Advertising Agency Business Plan

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Executive Summary

Promerit Advertising will offer marketing services to companies that are looking to employ email marketing techniques as the cornerstone of their marketing program.  It is estimated that in Year 1, over 250 billion emails will travel across cyberspace.  Email marketing is quickly becoming a cost-effective method to reach a target audience.  According to Jupiter Communication research, email ad-response rates currently averages between five to 15 percent.  At the same time, the report noted that only 15 percent of Web users read all email messages in their entirety.

The potential is there but so is the risk that the target customer will completely reject the advertising.  Email marketing is a science.  There are effective strategies that will assure that the company will reach the greatest number of potential customers.

Promerit Advertising specializes in successful email marketing campaigns.  Its owners, Robert Humphrey and Cheryl Littlejohn have over eight years of experience in email marketing campaigns between them.  Robert was project leader for the successful Buy.com and Verison email marketing campaign.  Cheryl was technical lead of 800.com's successful email campaign before joining Robert as technical lead of the Verison email campaign. 

Promerit Advertising will design, build, test and deploy the email campaign.  It will also report the progress of the campaign in real-time to provide our customers maximum flexibility.  At the end of the campaign, Promerit will analyze its success in order to improve the company's future campaigns.

1.1 Mission

Promerit Advertising will offer its customers the best methods and tools in planning and implementing a successful email campaign.  Our campaigns will cut through the mumbo jumbo of mass marketing, increase sales, and enhance customer satisfaction with the company.  Promerit Advertising email campaigns will grab readers immediately and drive home the right message to the right audience.  We will exceed our customers' expectations for campaign returns.