Marcom planning tools & templates

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Strategic planning tools & templates for integrated marketing communications

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Marcom planning tools & templates

  1. 1. Marketing Communications Major Objectives October 4, 2002
  2. 2. Topics• Linkage of Objectives• Objective Setting Guides• Major Objectives for Segments & Divisions• Communication Planning Guidelines
  3. 3. Intended OutcomesStrategic focus Helps you set priorities Drive strategy
  4. 4. Intended OutcomesConsistent measurement & analysis Tools to inform strategic decisions Consistent assumptions/approaches enable real ROI analysis across the organization
  5. 5. Intended OutcomesEffective budget planning & management ROI analytics will inform the budget planning process Framework for rational budget management decisions (i.e LE)
  6. 6. Intended OutcomesMore efficient resource allocation Enables better planning for Creative Services resources Marcom plans will enable CSRs to write all Creative Briefs
  7. 7. Intended OutcomesProvide customer view of West communications Marcom roll-up will provide company-wide views of communications seen by the customer Enable customer-centered strategy
  8. 8. Impacts on Planning Today Segment Mktg Plan Division Mktg PlanBudget Planning Strategic Marketing Planning Response Mktg PlanMarcom Planning Channel M P gt lan Product Planning
  9. 9. Objectives Tie Plans Together
  10. 10. Major Objectives Logic Flow CEO Strategic Segments “Big Three” Marketing Financial Objectives Strategic Objectives SMLF Leverage TLR Assets Marketing Objectives Communication ObjectivesLead the Market and knowledge Define new sales Financial ObjectivesPut the customer at LLF Strategic Objectives the center model and strategy Marketing Objectives Drive non-content Communication ObjectivesFocus on our Premium businesses Financial Objectives Define long-term Strategic Objectives print strategy Gov’t Marketing Objectives Communication Objectives Maintain competitive edge Financial Objectives Strategic Objectives Corp Marketing Objectives Communication Objectives
  11. 11. Major Objectives Logic Flow Strategic Supporting Segments Marketing Initiatives Financial Objectives Westlaw Solo Strategic Objectives Analytical Linking SMLF Marketing Objectives Trial CasesLeverage TLR Assets Communication Objectives West KM and knowledge Financial Objectives West KMDefine new sales LLF Strategic Objectives No-Low Growth model and strategy Marketing Objectives Intellectual Property Communication Objectives SO RetentionDrive non-content businesses Financial Objectives West Pack: Print RetentionDefine long-term Strategic Objectives Sub-segmentation Gov’t print strategy Marketing Objectives Case Mgt Systems: ProLaw Communication Objectives Tech Solutions: West KMMaintain competitive edge Financial Objectives Grow Compliance Market Strategic Objectives Grow Corp Counsel Market Corp Marketing Objectives Leverage 3rd Party Content Communication Objectives
  12. 12. Major Objectives Logic Flow Segments Supporting Tactical Plans Initiatives Financial Objectives Westlaw Solo Strategic Objectives Analytical LinkingSMLF Marketing Objectives Trial Cases Communication Objectives West KM Financial Objectives West KMLLF Strategic Objectives No-Low Growth Marketing Objectives Intellectual Property Communication Objectives SO Retention Financial Objectives West Pack: Print Retention Strategic Objectives Sub-segmentationGov’t Marketing Objectives Case Mgt Systems: ProLaw Communication Objectives Tech Solutions: West KM Financial Objectives Grow Compliance Market Strategic Objectives Grow Corp Counsel MarketCorp Marketing Objectives Leverage 3rd Party Content Communication Objectives
  13. 13. Major Objectives Logic Flow Financial Objectives  Revenue  Growth  Profitability  Budget Strategic Objectives (Big Picture Strategy to deliver Financial Objectives)  Market Share  Product Development  Etc. Marketing Objectives What is the desired customer behavior that will yield the Strategic Objectives? Communication Objectives What messages will yield the Marketing/Strategic Objectives?
