Strategy

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Strategy

  1. 1. Writing a Marketing or Communications PlanSituation Objectives Strategies Tactics CostsAnalysis
  2. 2. Situation Objectives Strategies Tactics CostsAnalysis Audience | Defining your target audience
  3. 3. Situation Objectives Strategies Tactics CostsAnalysis Audience | Developing an audience profile 1. Demographics 2. Values 3. Current experience with your product/brand 4. Current perceptions of your product brand 5. Primary channels of communications / influence 6. Decision Process
  4. 4. Situation Objectives Strategies Tactics CostsAnalysis Identify your Competitors
  5. 5. Situation Objectives Strategies Tactics CostsAnalysis Identify SWOT analysis
  6. 6. Strengths WeaknessesOpportunities Threats
  7. 7. Strengths WeaknessesOpportunities Threats
  8. 8. Situation Objectives Strategies Tactics CostsAnalysis Objectives should be SMART… Specific Measureable Achievable Resource Driven / Realistic Timed
  9. 9. Specific. Measureable. Achievable. Resource Driven.Timed
  10. 10. Specific. Measureable. Achievable. Resource Driven.Timed
  11. 11. Situation Objectives Strategies Tactics CostsAnalysis Situation Using what you now know about: Analysis How do you plan on achieving: Objectives
  12. 12. Situation Objectives Strategies Tactics CostsAnalysis What specific channels/efforts canwe use to implement the strategies?
  13. 13. Situation Objectives Strategies Tactics CostsAnalysis Financial Costs Human Resource Costs Political Costs
  14. 14. Situation Objectives Strategies Tactics EvaluationAnalysis What are you going to measure? For how long? What will it tell you?
  15. 15. Next Week: ThanksgivingTwo Weeks: Strategy Doc & Blog ShowcaseThree Weeks: Final Project Presentations

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