Introduction
It is the mission of Marrowstone Advertising Consultants to provide comprehensive marketing consultation and creation of advertising campaigns for the nonprofit industry. It is our long-term goal to become THE preferred advertising agency for nonprofit institutions nationwide. Our firm is not focused on producing a service to our clients. We are committed to building long-term relationships with clients so that the delivery and interpretation of their messages becomes an effortless, thought-provoking experience that leads to action.
The Company
Marrowstone Advertising Consultants is a limited liability partnership that will be registered in Delaware for tax purposes. Its founder is Mr. Curtiss Cole, a former marketing executive with the Boy Scouts of America. Mr. Cole gathered a respected group of graphic arts, marketing, and development specialists, who together have 35 years of combined experience with non-profit organisations.
The company does not plan to become public and has only limited private investors. The company has its main office in Reston. The facilities include a design lab, conference rooms and office spaces. The company will start offering its services from January.
The Services
The firm provides a comprehensive, customized advertising campaign that covers both audio-visual media and printed media. This includes radio and TV ads, billboards as well building advertisements, brochures, direct mail, business cards, and billboards. A proven seven-step process has been developed by management to build a winning campaign.
The company’s main clients will be small and start-up nonprofit institutions and local governments. We believe this will help us better serve our clients, and create a superior service that is greater than any other advertising firm.
The Market
Marrowstone Advertising Consultants will focus on three types of non-profits that operate in the areas of youth development, environmental awareness, and youth development. These are the types of organizations that have the greatest need and/or are best capitalized in nonprofit industry.
The growth and profitability of this untapped market are expected to be strong. This is evident in the fact that the U.S. has witnessed an explosion in non-profits working in new areas, such as environmental awareness, over the past 15 year. We also see a wider gap between these agencies’ needs and what traditional advertising companies can provide due to their greater capitalization.
Financial considerations
You will need to have $122,300 in start-up assets. This includes the cash you’ll need to sustain operations until revenue reaches an acceptable level. Starting expenses are $31,700. Most of the company’s liabilities will come from outside private investors and management investment, however, we have obtained $16,000 in current borrowing from Bank of America Commercial Investments, the principal to be paid off in two years. Charter Bank of Richmond has a $45,000 long-term loan that will be paid back in ten year.
The company expects profitability by year 2, and does not anticipate any major cash flow problems. The company believes that in the first three-years, approximately three projects per monthly will ensure a breakeven point.
1.1 Objectives
The three year goals for Marrowstone Advertising are the following:
- Achieve break-even by Year 2.
- The Nature Conservancy is looking for long-term contracts.
- Establish a minimum of 95% customer satisfaction rate to establish long-term relationships with our clients and create word-of-mouth marketing.
Success keys 1.2
These are the keys to profitability and long-term survival of Marrowstone Advertising.
- Differentiate our services to nonprofits so that our clients realize that we are able to better serve their needs than a more generic competitor.
- Establishing long-lasting relationships with clients, and keeping in touch with them is key to building repeat business.
- We provide a full service experience to our clients, including consultation and analysis of the nonprofit’s goals and target market. Create streamlined, custom advertising campaigns based upon your needs. Complete design of all audio-visual advertising tool, implementation and follow up analysis.
1.3 Mission
Marrowstone Advertising Consultants exists to offer comprehensive marketing consultations and create advertising campaigns that benefit the nonprofit sector. We are not just interested in producing a service to our clients. We value a long-term partnership with them in order to ensure that the delivery and interpretation of their messages is a thought-provoking, effortless experience that encourages action. Marrowstone understands that nonprofit groups and institutions have special needs in delivering their information and messages to the public and creating inspiration to act on these messages.
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