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    Speaker: Joyce Hill-Cooley: Small Rural Marketing

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    The speaker operates 6 Miracle-Ear franchise locations across rural Missouri, including 3 full-time offices and 3 satellite offices. The target populations range from around 5,700 people in Perryville to over 17,000 in Cape Girardeau. Competitors per location range from 3 in Perryville to 7 in Farmington and Cape Girardeau. In 2012, 50% of the advertising budget was spent on direct mail and 25% on newspaper ads. The net revenue was $50,552 in Cape Girardeau, $200,011 in Farmington, and $169,860 in Perryville. Advertising costs as a percentage of net revenue ranged from 13.05% in Farmington to 20.7% in Perryville

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    Speaker: Joyce Hill-Cooley: Small Rural Marketing

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    joycecooley
    20 views33 pages
    The speaker operates 6 Miracle-Ear franchise locations across rural Missouri, including 3 full-time offices and 3 satellite offices. The target populations range from around 5,700 people in Perryville to over 17,000 in Cape Girardeau. Competitors per location range from 3 in Perryville to 7 in Farmington and Cape Girardeau. In 2012, 50% of the advertising budget was spent on direct mail and 25% on newspaper ads. The net revenue was $50,552 in Cape Girardeau, $200,011 in Farmington, and $169,860 in Perryville. Advertising costs as a percentage of net revenue ranged from 13.05% in Farmington to 20.7% in Perryville

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    outline for National Convention

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    Joyce Marketing

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    The speaker operates 6 Miracle-Ear franchise locations across rural Missouri, including 3 full-time offices and 3 satellite offices. The target populations range from around 5,700 people in Perryville to over 17,000 in Cape Girardeau. Competitors per location range from 3 in Perryville to 7 in Farmington and Cape Girardeau. In 2012, 50% of the advertising budget was spent on direct mail and 25% on newspaper ads. The net revenue was $50,552 in Cape Girardeau, $200,011 in Farmington, and $169,860 in Perryville. Advertising costs as a percentage of net revenue ranged from 13.05% in Farmington to 20.7% in Perryville

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as ODP, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as odp, pdf, or txt
    20 views33 pages

    Speaker: Joyce Hill-Cooley: Small Rural Marketing

    Uploaded by

    joycecooley
    The speaker operates 6 Miracle-Ear franchise locations across rural Missouri, including 3 full-time offices and 3 satellite offices. The target populations range from around 5,700 people in Perryville to over 17,000 in Cape Girardeau. Competitors per location range from 3 in Perryville to 7 in Farmington and Cape Girardeau. In 2012, 50% of the advertising budget was spent on direct mail and 25% on newspaper ads. The net revenue was $50,552 in Cape Girardeau, $200,011 in Farmington, and $169,860 in Perryville. Advertising costs as a percentage of net revenue ranged from 13.05% in Farmington to 20.7% in Perryville

    Copyright:

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    Download as odp, pdf, or txt
    of 33

    Small Rural Marketing

    Speaker: Joyce Hill-Cooley


    BC-HIS, RN, COHC Franchisee, Manager

    Miracle-Ear Franchise 3972


    6 Locations Total 3 Full Time Offices 3 Satellite Offices

    Marketing/Advertising

    Target Population
    18000 16000 14000 12000
    Amount

    17000

    .
    13480

    10000 8000 6000 4000 2000 0 Perryville Farmington


    Location

    5698

    Cape Girardeau

    Target Population

    Competitors Per Location


    8

    7 5 3

    # of Competitors

    Perryville

    Farmington
    Location

    Cape Girardeau

    Competitors

    Avdertising Budget 2012


    by Vendor

    Miracle-Ear -NMF, 7%

    TV, 3%

    Yellow Page Phonebooks , 5%

    CRM, 2%

    Local , 3% Promotional Items, 3%

    Newspaper, 25%

    Direct Mail, 50%

    Billboard/Van, 3%

    2012 Budget Percentage by Vendor

    Total Amount of Net Revenue between the offices


    $50,552 12%

    $200,011 48%

    Cape Girardeau Farmington Perryville

    $169,860 40%

    All data came from st Jan 1st May 31 2012

    Total Advertsing Cost to Net Revenue per Location


    250000

    200000

    150000

    Advertising Costs Net Revenue


    100000

    50000

    Cape Girardeau

    Farmington

    Perryville

    % of Advertsing Costs
    Cape Girardeau = 16.3% Farmington = 13.05% Perryville = 20.7% Combined = 15.5%

    % of Unit Sales per Vendor


    Coupon Book 1% Van 3% Signs 3%

    Newspaper 1%

    Phonebook 4% Audio Care 24%

    Joyce Letter 4%

    CRM Trade-Up 2% CAM 1% Mail South 2%

    % of Total Sales per Vendor/Advertisement

    % of Sales without Direct Advertising Costs


    Grassroots 3% Managed Care 2% Physician Referral 4%

    Hear PO 2%

    Telemarketing 6% Aftercare 30%

    Location/Walmart 3%

    Consumer referral 4%

    % of Total Sales without Direct Advertising Costs

    Sign Outside Walmart on Building

    Sign Inside Farmington Walmart

    Ditch Sign outside Walmart

    Standing Signs outside Walmart

    Free Hearing Test Signs outside the building

    Ditch Sign near Road - Perryville

    Sign Outside of Cape Office

    Senior Citizen Transit VanDrives in Cape Girardeau

    Billboard- Cape Girardeau

    JOLENE! A crash dummy, with a sound level meter built inside and an ear that you can connect to and educate local schools on sounds and keeping their ears safe around loud noises

    Jolene at an educational event

    Winner of Coloring Contest

    Winning Picture and Essay

    Education Program to Health Care Workers on Hearing Aids

    In East Perry Fair Parade

    East Perry Fair Booth

    Booth with raffle

    Picture Booth at East Perry Fair

    Front of CA Mailer

    Back of CA Mailer

    Customer Appreciation Day-Fire Truck with local Day Care Center

    Local Emergency response Units Came to Educate

    Customer Appreciation Day Lunch Time!

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