Table of Contents

The Team………………………………………………………………………………………………………….3
Executive Summary……………………………………………………………………………………………...4
Company Overview…………………………………………………………………………………………….....5
SWOT Analysis …………………………………………………………………………………………………...6
Competitor Analysis ……………………………………………………………………………………………..7
Perceptual Map………………………………………………………………………………………………….12
Consumer Research…………………………………………………………………………………………….13
Profiles & Audience ……………………………………………………………………………………………..20
Positioning Strategy ……………………………………………………………………………………………..24
Copy Strategy ………………………………………………………………………………………………....... 25
Mood Board ………………………………………………………………………………………………….......26
Creative Concepts ………………………………………………………………………………………………..27
Marketing Plan and Rationale………………………………………………………………………………….. 31
Media Plan …………………………………………………………………………………………………….....35
Conclusion …………………………………………………………………………………………………….....38
Thank You ……………………………………………………………………………………………………......39
References …………………………………………………………………………………………………….....40
 The Team
Account Executives: Media Supervisors:
Megan Collaso Michelle Alvarez
Michelle Alvarez Chanel Caouette
Chanel Caouette
Kai Vibar
Account Planners:
Creative Team:
Lizz Muratalla
Megan Collaso
Erik Aamodt
Emily Rendon
Erik Aamodt
Kaitlin Mason
Lizz Muratalla
Executive Summary
Magnolia HRC is a boutique HR company that provides its clients with unmatched attention. We have
defined the target market as CEO’s and company leaders of small, Orange County businesses with 100
employees or less. Additionally, these businesses should exemplify a “startup” culture, and be open to
new, innovative ideas. Using an integrated approach, we have developed a multi-media plan that will
increase Magnolia HRC’s client database by 45%, while simultaneously solidifying attendance to their
upcoming workshop.
Company Overview - Magnolia HR Consulting
● Privately held company founded in 2016
● Newer, upscale, exclusive human resource company
● Tailoring outsourced HR related products and services
● Works with small and mid-side business owners
● Aligns risk mitigating practices with strategies for enhanced workforce engagement and productivity.
● Aiming to provide focused attention and interactive development to help you discover solutions for
sustainable corporate change.
● Engaging in key practices to maintain compliance and cultural compatibility in your organization,
freeing you to focus on mission critical objectives.
SWOT Analysis
Strengths:
▪ Offer mid-size employers fractional HR services
(401K brokers, terminations, payroll, etc.)
▪ Very exclusive, high end culture
▪ They believe in being proactive instead of
reactive
▪ Introduce business owners to a new paradigm
of operation and cultural congruence
▪ Are hosting an event in Newport Beach to get
more clients
▪ Lower costs
Opportunities:
▪ Create social media platforms to promote event
and create more brand awareness
▪ Marketing campaign through blogs and email
letters
▪ Narrow down the small businesses that fit the
Magnolia HRC brand
Weaknesses:
▪ Lack of brand awareness
▪ Need to improve website/ Blog
▪ Won’t grow past 20 clients
▪ Are limited to keep it local to specific business
leaders
▪ Employees have full-time jobs and work part-time
with Magnolia
▪ Have been promoting their event by word of mouth
only
▪ Have a lot of companies interested in the event
but have not confirmed whether they are attending
Threats:
▪ Biggest competitor is ADP HR because they have
resources to come out at companies but can send
small businesses to panic mode
Competitor Analysis
Competitor Analysis
In order to understand Magnolia HRC and their client base, we must understand their competitors
and the way they operate. In HR Counseling we evaluated the top 9 competitors of Magnolia HRC, which
include; ADP, GoCo, TriNet, Gusto, JustWorks, Namely, EqHR, and HR Advisors.
 Gusto
Gusto is one of Magnolia’s competitors that also offers
payroll, benefits, and other HR services to companies.
They operate across all the 50 states in the U.S.
According to their website they serve more than 60,000
businesses and help them create great places to work in.
An interesting fact about Gusto is that have their own
charity called Gusto Giving where employees donate
money from their paycheck to non-profit organizations.
ADP
ADP is one of Magnolia’s biggest competitors. They have more
than 700,000 clients in 113 countries with all types of business
sizes. For more than 68 years they have helped the define the
future of businesses and provide solutions. They provide
resources in HR, payroll, talent, time, tax, benefits, and
administration.
HR Advisors
HR Advisors has been providing human resources solutions for
over 26 years for large and small private companies. Their HR
consultants work effectively and efficiently by assembling the
right materials to achieve your goal. They’ve worked with
prestigious companies like Disney, Mercury Insurance Group,
and Empire State Building Observatory.
Perceptual Map
Consumer Research
How many employees does your company have?
How long has your company been in business?
Does your company currently have an HR department?
If so, is it in-house or outsourced?
How would you rate the importance of the following aspects of
human resources?
Would you be interested in attending a workshop to assess
the health of your companies HR status?
How old are you?
Profiles & Audience
Jeff
Jeff is new to small business. He’s always loved coffee and over
the past few years has become a coffee connoisseur, brewing
specialty beans and creating delectable flavor combinations. His
coworkers at his insurance agency always tell him he makes
better coffee than Starbucks! He finally worked up the courage to
quit his full-time job as an insurance broker to open up his own
coffee shop in Downtown Placentia. He’s three months out from
his grand opening and wants to start hiring people, but doesn’t
know where to begin. He doesn’t have time to sort out their
paperwork with everything else going on, but wants to make sure
he’s in line with the law. He has a limited budget, but needs an
HR company to help relieve his stress and keep everything in
order.
Katie
Katie’s no stranger to small business — in fact her company has
been in business for almost four years now. She has just over 50
employees and has a pretty good handle on what needs to
happen regarding HR. However, her current HR company is a
pain to deal with, and she’s worried that they are causing her
company to lose some of the fun, unique culture she worked so
hard to establish. She wants to find a new company quickly, but
this time is taking care to make sure they’re the right fit first. She’s
been searching for about a month now and has trialed a couple of
online, outsourced companies, but is worried that her company
will be lost in the shuffle of all their other clients. She wants to find
a company who will provide her strong but mighty small business
with the attention it needs, without cramping their style.
Anthony
Anthony runs a family-owned & operated boutique clothing store.
They’ve always been fairly small, but they recently decided to
expand when the shop next door became available. It was a risky
venture that initially looked like it was going to pay off — until he
was sued by one of his new employees over a small legality. The
lawsuit set his company back quite a bit, and they are now
scrambling to get back on their feet. He never had a designated
HR department since her business used to be so
small with family as employees, but now that they’ve expanded
and brought strangers onto the team, he’s quickly realized the
importance of HR. He needs to find an HR provider who will
protect her company and prevent a legal disaster from
reoccurring.
 Positioning Strategy
Magnolia HRC will introduce business owners to a new paradigm of operational and cultural congruency, improving
engagement, reducing waste and increasing profitability. Magnolia HRC is committed to excellence, honesty and clarity and
prides themselves on being trustworthy, transparent and genuine. They value their customer service and individualized
attention to clients while helping business owners balance culture with compliance. In order to keep their services customized
and tailored to provide the best for each client Magnolia HRC limits its clientele database to no more than 20 clients and are
selective with who they choose to represent. They believe no two companies are alike and customize plans to fit individual
needs.
Copy Strategy
● Our marketing plan will help convince small businesses that Magnolia HRC will help deliver
“balancing culture with compliance.”
● California state regulations are constantly changing…. Are you compliant?
● Less reactive and more proactive – Magnolia HRC is here to help
● Business leaders Summit workshop
● What is your vision? We’ll help you get there
● Business is risky, help us help you mitigate that risk.
Mood Board
Creative Concepts
 “You’re covered”
○ Tagline: “Whatever the weather, we’ve got you
covered”

