Annual Marketing Strategy Planning


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Annual Marketing Strategy Planning

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