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Marketing Plan Presentation

Cinera Tyler and Laine Willkom

AET/552

February 13, 2017

Dr. Joseph Walters

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Marketing Plan Presentation

Here is our Prezi link, and below you will find all of our phases and references combined:

http://prezi.com/tfhfr6lxwdbf/?utm_campaign=share&utm_medium=copy

EngagingTrainingSolutions(ETS)believesthatemployeeengagementandsatisfaction

directlycorrelatetostaffproductivity,absences,andturnoverrates(Upadhyay&Gupta,2012).

Tohelporganizationscombatchallengesthatarisewhenemployeesdonotfeelempoweredand

valued,ETSpartnerswithcompaniestoimproveemployeemoraleandjobsatisfactionthrough

personalizedconsultingandtrainingservices.EngagingTrainingSolutionshasthoroughly

analyzedtheirprogramsandvalueproposition,thetargetmarket,stakeholdersandcompetitors,

aswellasotherenvironmentalandcontextualfactorstodetermineETScompetitiveadvantage,

communicationstrategiesandchannels,andhowtopositionthebrandsproductsandservicesat

theforefrontofthetrainingindustry.

Phase I

OrganizationalNameEngagingTrainingSolutions,LLC

OrganizationalProductorService

EngagingTrainingSolutionsisarobustgroupofexperiencededucatorsandcurriculum

specialistsdedicatedtoassistinglargersizedorganizationsimproveemployeemoraleand

engagementthroughcourseofferings.EngagingTrainingSolutions(ETS)recognizesthata

crucialcomponentofanyorganizationssuccessdependsuponcontinuedemployeeengagement

andcareerdevelopmenttraining.ETShasresearchedandconfirmedthatlowmoralecanleadto

lowproductivity,increasedturnover,andcanpreventbusinessesfromattainingtheirgoals(Erb,
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2017).Evenorganizationsthathaverelativelyhighengagementandadefinedculturecan

identifywaystomaintainandfurtherstrengthentheirtalent.

MargaretGraziano(2016)whoistheChiefExecutiveOfficerofConsciousHiringand

DevelopmentandauthorofTheWealthofTalent,assertsthatcreatingcompetencydevelopment

trainingsthatnurture,foster,andgrowcorevaluesisimperativetoorganizationalsuccess.The

conceptofhelpingcompaniesengageemployeesandenhancedesirableskillsisattheforefront

ofETSmindsastheydesignandfacilitatevaluabletrainingsolutions.ETSaidsinidentifying

thecompetenciesmostvitaltoanorganizationsneedsandmission,andthendevelopstargeted

employeetraininginsupportofeachcompanyslongtermvision.

ThefoundersandstaffatEngagingTrainingSolutionsbelievethereisademandforthistype

ofpointedcareerdevelopmentbecauseemployeesrequireopportunitiestoenhancetheirhard

andsoftskillsforpersonalgratificationandalsotoremaincompetitiveprofessionally(Combs&

Davis,2010,p.214).Additionally,individualswanttoprepareforpromotionsandleadership

positions.Toattainthesegoals,employeesmayneedtoreskillorhoneskillsthatarecrucialto

theorganization(Combs&Davis,2010,p.214).ETSsupportsthesedevelopmentneedsby

blendingsoftandtechnicalskillsandbyincorporatingnewtechnologiesintoourtraining

solutions,whichenrichcorporateenvironments.

Additionally,auniqueadvantageaboutETSisthatitsstafftraveltothecompanyslocation.

ThisenablesETStoprovideconsultingservicestogatherideasforrelevantandcustomized

workshopsandprogramsthroughobservations,focusgroups,andstructuredneedsassessments

(Caffarella,Daffron,&Cervero,2013,p.138).TheseessentialinteractionsenableETSstaffto
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provideemployeeswithquality,onsiteeducationalprogramsthataddvalueandleadtoa

constantlyimprovingworkforce.

HistoricalOrganizationalInformation

EngagingTrainingSolutionsislocatedinPhoenix,Arizona,andwasestablishedin2012

bytwoveterancorporateeducatorswhowantedtorallymoraleincorporatesettings.The

HuffingtonPost(2017)describesfivesimplewaystohelpimproveemployeedevelopment,and

ultimately,increasemorale:provideprofessionaltraining,coachingandmentoring,cross

departmentcollaborationandtraining,developsoftskills,andincreasepersonaldevelopment.

