Case Study #3: Building a marketing plan

May 01, 2017

Industry: Retail


The company was frustrated with the results they were getting from their current marketing. They wanted to get more direction in how to market their business more effectively utilizing a variety of marketing tools.


  • After a thorough intake evaluation, FIA helped to identify the company’s strengths, weaknesses, USP’s (unique selling points), their ideal customers, influencers and untapped income opportunities. They created a custom marketing ‘road map’ and ideal tactics based on this information.
  • Outlined the best marketing tactics for their business using an integrated approach which included: social media, direct mail, new website, calling program, newsletter, and other online marketing tactics
  • Explained why they would work
  • Explained how often to use them
  • Uncovered a new revenue opportunity
  • Explained why their current marketing was not working

Results: After ‘working’ the plan for 18 months, they hired 3 new employees and subsequently moved to a larger location.



Q. What can a marketing firm do for my company?

They can significantly help with your company’s branding, by making it undeniable clear what you do, what problems you solve, and how your company can help solve specific problems.

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- FocalPoint

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