This course presents the concept of Strategic Marketing Planning, the preferred method for today’s businesses to develop marketing that aligns with and supports a company’s business plan, objectives and goals. Strategic Marketing Planning and Marketing Communications Planning have become business-critical advertising agency services; clients expect strategic thinking from their marketing partners, and agencies that aspire to become strategic partners with their clients, not just production vendors, need to offer planning services to elevate their agencies to the status of trusted advisors.

1. Writing Strategic Marketing Plans and Marketing Communications Plans for Clients: Planning Levels and Agency Client Benefits Second Wind University of Advertising

2. Course Description This course presents the concept of Strategic Marketing Planning, the preferred method for today’s businesses to develop marketing that aligns with and supports a company’s business plan, objectives and goals. Strategic Marketing Planning and Marketing Communications Planning have become business-critical advertising agency services; clients expect strategic thinking from their marketing partners, and agencies that aspire to become strategic partners with their clients, not just production vendors, need to offer planning services to elevate their agencies to the status of trusted advisors. © 2010 Second Wind University of Advertising 2

3. Why should advertising agencies offer planning services? Moves agencies from vendor (execution) to consultant/advisor role Increases perceived value of agency services in clients’ eyes Generates and grows a partner relationship with agency clients Higher-value agency profit center © 2010 Second Wind University of Advertising 3

4. © 2010 Second Wind University of Advertising 4 Why do companies need strategic marketing planning? Forces Changing Global Marketing: Slowed Growth Accelerated technology Expanding world trade Increased connections between people Eroding brand loyalty Power shift from marketer to consumer (The “power of one”)

5. Ten Reasons Companies should use marketing planning © 2010 Second Wind University of Advertising 5

6. Planning compels a thorough review of all factors that may affect success. Planning makes decision-making easier: since the company already knows what is needed, decisions are made based on how well an action supports the plan, not on expediency. Planning encourages optimum use of company resources. Planning helps companies to set attainable goals and objectives and establish accountability, improving the likelihood of success. Planning can lead to new product and service innovations by helping identify customer interests, needs and wants. © 2010 Second Wind University of Advertising 6

7. Planning simplifies marketing by focusing media spending on the most appropriate and targeted channels, increasing media effectiveness. Planning frees up the marketing budget for new or changing opportunities. Planning improves the client/agency relationship, as all parties know the goals and objectives and can work to achieve the same results. Planning helps team members assess results, leverage strengths and avoid past mistakes. Planning pinpoints areas where improvement is needed, and guides in making improvements. © 2010 Second Wind University of Advertising 7

8. Planning is valuable for clients that: Are starting a new business Are launching a new product Need to refocus their company’s marketing efforts Want to expand their current market share Will be reorganizing their company or marketing department Are interested in learning and adopting better management skills © 2010 Second Wind University of Advertising 8

9. © 2010 Second Wind University of Advertising 9 Want to learn more? Review a complete course description or enroll at: www.univofadvertising.com Enter code SLD20 and save 20% on any University of Advertising course!

10. About University of Advertising Second Wind created the University of Advertising to provide on-demand training for agency professionals seeking to advance their advertising careers and become more valuable to their agencies. Since 1988, Second Wind has trained over 20,000 agency professionals and certified thousands through its highly recognized Certified Seminar series. Now, Second Wind is delivering this training right to your desktop. © 2010 Second Wind University of Advertising 10 Start improving your skills today with U of A!