  14. 14. Guides to Writing Objectives Purpose: Characteristics:To define the intent, the means and  Specific the expected results of a  Quantifiable strategy or initiative  Time bound  Consistent with Company strategy  Aligned with Segment/Division strategy  Business performance-oriented  Drives strategic decisions
  15. 15. Guides to Writing Objectives Establishing Specifics: Quantitative Measures: What sales performance have we  Share of market/wallet achieved historically?  New sales revenue What is possible to achieve?  Ancillary usage revenue  Upsell/Cross-sell revenue What are the corporate  Retention rates/revenue expectations?  Profitability (ROI; marketing cost of sale)  Category preference  Brand: agreement with attributes  Others
  16. 16. SMLF Segment Objectives Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:  Launch Westlaw Solo Strategic Objectives:  Analytical Linking Objective #1 Objective #2  Launch Trial Cases Objective #3  West KM  West Pack bundles  Launch Intellectual Property Marketing Objectives: Objective #1  Develop SLF Solutions (ProLaw) Objective #2 Objective #3 Comm. Objectives: Objective #1 Objective #2 Objective #3
  17. 17. LLF Segment Objectives Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:  West KM Strategic Objectives:  No-Low Growth Objective #1 Objective #2  Launch Intellectual Property Objective #3  SO Retention Marketing Objectives: Objective #1 Objective #2 Objective #3 Comm. Objectives: Objective #1 Objective #2 Objective #3
  18. 18. Gov’t Segment Objectives Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:  Print Retention: West Pack bundling Strategic Objectives:  Sub-segmentation Objective #1 Objective #2  Align Strategic Focus on: Technology, Core Objective #3 Content & Alternate Channels  Case Management Systems: ProLaw  Technical Solutions: West KM Marketing Objectives: Objective #1 Objective #2 Objective #3 Comm. Objectives: Objective #1 Objective #2 Objective #3
  19. 19. Corporate Segment Objectives Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:  Grow Compliance sectors: Energy, Insurance Strategic Objectives:  Grow Corporate Counsel business Objective #1 Objective #2  Leverage 3rd Party content in key verticals Objective #3 Marketing Objectives: Objective #1 Objective #2 Objective #3 Comm. Objectives: Objective #1 Objective #2 Objective #3
  20. 20. Academic Segment Objectives Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:  Determine Lifetime Value of New Attorneys Strategic Objectives:  Develop Customer Lifetime Tracking Objective #1 Objective #2  Re-launch Rewards Program Objective #3  Re-launch Summer Associate Program Marketing Objectives: Objective #1 Objective #2 Objective #3 Comm. Objectives: Objective #1 Objective #2 Objective #3
  21. 21. Divisional Marketing Objectives Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:  TBD Strategic Objectives: Objective #1 Objective #2 Objective #3 Marketing Objectives: Objective #1 Objective #2 Objective #3 Comm. Objectives: Objective #1 Objective #2 Objective #3
  22. 22. Communication PlanningGuideline Validation1. Benchmarking ResearchMarketing Leadership Council studies:  Trends in the Media Mix, July, 2000  Measuring Marketing Performance, August, 2001  Marketing Investment & Impact Benchmarks, July, 20022. W B Practices est est  Internal experts from functional specialty areas
  23. 23. Communication Guidelines Media Purpose Measures Baselines* % of Budget* *Advertising (Print) Build Brand Favorability TBD 14% Product Awareness Reach .90% Targeting Customer Segments Frequency Varies % of Media Buy < 25% CPM $125Direct Mail Direct Order Response Rate .3% 4% Lead Generation Average Order $165 Targeting Customer Segments Cost/Sale 48% Cost/Piece .50Trade Shows Product Awareness Cost/Event $3500 8% Build Brand Number of Leads Not Available Generate Leads Number of Events 270 Revenue/Event Not Available Cost/LeadSponsorships Build Brand Cost/Event 4% Product Awareness Reach/Event Targeting Customer Segments RPAPublic Relations/Publicity Build Brand Number of Releases 10/Month 4% Product Awareness Number of Exposures Not Available Number of Events Not AvailableSales Collateral Product Awareness Product Line Coverage 38% 6% Product Information Collateral Usage TBDEmail Marketing Retention Click Rate 4% 1% Relationship Building Orders .62% Drive Web Sales Average Order Size $140Internet Direct Orders Hits/Week 47,000 6% Lead Generation Unique Visitors/Week 29,000 Product Information New Visitors/Week 22,000 Account Services Orders/Week 403 Leads/Week 600 * West historical data * * Percent of marketing budget allocated to communications. Benchmarks from B2B study by Marketing Leadership Counsel, July, 2002
  24. 24. Communication Guidelines Media Purpose Advertising (Print) Build Brand Product Awareness Targeting Customer SegmentsTactical mix:media & Direct Mail Direct Orderpurpose Lead Generation Targeting Customer Segments Trade Shows Product Awareness Build Brand Generate Leads Sponsorships Build Brand Product Awareness Targeting Customer Segments Public Relations/Publicity Build Brand Product Awareness Sales Collateral Product Awareness Product Information Email Marketing Retention Relationship Building Drive Web Sales Internet Direct Orders Lead Generation Product Information Account Services
  25. 25. Communication Guidelines Media % of Budget: M C Study L % of Budget: W 2002 est Advertising (Print) 14% 12% Direct Mail 4% 16%Tactical mix: Trade Shows 8% 6%Budgetallocations Sponsorships 4% Not Available Public Relations/Publicity 4% Not Available Sales Collateral 6% 5% Email Marketing 1% Not Available Internet 6% 2% Marketing Leadership Council findings: W 2002 P est lanned 76 % of marketing budget allocated to Budget Communications 30% of those Communications not part of the West mix (i.e. Radio/TV broadcast, Outdoor, etc.)
