Organizational PlanningMarketing Plan for News Letter and OperationsPrepared By:   Lawrence SamuelsAugust 10, 2012
Company ConfidentialColorado Springs, CO 801918    Thank you for providing me the opportunity to conduct an analysis and p...
Internal Marketing and Campaign Department Account ManagementChannels          The use of Multichannel Marketing to reinfo...
Market Analysis for Newsletter :SWOT AnalysisEfforts to Build Strengths        Target our Corporations for maximum market ...
Small                     Corporations        Non-Profits                            Institutions                         ...
build off each customer segment point of difference and either provide delegation or facilitation to aidtheir process.    ...
Situational AnalysisAssistors and Resistors        Sources of Assistance                                       Sources of ...
Implementation in Newsletter/Internal and ExternalSales Process for Campaign Department and Communication       Set direct...
NewslettersAction Steps           Newsletter 1                             Newsletter 2                       The tasks/Ob...
Action Steps       Newsletter 1        Newsletter 3               Newsletter 4                   The                   tas...
Action Steps    Newsletter 1        Newsletter 3             Newsletter 5        Newsletter 6                The          ...
Action Steps    Newsletter 1       Newsletter 3   Newsletter 7      Newsletter 8       Newsletter 9                The    ...
Topics:      Leadership      Workforce, getting the right people (HR Driven) Organization Development      Incentives, Rew...
Upcoming SlideShare
Loading in …5
×

Strategy and Marketing Communication

200
-1

Published on

Volunteer work.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
200
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Strategy and Marketing Communication

