AG Coordination

Marketing Plan

College of Marin
BUS 124 - Marketing
 Table of Contents

Executive Summary 2

What Is Our Service 3

Who Are Our Customers 4

How We Will Position Our Offering 6

Customer Loyalty and Satisfaction 8

Marketing Channels 9

How We Will Promote Our Offering 10

How We Will Price Our Offering 11

Global Aspirations 14

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 Executive Summary

AG Coordination is a wedding planning and coordination service providing memorable

and beautiful weddings. Located in San Francisco, California, we look to help plan dream
weddings with timeline, style, guest list, catering and venue preferences, vendors, guest
communication, and more taken into account. Our range of packages includes everything from
full-scale wedding planning, overseeing every detail, to month/day of coordination for couples
that want to manage logistics until the final countdown.
Our target market includes couples looking for their dream wedding with a budget
ranging from $50,000 - $100,000. This budget accounts for our planning services as well as the
high-end touches we bring with venue and vendor connections. We know our audience and our
strengths at planning a magical and polished event within the boundaries of our target market
and project budgets. We plan to market our service heavily on social media platforms with our
website being our hub of communication with clients. We will use a direct marketing channel
because our team of coordinators and planners work directly with clients. Each wedding and
event is unique to our clients and maintaining that achieved through a direct channel.
Our packages include day of planning, ⅓ planning, ⅔ planning, and an all-inclusive
package. Each package comes with a varying level of our planner’s time and skills. Additional
services allow for clients to add on items that may not be included in their package. We expect
these add ons to be utilized because they are perks that are not included in any package except
the “All-Inclusive” one. At our start, our planner’s hourly rate will be $35 an hour for planning
and then $50 an hour on the wedding day. This price ensures a high-touch event that our brand
is known for.
Our long-term goals are to expand into new states or outside the United States by having
more offices and growing our team of planners and coordinators. We want to celebrate and help
create magical events in cultures all over the world. Our objective is to make each wedding
one-of-a-kind every time and to foster magical moments that will last a lifetime.

What is our Service?

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 Avery Grant Coordination has a business model set to create the wedding of your dreams
with our customizability and attention to detail. Weddings are magical events and a celebration
of love. Located in San Francisco, we create memorable and beautiful weddings all over
Northern California. We have an array of packages available with a goal to find the one best
suited to your wants and needs for your special day.
We look to help you plan your dream wedding with your timeline, style, guest list,
catering and venue preferences, vendors, guest communication, and more taken into account.
Our team will manage your budget, negotiate contracts, facilitate invitations, and turn your
dreams into a reality. We offer both full wedding planning packages, the month of, and day-of
wedding coordination.
By limiting our clientele to two every two months, we guarantee high-quality service and
devote our attention to you. Each package has been constructed to make the clients’ special day
stress-free, memorable, and include the elements to bring their dreams to life. There is a
package for every budget and our team excels at maximizing each one. To speak with us directly
about booking, we guide you to our website contact page. We promise a response within 24
hours to answer questions and set up a complimentary phone call.
AG Coordination is dedicated to providing high-touch service, organizing and
facilitating one of the most important days shared with loved ones. Our objective is to make
each wedding one-of-a-kind every time and to foster magical moments that will last a lifetime.
We will be with you every step of the way from ‘Yes’ to ‘I Do.’

Who are our Customers - Evidence of Need

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 Our business model is to serve couples a stress-free wedding day by planning and
coordinating their event so they don’t have to. There are so many logistics involved with a
wedding. That may include hundreds of guests, some out of town, and many micro-events
surrounding the ceremony and reception. We manage all of those details so the couples and
families can enjoy the event and all it brings. We have a range of packages that include
everything from full-scale wedding planning, overseeing every detail, to month/day of
coordination for couples that want to manage logistics until the final countdown.
According to The Wedding Report, the United States averages 2,015,603 weddings each
year and the average overall wedding cost is $28,000. In California, 35 out of 100 people will get
married this year with an average wedding budget between $35,000 and $50,000. In determining
a marketing plan for our service, we identified this high-end target market. We have focused our
marketing efforts on engaged couples looking to get married in Northern California, as well as
the families involved with the event. We target couples looking for their dream wedding with a
budget ranging from $50,000 - $100,000. We have been able to make our services more appealing
to the discerning segment we are seeking to attract. Mass marketing is not our focus because
the resources our business has would be best utilized through a target market; couples with a
luxury wedding in California. We know our audience and our strengths at planning a magical
and polished event within the boundaries of our target market and project budgets.
We are a one-to-one business model and the personalization and high touch service of
our clients' events and needs are of utmost importance. Using the segments of behavior,
demographics, geography, and psychographics, we identified some characteristics of potential
buyers. These characteristics include:

Behavior:
● Couples who want less stress and chaos on the wedding day would thoroughly enjoy our
service. Components of dream wedding included with no details missed. We keep the
event running according to schedule and move activities along efficiently.
● For most couples, their wedding is a once-in-a-lifetime event and a day that will be
looked back upon for decades.
Demographics:

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 ● Engaged couples and families of couples would benefit from our service. Our service is
open to people who are of ages between 25 and 75 and any demographics. If a couple is
looking to get married in the Bay Area and Northern California, we can help.
Geography:
● Our business looks to serve couples and families of couples looking to get married in
Northern California. We are based in San Francisco and can take clients from in-state
and out of state. Depending on the package purchased, meetings will be in person,
virtual meetings through Zoom, or a phone call.
● Each package includes a complimentary phone call from wherever the client is located.
We prioritize convenience and look to make each meeting as productive and convenient
as possible for the clients.
Psychographics:
● People who value quality, efficiency, and peace of mind would benefit from and enjoy our
service. The members of the AG Coordination team are creative problem solvers and are
detail-oriented. The couple will not be the one to deal with issues that arise, our team
handles them.

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 How Will We Position Our Offering?

Our business model is set to facilitate and coordinate weddings in Northern California.
This section of the marketing plan has identified our target market of customers who would
benefit from our high-end service. While our services aren’t limited to Northern California
residents, the data below gives a window to what our clientele is like. (Data provided by Town
Charts)

● Northern California has a population of 15.38 million people. Of these residents, the
demographics can be broken down further into these demographic groups.

● Number of weddings in the United States per year: 2,015,603

● Number of weddings in California per year: 247,413
● Age - Average in Northern California: 32.2
○ Average age people get married: 29.2
○ Male unmarried:
■ 18 - 24: 60%
■ 25 - 29: 54%
■ 40 - 44: 32%
■ 45 - 49: 30%
■ 50 - 60: 28%
○ Female unmarried:
■ 18 - 24: 64%
■ 30 - 34: 49%
■ 40 - 44: 38%
■ 45 - 49: 36%
● Cost of Wedding - Average
○ United States: $28,000
○ California: $45,000
● Median income: $95,377
Using this data, our AG Coordination team was able to identify our target marketing
group that would best benefit from our service. We will focus on couples in the twenty-four to
forty-four age range. While we can accommodate couples who are older than this range, this

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range is who we will target our marketing towards. Many of our customers will be employed,
likely having little spare time to plan the wedding of their dreams. The cost of our services is
suited for couples who have this Northern California median income or above. They have money
dedicated to a luxury service that ensures every detail is attended to.
Our clients have likely never been married before and live together prior to the wedding.
They want to have their day managed and run according to schedule. A stress-free wedding day
is important to our clients and AG Coordination makes it a priority to handle any potential
problems with discretion. The majority of our weddings will be larger events with over 100
attendees. Many of our customers wish to incorporate their friends and family into the
ceremony and event to provide an unforgettable experience for their guests.

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 Customer Loyalty and Satisfaction

The customer loyalty and satisfaction plan for AG Coordination is simple and effective.
Having the day go according to our client’s wishes is of utmost importance and we value
customer satisfaction above all else. We are always looking for new clients but checking up on
past couples, and showing appreciation for their support of our business is important to us as
well.
Due to our service usually being a one-time event, creating loyalty presented a challenge.
If a couple refers our services to a friend, and we help coordinate their day, the referring couple
will receive $500. Depending on the package purchased from us, which includes the level of
involvement of our Team on the wedding day, results in our level of involvement with the client
post-wedding.
If a couple that used our services for their wedding is looking to renew their vows, we
will provide 15% off our services to help coordinate the event. A card from the Team is sent to
couples every anniversary. For couples who purchase the all-inclusive package, AG Coordination
will also help plan an anniversary party every decade to celebrate a long-lasting marriage.
It is important to us to gain clients’ trust and implement feedback from clients. We are
always looking to improve our services. Couples will have the opportunity to join our email list
which includes tips on how to have a healthy marriage and fun activities to do in Northern
California.

