How do you take good marketing concepts and turn them into an effective plan? Developing the best plan for your business requires a good understanding of the business before the plan is built. When we work with you to develop a marketing plan or to review and analyze an existing plan, we consider the elements and criteria of what’s most significant for your business.
A sample marketing plan table of contents might include:
- Executive summary: which typically summarizes the situation as it is today, the challenges that the organization faces, and the strategy for managing those challenges effectively)
- Introduction of organization and goals and objectives (including vision and mission)
- Environmental Scan (of the market ‘space’)
- SWOT (strengths, weaknesses, opportunities and threats) analysis – and in some sectors, a SOAR (strengths, opportunities, aspirations, results) framework is more effective
- Major Stakeholders Review
- Key Competitors – Analysis
- Situation Analysis that includes reviewing existing marketing efforts: what has worked and what hasn’t worked (and why if known)
- Market Size and Market Share
- Marketing Segmentation: Identifying the Target Markets
- Market Opportunities Analysis
- Competitive Strategies Development
- Positioning Statement
- Unique Value Proposition
- Marketing Mix
- Promotional Campaign Tactics
- Social media marketing plan
- Website development (or if a website exists – site content and design upgrades for traffic improvement)
- Print media plan
- Pricing Strategies
- Distribution Strategies
- Product and/or Service Strategies and Development: including features, advantages and benefits (note if a services business then additionally the tactics would need to address people, packaging or physical evidence, and process)
- Promotional Campaign Tactics
- Key Performance Indicators to Manage the Business
- Action Plan
- What, Why, How, When and Who
- Measurements for each action
To find out more about how we can help you turn marketing concepts into effective action plans for your business, contact Kris.