  26. 26. Mix GuidelinesMarcom Deliverable: Communication MixLead Generation Direct Mail Telemarketing Internet Trade Show promo/demo
  27. 27. Mix GuidelinesMarcom Deliverable: Communication MixLead Generation Direct MailProduct Support Internet Trade Show promo/demo Telemarketing Email Marketing
  28. 28. Mix GuidelinesMarcom Deliverable: Communication MixLead Generation Direct MailProduct Support Publicity/PRNew Product Launch Sales Collateral Internet Trade Show promo/demo Telemarketing
  29. 29. Mix GuidelinesMarcom Deliverable: Communication MixLead GenerationProduct Support AdvertisingNew Product Launch Trade ShowBrand Equity Enhancement Sponsorships Internet Publicity
  30. 30. Mix GuidelinesMarcom Deliverable: Communication MixLead GenerationProduct SupportNew Product LaunchBrand Equity Enhancement Email MarketingRetention/Loyalty Sponsorships Direct Mail
  31. 31. Mix GuidelinesMarcom Deliverable: Communication MixLead GenerationProduct SupportNew Product Launch AdvertisingBrand Equity Enhancement PublicityRetention/Loyalty Trade Shows SponsorshipsCorporate Launch Sales Collateral Internet
  32. 32. Components of Final Marcom PlanSituation Analysis Market Assessment Customer/Sales Trends Channel/Operations Assessment Technology/Product Overview SWOT Insights from ’02 marcomNote:Marcom Plan is a subset of the MarketingPlan.
  33. 33. Components of Final Marcom Plan Situation AnalysisCompetitive Summary Market Assessment Customer/Sales Trends Channel/Operations AssessmentStrengths Technology/Product Overview SWOTWeaknessesForecast of competitive activity
  34. 34. Components of Final Marcom Plan Situation AnalysisMarcom Objectives Market Assessment Customer/Sales Trends Channel/Operations AssessmentFinancial Objectives Technology/Product Overview SWOTStrategic Objectives Competitive SummaryMarketing ObjectivesCommunication Objectives
  35. 35. Components of Final Marcom Plan Situation AnalysisKey Customers Market Assessment Customer/Sales Trends Channel/Operations AssessmentTrends/Insights for: Technology/Product Overview SWOTSub Segments Competitive Summary Marcom ObjectivesLocal Zones Financial Objectives Strategic ObjectivesPractice Areas Marketing Objectives Communication ObjectivesFunctional AreasTechnology/Channel Users
  36. 36. Components of Final Marcom Plan Situation AnalysisKey Messages Market Assessment Customer/Sales Trends Channel/Operations AssessmentBrand Technology/Product Overview SWOTCustomer/Grass Roots Competitive Summary Marcom ObjectivesProduct Financial Objectives Strategic Objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users
  37. 37. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  38. 38. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key CustomersStrategy check: Sub SegmentsStrategic priorities vs. budget allocation Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  39. 39. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key CustomersStrategy check: Sub SegmentsStrategic priorities vs. budget allocation Local Zones Practice AreasTransactions % Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  40. 40. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key CustomersStrategy check: Sub SegmentsStrategic priorities vs. budget allocation Local Zones Practice AreasTransactions % Functional Areas Technology/Channel UsersLead Generation % Key Messages Brand Customer/Grass Roots Product
  41. 41. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key CustomersStrategy check: Sub SegmentsStrategic priorities vs. budget allocation Local Zones Practice AreasTransactions % Functional Areas Technology/Channel UsersLead Generation % Key MessagesRetention % Brand Customer/Grass Roots Product