CineraTylerandLaineWillkomstartedETStohelpcompaniesimprovemorale,focusing

specificallyonthelastpoint:personaldevelopment.

Onesignificantitemtoconsideristhatemployeesarediversehumanresourcesandnot

simplybodiesmeantforwork.Peoplearecomprisedofphysical,intellectual,andemotional

experiencesandneeds.Thus,developmentmustbeholistic,incorporatingemotionalbalance,

intellectualgrowth,andphysicalhealth(HuffingtonPost,2017).TylerandWillkomdecidedto

createeducationalofferingstargetedtohelpemployeesdevelopthemselvesinalloftheseareas.

Theydevelopedabusinessplanandtrainingprogramportfolioandsetofftoconvince

companiesoftheimportanceoffosteringworkforcepersonalandprofessionalgrowth.Since

2012,ETShastraveledacrosstheUnitedStates,marketingtheirvisionandtrainingsolutionsto

hundredsofmediumtolargesizedorganizations.

OrganizationalSize

SinceEngagingTrainingSolutionsstartedin2012,ithasexperiencedanumberof

successesandhasgrownannually,asmoreclientsemploytheorganizationandsharetheir
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optimisticexperienceswithothers.CineraTylerandLaineWillkomstartedthecompany

togetherandstilladdtheirfacilitationandleadershipskillsbuthavesinceaddedthefollowing

teammembers:

John Carolinas: John has more than 14 years of experience as a corporate trainer,

motivational speaker, and instructional designer. He joined the team two years ago and

has become a valuable asset to ETS through his positive communication style and

thorough knowledge of adult education theories and strategies.

Kelly Kapowski: Kelly is an experienced facilitator with 10 years experience in adult

education varying from classroom to online college classes. She was the first facilitator to

join ETS and she has been vital to the expansion over the last five years.
Jessica Spano: Jessie has a background in corporate training. She started with ETS four

years ago and has contributed to the development of the other employees; she has

expertise in public speaking and maintaining the attention of the audience.

Lisa Tuttle: Lisa is a recent college graduate, receiving her degree in adult education and

training. Lise joined the team 6 months ago. Her focus is curriculum design, and she is a

true asset in the training environment as she has vast experience with technology.
Zachary Morris: Zach is an experienced instructional designer; he has been in the

industry since he graduated college 18 years ago. Prior to joining the ETS team, he was a

contractor for a number of companies and created material ranging from corporate

trainings to university content, even contributed to high school curriculum.

Samuel Powers: Sam works with instructional design and has over 20 years of experience

in education. He was a high school teacher for 10 years before he made the transition to

the Department of Education where he specialized in curriculum. He joined the ETS team

three years ago.

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A.C. Slater: A.C. has a degree in web development. He joined ETS two years ago with

never working in the education field. He has contributed immensely to the training

programs smooth delivery.

Richard Belding: Rich has a background in business marketing. He was added to the ETS

team three and a half years ago. He works alongside Cinera and Laine in the field,

researching organizations who are in need of the ETS training program.

Stakeholders

Stakeholdersincludeallemployeesofthecompanyfromthetopdownaswellasanyone

inthecommunitythatisservedbytheorganization.ThecoursesEngagingTrainingSolutions

offerwillbeavailableforseniorleadership/executives,frontlinemanagers,aswellas

employees.ThetrainingstaffwillworkwithETSstafftodeveloptrainingmaterialsthatfitsthe

needofthecompany.Thecoursesareanefforttoimprovetheserviceprovidedtothecustomers

aswellasoutsidevendors.Manypeopleareimpactedbytheopportunityofpersonal

developmentcourses.

StakeholdersNeeds

Everythinganorganizationdoesimpactsthepeopleinvolvedfromtheemployeestothe

customersorvendorswhousethatcompany.Asaresult,eachpersonisconsideredastakeholder

andthereforerequiressomekindofneedfromthechangeand/orcompany.ETShasidentified

potentialneedseachstakeholdermayrequiretoincludewhenapproachinganorganizationto

offertrainingproductpackages.