  1. 1. Organizational PlanningMarketing Plan for News Letter and OperationsPrepared By: Lawrence SamuelsAugust 10, 2012
  2. 2. Company ConfidentialColorado Springs, CO 801918 Thank you for providing me the opportunity to conduct an analysis and plan for our marketing andbusiness efforts for our Newsletter. For our future marketing efforts, I found that targeting segmentsthrough proper communication channels will be effective at gaining desirable results. Also, we mustposition ourselves to gain as much information as possible about our campaigners’ activities andpractices. The recommendations in the analysis include: Conducting a Survey Segmenting our customers Targeting our customers Use of communication channels Creating a database and gathering informationThe services we provide as a Non-profit is essential to our community. Not only will we need to knowmore about our Campaigners but also our need to effectively manage each process and organization willdepend on our communication and ability to gain commitment. To accomplish this we must treat eachclient differently, make a connection, and then create a competitive environment that is rewarding.Thank You,Lawrence SamuelsLawrence SamuelsNowandlater2012@gmail.comPS. Refer to our marketing plan for Customer analysis, Industry trends, strategies and possiblerepositioning
  3. 3. Internal Marketing and Campaign Department Account ManagementChannels The use of Multichannel Marketing to reinforce, attract and build lasting relationships Direct, Indirect and Electronic Channel Alliance – gathering information to use resources from multiple clients to further development and competition.Our RoleOur role is to be an influencer to aid in decision making and provide direction. Situational leadership isdependent on the capabilities and resources of our organizations and to maximize the control and use ofinformation. Creating classes of organizations Creating a lifecycle Recording present and past results Coordinating activities and communications that strengthens the process Assign individuals that are responsible for the roles of each organization Assigning individuals that work with multiple organizations, cross selling, and maximizing the abilities of the full workforce Intensive to selective distribution of informationDealing with Objections for Effective ManagementFor Communicating with target segments and increasing our ability to penetrate as many businesses aspossible: Acknowledge and convert the Objection Postpone Agree and Neutralize Accept Close and Productive Follow upsResults Compare, analyze and Record Results
  4. 4. Market Analysis for Newsletter :SWOT AnalysisEfforts to Build Strengths Target our Corporations for maximum market penetration The use of Media to attract and encourage participation Flexible newsletter for different target audienceEfforts to Minimize Weaknesses Hands on Assistance with Small Business Use bargaining power to assist with incentives Constant communication and provide directionOpportunities Form a competitive environment between the different corporations Encourage volunteers through incentives, rewards, and recognitionRefer to e-Newsletter action plan for creating a competitive environment by gathering and sharinginformation. “A Beginning and a end is just a race”
  5. 5. Small Corporations Non-Profits Institutions Business Use market based grouping Current Customers Driving ForcesUse of Information and Our Bargaining PowerManaging Communicate ChannelsGaining CommitmentDelegate Particular Companies Resisting ForcesBusiness NeedsInappropriate behavior: Responses to information communicatedFalse expectationsIneffective Management Service Goals The chances of success are elevated by segmenting our market and developing a high impact strategy for each market. The proper use of our communication channels to either delegate, increase competition, or to gather useful information among our corporations will help us delegate the processes. On the contrary, direction among our non-profits and small business requires proper handling, encouragement and the use of our bargaining power to aid the process. The objective is to
  6. 6. build off each customer segment point of difference and either provide delegation or facilitation to aidtheir process. 80/20 rule: identify high stakeholders and provide delegationResources Point of contact : Refer to dealing with objections One on One Encouragement: Personal interviews, selecting targeting Visit to offices: gain information Email, Mail, Social Networks, Phone: communication channels Create an Effective Database: Information Management Total amount per business up to date: Effective goal setting Campaigners partners and associates: Information, long-term solutions and opportunities Information: our most valuable assetProduct Features Volunteer: Target Campaign: Target Individual Benefit verse Big Picture: Influences in newsletterExpenses Administrative Create a “goodwill fun” for efforts to assist businesses or Negotiation Economic: Opportunity costs associated Synergy • Locating the market potential, Set as a goal. Also Industry potential by target segment. Refer to previous years or financial statements for goodwill. • Conduct a pre-Campaign survey to gather expectations and capabilities Product Differentation • Using different strategies for different markets to attract involvement "How to be a hero in many ways than one" Compatability of Businesses Objectives verse Resources • Provide assistance if necessary for business to particpate. Future benefits. Get Competition Involve. • Communicate competition • Form a competitive Environment and raise the stakes
  7. 7. Situational AnalysisAssistors and Resistors Sources of Assistance Sources of ResistanceWho Businesses of all shapes and sizes Behavior among organizatonsWhat Research, Rewards, Recongintion, Incentives Unable to acquire the resourcesWhere Food vendors, Gas Stations, Retail Stores Inability to gain commitmentWhen During Campaign and Afterwards, CommunicationWhy Encouragement-Empowerment-Competitive Environment CommunicationHow Advertise, Communicate Rewards Outlets, effectively communicating the messageAction PlanAction Steps What Who How Where When1.Conduct a survey to Survey Businesses Electronic Workplac Pre-gather Expectations and e CampaigCapabilities. n2.Segment the Identification All involve Based on Workplac ASAPcorporations, small Survey ebusiness, and nonprofits results/Agendbased on survey results. a3. Create communication Email, person Individual Research, Ask internal ASAPchannels and goals for Contact, and Business for andeach segment Social commitment External networking4. Use bargaining power Incentives, Corporations Increase Local Duringto gain useful incentives Rewards, and Small competition Campaignand involvement Recognition Business and Bargaining power
