Peter Korchnak Location, mm/dd/yy Crafting a sustainable marketing plan Peter Korchnak Mercy Corps NW, 11/10/08

What? How? Why?

What are you talking about?

Marketing People Needs 7Ps = business

Challenges Money Ability Results

1 sus·tain , v. tr. Continuity Responsibility 3x bottom line Values

Why have a marketing plan?

The Plan Focus Consistency Relationships

How to craft a marketing plan?

Goals

Prosperity

Planet

People

SWOT Strengths Weaknesses

SWOT Opportunities Threats

Audiences Understand Segment

Position

Core idea

Promise

Position Vision Mission Competency Statement Proposition

Experience Identity Marketing mix

People Customers Employees Partners Community

Product In/outputs Benefits Feedback

s Process Experience Conversation Education

Place Location x3 Practices

Physical evidence Preview Case studies Testimonials

Price Expectation Value Goals

Promotion Identity level Benefits B2C2B + C2C Action plan

Tactics Referrals Customer service Word-of-mouth Earned publicity Joint marketing

Listen

Measure

Adapt

Rules Narrow focus Consistency Delivery Community

Resources CubeSpacePDX.com Oregon-MicroBiz.org SBA.gov & SCORE.org BizCenter.org

SemiosisCommunications.com

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

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