This 6-Step process offers guidance on how to build out a strategic, tactical marketing plan that is audience specific and easy to follow so you can achieve your business and marketing objectives in 2021.

1. 2021 Marketing Planning
Quick Guide

2. Speaker Intro
Experience
ü 10+ years product marketing at Rogers
Communications & Atria Networks
ü 3+ years startup marketing leadership
in local SaaS industry
ü Professor of Marketing at Conestoga College
ü 3 years Director of Marketing & LWDG
Andrea Martin, Director of Marketing
With over 15 years of marketing experience, Andrea is an experienced marketer passionate about
helping brands understand why they are in business, what they want to accomplish and how they
are going to get there. Driven by her natural curiosity to derive meaning from information, Andrea
collaborates with clients to solve business problems with strategic marketing.
ü Marketing & Communications
ü Strategic & Marketing Planning
ü Brand Strategy & Management
ü Market Research
ü Product Marketing
ü Digital Marketing
Expertise
Andreamartin1 | andrea@lwdg.ca

3. Agency
Introduction
Boutique experience.
Big agency results.
Lesley Warren Design Group is a boutique agency dedicated to building brands through strategic marketing
and design. We believe great design starts with great strategy derived from deep client understanding. As a
team of seasoned marketing and creative professionals, we draw upon our collective talents and expertise to
solve business challenges and execute meaningful design solutions that engage, differentiate and inspire. We
tailor our solutions to our client’s needs, and manage expectations with transparency, authenticity and respect.
We promise a boutique client experience backed by a proficient and passionate team who consistently deliver
big agency results.

4. My goal for today is…
ü aligned with business objectives
ü targeted to your audiences
ü engages through meaningful content
ü AND is quick, logical & easy to follow
…to help you build a strategic marketing
plan that is:
Can marketing
prepare you for
success?

5. During the presentation…
ü Has your purpose, vision or mission changed?
ü How effectively are you managing your brand?
ü How can I engage my audience online?
Reflect on the following:
Take notes
& jot down your
thoughts

6. My Definition
of Marketing :
Marketing is strategy that utilizes art and data to
communicate value using a scientific approach to
test, measure and refine strategies in order to
deliver business growth by creating, delivering and
managing customer value.
What is marketing?
{

7. Marketing Plan
6A guided step-by-step process to develop a strategic, tactical, plan that is
audience specific and easy to follow!
Step
Strategic Marketing Plan

8. Step 1
Evaluate and adapt your brand strategy
Consider:
Who are you and how do you
want to be perceived?

9. Def:
is a long-term plan for the development of a successful
brand in order to achieve specific goals. A well-defined and
executed brand strategy affects all aspects of a business and is directly
connected to consumer needs, emotions, and competitive
environments.
What s a brand strategy?
{
Step 1
Evaluate and adapt your brand strategy

10. Why adapt your brand strategy?
üconsumer needs
üemotions
ücompetitive environments
Because COVID-19 has changed…
Step 1
Evaluate and adapt your brand strategy

11. Brand Strategy Elements
“Your Why" – Why does your brand exist? What’s your ultimate reason for being? It’s like your guiding star, forever pursued but never
reached. Yet although purpose itself does not change; it does inspire change.
“Your How" – How are you going to get there? Unless you know ‘why’ you’re in business and ‘what’ you expect
to accomplish, how you get there is meaningless. The first two steps are hard to work through, but you can’t have a believable company
mission without them.
“Your What" – What is the ultimate goal of your company? What does your finish line, or outcome look like? “What decisions will get
you closer to that finish line?” Your Vision is what you want to accomplish as a result of remaining committed to your purpose.
Purpose
(remains unchanged)
Vision
(variable by industry)
Mission
(likely impacted)
Step 1
Evaluate and adapt your brand strategy

12. Brand Strategy: Intangibles
(emotional elements)
Review & Adapt Intangibles
(align with current consumer
needs, emotions & environment)
Core Values, Brand Promise
Tone & Personality
Positioning
Step 1
Evaluate and adapt your brand strategy

13. Brand Strategy
(strategy + emotion = story)
The best strategy is a
story…
Review strategic elements
(slightly impacted)
Modify intangibles/emotion
(align with current consumer needs, emotions &
environment)
Adapt your story
(share to stay relevant)
Purpose Vision Mission
Core Values & Brand Promise
Tone & Personality
Positioning
Brand Story
Step 1
Evaluate and adapt your brand strategy

14. Step 2
Set your marketing objectives
Consider:
What do you want to achieve?

15. Create relevant marketing objectives that
support overall company objectives:
Example: Customer Loyalty
Step 2
Set your marketing objectives
ü Maintain Customer Retention Rate of 95%
ü Increase Customer Satisfaction 10%
ü Increase Social Engagement 1%
ü Increase website traffic 20%

16. Marketing Objectives
Make your objectives SMART
Example:
S – Increase Customer Retention
M – Benchmark data and measure customer activity
A – Increase retention rate 5%
R – Implement marketing strategies to support objective
T – measure progress quarterly and at year end (12 months)
Step 2
Set your marketing objectives

17. Marketing Objective Examples
Marketing objectives also need
to be actioned by supporting
strategies and tactics.
Step 2
Set your marketing objectives

18. Step 3
Segment Your Audiences
Consider: Who are your target
audiences?

19. Step 3
Segment Your Audiences
4 Categories of Market Segmentation

20. Step 3
Segment Your Audiences
In B2B, needs-based segmentation is more
effective as you are selling to a business with
multiple decision makers, not an individual
person.
What influences
buying behaviour?

