Example marketing plan for a crowdfunding campaign.

1. Brick & Mortar
Indiegogo Campaign
Marketing Plan
Presented by IndieFund.It
The enclosed is the tactical marketing plan supporting the conduct of a brick & mortar IndieGogo
crowdfunding campaign. The crowdfunding campaign serves the purpose of driving successful
establishment of funding necessary to begin business as well as developing a community of
investors, clients, and supporters.

2. Marketing Plan – Brick & Mortar Retail Business
Contents
Contents...................................................................................................................................................................2
Plan Overview...........................................................................................................................................................3
Objective...................................................................................................................................................................3
Target Market.......................................................................................................................................................3
Target Customer – Demographics........................................................................................................................3
The Message.............................................................................................................................................................4
What do you want the customer to do?..................................................................................................................4
What does the customer need to do?.................................................................................................................4
What is the Offer?................................................................................................................................................4
How does the planned marketing activity work?....................................................................................................4
Project Plan...............................................................................................................................................................5
The time-line........................................................................................................................................................6
Budget......................................................................................................................................................................7
Measure and Outcomes...........................................................................................................................................7
Lessons Learned.......................................................................................................................................................7
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3. Marketing Plan – Brick & Mortar Retail Business
Plan Overview
This template will help you and your business identify tasks, deliverables and actions, which you will need to
drive your tactical marketing activity. This template will enable your team to ‘blue sky’ think the potential
activities and then document these into your tactical marketing plan.
Project Overview Brick & Mortar Retail IndieGogo Campaign
Client Contact
Agency Name IndieFund.It
Date brief supplied
Expected response date
Objective
Key objectives for this activity are…
• Build awareness of the Brick & Mortar Retail Business
• Establish Bricker & Mortar Retail Brand
• Crowdfund initial operating funds to open Brick & Mortar Retail business
• Develop an engaged audience
Through the conduct of this event, the Brick & Mortar Retail business will develop a community of supporters,
investors and clients.
Target Market
The initial target market for this event is inclusive of current clients of the founder of the Brick & Mortar Retail
business as well as friends, family, personal networks, business networks and supportive acquaintances.
Target Customer – Demographics
• Females – 20 – 50, living in San Francisco, who have leveraged the business’ services previously –
principal communications with this client base will be by email
• Derby Network – female participants and their supporters who are associated with the Derby
community – principal communications with this network will be by network portal posting and
newsletter distribution
• San Francisco Arts Community – male & female participants, primarily 20 – 40, living in San Francisco
– principal communications with this network will be by email and network portal posting
• Friends & Family – principal communications with this network will be by email and phone
• Sober Community – principal communications with this network will be by email and phone
• Facebook Page – principal communications with this network will be by page posting & campaign
event invitation
• Facebook Personal Profile – principal communications with this network will be by profile posts &
campaign event invitation
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4. Marketing Plan – Brick & Mortar Retail Business
• Instagram Audience – principal communications with this network will be by photo post with
campaign linkage
• Women’s Initiative Network – principal communications with this network will be by network
distribution of campaign announcement via normal communication channels of the network
The Message
The principal offer for this campaign is the opportunity to participate in the launch of the Brick & Mortar Retail
business.
What do you want the customer to do?
The customer is being asked to participate in the launch of the brick & mortar retail business as a new start-up
business.
What does the customer need to do?
To participate in the launch of the brick & mortar retail business, the audience is asked to support the brick &
mortar retail IndieGogo campaign. Participation can take place in a variety of ways:
• Spread the word – the audience can share with and make others aware of the campaign
• Comment on the campaign – the audience can participate in the campaign dialog on the IndieGogo
site and/or on other sites that are being tapped to support the campaign
• Participate in the campaign via offers – the audience can participate in the campaign by selecting one
of the campaign’s valuable product or service offers
• Participate in the campaign by creating testimonials – the audience who know Christy, the founder of
the brick & mortar retail business, best can create testimonials – these can either be in the form of
short video testimonials, photographs demonstrating Christy’s skills, short paragraphs of text or visual
expressions of appreciation
What is the Offer?
Participation rewards will take multiple forms:
• For $1000 contribution to the campaign, the brick & mortar retail will provide specific services
throughout the first year of business
• For $500 contribution to the campaign, the brick & mortar retail will…
• For $250 contribution to the campaign, the brick & mortar retail will…
• For $100 contribution to the campaign, the brick & mortar retail will…
• For $50 contribution to the campaign, the brick & mortar retail will…
• For $25 contribution to the campaign, the brick & mortar retail will…
How does the planned marketing activity work?
