Brief Marketing Plan
Various Tree Branches
Courtney M. Bailey
Averett University
SBE302
March 7, 2025
Brief Marketing Plan
This paper outlines a comprehensive marketing plan for my forensic genetic genealogy business, Various Tree Branches. This plan aims to ensure that all marketing efforts are strategically aligned with the business's core objectives, including increasing brand awareness, enhancing customer engagement, and generating sustainable revenue growth. A clearly defined mission statement has been established, emphasizing the company’s commitment to providing personalized, ethical, and accurate genealogical services. The marketing plan supports key goals derived from the broader business strategy, such as lead generation, brand visibility, and establishing credibility within the genetic genealogy industry. Informed by current market trends, this plan acknowledges the growing consumer interest in ancestry testing and the impact of advancements in DNA analysis technologies. To further drive brand awareness and client acquisition, outreach efforts will include speaking engagements at genealogy conferences and local historical societies, the development of informative blog content, and the implementation of promotional strategies such as bundled service packages and limited-time discounts during National Family History Month in October.
Statement of Purpose
Various Tree Branches aims to provide individuals with insights into their ancestral heritage through genetic genealogy services. The business will empower clients to understand their family history by offering accurate DNA analysis, genealogical research, and personalized reports. By blending cutting-edge technology with expert research, Various Tree Branches strives to help people uncover the hidden stories of their lineage.
Business Goals
· Expand Client Base: Increase the number of clients by 20% annually by targeting new market segments, particularly those interested in genetic genealogy for health purposes.
· Enhance Service Offerings: Develop additional services, such as family tree mapping and historical context reports, to deepen the value provided to clients.
· Increase Online Presence: Boost website traffic and engagement by 30% within the first year through content marketing, SEO, and online advertisements.
· Achieve Profitability: Attain a profit margin of 15% within the first two years of operation by streamlining operations and maintaining competitive pricing.
Mission Statement
At Various Tree Branches, our mission is to make the science of genetic genealogy accessible and meaningful. We aim to provide personalized, accurate, and insightful genetic testing services to help individuals trace their ancestry, discover their roots, and preserve their family histories. Through innovation and expertise, we empower clients to connect with their past, creating stronger connections to their identities and heritage.
Current State of the Business:
Various Tree Branches is currently in its early growth phase. The business has established its online presence, offering basic genetic genealogy services, including DNA testing and ancestry analysis. We have a loyal base of customers who value our detailed, personalized reports. However, there is potential to expand service offerings and enhance marketing efforts to increase brand visibility and client engagement.
Products and Services. Various Tree Branches stands out in the genetic genealogy market by offering a highly personalized and comprehensive service. Unlike larger, more generic services, we combine DNA analysis with expert genealogical research, providing deeper insights into family history and personal heritage. Our client-centric approach ensures that each customer receives tailored recommendations, not just automated reports. Additionally, our commitment to quality and privacy helps build trust with clients seeking reliable, confidential services.
· Genetic Genealogy: Analysis of DNA matches and Kits that provide clients with detailed reports on their genetic ancestry, tracing family roots across continents and generations.
· Genealogical Research: Personalized research services that go beyond the DNA test, including the historical context of family lines and connections to historical events.
· Custom Family Tree Mapping: Visual representations of clients' family trees, showcasing ancestral connections in a user-friendly format.
· MemoryForge: Scanning and cataloging clients’ old photographs into a digital book to preserve precious memories
Strengths and Weaknesses vs. Competition.
Strengths:
· Personalized and comprehensive research combined with genetic testing.
· Expertise in both genetic analysis and traditional genealogical research.
· High customer satisfaction and strong client retention due to in-depth reports and personalized service.
Weaknesses:
· Limited brand recognition compared to larger competitors such as AncestryDNA or 23andMe.
· Smaller marketing budget, limiting our ability to reach a broader audience.
· Dependency on third-party labs for DNA testing, which may affect turnaround time and pricing flexibility.
Target Audience. Our target audience consists of individuals who are interested in exploring their ancestral roots and understanding their genetic heritage. This includes:
· Genealogy Enthusiasts: People passionate about family history and historical connections.