SeniorLeadershipandExecutives

Whenseniorleadershipand/orexecutivesareapproachedwithanopportunitysuchasa

trainingprogram,theprimaryneedinordertoauthorizethebudgetisthereturnoninvestment
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(ROI).Thesetopmanagersofthecompanyneedtoknowhowinvestinginacostlytraining

programwillimproverevenuebytheendofthetrainingcycle.Inadditiontoanincreasein

revenues,theseniorleadershipandexecutiveteamneedtheoptiontogainpersonalgrowthfrom

thetrainingofferingsaswell(Nickols,2003).

FrontlineManagement

Althoughthemanagementteamsarenotgenerallyimpactedfinanciallyfrom

implementingatrainingprogram,thereisalargestakeinthesuccessoftheprogramforthese

people.Managersareimpactedwhenemployeesarenotavailableforworkduringofficehours

becausetheyareresponsibleformaintainingproductionevenwhenstaffnumbersarereduced,

thereforethemanagementteamneedstoknowtherewillbeabenefitattheendofthetraining.A

hugebenefitforthisteamisanincreaseinemployeeperformanceandbehaviorafterthe

completionofthetrainingprogram(Nickols,2003).

Employees

Notallpeopleenjoytrainingprogramsbecauseattendancecandisruptonesdailyroutine

andproduction.Inorderforatrainingtobeworthjoining,employeesmustfeeltheywillgain

usefulinformation.AccordingtoMcDade(2017),employeesaskfourquestionstodetermineifa

trainingisuseful:

Is the training providing tools to help do the job better?

Will a certification be earned?
Will the training build my resume?
Will the training help prepare me for advancement?

ETStrainingprogramswillprovidetoolstogrowpersonallyandprofessionally,ultimately

addressingallofthefourquestionsthatmaybeasked.

FacilitatorsandTrainingDevelopers
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All10employeesofETSarecloselylinkedtothesuccessofthetrainingprogram.Since

organizationsareinvestingmoneyintotheemployees,itisimportanttoconductaprogramthat

yieldsresultsoncetheemployeesreturntoregularduties.Whendevelopingtheprogramforan

organization,ETSisfocusingontwoobjectives:isthetrainingrelevanttothesubjectmatter,

anddoesthetrainingmakegooduseoftheemployeestime(Nickols,2003)?Thesequestions

areconsideredduringthedevelopmentphaseandexecutionofeachtrainingprogram.

ClientsandOutsideVendors

Whenatrainingprogramisconducted,onemustconsidertheneedsofthecustomerand

anyoutsidevendors.Theservicesorproductsthesepeoplearepayingforwillbeusedtofund

thetrainingprogram.Asaresult,trainingstaffmusthaveexcellentcustomerserviceskillsand

theproductmustbeofexceptionalquality.Issuesthatarisewhileatrainingisconductedcan

leadtounhappycustomers.Thereisagreatdealoftrustintherelationshipbetweenclientand

organizationsoitisimportantthatthecustomerandvendorareabletoseeadifferenceoncethe

trainingiscompletetoshowtheyarevaluedandtheefforthasbeenmadeintheirbenefit.

Phase II

Product,price,targetaudience,andmarketingcommunicationchannelsareallfactors

thataffectacustomersreactiontoaproductorservice(KheraCommunications,Inc.,2015).

Completingatargetmarketanalysisisanecessaryinitialstepinanymarketingplanbecause

marketingaproducttothewrongpeoplewastesresourcesandtime.Marketanalysisinvolves

identifyingifaparticularproductiswarrantedandfitsthedesiredmarketandhelpsensurethe

productsprofitability.EngagingTrainingSolutionshascompletedextensiveresearchregarding

notonlytheneedfortheireducationalproductandservices,butthecompanyhasalsolearned
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abouttheirdesiredaudiencesuniqueneedsandexpectationstotailorandappropriatelymarket

theirofferings.

EnvironmentalandContextualAnalysis

Whenapproachinganorganizationtodiscussemployeeengagementandprogrammatic

implementation,therearetwoessentialanalysestoconsider:theenvironmentalanalysisandthe

contextualanalysis.Takingbothoftheseconsiderationstogether,thereisahigherlikelihoodthat

theprogramwillbeconsideredandfundedbyanexecutiveleadershipteam.Thisisavitalstep

whendiscussingthepurchaseofaprogrampackagewithanorganization.Withthatbeingsaid,it

isinstrumentaltounderstandwhatenvironmentalandcontextualanalysesareandtheir

importance.

