KLH Wellness Center Marketing Plan Prepared by: Carol A. Mejia Multi-Sol Inc. May 2008 .

KLH Wellness Center

Marketing Plan

Prepared by:Carol A. MejiaMulti-Sol Inc.

May 2008www.multisolinc.com

OverviewThe KLH Wellness Center is the lifelong dream of Kimberly Hensarling a Reiki Master & Certified Aromatherapist. The center offers a unique and customized way of healing by utilizing the many treatment modalities that the Center has available.

With four full and part-time practitioners the center is now ready to grow it's client base and actively promote it's products and services.

Product Definition

TRADITIONAL AND MEDICINAL MASSAGE YOGA CLASSES REIKI SESSIONS AND CLASSES IMAGE CONSULTING AROMATHERAPY AWAKENING YOUR UNIVERSAL MIND THE LAW OF ATTRACTION DISCOVER YOUR OPTIMUM SELF DESIRE PRAYER DESTINY CREATE SUCCESS ATTRACT LOVE WEIGHT LOSS STRESS FREE FOREVER POSITIVE THINKING

The KLH Wellness Center offers unique and customized programs that can be tailored to the needs of individuals. A few of the many programs offered are:

Brief

Make the KLH Wellness Center a household name Increase the client base Promote all products and services to new and

existing clients Promote the KLH Aromatic products and services

Carol Mejia of Multi-Sol met with Kimberly Hensarling of the KLH Wellness Center at the end of April 2008. Kimberly requested the following:

In order to fulfill the client’s brief, Multi-Sol considered various media options and recommend a wide range of products in order to deliver the message to the largest number of the selected target audience.

Branding

KHL Wellness Center Services Practitioner/Teacher Certification Workshops Seminars

KLH Aromatics Products Services

The following products and services will require both individual and joint branding. Due to the current estimated budget, it is suggested at this time that the ‘paid for’ campaign concentrates on promoting the KLH Aromatics through the KLH Wellness Center.

Current MarketingCurrently the KLH Wellness Center relies heavily on word of mouth promoting. This is slowly bringing in new business but not quickly enough to keep every practitioner busy or to allow the center to grow.

They are also running a full page ad in Skirt Magazine. This appears to be working although advertising in only one medium limits both the number of people who see the ad and also the number of times each ad is seen.

The ad in Skirt is also, although large, full of so much information it is felt that most readers will not take the time to read it.

CompetitionThere are various companies

and individuals offering similar services in the local area. Budding Buddha, Maureen

Donohue, LMT Charleston Therapeutic

Massage Healing Hands, Rachel

Hazelwood, LMT The Pink Dolphin, Dianne

Thomas $0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$80.00

$90.00

$100.00

Cost per 1/2 hr Reiki

BuddingBuddha

Chas.Therapeutic

Healing Hands

Pink Dolphin

KLH

Target Audience Current Demographic

Women Late Twenties to Early Thirties High Profile High Income

Proposed Demographic Women Mid Twenties to Early Fifties High Income Home Owners

Goals KLH Wellness Center

10 – 15 regular clients per practitioner Regular, well attended workshops and

seminars. KLH Aromatics

3 – 6 months: Products sold in between 5 – 10 local outlets.

6 – 12 months: Products sold in between 2 – 4 national outlets.

Media Considerations Conventional advertising

TV Radio Cinema Press Billboards Direct Mail

Below The Line Promotions Press Releases Leaflets/brochures Interviews/talk show appearances Event Sponsorship Internet Marketing Email Newsletter MySpace and Face Book Membership Discounts Continuity Program Join Local, National and International Organizations

Proposed Media Paid for Advertising

Press Direct Mail Internet Marketing Email Newsletter

PR Press Releases Register With Search engines Interview/Talk Show Appearance Event Sponsorship MySpace/Face Book Page/Blog Membership Discounts Join Relevant Organizations (some of these could incur a charge) Strategically Placed Leaflets and Brochures (Design and printing would

be a charge) Continuity Program

Recommendations – Paid For Press

Skirt Magazine Post & Courier Charleston Magazine RSVP Fresh Fields Almanac

Direct Mail Utilize the existing address list Purchase more name and addresses

Internet Marketing Using Traffic Blazer and key word improve the ranking of

the website Email Newsletter

Using Express Email Marketing

MechanicsSkirt Post &

CourierCharleston Magazine

RSVP Postcards

Fresh Fields Almanac

Circulation/Readership

30,000/90,000

97,929/222,900

47,700/166,950

80,000/ 10,000/25,000

Cost per ad $600 $859 $1,350 $2,950 $550

Cost per thousand

$6.66 $3.85 $8.08 TBA $22

Profile 80% women21.9% Inc. $100+18% Aged 35-44

52% women40% Inc.$100k+40% Age 35-54

60.2% women20.3% Inc. $100k+19.2% Age 35-44

80% women75% Inc. $100k+65% Age 35-54

Homes on Kiawah, Seabrook & some Johns Island. Distributed at Fresh Fields & down town hotels

Publication Date

1st of month Friday 1st of month September 12th 1st of month

Deadline Ad 16th of previous month, copy 18th.

One week May 26th for July issue

August 1st June 1st

Promotional Themes2008

Month Theme Message

June Simplify – this is also Vision Research Month See your life more clearly. Less is more, de-stress your life, decide what is really important to you.

