Business Plan

Executive summary.

Master Plan Communications, Inc. is an award-winning full-service PR and marketing agency that provides value to companies by achieving measurable results through strategic PR and marketing programs that authentically connect with their customers and partners. 

The agency has teams in California and Texas with office spaces in Irvine and Fort Worth. Since 2020 the team has primarily worked remotely, and the team maintains office addresses for mailing, working together on office days and meeting clients.

MPC’s leadership is known for bringing a fresh perspective with creative solutions, moving quickly and exceeding expectations with well-planned PR programs. 

Mission statement.

MPC’s mission is to provide value to brands in the industries it serves  by achieving measurable business results through strategic PR programs that reach target audiences.

Keys to success.

  • Premium Media Relations Skills
  • Strategic Marketing and Design Services
  • Excellent Client Service
  • Professionalism
  • Results
  • Fun on the Job

    Objective.

    To continue to meet client expectations from January – December 2025. This will be determined by meeting or exceeding objectives on PR plans, and client satisfaction will be gauged by annual client surveys. Focus on profitability with a commitment against over-servicing accounts.  This will be measured quarterly.  

    Company summary.

    MPC is a full-service PR agency that specializes in working with companies that are in the material handling, CPG, action sports, financial and data centers.

    MPC provides services to companies doing business regionally, nationally and internationally: 

    Company Ownership: MPC is a private corporation owned by Ashton Maxfield. 

    Services.

    MPC offers a wide range of PR and marketing services including:
    • Comprehensive PR campaigns
    • Social media
    • Photography
    • Videography
    • Graphic design
    • Web design
    • Executive media training
    • Event Planning and execution
    • Strategic planning and consulting
    • Crisis Communications

    Market analysis summary.

    MPC serves three different target segments: material handling, CPG, action sports, financial and data centers.

    MPC plays on a global level and targets market leaders. 

    These different industries are targeted for the following reasons:
    • Action Sports:  MPC’s founder and team loves skateboarding, snowboarding and surfing.  The team’s identity is tied to action sports!  MPC comes from the action sports industry, has a true expertise in the industry and strong relationships with the media, professional riders and the executives at the brand’s that lead the industry.
    • Material Handling: Since MPC’s first month in business, the agency has worked with key players in the material handling supply chain. The leadership will focus on this market as a growth area in 2025.
    • CPG: MPC has an expertise in PR for consumer packaged goods, and enjoys providing value to these PR clients.
    • Financial: MPC has been successful with clients like Cassida Pro and ATEC America offering and the agency looks to grow in this market in 2025.
    • Data Centers: The MPC staff has a deep background in tech, and looks to tap into with growth with data center customers in 2025.

    Target market segment strategy.

    The selected customer segments will be targeted with the following tactics:
    • Events
    • Networking/Industry Association
    • Digital Marketing (Social Media and Website)
    • Cold Calling
    • Events
    • Referral Program / Excellent Client Service

    Service business analysis.

    The PR and marketing industry has many different competitors, and leaders in the consulting business are established by experience, reputation and image.  MPC is seen as one of the top PR agencies in the action sports sector of the youth culture market, as well as the supply chain material handling sector. 

    The competitors generally take the form of general marketing/communications firms, solo practitioners,  small boutique PR firms and large international PR firms. 

    MPC will continue to gain market share in its three specific markets by leveraging the competitive advantages of its expertise in youth culture, tech and supply chain public relations.  These advantages consist of a specialized skill set sharpened for these specific markets, experienced leadership, offices on both the west coast, Texas and a high degree of flexibility.  As a boutique specialized firm, MPC is able to address any need generated by the client.

    Market strategy.

    As stated before in the target market segment, MPC will use a combination of targeted PR and marketing tactics to generate visibility and communicate MPC’s message of being the leading PR firm in the youth culture, tech and supply chain industries.  These PR and marketing tactics include:
    • Media relations
    • Social media
    • Website
    • Networking
    • Mailers
    • Association Membership
    • PRSA Awards Submissions
    • Advertising

    Business model and rates.

    MPC’s business model is based off of billing by the hour at the blended rate of $150. 

    MPC offers video production at the rate of $1,200 a day, and provides estimates to clients for larger productions. 

    Sales strategy.

    The sales strategy will be based on turning prospective customers into long-term clients, and expanding the scope of the work with current clients. The primary way this will be accomplished is through presenting MPC’s capabilities with a proposal to improve the prospective client’s business. The presentation will emphasize MPC’s expertise in each niche market that allows it to serve every client with individual attention that one would expect from an in-house staff.

    The presentation also highlights MPC’s portfolio of current and past clients served including examples of case studies that solved important challenges.