Anenvironmentalanalysisisaprocesstodeterminewhichfactors,bothinternaland

external,willaffecttheoutcomeoftheorganization(PestleAnalysis,2017).Inthecaseofa

trainingprogram,thisprocessassesseshowthecoursesimpacttheorganization,asawhole,

includinganypotentialthreatsandopportunities.Thecontextualanalysisexaminesthe

organizationsecosystemtodefineallfactors,includingtheimplementationandsustainabilityof

aprogram(Vascellari,2016).WhenEngagingTrainingSolutions(ETS)definesthe

environmentalandcontextualanalysisforlargeorganizations,therearefivemainfactors

evaluated:social,economic,political,technical,andresources.Priortoapproachingan

organization,eachoftheseaspectswillbeevaluatedandspecifiedforeachorganization,which

willfurtherbeincludedintheprogrampitch.

Social
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AnoverwhelminggoaloftheETStrainingprogramistoimprovemoralewithinlarge

organizations.Thiswillimproveallinteractionswithintheorganizationfrompeeraspectsto

relationshipswithexecutivesaswellasclientsandexternalvendors.ETSoffersprogramssothat

allemployeescanaddtotheirpersonaldevelopment.Withineachdepartment,thetraining

programcanhelpbuildconfidenceandenhancetherelationshipsbetweenalldepartments.

Ultimately,ETSbelievesthischangeinbehaviorwillpositivelyaffecttheinteractionswith

customersorvendors,dependingonthenatureofthebusiness.

Economic

Thisaspectoftheanalysishasonemajorfocus,improvingmoralewithinthe

organization.Everyorganizationcreatesabrandthathelpsshowwhattheessenceofthe

organizationcontains.Healingandpositivitystartswithintheorganizationandbyenhancingthe

employeesandaddingtohisorherselfworth,theoverallserviceorproductsthatareproduced

willbeexcellentandthecompanybrandwillimproveorberepaired.

Political

SincethenatureofETSiseducationbased,therearegovernmentaspectsthatneedtobe

considered.ETSofferscertificationforcertaincourses.Inordertobeabletoofferthesecourses,

ETShastomaintainqualificationsinordertoadheretotherequirementsoftheBoardof

Educationandtoanyindustryspecificconditions.

Technical

Inadditiontoinstructorled,inpersontrainings,ETSoffersselfdirectedcoursesfor

employeestoattendontheirowntime.ThereisawebdeveloperemployedthroughETSwhois

responsiblefortheupkeepoftheonlinetrainingplatformandprograms.
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Resources

Neededresourcesareanimportantaspectofanytrainingimplementationandmustbe

analyzedbyETSandbythosewhopurchaseETSservices.Theclientorganizationneedsto

understandwhatneedstobeprovidedforthetrainingtobeconducted.Sincemanyofthe

trainingsareconductedinaclassroomsetting,theorganizationwillneedtohavearoom

availablewithtablesandchairs,aswellascomputers,wifi,andpresentationequipment.In

additiontothephysicalclassroomresources,theorganizationmusthavecompatiblesoftware

thatsupportstheselfdirectedcourses,iftheychoosetohaveemployeesenrollinthisoption.As

partoftheserviceprovided,theETSwebdeveloperworkswithlocaltechnicalteamstoensure

theprogramswork.

ProgramObjectives

EngagingTrainingSolutionsfocusesontwoinstrumentalgoalsastheydesign,market,

andfacilitatetheirtrainingprograms.

Goal1:ETSaimstogrowindividualsthroughpersonalandprofessionaldevelopmenttrainings

withthebeliefthatthegainsfromthisemployeedevelopmentwillleadtoanempoweredand

productiveworkforce.

Goal2:Eachorganizationwillseeincreasedlevelsofemployeemoraleandengagement,which,

inturn,expandstheorganization.

TargetMarket

AccordingtoPorta(2010),buildingasolidfoundationforanybusinessstartswith

identifyingacompanystypicalcustomerandtailoringonesproductandmarketingpitchtothat

audience.Determiningthedemographics,psychographics,behaviors,andanygeographic
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considerationspertainingtotheETScustomerbaseisimperativeinpersuadingthetargetmarket

tosubscribetothetrainingproductandassociatedservices.

Demographics

EngagingTrainingSolutionsisnotspecificallytargetingonesectorofthemarketin

termsofclientsage,gender,educationallevel,orethnicbackground.Rather,ETSresearches

andconnectswithorganizationsthatemploy1,000ormoreemployeesandhaveidentifieda

moraleortrainingneed.