· Adopted Individuals: Those seeking to connect with their biological heritage.
· Elderly Clients: People who want to preserve their family history for future generations.
· Tech-Savvy Millennials: Younger generations curious about their genetic background and their relevance to identity.
Customer Persona: Name: Sarah, Age 34
Background: Sarah is a professional who has recently started exploring her family's history. She is tech-savvy and values privacy and accuracy in the services she uses. She is also interested in the cultural aspects of her ancestry.
Pain Points: Sarah is frustrated by generic, impersonal genealogy services that offer little depth or personalized insight. She seeks detailed reports and a deeper connection to her heritage.
Goals: Sarah wants to uncover more about her family’s history and learn about potential health risks related to her genetic makeup.
Buying Behavior: Sarah is likely to purchase based on reviews, recommendations, and services that offer clear value through detailed analysis and customized reports.
Distribution Strategy
Our distribution strategy is primarily digital. The business will utilize a robust e-commerce platform on the website for clients to purchase services. We will also leverage partnerships with genealogy forums, online communities, and influencers to expand visibility. Additionally, collaboration with local genealogy societies will help expand the customer base. Services will be delivered through digital reports, interactive family tree mapping tools, and access to a personalized dashboard for ongoing research updates.
Promotional Strategy
To promote Various Tree Branches, we will use a combination of digital marketing strategies, including SEO, content marketing, and social media advertising. Key elements of our promotional strategy include:
· SEO and Content Marketing: Creating blog posts and guides related to family history, genetic genealogy, and health testing to improve organic traffic. This will establish us as a thought leader in the field.
· Paid Advertising: Running targeted ads on platforms such as Google, Facebook, and Instagram, where individuals interested in genealogy and health testing are active.
· Social Media Engagement: Using platforms like Instagram, Pinterest, and Twitter to engage with potential customers by sharing success stories, client testimonials, and interesting facts about ancestry research.
· Referral Program: Offering incentives to existing customers who refer friends or family to our services, fostering organic growth and word-of-mouth marketing.
· Partnerships and Sponsorships: Collaborating with genealogy podcasts, YouTube channels, and genealogy experts to expand reach and credibility in the market.
Direct Competitors
· AncestryDNA: A major player offering DNA testing services and genealogical research, with a large, established customer base.
· 23andMe: Another leader in genetic testing services, focused on both ancestry and health reports.
Indirect Competitors:
· MyHeritage: Offers family tree building and DNA testing, with an emphasis on historical data integration.
· FamilySearch: A free service offering extensive genealogical records and a platform for family tree building.
Pricing Strategy
Our pricing strategy will focus on offering competitive pricing while ensuring quality service. We will offer tiered pricing based on the level of service:
· MemoryForge: $99 to create a photo book for clients
· Standard Package: $149 for DNA analysis plus basic genealogical research and family tree mapping.
· Premium Package: $199 for genetic genealogy classes
In conclusion, the marketing plan for Various Tree Branches establishes a clear and strategic foundation for promoting the business within the growing field of forensic genetic genealogy. By aligning marketing efforts with defined business goals—such as increasing brand awareness, generating leads, and enhancing industry credibility- the plan positions the company for long-term success. Continued evaluation of market trends and consumer behavior will guide the refinement of strategies and ensure relevance in an evolving industry. Through targeted outreach, ethical service delivery, and ongoing innovation, Various Tree Branches aims to build lasting relationships with clients and make a meaningful impact in the field of genetic genealogy.
References
AncestryDNA. (n.d.). Discover your DNA story. Ancestry. https://www.ancestry.com/dna/
FamilySearch. (n.d.). Free family history and genealogy records. https://www.familysearch.org
International Society of Genetic Genealogy (ISOGG). (n.d.). Welcome to the ISOGG Wiki. https://isogg.org
MyHeritage. (n.d.). MyHeritage DNA – Unlock your family’s history. https://www.myheritage.com/dna
Square 1. (n.d.). Marketing plan guide. [Internal resource; citation based on provided section headings].
23andMe. (n.d.). DNA testing for health and ancestry. https://www.23andme.com