Keep Up The Beat Marketing Plan
Marisa Holdcroft, Katelyn Sovek,
Mackenzie Cox, Chris Colditz, Chris Calabrese
Keep Up The Beat was established in 1999 as an educator and provider of AED’s
nationwide. They offer products made through LIFEPAK. Keep Up The Beat offers
different course offerings such as: Blood Borne Pathogens, CPR/AED Certification, First
Aid Certification, Defensive Driving, Diversity in The Workforce, Drug Awareness
Training, and Sexual Harassment Training. The goals of the marketing plan are to increase
market shares by at least 5%, increase client referrals, increase clientele nationwide, and
increase brand recognition nationwide. Their current strategy has tangible and intangible
products and services. They offer onsite training of CPR and and how to’s on using AEDs.
The tangible product they have is the LIFEPAK CR Plus AED. Their price charges
differently depending on the company, but typically it is about $75 per person. The
LIFEPAK CR Plus AED costs $1500-$2000. Their current promotion strategy is
needs-based and a lot of word of mouth referrals. The new marketing strategy focuses on
further segmentation of customers into profit and non-profit. In order to target customers,
the goals are to increase social media presence and create an incentive system for
customers with referrals to increase the amount of referrals. In terms of positioning the
goals are to have presence in all 50 states and receive 100% customer retention/repeat