Introduction

Marrowstone Advertising Consultants is committed to providing comprehensive marketing consultancy and creating advertising campaigns for non-profit organizations. Our long-term goal is to be THE preferred advertising agency for all nonprofit institutions across the country. Our firm is not interested in simply producing a service for our clients. We believe in creating a long-term relationship with them so that the delivery of their message becomes a seemless, thought-provoking experience that engenders action.

The Company

Marrowstone Advertising Consultants, a limited liability partnership, will be registered in Delaware. This is for tax purposes. Its founder is Curtiss Cole who was a Boy Scouts of America marketing executive. 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 is currently only investing with a few private investors. It does not intend to go public. The company has its main office in Reston. There is a design lab, conference room and office space. The company plans to start offering its services in January.

The Services

The firm offers a complete, custom advertising campaign that covers all audio-visual and printed media. Examples include radio and television ads, billboards, building advertisements, brochures, direct mailing, business cards, etc. Management has designed a proven and effective seven step process to building a winning campaign.

The company’s main clients will be small and start-up nonprofit institutions and local governments. By focusing on institutions such as these that have special needs, we believe we will be able to better serve our clients and produce a superior service that is more effective that other advertising firms.

The Market

Marrowstone Advertising Consultants will be concentrating on three main types of nonprofits who operate in the environmental, youth development, and cultural awareness fields. This is because these types of organizations have the greatest needs and/or are the best capitalized in the nonprofit industry.

This market is expected to grow and profitably be profitable. This is evident by the explosion in nonprofits in areas such as environmental awareness over the last 15 years in the United States. We are also seeing a wider gap between the needs of these organizations and what traditional advertising agencies can offer.

Financial considerations

Starting assets are required to be $122,300. This includes cash necessary for operations support until revenues reach an acceptable level. Start-up expenses are $31,700. We will have to pay $31,700 in start-up expenses. Most of our liabilities will be from outside private investors. Management investment is not required. However, we have borrowed $16,000 from Bank of America Commercial Investments. This principal will be paid in two years. Charter Bank of Richmond will pay off a long-term loan of $45,000 over ten years.

The company expects to reach profitability in Year 2 and does not anticipate any serious cash flow problems. According to our estimates, the company will reach profitability in three years by completing three projects per month.

1.1 Objectives

These are Marrowstone Advertising’s three-year goals:

• Breakeven in Year 2
• The Nature Conservancy offers a long-term contract.
• Establish a minimum of 95% customer satisfaction rate to establish long-term relationships with our clients and create word-of-mouth marketing.

1.2 Keys to Success

These are the keys to profitability and long-term survival of Marrowstone Advertising.

• Our services should be differentiated from those offered by nonprofits to ensure that clients see that we can better meet their needs than any other competitor.
• Keeping close contact with clients and establishing a well functioning long-term relationship with them to generate repeat business and a top notch reputation.
• For our clients, we provide a comprehensive service experience. This includes consulting, analysis of non-profit’s goals and target markets. We create customized, streamlined advertising campaigns that are based on your needs.

1.3 Mission

It is the mission of Marrowstone Advertising Consultants to provide comprehensive marketing consultation and creation of advertising campaigns for the nonprofit industry. Our firm is not interested in simply producing a service for our clients. Our firm believes in building a long-term relationship. This will allow us to deliver their message with ease and provoke action. Marrowstone understands that institutions and nonprofit groups have specific needs in order to communicate their messages and information to the people and inspire them to take action.