Psychographics

Psychographicsfocusonthepersonalities,attitudes,andvaluesofthetargetaudienceand

whetheraproductwillappealtothatparticularsegmentofthepopulation(Porta,2010).Since

ETSisconcentratingonorganizationsthathaveloweremployeemorale,thepsychographicsof

theaudienceneedtobeconsidered.MannandMcCarville(2016)studiedthatemployeesin

largerorganizationsneedandaskthatleadershipgenerateopportunitiesforthemtolearnand

grow.ETSconcentratesonunderstandingthemotivations,attitudes,andvaluesofemployees

withinlargerorganizationstoprovideengaginglearningandgrowthsolutions.

Behaviors

MannandMcCarville(2016)assertthatfirmsreaching1,000ormoreemployees

experiencedeclinesinemployeeengagementasfeweremployeesperceivevalueintheir

individualcontributionstosuchamassiveentity.Additionally,workersdonotfindthework

relatedlearningandgrowthoptionstheircompaniespresentworthwhile(Mann&McCarville,

2016).Thisdecreaseinengagementcausesseriousfinancialimplicationsforthesecorporations
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andtheeconomyaslargefirmsemploynearly60millionpeople,or52%ofallworkersinthe

UnitedStates(Mann&McCarville,2016).

EngagingTrainingSolutionsrecognizesaneedtomarketnotonlytotheexecutives

withinthesebusinesses,buttoalsoseekabetterunderstandingoftheiremployeesbehaviors

anddesires.UtilizingneedsassessmentsaswellaswebanalyticssoftwareenablesETSto

identifyemployeepreferencesrelatingtocurrenttraining,contentinterests,whichcourse

offeringswillbeseenasmostrelevantandpersuasive,andpotentialemployeeattendance,if

opportunitiesareprovided(Arikan,2010).Theuseofbehavioralanalyticsmaygoalongwayin

engagingclients,personalizingcustomercommunicationsandexperiences,increasingETSsales,

andimprovingemployeemoraleandproductivity(Arikan,2010).

GeographicConsiderations

EngagingTrainingSolutionstravelstothehiringcompanieslocationswithinthe

continentalUnitedStates.ETSfeelsthatgoingtotheseorganizationstowitnessemployeesand

leadershipengagingintheirnaturalsettingsismostauthenticandallowsemployeestoattendthe

workshopsonsite.Theabilityforparticipantstoattendthetrainingslocallyalsoreducesclient

companyexpendituresrelatedtotravelexpensesandtimeofffromwork.

Thereareselfpaced,onlineworkshopsaswell,whichfurtherreducesconsumercosts

becausethesetrainingscanbecompletedatanytime,fromanylocation.

CompetitiveAnalysis

IdentificationofCompetitors
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Whenanewcompanystarts,itisimportanttoknowthecompetitionandcompaniesthat

offerasimilarproduct;especiallywhentheremaybecopyrightsandpatentstoconsider.ETS

hasidentifiedtwocompanieswithsimilarproducts,CourseraandUdemy.

CompetitorsStrategies

Coursera:thiscompanyoffersonlyonlinecoursesfromthetopuniversitiesaroundthe

countrywithanemphasisonprofessionaldevelopment.Therearethreemainareasoffocus,

curatedlearningprograms,progresstrackingandanalytics,andseamlessintegration.Coursera

offerscoursesselectedbytopuniversitiestomeetthecompanyneeds.Thereisanopportunity

formanagementtomonitoremployeeprogressthroughdetailedanalyticsandreports.Finally,

theintegrationprocessisseamlessfortheorganization(Coursera,2017).

Udemy:thiscompanyalsooffersonlyonlinecourses,withavarietyofupto42,000

coursesandexpertinstructorstochoosefrom.Udemyoffersaccesstobusinessrelevantcontent

instantlybyofferingemployeestheopportunitytolearnfromover2,000highquality,realworld

expertinstructorsconcerningtopicstheyknowbest.Thereistheoptiontoscalethecompanys

learningbybuildingpersonalizedtrainingcontentalongwithameasurablelearningengagement

opportunityformanagement(Udemy,2017).

