For this assignment, we will assume you have been asked to plan a marketing campaign for "Le Grill." You must specify your anticipated marketing investment and translate that figure into a return on investment (ROI) percentage. There is no additional information. I believe we just have to make up are on plan that works with the numbers she gave us.

You have been allotted a maximum of $165,000 for marketing expenses, not including staff. There are three employees that will be working on this campaign, one with an annual salary of $112,500, the second with an annual salary of $72,830, and the third with an annual salary of $36,400. Assume it will take approximately 6.25 days to complete the campaign. Assume there are no other offers/incentives/temporary discounts applicable to this marketing campaign. Assume there are no other expenses outside of the marketing budget that are applicable to this marketing campaign. Assume you want this marketing campaign to reach a target of 27,000 people (meaning the number of people you want to drive to your website to buy "Le Grill") Assume that of the 27,000 people who go to the website, 594 purchase "Le Grill." Assume your NPV of each "Le Grill" Sale will net you $875. Assume your gross margin is 38% Assume that 30% of the profit from incremental sales is refunded to customers who filed complaints within the money-back guarantee period. You assume that if the product quality of Le Grill had been better, this marketing campaign would have been successful. Previously, you had not run an A/B test, and because you know product quality has been improved, you run an A/B test using your current website as the control. You relaunch a marketing campaign after product improvements are made. You find that your conversion rate increases to 3.8% and refunds drop to 7%. Note: Light blue cells are for input of campaign-specific data. All input values should be Net Present Value. Return on Marketing Plan Marketing Expenses (excluding offer costs) Campaign Development Mass Media Advertising Direct Mail & Mailing Services E-mail Marketing Events & Trade Shows Sponsorships Trade Promotion / Channel Marketing Social Media Other Marketing Budget $0 $0 $0 SO $0 SO $0 $0 $0 Marketing Staff Expense Daily Rate # of Days Staff Level 1 Staff Level 2 Staff Level 3 Marketing Staff Expense $0 SO Offers/Incentives/Temporary Discounts Cost per Baseline Sale Baseline Sales Lost Margin Existing Sales 0 $0 Other Expenses (outside of marketing budget) Inc'l Cost of Goods (Fixed) SO TOTAL MARKETING INVESTMENT $0 Basic ROMI Calc Sheet1 + 11 ly Quantity Marketing Impact Target Reached % Progression 100% 2.2% 0 Incremental Sales (net conversion rate) Average Revenue per Sale or Customer (NPV) Incremental Revenue $0 Average Gross Margin % Profit from Incremental Sales $0 Offers/Incentives/Temporary Discounts Offer Cost per Sale (for sales driven expenses) Incremental Sales (from above) Reduction to Gross Margin from New Sales $0 0 Other Expenses (outside of marketing budget) Cost per Sale (for sales driven expenses) Incremental Sales (from above) Less Inc'l Cost of Goods (Var) $0 0 $0 INCREMENTAL GROSS MARGIN $0 RETURN (i.e., NET PROFIT) $0 ROI 0.0%