to their safety. We would also like to garner support from any future competitors that have a similar mission.  

1. Succinct vision, mission, and values statements must be developed so that all volunteers and customers are fully aware of our goals, work, and attitudes. This should be done during weekly gatherings of all volunteers over the course of four weeks. Erica Parazo will summarize these discussions as she sees fit in the vision, mission, and values statements and will be posted on the website by the webmaster. This will be free of cost.

2. We will need to develop a detailed projection of what we plan to accomplish as a business in years to come. This will take some time because everyone will need to contribute ideas to better our enterprise. The executives will all work together on the detailed projection over the course of four weeks. This will be free of cost to the organization.

3. In order to garner local support we will notify radio stations in San Antonio and surrounding areas. Our Marketing Executive, Kryslin Starett will meet with radio station representatives to assure that the organization is mentioned at least five times a day on each station for at least a month prior to the first day of business. This will cost twenty dollars per mention totaling one hundred and forty dollars that must be spent over the course of one month.

4. Ms. Starett will require an administrative assistant to aid in all marketing projects. The assistant will focus specifically on radio and television advertising. It will be free of cost to hire the assistant they will be volunteering their services free of cost to the organization.

5. Our organization would like to put together a television commercial to be aired five times a day during the local news for the entire month prior to the first day of business. Ms. Starrett and the future administrative assistant will contact local television stations to make this possible. This should cost about one thousand dollars every time the commercial airs totaling one hundred and fifty thousand dollars.

6. The uniform for all volunteers will consist of a T-shirt with the company logo on it and must be worn during business hours by each volunteer for further advertising. Kryslin Starrett will make these T-shirts with her own supplies so that it is free of charge to our organization. This project will take Ms. Starrett about a week to complete.

7. The organization must hire an ad agency to aid in promotion of our company and services. Kristin Meloni will be in charge of garnering support from an ad agency so that they will offer to provide their services free of cost to our organization. She has four weeks to complete this task.

8. We will need to hire five volunteers who will be in charge of a street team to help promote Roadrunners Against Driving Under the Influence by word of mouth. Brandi Hays will be in charge of hiring these enthusiastic individuals for the organization over the course of four weeks. Interviews will be free of cost and the volunteers will be volunteering their services free of cost.

9. The future webmaster must create a Facebook page to promote the organization. This will take one day and will be free of cost. 

10. The future webmaster must create a Twitter account for the organization. Creating the account will take one day. This will be free of cost to the organization.

11. We will need to provide the street team with “Swag Bags” to hand out to potential supporters and customers. These bags will include a company T-shirt, a bracelet with the company acronym that will be hand-made by Kryslin Starrett, and a water bottle with stickers advertising our business. The T-shirts and bracelets will be hand-made by Ms. Starrett and will be free of cost to the organization. It will take Ms. Starrett about two months to make enough to distribute. The water bottles will cost one dollar each totaling approximately one thousand dollars that must be spent on “Swag Bags” each month.

12. A social media personnel assistant must be hired that will have the sole responsibility of managing the Facebook page. This person will manage all comments, messages, and tags from the social media site. Kristin Meloni will hire this individual over the course of four weeks. The interview and hiring process will be free of cost to the organization. The social media personnel assistant will work about an hour every day and his or her services will be free of cost to our organization.

13. This social media personnel assistant must also be in charge of managing the Twitter account for the organization. This will involve tweeting to our followers at least five times per day and retweeting at least fifty percent of all followers that mention our organization. This will take about three hours every day and will be free of cost to the organization.

14. The street team coordinator will need to be hired in order to create a street team itinerary so the street team will have a clear understanding of when and where they will advertise. This itinerary will include rules as to what businesses allows posters, where on businesses you may place signs, and locations in the city in which it is legal to gather. Kristin Meloni will be in charge of finding the person best suited for the job. The interview process and the services of the volunteer will be free of cost.

15. We will need to constantly purchase the latest design software to make sure that our website is always appealing to the customers. This will depend on how often the software companies introduce new software and each update will cost between two hundred to six hundred dollars each. The webmaster that Kristin Meloni hires will be in charge of purchasing the latest software when appropriate.