LearningProgram

ValuePropositionandUniqueSellingPoint

AccordingtoSandeen(2015),astrongvaluepropositionhighlightsthemostpersuasive

aspectsofacompanysproductandthereasonsthatthetargetaudienceshoulddowhateverthe

sellingorganizationisaskingthemtodo.EngagingTrainingSolutionsfocusesoncompanies

thathaveemployeemoraleissues,specificallytoimproveemployeeengagementandmorale
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throughtimemanagementandworklifebalance,speakingandpresentationskills,and

leadershipdevelopmentcourses.

PositioningorDifferentiationStrategies

Assessingaproductsuniquequalitieshelpstoclearlyseparateitfromthatofthe

competitors(Kokemuller,2017).ETSbelievesthatthetrainingproductsandservicesitprovides

aresuperiortocompetitorsproductsandthatthepricingoptionsareextremelyreasonable.ETS

alsopersonalizesprogramsbasedoneachorganizationsrequestsandemployeemorale

deficiencies.SinceETSisasmallerbusiness,itfocusesonpersonalizingservicesand

educationalproductsandalsodifferentiatesitselfthroughitsuniquenameandestablishedbrand

(Kokemuller,2017).

ProgramFeatures

ETSdesignsandinstructspersonalizededucationplans,basedonthedeterminedneeds

ofeachorganization.Thoughmostoftheprogramsfocusontimemanagement,worklife

balance,speakingandpresentationskills,andleadershipdevelopment,thesetopicscanbe

customizedtofitaspectsthatemployeesidentifyasmostvitaltotheirpersonalsuccess.There

arealsorealbenefitsinthetrainingcompanysabilityandwillingnesstotraveltoeachclientto

notonlyassessneedsthroughinpersonfocusgroupsandinterviews,buttoinstructinsettings

thatareaccessibleandfamiliartotheparticipants.Thisalsoreducescostsassociatedwithtravel

expensesandexorbitantconferencefees.Manyofthetrainingsareevenofferedthroughonline,

selfpacedcoursessoattendeescantakeonlinemodulesanytimeandfromanylocation,aslong

astheyhaveaccesstoacomputerandtheinternet.Finally,manyemployeesandorganizations
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valuecredentialsandcertifications,andETSdoesalignseveraloftheirleadershipmoduleswith

industrycertifications.

Phase III

Consumers are more likely to purchase a brand that they believe will work and somehow

benefit them (Shimp & Andrews, 2013, p.185). Engaging Training Solutions recognizes that the

quality of their marketing messages can persuade the target audience to enlist their consulting

and training services (Shimp & Andrews, 2013, p. 185). In this section of the ETS marketing

plan, the organization explains their distinctive message, branding techniques, and creative

communication strategy, as well as itemizes the annual budget, and evaluates the effectiveness of

their selected marketing techniques and business plan.

Message

Every company should be able to explain what the organization does and the value its

product or service brings to consumers. Engaging Training Solutions offers customized training

solutions that focus on promoting time management and work-life balance, improving

presentation skills, and developing leadership competencies to cultivate positive employee

morale. ETS concentrates on marketing to companies who retain 1,000 or more employees, as

companies of this size often experience a decrease in employee engagement as staff members

cannot distinguish their individual value and do not consider the available task-related learning

and growth opportunities as meaningful ways to spend their time and effort (Mann &

McCarville, 2016).

As confirmed by Upadhyay and Gupta (2012), Engaging Training Solutions associate

higher levels of employee morale and job satisfaction with elevated levels of employee

productivity and decreases in absenteeism and turnover rates. ETS training consulting services
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and personalized educational solutions help large companies achieve desirable employee

engagement levels and a sustainable corporate culture.

Creative Strategy

Engaging Training Solutions has formed a unique logo and slogan that serve to unite the

companys mission and vision and connect with their consumers. The slogan is part of the

promotional message and is found on their company website, provided training job aids,

promotional items, and under their logo, which is used for all advertisements. The slogan

Empowering Employees Who Empower You emphasizes that supporting employees creates a

happier staff who will feel valued by their organizations and will be more productive for their

companies (Upadhyay & Gupta, 2012).

Communication Methods

Varying communication modalities ensure alignment to each products specific consumer

population.

AdvertisingBusinessjournaladvertisementswillbeaformofprintadvertisingthatisgeared

toaspecificaudience.

