Marketing Plans
Most of this material is confidential. As such, only the tables of contents (TOC) are shown in the following. Click on the buttons to the right of the descriptions for the available work product.
REAL ESTATE DEVELOPER
Client: This plan was for a small Philadelphia neighborhood-specific developer with a two-part strategy - (1) build / sell, residential condos; (2) buy-and-hold commercial condos.
This confidential marketing plan had an accompanying, publicly distributed, Business Plan.
The goal of both plans was to bring on investor / business partners and the company had a strong existing financial track record and significant equity.
Design: The plan looked at similar changing / gentrifying neighborhoods in the older parts of the City of Philadelphia and look at what was happening in terms of both residential and commercial.
There were a number of City initiatives to be considered and master planning efforts impacts to be looked at.
This plan also looked at key competitors (other developers) and underlying demographics.
The Marketing Plan had an extensive list of research citations under "References".
SUSTAINABLE ENERGY PROVIDER
GI Energy
(European company's expansion and entry into the US)
Client: This European combined heat and power technology provider had acquired a US company as a subsidiary and wanted to take a look at what was right and wrong about this companies current approach to marketing, how new markets could be entered, and what was going on with the competition (including competing technologies).
Design: The goal of this project was to provide an extensive marketing plan draft for completion by the company's own Marketing Department.
This project included general online research based on discussions with management and a discussion of goals and objectives.
A background in architecture, building and real estate were very helpful in the preparation of this plan.
The link is to a 'draft' plan with certain remaining questions for the client.