Steps to develop a strategic marketing plan

1. Strategic Marketing Plan
April 12, 2012

2. Definition of Strategy:
A strategy is a plan of action designed to achieve a vision.
DATE
April 12, 2012 CLIENT
Baptist Communicators

3. Strategic Marketing Plan vs. Business Plan
Difference between Strategic Marketing Plan and Business Plan:
The business plan identifies the goals and missions of the business,
while the marketing plan explains how the business will achieve,
if not exceed, those goals and missions.
DATE
April 12, 2012 CLIENT
Baptist Communicators

4. Strategic Marketing Plan
Provides an organized course of action to
achieve your marketing objectives.
A roadmap for success.
DATE
April 12, 2012 CLIENT
Baptist Communicators

5. Benefits of Marketing Plan
Rallying point
Impacts your own people
Employees want to feel part of the team engaged in exciting
endeavors
Release plan to company
Consider hosting event and feature campaign creative
DATE
April 12, 2012 CLIENT
Baptist Communicators

6. Benefits of Marketing Plan
Chart to success
Accept that plans will change
No plan and you wander aimlessly
DATE
April 12, 2012 CLIENT
Baptist Communicators

7. Benefits of Marketing Plan
Company operational instructions
When you buy something, it tends to come with instructions
Step-by-step guide for your company’s success
More important than a vision statement
Full assessment of your company to make sure all pieces are
working together
Assigns specific tasks for the year; to-do list
DATE
April 12, 2012 CLIENT
Baptist Communicators

8. Benefits of Marketing Plan
Captured thinking
Accounting doesn’t keep numbers in head
Financial reports are critical in business
No different with marketing
Written document lays out the game plan
Safeguard in case people leave, new people come on board,
memories falter, etc.
DATE
April 12, 2012 CLIENT
Baptist Communicators

9. Benefits of Marketing Plan
Top-level reflection
Turns your attention to the big picture; away from daily fires
Marketing retreat (destination, home, hotel)…away from phones
and emails
DATE
April 12, 2012 CLIENT
Baptist Communicators

10. Process
DATE
April 12, 2012 CLIENT
Baptist Communicators

11. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Research and
Competitive Review
Planning
Research Analysis
Target Audience Actions and
Controls
Branding/Messaging
Marketing
Strategy Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

12. Strategic Marketing Plan Outline
Situation Analysis Measurable Goals
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

13. Measurable Goals
SMART
Specific, Measurable, Achievable, Realistic and Time Bound
DATE
April 12, 2012 CLIENT
Baptist Communicators

14. Some Key Performance Indicators
 Market Share
 Sales
 Quality Control
 Financial Results
 New Customers Acquired
 Retention
 Brand Awareness
 Profitability
DATE
April 12, 2012 CLIENT
Baptist Communicators

15. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

16. Situation Analysis
 Macro-environment
• Political (trade agreements, legal issues, environmental legislation)
• Economic (Recession, growth of housing market, interest rates)
• Social (Eating habits, population demographics, shifts in attitudes)
• Technological (Emergence of new communications channels,
automation, reduced cost of materials)
 Micro-environment
• Summary of your market segment
• Market growth, trends
• Potential new markets
• Direction from stakeholders
• Supplier costs and service quality
• Changes in consumer behavior
DATE
April 12, 2012 CLIENT
Baptist Communicators

17. Situation Analysis
 Internal environment
• Staff morale
• Organizational structure
• Strengths and weaknesses of a department
• Financial stability and resources
 Understanding your customers and market
• Typical customer demographics
• Customer profile
• Market size
• Market geography
 SWOT Analysis
DATE
April 12, 2012 CLIENT
Baptist Communicators

18. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

19. Competitive Review
 Who are your competitors?
 Strengths
 Weaknesses
 Positioning
 Reputation and brand equity
 How are they using the marketing mix?
 Media spending
DATE
April 12, 2012 CLIENT
Baptist Communicators

20. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

21. Research Analysis
 Primary Research
• Quantitative (Awareness Study)
• Qualitative (Focus Groups)
 Informal Research
• Customer comments
• Man on Street Interviews
 Secondary Research
• Published in academic books and journals
• Analyzing information already presented in primary source
DATE
April 12, 2012 CLIENT
Baptist Communicators

22. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

23. Target Audience
DATE
April 12, 2012 CLIENT
Baptist Communicators

24. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

25. Branding/Messaging
Starts with a Unique Selling Proposition
DATE
April 12, 2012 CLIENT
Baptist Communicators

26. Branding/Messaging
Your unique selling proposition (USP) is the differentiating asset
you possess that will convince your target
to engage with you.
DATE
April 12, 2012 CLIENT
Baptist Communicators

27. Branding/Messaging
Unique selling proposition (USP) = Positioning
DATE
April 12, 2012 CLIENT
Baptist Communicators

28. Branding/Messaging
Positioning is the process by which marketers create an image
or identity in the minds of a target market for a product,
service, brand or organization.
P o s it io n in g L in e = T a g lin e
DATE
April 12, 2012 CLIENT
Baptist Communicators

29. Branding/Messaging
Essential criteria for positioning includes:
• Short
• Simple
• Immediately familiar
• Positive
• True
• Easy to validate
• Universally applicable
• Invites personal involvement
• Timeless
DATE
April 12, 2012 CLIENT
Baptist Communicators

30. Branding/Messaging
Great examples of positioning are:
Just Do It.
DATE
April 12, 2012 CLIENT
Baptist Communicators

31. Branding/Messaging
Just Do It. – Nike (1988)
DATE
April 12, 2012 CLIENT
Baptist Communicators

32. Branding/Messaging
Have It Your Way.
DATE
April 12, 2012 CLIENT
Baptist Communicators

33. Branding/Messaging
Have It Your Way. – Burger King (1973)
DATE
April 12, 2012 CLIENT
Baptist Communicators

34. Branding/Messaging
Don’t Leave Home Without It.
DATE
April 12, 2012 CLIENT
Baptist Communicators

35. Branding/Messaging
Don’t Leave Home Without It. – American Express (1975)
DATE
April 12, 2012 CLIENT
Baptist Communicators

36. Branding/Messaging
Taste great, less filling.
DATE
April 12, 2012 CLIENT
Baptist Communicators

37. Branding/Messaging
Taste great, less filling. – Miller Lite (1974)
DATE
April 12, 2012 CLIENT
Baptist Communicators

38. Branding/Messaging
What happens here, stays here.
DATE
April 12, 2012 CLIENT
Baptist Communicators

39. Branding/Messaging
What happens here, stays here. – Las Vegas (2002)
DATE
April 12, 2012 CLIENT
Baptist Communicators