July Fill Every Second – this is also AntiBoredom Month

Instead of feeling stressed that every second of your day is filled up with something to do, fill every second of your day with something worth doing.

August Appreciate – the third week is also National Friendship week Take time to appreciate the things that you have in your life.

September Balance – the third week is also Balance Awareness week Bring balance into your life. Balance between family and work etc.

October Beauty on the Inside – this is also National Breast Cancer Awareness month.

Feel good about who you are and project that into your everyday life.

November Spiritual Health Feed your inner spirit and grow within yourself.

December Sharing – this is also National Stress Free Family Month Enrich other peoples’ lives by sharing your good fortune with them.

2009

January The Future Look to the future with a positive mind, calm inner peace and a clear vision.

February Love – This is also National Weddings month Learn how to express your feelings in a kind and compassionate way.

March Peace – this is also American Red Cross month Live in harmony with the earth and its treasures and your neighbors.

April Spring into Action – the last week is also National Volunteer week Step-up and do something good for yourself and others.

May Physical Health – also National Physical Fitness and Sports month

Take the time to take care of yourself physically. Have regular check ups.

Paid For Advertising Schedule2008 Advertising Campaign

Media Space Cost Comments Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Total

Skirt Magazine 1/4 page color $600 1st 1st 1st 1st $2,400

Post & Courier 2 col x 4" b&w $859 Style Section 4th 1st 1st 5th $3,436

Charleston Magazine 1/4 page color $1,350 1st 1st 1st 1st $5,400

RSVP Postcard $2,950 12th 2,950

Fresh Fields Almanac 2/3 page $550 1st 1st 1,100

Direct Mail Postcard $75 100 mailings X X X X $300

$15,586

Due to budget limitations it is recommended, at this time, to promote the Aromatherapy side of the business through the KLH Wellness Center. As more marketing money becomes available Aromatherapy will be promoted separately.

Ad Copy Ads need to be simple, concise and to the

point Too much information is distracting and

causes the reader to become bored Graphics should be bold There should be a consistency throughout

the campaign The reader should be drawn in by the ad They should have a clear message and call

to action

Sample AdsJuly 2008 Aug 2008

Sample AdsSept 2008 Oct 2008

Conversion Rate Although advertising, marketing and PR is never

an exact science the proposed campaign will thoroughly reach the target market, giving them ample time to repeatedly see the ads and various messages.

If each practitioner receives ten new regular clients who contract for six sessions at $75 each that would bring an extra $22,500 into the KLH Wellness Center.

Each client could also be up-sold to other products, services, workshops and seminars. They would also be added to the mailing list and email marketing campaign.

Recommendations – PR Press Releases

Send out monthly press releases to the core list of publications Send out random press releases as necessary

Register With Search Engines Local, yahoo, Google etc.

Interview/Talk Show Appearances Local TV, Radio, National TV etc.

Event Sponsorship To be decided

MySpace/Face Book A page on both of these would allow you to network and spread the word about what you offer

Membership Discounts Produce a membership allowing members to receive products and services at a reduced price

Joint Relevant Organizations Charleston Chamber of Commerce, American Holistic Health Association etc.

Strategically Placed Leaflets and Brochures Place promotional material in local complementary businesses.

Continuity Program Have all visitors to the center complete a short survey to collect relevant information

Responsibilities Kimberly

Continue to be the driving force Plan the monthly calendar of classes, seminars, workshops etc. based on the monthly theme Provide necessary content for monthly press releases Provide necessary content for monthly/weekly ads

Susannah Maintain the website Improve the website ranking with Traffic Blazer and specific key words Send out monthly and periodic emails through Express Email Marketing Continue with existing office, bookkeeping, clerical responsibilities Join all relevant local, national and international organizations

Multi-Sol Control all advertising, marketing and PR Design ads Write and distribute monthly and periodic press releases Register The KLH Wellness Center and KLH Aromatics with all search engines Procure TV and radio appearances Coordinate and manage event sponsorship Design and maintain a MySpace and Face Book page

Write a blog on MySpace and Face Book based on press release material Produce a membership discount card Design leaflets and brochures

Distribute leaflets and brochures to local complimentary businesses Design form for the Continuity Program

Contact clients/prospective clients with special offers, discounts, birthday gift certificates etc. Design library roster book We can also take care of office, administration and bookkeeping if this is necessary

Monthly Time-LineDeadline To-Do Deadline To-Do

1st Post and Courier ad deadline Send out monthly email newsletter 17th

2nd Post & Courier ad deadline 18th Skirt copy deadline

3rd 19th

4th 20th Place Charleston Mag ad

5th 21st

6th 22nd

7th 23rd Charleston Mag ad deadline

8th Send out month press releases 24th

9th 25th Send copy to Chas Mag

10th 26th

11th 27th Charleston Mag copy deadline

12th 28th Write monthly newsletter

13th 29th Place Post & Courier ads

14th Place Skirt ad 30th Design monthly newsletter

15th 31st

16th Skirt ad deadline Send copy to Skirt

Other Considerations and Recommendations The home page/landing page of the website should always

reflect the monthly theme. The layout of the website needs some tweaking. The email newsletter needs some tweaking. The calendar should be planned ahead of time and not

changed. A logo should be created and used on all publicity material. There needs to be a sign outside the building. The infrastructure within the company needs to be solid

and in place ready to accept new business. Events/seminars etc. should be planned well ahead of time.

Produced by:Multi-Sol Inc.

(843) [email protected]

Copyright 2008