Assignment:
write a marketing plan to address the following scenario:
PluginsPLUS has been creating PhotoShop special effects plugins for over ten years. They are a small company and are working hard to manage their costs. Direct mail works well for them and they frequently run mail campaigns to their registered users with each new product release. Because of the costs, they only do a small percentage of "prospecting mail."
The company has a fairly substantial installed base of 30,000 registered users. About 60% of those registered names have an e-mail address connected to them. Their latest plugin, PLUSfx Version 4 is a significant upgrade to their flagship product PLUSfx 3. Although the product will be ready to sell in it's downloadable version at the end of the month, the CD replicator has informed the company they will not be able to begin delivering their boxed software version for 45 days at the earliest.
The President has challenged you and the rest of the team to roll out a web based marketing campaign to maximize sales of the new product as ESD (electronic software delivery). Demonstrate an understanding of the various media strategies discussed through the lecture and explain their creativity in utilizing the strategies to develop an effective marketing campaign. Justify your rationale for incorporating the marketing components you select. Your work should reflect attention to:
1. A combination of media
2. An appreciation targeted marketing (a strategy for each of the subgroups in the target audience)
3. Unique promotional offers
500-750 words (12 pt. font) prepared in a Microsoft Word document. The paper should be single spaced and sources should be used to support your conclusions. Remember MLA format has citations in the work as well as a works cited page at the end of the paper. This is always the last page.