1. DEFINING AND ALLOCATING – THE
GREAT MARKETING/MEDIA PLAN
Robin Gronlund
Marketing & Operations
UVM Continuing
Education
2. Planning Quotes
It takes as much energy to wish as it does to plan.
Eleanor Roosevelt
By failing to prepare, you are preparing to fail.
Benjamin Franklin
The wise man bridges the gap by laying out the path to
get from where he is to where he wants to go.
John Pierpont Morgan
3. Start with Q&A
Elements of a “mini” marketing plan
– Who?
– What?
– When?
– Where?
– Why?
– How?
– By how much?
4. Get Clear
Who are you targeting?
– Audience
– Ex: Students currently in their Junior and Senior year of
high school
What do you want them to believe?
– Key messages
– Ex: At UVM, high school students can experience
college in a safe and academically stimulating campus
environment
Why should they believe you?
– Proof points
– Ex: UVM offers a Summer Academy featuring courses
in Business, Engineering, Leadership, Sustainability,
and Health Sciences designed specifically for high
school students
5. Write It Down
What do you want to
accomplish?
– Goals
– Ex: Be recognized as #1 source for
pre-college summer experience in
Vermont
By how much (measurable)?
– Objectives
– Ex: Grow HS participation by 20%
from 300 to 360 students
How will you reach your goals &
objectives
– Strategies
– Ex: Utilize online marketing to reach
regional audience
6. Write It Down
Where will you
specifically engage?
– Tactics
– Ex: Create new website;
Search engine optimize; Pay
per click advertising
When will you engage?
– Timeline
– Ex: Launch website on Nov 12
– SEO Optimization by Dec. 15
– Begin PPC on Jan 5 when
parents begin thinking about
summer programs
7. Marketing Channels
Evaluate engagement channels and investment
– Website
– Pay Per Click Advertising
– Search Engine Optimization
– Online Banner Advertising
– Print Advertising
– Direct Mail
– Trade shows
– Publicity
– Social media
8. The Art of Budgeting
Top down thinking
– Support your business goals and objectives
– Adequately fund your tactics
– Is in line with your business financials?
– Grounded in industry standards
Bottom up thinking
– List all marketing channels and tactics
– Estimate costs
– Rank by "payback" potential
$ = # of impressions
$ = # of leads
$ = # of conversions
10. Conversion Funnel
PPCPrint Ad Radio AdSEO
PR/Social
Media
Leads / Inquiries
Interest
Consideration
Anxiety
Buy
Use
marketing &
sales tactics
to create a
series of
“small”
closes to
move leads
down the
funnel to
conversion
Awareness
Marketing mix Traffic drivers
11. Tracking Leads
During a set time period
– Count something:
# of phone calls
# of emails
# of impressions
# of web hits
# of purchases
12. Measuring ROI
100,000 Impressions
10 proposals
2 new
customers
100 Inquires
Marketing
Tactic
times .1%
expected
response rate
times 10% to
proposal
times 20%
close rate
# new customers times revenue
2 x $15,000 = $30,000
Marketing expense as % of revenue
$5,000 * $30,000 = 16%
Budget = $5,000
Approx. 16% of expected revenue
13. Wrap Up
Planning doesn’t have to be hard
Get started with a 1 page Mini Marketing Plan
Write down answers to questions
Estimate a simple % of revenue marketing budget
Map out a timeline
Track your results