This campaign includes pre-launch communications, launch communications & activities, and post campaign
communications and activities. Communications and activities are detailed by frequency of conduct and
means of conduct below:
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5. Marketing Plan – Brick & Mortar Retail Business
• Pre-launch, Launch direct emails – X times per week
• Pre-launch, Launch, Post Campaign network portal placement – X times per week
• Pre-launch, Launch, Post Campaign direct phone calls – X calls per week
• Pre-launch, Launch, Post Campaign website count down & messaging – X times per week
• Pre-launch, Launch, Post Campaign Facebook Profile update – X times per day
• Pre-launch, Launch, Post Campaign Facebook Page update – X times per day
• Pre-launch, Launch, Post Campaign Instagram Tickler update – X times per week
• Pre-launch, Launch, Post Campaign Yelp event, message board, promotion update – X times per week
These commitments form the basis of the essential publishing schedule. In addition to publishing, all channels
should be reviewed for in-bound communication in order to respond in a timely manner.
Project Plan
Planning
• Define Strategy
• Define Messaging Elements
• Define Gives & Gets
• Define Tasks
• Define Schedule
• Define Resources Required
Build
• Create Messaging Elements
o 140 Character Pitch
o Elevator Pitch
o Paragraph Pitch
o Campaign Brief
o Video Short(s) Scripts
o Campaign Photographs
o Perk Messages
o Spending Plan
o PR Briefs
• Produce Video(s)
• Establish Campaign Site
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6. Marketing Plan – Brick & Mortar Retail Business
• Post Campaign Messaging Elements on message distribution channels (Website, Yelp Profile,
Facebook Page, Facebook Profile, Instagram Photo-stream, Network Portals)
Pre-Launch
• Begin Pre-Launch Messaging & Outreach according to publishing schedule
• Manage feedback loop with audience members who communicate
Launch
• Begin Launch Messaging & Outreach according to publishing schedule
• Update message distribution channels regarding launch
• Manage feedback loop with audience members who communicate
• Establish Wall of Fame on front page of Campaign Site to thank contributors whose
contributions are not anonymous
• Directly thank each and every contributor on the same day a contribution is made
• Manage Goal Updates across communications and on all message distribution channels
• Post periodic campaign update/thank you video notes to Campaign site and other message
distribution channels
Post Campaign
• Update message distribution channels regarding campaign completion
• Begin Post Campaign Messaging & Outreach according to publishing schedule
• Manage feedback loop with audience members who communicate
• Complete Wall of Fame on front page of Campaign Site to thank contributors whose
contributions are not anonymous; institute Wall of Fame on Facebook Page, Website and
Yelp Page.
• Directly thank again each and every contributor for their support of the Campaign
• Post Campaign Thank You video notes to Campaign site and other message distribution
channels
The time-line
Action Assignee Completion Date Notes
Complete Marketing Christy, John 03/17/2013
Plan
Complete Messaging & Christy, John 03/17/2013
Storyboards
Meet Videography Christy, John, 03/18/2013
Team Videography Team
Produce Video(s) Christy, John, 03/29/2013
Videography Team
Pre-Launch Messaging Christy (80%), John 03/29/2013
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7. Marketing Plan – Brick & Mortar Retail Business
(20%)
Launch Activities & Christy (20%), John 04/30/2013
Messaging (80%)
Post Campaign Wrap-Up Christy (20%), John 5/15/2013
Activities & Messaging (80%)
Budget
Action Cost Item
Campaign Conduct 10% of Raise Time & Effort to Plan, Manage and Conduct
Campaign
Measure and Outcomes
For this marketing campaign, success is measured as achieving the campaign goals, driving awareness, driving
brand recognition and fostering a community of investors, clients and supporters. Metrics are as follows:
• Principal Goal: Campaign Goal Achievement - $14,000 raised
• Stretch Goal 1: Campaign Stretch Goal Achievement - $22,000 raised
• Stretch Goal 2: Campaign Stretch Goal Achievement - $32,000 raised
• Stretch Goal 3: Excess Operating Funds Beyond Stretch Goal 2 - >$32,000 raised
• Secondary Goal: Brand Launch & Awareness
• Tertiary Goal: New Client Development (10 - $500 in new revenue per client)
Lessons Learned
<Here is where you record after all the analysis and working with your team and partners, what
went well, what did not and what you can do in the future to improve your activitie(s).>
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