Marketing Channels

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 AG Coordination is best suited for and will utilize a direct channel of marketing. This
model provides many benefits for our service because our team of coordinators and planners
work directly with clients. Each wedding and event is unique to our clients and this is achieved
through a direct channel. Working with our team is part of the process to make sure the day
goes according to plan and has every detail included.
Having independent intermediaries would do a disservice to our message and brand. We
specialize in working closely with the couple. Due to the personalization of our events,
connecting with our clients through phone calls, meetings, and rehearsals is key. We deliver
weddings fit to our clients’ dreams and communicating with our team of coordinators is our way
to ensure this happens.
By reducing the number of contributors to planning the event, AG Coordination is able
to keep details organized which is critical on the wedding day. Our goals and promises are best
achieved with our small-knit team working directly with our clients. The direct marketing
channel will best offer our clients an event that has our elegant touch combined with their
personality.

How We Will Promote Our Offering

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 Promotion of AG Coordination is vital for success and we will rely on social networking
to communicate with clients and get the word out about our high-quality services. Our team
recognizes that our online presence is important to our brand and how our brand is perceived.
We will utilize business cards to be placed in bridal boutiques, venues, and for our team
to distribute to potential clients. We will utilize direct marketing communication to build trust
and a relationship with our clients. This includes social media outreach, a monthly newsletter,
and reaching out directly to couples who could be interested in our services.

Advertising Opportunities Through Social Media:

Facebook:
- Sharing event photos and having a Messenger group to answer frequently asked
questions.
Pinterest:
- Share pictures of our wedding ceremonies, venues, and celebrations. Include tip guide
bundles for wedding planning.
Tik Tok:
- Behind the scenes video footage and wedding tips from our team.
Instagram:
- Showcase our events to potential clients through photos and reels.

All couples will have the option of signing a media release to use their photos on our
promotional materials and social media. We can offer complete privacy and discretion by having
security at the wedding. Additionally, our website will serve as our hub for communicating with
clients as well as housing our portfolio of events. All of our social channels and business cards
will direct clients to our site to find out more information, see how previous clients have liked
our services, view photos of events we have put on, and more.
Across all marketing mediums, we will maintain the sophisticated and elegant manner of
our brand. We want customers to recognize our name and feel confident that when they hire our
services, we will provide an event that exceeds their expectations and is a dream come true.
How We Will Price Our Offering

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 Each package has been strategically designed to make each clients’ day stress-free and
memorable. The prices cover both the expenses of the items and compensate our team’s effort
and planning abilities. This includes the time they dedicate to planning, organizing, driving,
calling, and creating magic for the magical day. While we start, our planner’s hourly rate will be
$35 an hour for planning and then $50 an hour on the wedding day which is included in the
package.
Because we guarantee a high level of quality of services for our customers, we focus on
providing a variety of options for a whole event. Our additional services allow for clients to add
on items that may not be included in their package. We expect these add ons to be utilized
because they are perks that are not included in any package except the “All-Inclusive” one. Each
package builds on the other. Regardless of the package purchased, each fosters a magical day
and one-of-kind event each time.

