IPD Target Market

To this point, IPD has focused primarily on government and nonprofit organizations, although it has also successfully marketed to some companies. State government offices and universities comprise many of the institute's customers, but the company has had some success with companies such as American Express and Motorola. Because IPD has demonstrated competence in this area, and because former customers can be used to generate positive word-of-mouth advertising and testimonials for IPD, its core target market should remain among its current customer base.

Initially, IPD should focus on marketing its professional development seminars to government agencies which have already sent some attendees and who are familiar with the institute's reputation and quality of service. New employees come into organizations on a regular basis and provide a new pool of potential customers. At the same time, IPD should call on former customers for testimonials which can be used in marketing materials which target similar agencies. I

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Approximate Pages = 4 (250 words per page)