  8. 8. Implementation in Newsletter/Internal and ExternalSales Process for Campaign Department and Communication Set direction by providing information on what is to be achieved Setting objectives by specifying the what needs to be achieved and the actions to achieve them Educating on the proper use of resources to reach desirable goals Key account management and distribution of useful information to workforceQualitative Analysis – Implementation Use of influencers Behavioral Evaluation per segment and individual, listen and respond, then communicate Use of emotional Intelligence, use newsletter as education or training mechanismCommunication to Segments The tasks of each involve The person and actions necessary to complete the tasks Deadline What is to be deliveredAssessing the organization for selective targeting and newsletter behavior also, for point of contact Common interest Abilities and capabilities Education of workforce Personal goals, mission, vision Personality of those involve Environment
  9. 9. NewslettersAction Steps Newsletter 1 Newsletter 2 The tasks/Objective - our overall Ask for Commitment/our missionService Theme purpose"hero" Influencer, alignment with their goalsProviding options and Set direction by providing information Words from campaign contacts,useful links on what is to be achieved (internal Marketing ) Educating on the proper use of resources to reach desirable goals, Example, Epledge, their organization How to provideIndepth per segment communication efforts Incentives, Rewards, Recognition Training through available information Share the results of the innovator, and first organization to bring results,Examples Success stories How they done itTime line/Behavior TimeLine/Delegate TimeLine/motivate211 ProgramSchool ReadinessSuccess by 6 Advertising for future Programs and Advertising for future ProgramsEpledge Resources and ResourcesInformationGathering Provide link for survey Provide link for survey
  10. 10. Action Steps Newsletter 1 Newsletter 3 Newsletter 4 The tasks/Objective - our overall purpose"hero" Overall Purpose/Personal Overall purpose/InterpersonalService Theme Influencer, Influence influence Set direction by providingProviding information onoptions and what is to be Word from other members of theuseful links achieved Words from Campaigners staff Educating on the proper use of resources to reach desirable goals, Example, Epledge, their organization The Race:Remind of Remind of an overall Goal,Indepth per communication PPUW Rewards Provide overall progress to thissegment efforts for Achievement point Training through available information and Present Success Stories Share results of Lower 10 percentExamples Success stories and Results and top 10 percentTime TimeLine/Delegatline/Behavior e TimeLine/motivate TimeLine/Empower211 ProgramSchool Readiness Advertising forSuccess by 6 future Programs Advertising for future Advertising for future ProgramsEpledge and Resources Programs and Resources and ResourcesInformation Provide link for Provide link for Provide link for survey/PhoneGathering survey survey/Phone interviews interviews
  11. 11. Action Steps Newsletter 1 Newsletter 3 Newsletter 5 Newsletter 6 The tasks/Objective - our overall Overall purpose “hero" Purpose/PersonalService Theme Influencer, Influence Remind Remind Set direction by providingProviding information onoptions and what is to be Words from Words from the Words from theuseful links achieved Campaigners community president Educating on the proper use of resources to reach desirable goals, Example, E-Pledge, their Selective organization The Race:Remind of assistance,Indepth per communication PPUW Rewards Dependent uponsegment efforts for Achievement Reward candidates Results Training through available Present Success Dependent upon Dependent upon information and Stories information up to information up toExamples Success stories and Results date dateTime TimeLine/Delega TimeLine/Empowe TimeLine/situationline/Behavior te TimeLine/motivate r al211 ProgramSchoolReadiness Advertising for Advertising for future Advertising for Advertising forSuccess by 6 future Programs Programs and future Programs future ProgramsEpledge and Resources Resources and Resources and Resources Provide link for Provide link forInformation Provide link for survey/Phone survey/Phone Provide link forGathering survey interviews Interviews survey
  12. 12. Action Steps Newsletter 1 Newsletter 3 Newsletter 7 Newsletter 8 Newsletter 9 The tasks/Objective Overall - our overall Purpose/Pers purpose “hero" onalService Theme Influencer, Influence Remind Remind Set direction by providingProviding information onoptions and what is to be Words from Dependent onuseful links achieved Campaigners progress Educating on the proper use of resources to reach desirable The goals, Example, Race:Remind EPledge, their of PPUW Selective Selective organization Rewards assistance, assistance,In-depth per communication for Dependent Dependentsegment efforts Achievement upon Results upon Results Training through Present Dependent Dependent available Success upon upon information and Stories information up information upExamples Success stories and Results to date to date DeadlineTime TimeLine/Deleg TimeLine/mo TimeLine/situa TimeLine/Situa Announcementline/Behavior ate tivate tional tional /Direct211 Program AdvertisingSchool for future Advertising for Advertising for Advertising forReadiness Advertising for Programs future future futureSuccess by 6 future Programs and Programs and Programs and Programs andEpledge and Resources Resources Resources Resources Resources Provide link forInformation Provide link for survey/Phon Provide link Provide link for Provide link forGathering survey e interviews for survey survey survey
  13. 13. Topics: Leadership Workforce, getting the right people (HR Driven) Organization Development Incentives, Rewards, Recognition – Application Technology Social media Programs Fundraising, Volunteering Video competition Up to date events

×