Crafting a sustainable marketing plan

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    Crafting a sustainable marketing plan - Presentation Transcript

    1. Peter Korchnak Location, mm/dd/yy Crafting a sustainable marketing plan Peter Korchnak Mercy Corps NW, 11/10/08
    2. What? How? Why?
    3. What are you talking about?
    4. Marketing People Needs 7Ps = business
    5. Challenges Money Ability Results
    6. 1 susĀ·tain , v. tr. Continuity Responsibility 3x bottom line Values
    7. Why have a marketing plan?
    8. The Plan Focus Consistency Relationships
    9. How to craft a marketing plan?
    10. Goals
    11. Prosperity
    12. Planet
    13. People
    14. SWOT Strengths Weaknesses
    15. SWOT Opportunities Threats
    16. Audiences Understand Segment
    17. Position
    18. Core idea
    19. Promise
    20. Position Vision Mission Competency Statement Proposition
    21. Experience Identity Marketing mix
    22. People Customers Employees Partners Community
    23. Product In/outputs Benefits Feedback
    24. s Process Experience Conversation Education
    25. Place Location x3 Practices
    26. Physical evidence Preview Case studies Testimonials
    27. Price Expectation Value Goals
    28. Promotion Identity level Benefits B2C2B + C2C Action plan
    29. Tactics Referrals Customer service Word-of-mouth Earned publicity Joint marketing
    30. Listen
    31. Measure
    32. Adapt
    33. Rules Narrow focus Consistency Delivery Community
    34. Resources CubeSpacePDX.com Oregon-MicroBiz.org SBA.gov & SCORE.org BizCenter.org
    35. SemiosisCommunications.com
    36. Photo credits: tinyurl.com/*
      • Marketing: 57vw4k
      • Challenges: 5tsqwb
      • sus-tain: 55sk9g
      • The Plan: 6zzhk4
      • Goals: 5kxefd
      • Planet: 6fj6lx
      • People 1: 6pw9te
      • People 2: 69meze
      • Process: 6fb568
      • Place: 69fd26
      • Physical evidence: 58hzq9
      • Price: 6rknlz
      • Tactics: 5lersk
      • Measure: 596uxy
      • Adapt: 5nm83m
      • Rules: 5bqdsw
      • Other: Flickr

    + Peter KorchnakPeter Korchnak, 2 years ago

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