The following spreadsheet will help you calculate and quantify your goals and objectives as they apply to your marketing plan. This includes your marketing goals for prospecting, referrals, and gaining new business from existing clients. It will help you evaluate where you would like to be and which marketing initiatives will help you get there.

Review same spreadsheet in Review section for details on associated costs.

Categories	# in Prospect List	# of Referral Meetings	New Business from Clients
Referrals
Ask for Meeting Referral	N/A	10	N/A
E-Referral Campaign (3)	50	N/A	N/A
E-Newsletter (Monthly)	30	N/A	N/A
Web Site (Hosting)	5	N/A	N/A
PAB	N/A	5	N/A
COIs	N/A	10	N/A
Relationship Building
Client Appreciation*	N/A	5	10
New Business – Existing Clients
Ask for New Business	N/A	N/A	5
E-Newsletter	N/A	N/A	5
Web Site	N/A	N/A	2
Seminars	N/A	N/A	10
Prospecting
E-Newsletter (Monthly)	25	N/A	N/A
Direct Mail Ads (2 to 5,000)	75	N/A	N/A
Telemarketing	50	N/A	N/A
Seminar Invitation (4)	150	N/A	10
Other	1	N/A	N/A
TOTAL	386	30	42
Last Year's Numbers	300	12	23
Change from Last Year	22%	150%	83%
Forecasted Marketing Goals	291	24	31
Meeting Ratio	5%	N/A	N/A
Closing Ratios	53%	67%	77%
New Clients	18	16	24

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Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.

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