Marketing Planning_09.17.13

BUILDING A
MARKETING PLAN
Ruth Griggs
Principal, RC
Communications
Sept. 17, 2013

© Copyright 2012 RC Communications
TO D AY ’ S W O R K S H O P
• Broad introduction to marketing
• Present the mission, and discuss the
vision and values of your business
• Components of a marketing plan
• Present your single marketing objective
• Build a marketing plan to achieve it

TO D AY ’ S FA C I L I TATO R
• Ruth Griggs, Principal RC
Communications, Northampton
• @ruthgriggs03
• Strategic marketing communications to
nonprofits and small businesses in the
Pioneer Valley
• Over 30 years marketing communications
in NYC for financial services and nonprofit
organizations

TO D AY ’ S PA R T I C I PA N T S
• When business started/will start
• What selling/offering
• To whom selling/offering

M A R K E T I N G
Marketing is the sum of all activities that
influences the end user
to take a desired action.

TRADITIONAL MARKETING MIX
• Market research
• Product and positioning
• Pricing
• Packaging
• Place
• Promotion
• Sales

T H E N E W M A R K E T I N G M I X

T H E N E W M A R K E T I N G M I X
Product Experience
Place Everyplace
Price Exchange
Promotion Evangelism

M A R K E T I N G P L A N
Your overall approach
to get the end user
to take the desired action
Approach Marketing Plan

B A C K TO B A S I C S
• Mission
• Vision
• Values

Mission
• What is your purpose?
“The Creative’s mission is to tell clients’ stories
through memorable messaging and stand-out
design, raising awareness of the value clients
provide to their target audiences.”

Mission
• What is your purpose?
• What you are offering
• What affect it will have on your target
audience

Vision
• Where are you headed?
• Do you want to expand, change, add…
“ The Association For Community Living will
create a wider community that cares about
individuals with developmental disabilities. We
will foster an environment where more people
will believe in the fulfillment and the potential in
each one of us. ”

Values
• What do you stand for?
• What are your guiding principles in conducting
business?
“Treating all people with respect & dignity”
“Encouraging each individual to fulfill his/her
potential”
“Valuing the richness of cultural & racial
indentity”

B U I L D I N G A S O U N D

Marketing Objective = What is your goal?
• Broad yet measurable
• Specific actions can make it happen

Marketing Objective = What is your goal?
• Broad yet measurable
• Specific actions can make it happen
 “Raise $12,000 through Kickstarter campaign”
 “Grow Facebook page fans to 500”
 “Increase sales of bakery products to Co-op market by
20%”

FACTORS DRIVE OBJECTIVES
• Vision market to your vision
• Product market a new product
• Market a new market
• Distribution new methods
• Competition beat them
• Pricing merchandising, advertising
• Production efficiency reduces price

Marketing Strategy (ies)
• In general, what will you do to reach objectives
• A set of descriptive guidelines
• Your approach

Marketing Strategy (ies)
• Outreach/inform friends and family of concept
• Increase administrators; increase promotion
of Facebook throughout the organization
• Constant Contact email;follow up with calls to
medium sized businesses in our market
• Stage product samplings at Co-op markets

Tactics
Specific activities or programs you will do
to carry out your marketing strategies
• Operational
• Detailed
• Implementation-focused
• Timetable
• Responsible parties

Tactics
Specific activities or programs you will do
to carry out your marketing strategies
• Analyze existing email lists and identify
additional contacts that could be appended
• Research cost/benefit of buying additional
email addresses
• Buy and append addresses to the email list

Tactics
Tactic Timing Responsible Comments
Analyze email list &
include new addresses March 1-5 Susan Foster
Research cost of
buying email lists:
source, cost, timing,
terms March 6-12 Susan Foster
Report results to Sam
Sneed for next steps

PA R T I N G T H O U G H T S

PA R T I N G T H O U G H T S
A marketing plan is a live plan
• Own it
• Realistic
• Simple
• Specific
• Measurable
• Adjustments
It is only as good as its implementation

T H A N K Y O U !

I ’ D L I K E T O H E A R F R O M Y O U
Ruth Griggs
RC Communications
rccomms.com
ruth@rccomms.com
@ruthgriggs03

Marketing Planning_09.17.13

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