Marketing Planning Framework

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Marketing strategy and communications planning framework based on PR Smith's SOSTAC model.

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Marketing Planning Framework

  1. 1. Marketing Plan 2011 Summary Objectives 1. Grow sales of software by 20% during 2011 Summary Strategy 1. build sales pipeline within financial services sector Tactic Budget Target / Measure Campaign Led Targeted advertising: Linkedin inMail, Google CPC, 1x trade press £8,000 design creative - copy and artworking Implement campaign Measure effectiveness Assess and take corrective action Ensure leads built into pipeline Three step campaign: email, whitepaper & telemarketing £10,000 Design creative assets Create whitepaper Build campaign landing page and data capture eDM broadcast TM follow-up Assess and take corrective action Ensure leads built into pipeline Momentum Led Search Engine Optimisation £1,000 Social media management - Twitter / LinkedIn / Blog £1,000 TOTAL £20,000 Agency Fees £5,000 Total Marketing spend £25,000 Total Leads Generated 90 Average Cost per Lead £278
  2. 2. 1 1 11 Cost per -1 -1 n- ar b Fe Target / Measure Leads lead Owner Ja M 50 new leads into pipeline 50 £160 25 new leads acquired 25 £400 25 leads into warm propsects 20 enquiries, 1st page google 10 £100 1,000 followers, 5 enquiries 5 £200 90 at 20% conversion rate = 36 new clients
  3. 3. M ar -1 1 Ap r-1 1 M ay -1 1 Ju n- 11 Ju l-1 1 Au g- 11 Se p- 11 O ct -1 1 N ov -1 1 D ec -1 1

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