21. Step 4
Build your marketing strategies
Consider: How will you connect and
engage your audiences?

22. Step 4
Build your marketing strategies
Select appropriate channels for
each of your strategies
Strategy Channels
Loyalty Program Email, Direct Mail, Text, App
Satisfaction Survey Email, Website POS
Awareness Campaign Facebook, Twitter, LinkedIn
Lead Generation Google AdWords, Display Ads,
Sponsored Ads, Paid Social

23. Step 4
Build your marketing strategies
Where does your audience
frequently ”hang out” online?
Digital Strategy

24. How can you share your story
and engage your audience
online?
Step 4
Build your marketing strategies
Digital Storytelling

25. Canadians DO ENGAGE with
brands on social media
• A significant 86% of Canadians
interact with businesses on social
media
• Canadians spend over 80% of their
social media time interacting with
companies.
• Canadians also follow brands and
businesses on social media as well:
ü On Facebook, 59% follow
businesses
ü On Instagram 27% follow
businesses
Source: Canadian Internet Registration Authority (CIRA).
Step 4
Build your marketing strategies

26. Step 5
Develop targeted content for each
channel
Consider: How do you
create customer value?

27. Step 5
Develop targeted content for each
channel
How do your audiences want to be
communicated with?
Communication Preferences

28. Step 5
Develop targeted content for each channel
A value proposition is a statement that answers the 'why' someone should do
business with you. It should convince a potential customer why your service
or product will be of more value to them than similar offerings from your
competition.
Value Propositions
Example:
“Airbnb exists to create a world where anyone can belong
anywhere, providing healthy travel that is local, authentic,
diverse, inclusive and sustainable.”

29. • Understand the difference between social
media channels
• Deliver tailored content for each
Selecting the Right Social Media
Channel for Your Business
Step 5
Develop targeted content for each
channel
Social Channel Audience
Nuisances

30. Step 6
Define your evaluation methods
and metrics
Consider: How are you going
to measure success?

31. Step 6
Define your evaluation methods and metrics
What KPIs are the most
meaningful?

32. Strategy Metrics:
Show us how you shared toilet paper with those in need and we will
donate $1 for each social post that features #ShareASquare through
June 1, 2020 (up to $100,000).
Step 6
Define your evaluation methods and metrics
Strategy Channels Metrics
Loyalty Program Email, Direct Mail Loyalty Program
Enrollment Rate
Satisfaction
Survey
Email, Website Net Promoter Score (NPS)
Social Campaigns Facebook, Twitter, LinkedIn Engagement Rate by Reach
Lead Generation Google AdWords Marketing Qualified Leads

33. Social Media Metrics:
Monitor and report your
social analytics and engagement
trends to gain valuable insights.
Step 6
Define your evaluation methods and metrics
Engagement Rate by Reach (ERR) = total engagements per post / reach per post * 100
ü Overall weekly traffic
ü Most popular posts
ü How many new friends, followers, or connections
ü How many likes, shares, and comments you generate

34. To Build a Strategic Marketing Plan
6 Step Summary
Evaluate & adapt
your brand strategy
Set your
marketing
objectives
Segment your
audiences
Create
your channel
marketing strategy
Develop targeted
content for each
channel
1 2 3 4 5 6
Define your
evaluation methods &
metrics

35. Marketing Plan6Step Example
Evaluate & adapt
your brand strategy
Set your marketing
objectives
Segment your
audiences
Build
Your Marketing
Strategies
Develop targeted content for
each channel
Define your evaluation
methods & metrics
• Review your Purpose,
Vision & Mission
• Ensure your brand
story is relevant
• Customer Retention
(maintain 95%)
• Increase Customer
Satisfaction 10%
• Increase Social
Engagement 1%
• Increase website
traffic 20%
• Existing
Customers
• New Customers
• Prospects
• Loyalty Program
• Satisfaction Survey
• Social Campaigns
• Lead Generation
• Email existing to introduce
program and extend offer
• Develop and send a customer
satisfaction survey
• Create a targeted social content
calendar for Facebook & Twitter
• Develop digital quarterly ad
campaigns
• Program engagement
(enrolment rate +80%
by year end)
• Net Promoter Score
(NPS): +75%
• Maintain Avg. ERR of 2%
• 40 qualified leads a
quarter
1 2 3 4 5 6

36. In Summary
q Who are you and how do you want to be perceived?
q What do you want to achieve?
q Who are your target audiences & customers?
q How will you connect and engage your audiences?
q What are your unique value propositions?
q How are you going to measure success?
Consider the following…

37. 105 Randall Drive, Unit 2, Waterloo, Ontario
519.634.1124 • info@lwdg.ca • lwdg.ca
Thank You