○ Small businesses have their ups & downs.

Some days are sunny; with happy employees,
easy paperwork, and good company morale.
Other days, the sun seems to disappear. If you
suddenly get struck by lightning with an
unexpected court case, or if you see a thunder
storm looming in the distance with a disgruntled
employee, we can help. We’ll do our best to
keep your forecast sunny and 75... but whatever
the weather, we’ve got you covered.
●
“Be PROactive”
○ Tagline: “Focus on the PRO”

○ Human Resources is known to have a

negative connotation. By focusing on
the PRO we can change the way people
think and view Human Resources.
Human Resources can be seen as
PROfessional, PROmising, PROviding,
PROminent and PROductive with social
media posts geared towards the PRO.
“It’s time”
○ Tagline: “It’s time to take control and be
proactive rather than reactive”

○ It’s time to control the situation rather

than letting it control you. Take action
and seek help that will ultimately benefit
you as a business owner and keep your
company on track. We know it can be
overwhelming to run a business, but
with Magnolia HR Consulting we will
make sure it is stress-free, all while
meeting the needs of your company.
Marketing Plan and Rationale
● Summary
○ Magnolia HRC is in need of advertising and marketing to raise brand awareness among
potential clients who are in need of HR consulting services. Magnolia HR is a smaller boutique
company with no current OOH ot digital advertising in circulation, but rather spreads awareness
through word of mouth. Our team must bring awareness through marketing and advertising to a
target audience, in order to provide a more efficient way of gaining interested potential clients.
● Marketing Objective:
○ To increase brand awareness and target potential clients that are likely to use this service and
would benefit from the workshop/summit.
Media Objectives & Strategy
for Magnolia HRC
Media Objectives
● Increase client database and brand awareness within the industry.
● Create awareness of HR workshop event.
Media Strategy
● Advertise to business owners interested in attending the HR workshop in September.
● Create social media accounts, as well as content for the accounts (Instagram, Twitter, Facebook)
● Make improvements to the Magnolia HRC website. (Clean up any typos, make it more user friendly.)
● Potentially create and circulate digital ads on social media platforms and Google AdWords.
Media Plan
● Who: Small/local business looking for a stress-free HR company experience.
● Where: Orange County area
● When: Weekly social media posts/newsletter
Budget For Magnolia HRC
● In-kind partnership with client and exchanging services for a preferred partner table at the workshop.
Conclusion
The idea of being sued creates a hectic, unpredictable, and perrilouis visual, similar to being trapped
in a storm. However, small business owners also want help during the calm, smooth moments of their
business -- like payroll processing. This is why our tagline “whatever the weather, we’ve got you covered,”
works. It is all-encompassing and alludes to the more frightening aspects of HR without being too
aggressive, while also including the “good times” and “sunny days.” Much like a Magnolia Tree, Magnolia
HRC has their clients covered, and will protect them through all stages of business.
Thank you from PRAD
Questions...?
References
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Assesses the Health of Your Company’s HR

PRactical ADvantage - Magnolia HRC