  42. 42. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key CustomersStrategy check: Sub SegmentsStrategic priorities vs. budget allocation Local Zones Practice AreasTransactions % Functional Areas Technology/Channel UsersLead Generation % Key MessagesRetention % Brand Customer/Grass RootsAcquisition/Up Sell % Product
  43. 43. Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales TrendsDirect Mail % of total spend Channel/Operations AssessmentPublic Relations % of total spend Technology/Product OverviewTrade Shows % of total spend SWOTSales Collateral % of total spend Competitive SummaryAdvertising % of total spend Marcom ObjectivesEmail Marketing % of total spend Financial ObjectivesInternet % of total spend Strategic ObjectivesSponsorships % of total spend Marketing Objectives Communication Objectives Key CustomersStrategy check: Sub SegmentsStrategic priorities vs. budget allocation Local Zones Practice AreasTransactions % Functional Areas Technology/Channel UsersLead Generation % Key MessagesRetention % Brand Customer/Grass RootsAcquisition/Up Sell % ProductBrand/CategoryAwareness %
  44. 44. Components of Final Marcom Plan Situation Analysis BudgetImplementation Strategy Market Assessment Customer/Sales Trends Channel/Operations AssessmentDirect Mail Plan Technology/Product Overview SWOTAdvertising Plan Competitive Summary Marcom ObjectivesPR/Publicity Plan Financial Objectives Strategic ObjectivesTrade Show Plan Marketing Objectives Communication ObjectivesStrategic Relations Plan Key Customers Sub SegmentsInternet/Email Plan Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  45. 45. Components of Final Marcom Plan Situation Analysis BudgetSchedule Market Assessment Implementation Strategy Customer/Sales Trends Direct Mail Plan Channel/Operations Assessment Advertising Plan Technology/Product Overview PR/Publicity Plan SWOT Trade Show Plan Competitive Summary Strategic Relations Plan Internet/Email Plan Marcom Objectives Financial Objectives Strategic Objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  46. 46. Components of Final Marcom Plan Situation Analysis BudgetMetrics Market Assessment Implementation Strategy Customer/Sales Trends Direct Mail Plan Channel/Operations Assessment Advertising PlanCost: benchmarks & targets Technology/Product Overview PR/Publicity Plan SWOT Trade Show PlanRevenue: benchmarks & targets Competitive Summary Strategic Relations Plan Internet/Email Plan Marcom ObjectivesBrand: agreement with attributes Financial Objectives Schedule Strategic ObjectivesOther: return on objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  47. 47. Components of Final Marcom Plan Situation Analysis Key Messages Market Assessment Brand Customer/Sales Trends Customer/Grass Roots Channel/Operations Product Assessment Budget Technology/Product Overview Implementation Strategy SWOT Direct Mail Plan Competitive Summary Advertising Plan Marcom Objectives PR/Publicity Plan Trade Show Plan Financial Objectives Strategic Relations Plan Strategic Objectives Internet/Email Plan Marketing Objectives Communication Objectives Schedule Metrics Key Customers Cost: benchmarks & targets Sub Segments Revenue: benchmarks & Local Zones targets Practice Areas Brand: agreement with Functional Areas attributes Technology/Channel Other: return on Users objectives
  48. 48. Next Steps for PlanningPhase IDeliverable Owner DueMarket Assessment DOMs, Segment MktgWrite Objectives DOMs, Segment MktgIdentify key initiatives DOMs, Segment Complete Mktg
  49. 49. Next Steps for PlanningPhase IIDeliverable Owner DueFeed Marcom Plan: Segment/DivisionMarket Assessment, MktgCompetitiveSummary, KeyCustomers/MessagesBudget, ScheduleCommunication DOMs,Recommendations Communicationtemplate Planning TeamRoll up/validate BMMS 10/31marcom plans
  50. 50. ContactsJohn G. OlsonCarrie OlsonMarketing Communication Planning & Analysis

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