DirectresponseAlongwiththebusinessmarketingmanager,Richard,CineraandLaineset

appointmentstomeetwithlargecorporationsthatneedhelpimprovingmorale.These
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appointmentsareconductedinpersonandsetthroughemailoroverthephoneasaresultofa

referralordirectresponse.

PublicrelationsRichardisresponsibleforbuildingcorporatepartnerships,generatingleads,

andfollowinguponreferralpromotioninquiries.

SocialmediaETSpostsregularlythroughTwitterandFacebookasawaytoconnectwith

currentandformerclientsforreviewsandreferrals.Thesepagesarealsousedtoprovideupdates

includingcourses,newproducts,customerfeedback,etc.

InternetBasedCommunicationAwebpagewillbemonitoredandupdatedregularlythatwill

containcoursedescriptions,programofferings,employeecontacts,andanyinformationthatmay

beneededabouttheorganization.

Budget

EngagingTrainingSolutionsiscommittedarecordingandevaluatingthe

organizationssuccessthroughmonthlyandannualbudgetingstatements.TheExcelspreadsheet

includeditemizesincomeearnedfromtheorganizationsphysicalandonlinetrainingprograms,

aswellasanonrecurringgifttothecompany.Thebudgetalsoshowsoperatingexpenses,which

include:employeesalariesandwages,travelexpenses,officespacerental,computerequipment

expensesandmaintenancecosts,internetandphonefees,officesupplies,officespaceoverhead

costs,onlinesoftware,BlackboardLearningManagementSystemfeesfortheonlinecourses,

certificationaccreditationfees,subscriptions,miscellaneousexpenditures,andaonetimeoffice

furniturecost.TheExceldocumentfurtherillustratesthetotalincomeearned,totalexpenses,and

ETSnetincomefor2016.

Evaluation Techniques
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ETS plans to evaluate their marketing strategy and organizational success through several

means, including review of the companys annual credits and debits, social media and website

feedback, participant and senior-level client surveys, new client enrollment, short-term returning

customers, and established long-term contracts.

First, the founders who will be in charge of accounting will review the business financial

statements monthly and annually to determine if the company is working at a gain or a loss. The

organizations goal is to become a debt-free company by 2032 since the partners did take out an

initial business loan to pay for start-up fees.

Another way to identify programmatic success and to market is through providing

customer service responses using the companys active Facebook page. The company will solicit

client feedback through the social media account and through their maintained website. If

consumers pose questions or provide constructive feedback, ETS receives free, formative

feedback and can immediately address inquiries and concerns. Additionally, ETS can promote

new or updated trainings and notify clients of expos or conventions that the company plans to

attend through their Facebook page and website.

Another way the business will evaluate their marketing and training programs success is

through surveys (Abudi, 2010). At the end of each training, the company will request post-course

briefings between client staff and their management team or through SurveyMonkey surveys,

which can be sent to each participant. It is important to realize that the types of training the

company offers may not be immediately applied in the workplace and that the primary benefits

of each training are a companys demonstration of each employees value by investing in their

personal development needs.

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The surveys and any post-course briefings will aim to evaluate not only course content and

instruction, but will also ask individuals to identify if the companys investment in them

increases their positive feelings and feelings of connectedness towards their organization. The

results of these surveys will be calculated and reviewed by ETS and client company senior

leadership or human resources staff, as one way to evaluate the programs effectiveness. As ETS

presents the results to the client companys executives, this produces an opportunity to ask for

leadership feedback and discuss ways in which the trainings can be further developed and

marketed to those that would most benefit from completing them. These final meetings with

leadership are excellent opportunities to talk about future trainings and build upon the

established relationship with each client.

Sustaining long-term customer relationships, based upon verified training success and

improved employee morale, is ETS primary goal. Return customers and long-term contracts will

help ETS succeed in the marketplace so there is immense value in listening to customers and

credibly communicating ways ETS will continually improve products and services to fit the

needs of each audience within each company.

Conclusion

For large organizations that employ 1,000 or more employees, sustaining high levels of

staff job satisfaction and positive morale, especially if employees are tenured or have been in the

same role for years is difficult. Yet, Upadhyay & Gupta (2012) researched and ascertained that

high levels of employee morale and satisfaction increase productivity and decrease absenteeism

and turnover rate. For this reason, Engaging Training Solutions targets larger organizations to

support them in boosting company morale and employee skills through education solutions
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focusing on time management, work-life balance, speaking and presentation skills, and

leadership development.
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