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Annual Marketing Strategy Planning



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  • 1. Annual Marketing Strategy Planning
  • 2. What’s Covered:
    • Why do it?
    • Preparation
    • Proper implementation steps
    • Follow up
  • 3. The Basics
    • Typically want to start around late fall if your fiscal year aligns with the calendar year
    • Write out goals and objectives which align with business’s big ideas
    • Simplicity and alignment are key
    • Try to keep as short as possible
  • 4. Why Do This?
    • Creates a timeline for annual, bi-annual, or quarterly goals
      • Each company chooses period of time for which to plan, can plan for shorter then a year
      • We recommend bi-annually: offers more flexibility
    • Helps businesses decide exactly what activities need to be done for each set of goals, as well as amount of time needed for each activity
    • Helps with budget creation
    • Determines if additional investments need to be made on things such as technology, media or staffing
  • 5. Preparation
    • Conduct an employee survey - what should the company stop doing, start doing and continue to do
    • Employees list top three issues that need to be addressed, review these before the session begins
    • Gather customer feedback
    • SWOT analysis
  • 6. The Process Of Creating the Strategic Plan: Phase 1
    • Lock yourself in a room and don’t come out until the strategic plan is finished!
    • Start by looking at the company as a whole
      • What are the core values and beliefs?
      • Are these reflected in your company’s work?
    • Decide on core purpose: reason you get up and go to work everyday; what you are ultimately trying to accomplish
  • 7. The Process Of Creating the Strategic Plan: Phase 2
    • This is where you set goals to contribute the company’s purpose
      • Look three to three to five years down the road and decide where the business should be
    • Determine desired revenues and profits
    • What are your priorities to reach these goals
      • Can explore lead generation, lead nurturing, infrastructure, branding etc.
  • 8. The Process Of Creating the Strategic Plan: Phase 3
    • Break things down a little bit further
    • Decide on quarterly tactics for each goal
      • Work out details from activities to timing
    • Create two documents with results
      • 1 st is a 1-2 page word document to share with executive leadership to help guide their decisions
      • 2 nd is a project plan
    • Enter all data into Microsoft project, Excel, Base Camp or some other tool to help manage projects and create a calendar for the employees to ensure execution
  • 9. Follow-Up
    • Strategic plan is not set in stone – review it every quarter and adjust it where it’s needed
    • It is a live document and should thus be able to accommodate change
    • Set up weekly meetings to talk about how the plan is progressing/any changes necessary
  • 10. Call to Action
    • Full article: http://
    • William Tincup
    • W:
    • E:
    • P: 817-204-0400