40. Branding/Messaging
Please don’t squeeze the __________.
DATE
April 12, 2012 CLIENT
Baptist Communicators

41. Branding/Messaging
Please don’t squeeze the Charmin. (1964)
DATE
April 12, 2012 CLIENT
Baptist Communicators

42. Branding/Messaging
Fly The Friendly Skies.
DATE
April 12, 2012 CLIENT
Baptist Communicators

43. Branding/Messaging
Fly The Friendly Skies. – United Airlines (1966)
DATE
April 12, 2012 CLIENT
Baptist Communicators

44. Branding/Messaging
The quicker picker-upper.
DATE
April 12, 2012 CLIENT
Baptist Communicators

45. Branding/Messaging
The quicker picker-upper. – Bounty (1991)
DATE
April 12, 2012 CLIENT
Baptist Communicators

46. Branding/Messaging
Like A Rock.
DATE
April 12, 2012 CLIENT
Baptist Communicators

47. Branding/Messaging
Like A Rock. – Chevrolet (1990)
DATE
April 12, 2012 CLIENT
Baptist Communicators

48. Branding/Messaging
The Ultimate Driving Machine.
DATE
April 12, 2012 CLIENT
Baptist Communicators

49. Branding/Messaging
The Ultimate Driving Machine. – BMW (1975)
DATE
April 12, 2012 CLIENT
Baptist Communicators

50. Branding/Messaging
Think outside the bun.
DATE
April 12, 2012 CLIENT
Baptist Communicators

51. Branding/Messaging
Think outside the bun. – Taco Bell (1998)
DATE
April 12, 2012 CLIENT
Baptist Communicators

52. Branding/Messaging
It keeps going, and going and going....
DATE
April 12, 2012 CLIENT
Baptist Communicators

53. Branding/Messaging
It keeps going, and going and going.... – Energizer Batteries (1989)
DATE
April 12, 2012 CLIENT
Baptist Communicators

54. Branding/Messaging
It’s everywhere you want to be.
DATE
April 12, 2012 CLIENT
Baptist Communicators

55. Branding/Messaging
It’s everywhere you want to be. – VISA (1988)
DATE
April 12, 2012 CLIENT
Baptist Communicators

56. Branding/Messaging
Think different.
DATE
April 12, 2012 CLIENT
Baptist Communicators

57. Branding/Messaging
Think different. – Apple Computer (1998)
Mac Vs. PC!
DATE
April 12, 2012 CLIENT
Baptist Communicators

58. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

59. Strategies/Tactics
Confused?
Goals (Objectives) – Specific, measurable, achievable, relevant objectives.
Strategies – The ideas and approaches that are developed to achieve goals.
Tactics – The specific actions, details and activities that must occur in order
for strategy to succeed.
DATE
April 12, 2012 CLIENT
Baptist Communicators

60. Strategies/Tactics
Goal: Increase new patient volume by 20% in the next year
Strategy: Improve patient experience to inspire more word-of-
mouth referrals
Tactics:
•Institute quarterly customer service training sessions for staff and owners
•Create incentive program for staff based on increased referral volume
•Devote one staff meeting per month to new ideas for improving patient
experience
DATE
April 12, 2012 CLIENT
Baptist Communicators

61. Strategies/Tactics
Different types of strategies
Market penetration strategy (existing market)
Market development strategy (new markets)
Product development strategy (present markets, new products)
Diversification strategy (new markets, new products)
DATE
April 12, 2012 CLIENT
Baptist Communicators

62. Strategies/Tactics
Tactics driven by the marketing mix
Advertising (television, radio, outdoor newspaper, internet)
Public relations or publicity (organized events, networking, media
coverage, sponsorships)
Sales promotion (in-store demonstrations, displays, contests, price
incentives)
Direct marketing (email, letters, personal calls, opt in promotions,
catalogs)
Personal selling (face to face communication)
DATE
April 12, 2012 CLIENT
Baptist Communicators

63. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

64. Media Strategy
 Covers 12-month period
 Presented in flowchart format
 Includes mediums, levels, flights, costs
DATE
April 12, 2012 CLIENT
Baptist Communicators

65. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget
Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

66. Budget
Budget Models
Objectives and task budgets
Percentage method
Zero-based
All-you-can-afford
On-the-fly
DATE
April 12, 2012 CLIENT
Baptist Communicators

67. Strategic Marketing Plan Outline
Measurable Goals
Situation Analysis
Competitive Review
Research Analysis
Target Audience
Branding/Messaging
Strategies/Tactics
Media Strategy
Budget Timelines
DATE
April 12, 2012 CLIENT
Baptist Communicators

68. Timelines
 Look at short term and long term strategies
 Include all tactics outlined in plan
 Assign responsibilities
DATE
April 12, 2012 CLIENT
Baptist Communicators

69. Points to Consider
• Plans should cover one to two years of
tactics; evolving marketplace
• Allow a couple of months to develop plan
• Get people involved; feedback from all parts
of your company
• “Don’t confuse efforts with results”
• Put in 3-ring binder. Refer to it at least
quarterly. Add tab for monthly reports
DATE
April 12, 2012 CLIENT
Baptist Communicators

70. THANK YOU!