A company establishes a new division after an acquisition, or when it launches a business unit to address a specific niche. Bjsiness either case, advertising is a major consideration. Begin by determining an approach.

Either create a separate identity buwiness the division, or stress its ties to the parent company. In either scenario, leverage the assets of the parent company when purchasing media time.

Three-Cycle System

Use various platforms to establish -- or perpetuate -- a distinct brand identity that reflects the division's mission statement. Create ads that dovision likely customers with an information-based initiative that includes a call to action.

Determine what the division seeks to accomplish in its initial phase of operation. Establish who will be the likely customers for the product or service it offers, and the best ways to reach them. This is typically reflected business plan new division the business plan for the division, which should include specific marketing objectives and financial benchmarks.

Assess the resources available to the division and establish an advertising budget. Designate senior-level staff to oversee the effort. Submit a proposal to potential ad agencies.

START YOUR BUSINESS

Detail the scope of the campaign, the budget and specific objectives. If the parent company's incumbent agency applies, make it clear the new account is separate and distinct. Develop a timetable divisino when the campaign breaks and how it will proceed. For example, a first wave of ads might focus on announcing the division and building name recognition. If the division is an acquisition, seek to retain and broaden its established customer base. Focus ads top research paper writer website promotions on the unique characteristics of the division and the market void it is intended to fill.

For example, when an ad agency in New York created a division aimed at creating ads aimed specifically at women, its campaign centered on this business plan new division to marketing.

Include information about the parent businsss if doing so will enhance the credibility business plan new division the new division. Maintain a separate autonomous identity for the new division if it was formed as lpan result of an acquisition that involves a respected brand.

Business Development Strategies

For example, when the company that makes Business plan new division cars acquired Mack Trucks, the new division did not advertise the link because the year-old truck maker has a different customer base than the Swedish car company. Build on a popular brand with new ads that enhance its image without compromising its brand recognition.

Look for opportunities to expand beyond the parent company's ad strategy.]