Baptist communicators strategic marketing plan development 2012

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Steps to develop a strategic marketing plan

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Baptist communicators strategic marketing plan development 2012

  1. 1. Strategic Marketing Plan April 12, 2012
  2. 2. Definition of Strategy: A strategy is a plan of action designed to achieve a vision.DATE April 12, 2012 CLIENT Baptist Communicators
  3. 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. 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. 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 creativeDATE April 12, 2012 CLIENT Baptist Communicators
  6. 6. Benefits of Marketing Plan Chart to success Accept that plans will change No plan and you wander aimlesslyDATE April 12, 2012 CLIENT Baptist Communicators
  7. 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 listDATE April 12, 2012 CLIENT Baptist Communicators
  8. 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. 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 emailsDATE April 12, 2012 CLIENT Baptist Communicators
  10. 10. ProcessDATE April 12, 2012 CLIENT Baptist Communicators
  11. 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 TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  12. 12. Strategic Marketing Plan Outline Situation Analysis Measurable Goals Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  13. 13. Measurable Goals SMART Specific, Measurable, Achievable, Realistic and Time BoundDATE April 12, 2012 CLIENT Baptist Communicators
  14. 14. Some Key Performance Indicators  Market Share  Sales  Quality Control  Financial Results  New Customers Acquired  Retention  Brand Awareness  ProfitabilityDATE April 12, 2012 CLIENT Baptist Communicators
  15. 15. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  16. 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 behaviorDATE April 12, 2012 CLIENT Baptist Communicators
  17. 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 AnalysisDATE April 12, 2012 CLIENT Baptist Communicators
  18. 18. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  19. 19. Competitive Review  Who are your competitors?  Strengths  Weaknesses  Positioning  Reputation and brand equity  How are they using the marketing mix?  Media spendingDATE April 12, 2012 CLIENT Baptist Communicators
  20. 20. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  21. 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 sourceDATE April 12, 2012 CLIENT Baptist Communicators
  22. 22. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  23. 23. Target AudienceDATE April 12, 2012 CLIENT Baptist Communicators
  24. 24. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  25. 25. Branding/Messaging Starts with a Unique Selling PropositionDATE April 12, 2012 CLIENT Baptist Communicators
  26. 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. 27. Branding/Messaging Unique selling proposition (USP) = PositioningDATE April 12, 2012 CLIENT Baptist Communicators
  28. 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 eDATE April 12, 2012 CLIENT Baptist Communicators
  29. 29. Branding/Messaging Essential criteria for positioning includes: • Short • Simple • Immediately familiar • Positive • True • Easy to validate • Universally applicable • Invites personal involvement • TimelessDATE April 12, 2012 CLIENT Baptist Communicators
  30. 30. Branding/Messaging Great examples of positioning are: Just Do It.DATE April 12, 2012 CLIENT Baptist Communicators
  31. 31. Branding/Messaging Just Do It. – Nike (1988)DATE April 12, 2012 CLIENT Baptist Communicators
  32. 32. Branding/Messaging Have It Your Way.DATE April 12, 2012 CLIENT Baptist Communicators
  33. 33. Branding/Messaging Have It Your Way. – Burger King (1973)DATE April 12, 2012 CLIENT Baptist Communicators
  34. 34. Branding/Messaging Don’t Leave Home Without It.DATE April 12, 2012 CLIENT Baptist Communicators
  35. 35. Branding/Messaging Don’t Leave Home Without It. – American Express (1975)DATE April 12, 2012 CLIENT Baptist Communicators
  36. 36. Branding/Messaging Taste great, less filling.DATE April 12, 2012 CLIENT Baptist Communicators
  37. 37. Branding/Messaging Taste great, less filling. – Miller Lite (1974)DATE April 12, 2012 CLIENT Baptist Communicators
  38. 38. Branding/Messaging What happens here, stays here.DATE April 12, 2012 CLIENT Baptist Communicators
  39. 39. Branding/Messaging What happens here, stays here. – Las Vegas (2002)DATE April 12, 2012 CLIENT Baptist Communicators
  40. 40. Branding/Messaging Please don’t squeeze the __________.DATE April 12, 2012 CLIENT Baptist Communicators
  41. 41. Branding/Messaging Please don’t squeeze the Charmin. (1964)DATE April 12, 2012 CLIENT Baptist Communicators
  42. 42. Branding/Messaging Fly The Friendly Skies.DATE April 12, 2012 CLIENT Baptist Communicators
  43. 43. Branding/Messaging Fly The Friendly Skies. – United Airlines (1966)DATE April 12, 2012 CLIENT Baptist Communicators
  44. 44. Branding/Messaging The quicker picker-upper.DATE April 12, 2012 CLIENT Baptist Communicators
  45. 45. Branding/Messaging The quicker picker-upper. – Bounty (1991)DATE April 12, 2012 CLIENT Baptist Communicators
  46. 46. Branding/Messaging Like A Rock.DATE April 12, 2012 CLIENT Baptist Communicators
  47. 47. Branding/Messaging Like A Rock. – Chevrolet (1990)DATE April 12, 2012 CLIENT Baptist Communicators
  48. 48. Branding/Messaging The Ultimate Driving Machine.DATE April 12, 2012 CLIENT Baptist Communicators
  49. 49. Branding/Messaging The Ultimate Driving Machine. – BMW (1975)DATE April 12, 2012 CLIENT Baptist Communicators
  50. 50. Branding/Messaging Think outside the bun.DATE April 12, 2012 CLIENT Baptist Communicators
  51. 51. Branding/Messaging Think outside the bun. – Taco Bell (1998)DATE April 12, 2012 CLIENT Baptist Communicators
  52. 52. Branding/Messaging It keeps going, and going and going....DATE April 12, 2012 CLIENT Baptist Communicators
  53. 53. Branding/Messaging It keeps going, and going and going.... – Energizer Batteries (1989)DATE April 12, 2012 CLIENT Baptist Communicators
  54. 54. Branding/Messaging It’s everywhere you want to be.DATE April 12, 2012 CLIENT Baptist Communicators
  55. 55. Branding/Messaging It’s everywhere you want to be. – VISA (1988)DATE April 12, 2012 CLIENT Baptist Communicators
  56. 56. Branding/Messaging Think different.DATE April 12, 2012 CLIENT Baptist Communicators
  57. 57. Branding/Messaging Think different. – Apple Computer (1998) Mac Vs. PC!DATE April 12, 2012 CLIENT Baptist Communicators
  58. 58. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  59. 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. 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 experienceDATE April 12, 2012 CLIENT Baptist Communicators
  61. 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. 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. 63. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  64. 64. Media Strategy  Covers 12-month period  Presented in flowchart format  Includes mediums, levels, flights, costsDATE April 12, 2012 CLIENT Baptist Communicators
  65. 65. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  66. 66. Budget Budget Models Objectives and task budgets Percentage method Zero-based All-you-can-afford On-the-flyDATE April 12, 2012 CLIENT Baptist Communicators
  67. 67. Strategic Marketing Plan Outline Measurable Goals Situation Analysis Competitive Review Research Analysis Target Audience Branding/Messaging Strategies/Tactics Media Strategy Budget TimelinesDATE April 12, 2012 CLIENT Baptist Communicators
  68. 68. Timelines  Look at short term and long term strategies  Include all tactics outlined in plan  Assign responsibilitiesDATE April 12, 2012 CLIENT Baptist Communicators
  69. 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 reportsDATE April 12, 2012 CLIENT Baptist Communicators
  70. 70. THANK YOU!

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