Improving Plan from Feedback
The feedback can help to develop the marketing plan, as it provides many suggestions. The marketing plan may include these key points to make the whole content precise and relevant. The material or plan must contain industry-specific sources to be meaningful and purposeful. Instead of just illustrating some key insights, the report must go deeper to derive key options or alternative from starting the business effectively. This part will come up with some authentic or industry-specific sources. It seems a great direction, roadmap or recommendation to improve the whole plan. The plan will depict the improvements by citation of key sources effectively. It can make the paper ideal for readers.
Company’s Pricing and Distribution Strategy
As mentioned in the previous part, the sign language market is competitive due to existing competitors and new arrivals. Therefore, the firm must come up with an effective pricing strategy. Quality, service, and price are key factors. OnSign business decided to demonstrate the skimming pricing strategy. It is the best pricing strategy to deal with corporate clients, deaf communities, and different government departments. High service standard and quality, included complex motion database, can justify this pricing strategy (Li, Wang, & Kong, 2015).
The high price of the service at the initial stage is better for the firm to create a positive perception. Corporate clients and government departments can perceive the high standard and acquire the facility. Comparatively, other competitors aim to stay with low prices for customers to grab an immense range of customers and increase revenue streams. However, on the other hand, skimming pricing can help One Sign to increase revenue streams initially to keep service standards in the limelight. After sustaining the high service or brand image, the firm aims to reduce the price to beat competitors. It can highlight the status symbol for buyers. The firm has to cover development expenses to maintain high standards and quality. Thus, skimming pricing is a suitable strategy to derive predictable outcomes.
Indirect distribution is a crucial distribution strategy for this business in the United States. The firm will cut the third-party costs and sell services directly to clients. Online portals will be available for clients to acquire these services. It is a simple, feasible, and low-cost distribution strategy to reach a linguistic and cultural minority in no time (Allen, Nancy Meyers, & Sullivan, 2002)
The Integrated Marketing Communications Plan
The integrated marketing communication plan is essential to develop to communicate with customers effectively. The firm has several options such as traditional and modern media channels to promote its services. However, it seems better to portray limited touch points to keep the IMC cost low. For Instance, Instead, to go for traditional media channels, the firm has decided to interact with customers on digital channels. Every firm is going online, and through different social media tools, the firm can streamline the message. IMC plan regarding the message and media is as under
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Message Strategy
The message strategy of One Sign business revolves around the intention. Instead of developing and depicting the message with the company’s perspective, it is essential to shape it according to the customer’s perspective. In the message, the firm will try to show how vegetative state patients can acquire the service and have command of different languages quickly (Taylor, 2014). In the message, the firm aims to illustrate the customer’s problem and present the services as a critical alternative or solution. The message of One Sign in different advertising campaigns is a response to the client’s issues or queries.
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Media Strategy
The social media marketing strategy can facilitate firm management to interact with customers and build a long-term relationship. On Sign will use social media channels such as Facebook and Twitter to streamline the language services. One Sign’s first step is to identify the goals of the marketing on this media. The second step is to determine the target audience. The firm will locate several segments such as corporate clients, deaf communities, freelancers, and different government departments. Developing the social media metric is a part of the media strategy to evaluate or examine customer traffic and response. One Sign will also analyze the competitive landscape on these social media channels. Evaluating competitors marketing activities and management strategies is a better approach to come up with better visualization and content traits. Accordingly, it will develop social media content (Blogs, Articles, and Video) to enhance the attraction and positioning. Finally, customer engagement through several chat portals will be sufficient to obtain valuable feedback.
Public Relations
Despite having many options regarding public relation strategies, the firm is looking to adopt a relevant policy, and the firm will also align One Sign services and customer nature. The appropriate public relations strategy is native advertising along with comprehensive content. Critically, many firms failed in this industry due to repetitive campaigns on different media channels. Native advertising can facilitate customers to understand their issues and know this possible solution. It is not a promotion of the service, as it is allowing customers to collaborate with One Sign to move forward and improve the business process. Interestingly, it can improve public relations due to relevancy (Löbler, 2010).
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Sales Promotion
The sales promotion revolves around analytical techniques. The firm will provide free sample services to its corporate customers to observe the quality and standards. The company separates standard and premium language functions, and the firm will give a discount to loyal and superior customers. As mentioned, skimming pricing is set to create perception and generate revenues. However, an active and needed combination of language services can be offered at low prices. It is an excellent technique to enhance the customer experience.
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Personal Selling
The best way to sell the service to the client is to tell success stories along with an adequate comparison. The most important thing is to fascinate the client when delivering or offering services. One Sign will use missionary salespersons to make customers a feel good about the company and service. This technique of personal selling will increase the customer’s assertiveness to make a buying decision.
Online and Direct Marketing Plan
Online marketing is different from the traditional marketing process. For Instance, One Sign aims to generate the lead on selected media channels. However, converting leads into sales is a crucial strategy of One Sign Company to meet the sales market. Online marketing triggers a sales process of the company, and this firm is entirely up to it. Of course, Sign Language Services will be advertised directly. In the marketing departments, market experts will design and post video contents and visuals along with price plan and possible discounts.
Social Responsibility
Meeting the social responsibility is a crucial approach to sustain the business and good brand image in the competitive landscape. One Sign will participate or initiate several community programs to provide assistance to different deaf communities such as deaf and hearing high school students (Berge & Ytterhus, 2015). In rural areas, the company will offer free services to eliminate language barriers and support people to emerge in society. Collaborating with government agencies is a crucial move to identify social needs of people and rationale the service. Removing language barriers at the corporate and the social level is imperative to become a sustainable business. The firm will take these initiatives at the maturity stage.
References
Allen, B., Nancy Meyers, J. S., & Sullivan, M. (2002). American Sign Language and end-of-life care: research in the deaf community. HEC Forum, 14(3), 197-208.
Berge, S. S., & Ytterhus, B. (2015). Deaf and hearing high-school students’ expectations for the role of educational sign-language interpreter. Society, Health & Vulnerability (6).
Li, S., Wang, L., & Kong, D. (2015). Synthesis of sign language co-articulation based on key frames. Multimedia Tools and Applications, 74(6), 1915–1933.
Löbler, H. (2010). Signs and Practices: Coordinating Service and Relationships. Journal of Business Market Management, 4(4), 217–230.
Taylor, D. B. (2014). Communicating with vegetative state patients: the role of neuroimaging in American disability law. Stanford Law Rev, 66(6), 1451-85.
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