Day Of Planning: $5,000 Assisting the event on the day of the wedding. We will be in contact
three weeks before the wedding, we will communicate with your vendors, and manage your
ceremony and reception. The client will oversee the details, and our team guarantees the special
day runs smoothly. This package includes:
● Finalize the seating chart and floor plan
● 10-hour maximum of Planner’s services on the wedding day
● Coordinate rehearsal
● 2 hours of consultation with Planner
● Wedding day checklists
● Venue site walkthrough
● Arrange decor (programs, favors, table cards, etc)
● Supervise ceremony and reception set up

⅓ Planning Package: $10,000 Helping the clients get started with planning, assists the first
steps. More help before the wedding than on the day of but plan ensures day goes according to
plan as much as possible. This package includes:
● Wedding day itinerary
● 4 hours of consultation with Planner
● 8-hour maximum of Planner’s services on the wedding day
● Creation of theme, colors, and decor for wedding
● Assist with floor plan and flow
● Arrange decor (programs, favors, table cards, etc)

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 ● Budget development
● Provide wedding day checklist
● Plan and finalize seating chart
● Vendor contract review

⅔ Planning Package: $25,000 Helps planning before the wedding but more assistance on the
wedding day itself. More communication with our team and guided help through the planning
process. This package includes:
● Access to preferred vendors
● Budget development
● 6 hours of consultation with Planner
● 8-hour maximum of Planner’s services on wedding day
● Arrange decor (programs, favors, table cards, etc)
● 1 hour of guided clean up/tear down from Planner
● Creation of theme, colors, and decor for wedding
● Wedding day itinerary and checklist
● Venue site walkthrough
● Vendor management before, during, and after the wedding

All-Inclusive Package: $35,000 Complete planning. The client tells us what are must-haves and
our team will make it happen. We will coordinate and communicate with vendors, help with
designs, and negotiate contracts. This package includes
● Venue site walkthrough
● 12 hours of consultation with Planner
● Access to preferred vendors and AG Coordination Team coordinates with them
● Budget development
● Coordinate rehearsals
● 1.5 hours of guided clean up/tear down from Planner
● Arrange decor (programs, favors, table cards, etc)
● 12-hour maximum of Planner’s services on the wedding day
● Vendor management before, during, and after the wedding
● Wedding website
● Creation of theme, colors, and decor for wedding
● Invitations, RSVP, and thank you-notes management

ADDITIONAL ADD-ONS:

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PLANNING SERVICES
● Consultation [$50 per hour]
○ Plan specific event details for the Bride and Groom
● Wedding Day Itinerary [$300]
○ Create a step-by-step “Day Of ” timeline
● Vendor Coordination [$400]
○ Management of all vendor details

DAY OF SERVICES
● Vendor Confirmation [$30 per vendor]
○ Complete communication and confirmation with vendors “Day Of ”
● Wedding Coordinator [$800]
○ Day of directing of all wedding details
● Clean-Up Support [$60 per hour]
○ Guide and direct clean up of the event
● Additional Time [$50 per hour]

A LA CARTE SERVICES
● Wedding Website [$2,000]
○ Create and design the entire website
● Invitations [$30<] (dependent on the number of invites and design)
○ Design, stamp, and mail invitations
● RSVP Management [$700]
○ Record and manage RSVP’s
● Gift Management/ThankYou Cards [$800<] (dependent on the number of guests, design,
and gifts)
○ Record gift, and design/track thank-you notes

These prices will be adjusted if our team can not accomplish the perfect wedding within
the package of $35 an hour for their services or if there are areas of the event that are
underfunded. When our team has data collected from our first three events, we will reevaluate
what was popular and how our company can succeed while still delivering a magical event.
Global Aspirations

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 The magic of AG Coordination is that we are specialized in planning weddings in
Northern California. Our team is local and knows the area well. The relationship we have with
venues and vendors has been established over years of working together. Having a global impact
may not be the best thing for our Northern California team, our business would need to expand
to do so.
Expanding is not something we are looking to do for the foreseeable future. However, we
would consider expansion if we could build teams of dedicated planners in countries we are
looking to expand to. The same way our team knows Northern California well, we would look
for people who know parts of France, Italy, Mexico, Japan, among many other places, well too.
Weddings look different in different cultures and it would be of utmost importance that
the planners of that country know how to best facilitate a wedding geared towards the traditions
practiced. Expanding to new countries, or even in other parts of the United States, we would
need an office for our team, be in a location with proper venues, and have customers that can
afford our high-end service.
While expanding beyond Northern California is not our goal, we have not ruled it out
yet. It would be a big transition that may not benefit our company in the long run.

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