Follow these steps and contact Flourish to complete your tangible marketing plan. The perfect complement to your digital program.

1. July 5, 2016

2. Fr om your busi ness and mar ket i ng pl ans you wi l l have
i dent i f i ed your cust omer s and compet i t or s and devel oped a
st r at egy t o make your busi ness st and out . These quest i ons
shoul d hel p br i ng t he key i nf or mat i on t oget her t o hel p
i nt egr at e your t ot al mar ket i ng ef f or t and ensur e a st r uct ur ed
appr oach t o devel opi ng pr oduct s and ser vi ces t hat meet and
sat i sf y your cust omer s’ needs.
The f ol l owi ng pages have been st r uct ur ed a l i t t l e l i ke a
r esear ch document , t he answer s wi l l hel p bui l d a sui t abl e
pr act i cal communi cat i on/ mar ket i ng l ed pr ogr am wi t h dat es and
r esponsi bi l i t i es f or each t ask and wi l l al so i ncl ude somet hi ng
of t he f ol l owi ng:
Mar ket over vi ew
SWOT anal ysi s
Key busi ness i ssues
Key mar ket i ng i ssues
Mar ket i ng obj ect i ves
Tar get mar ket
Fi l l i n as much as you can wi t h answer s r equi r ed f or any *
ar eas t o ensur e t he best possi bl e out come. Send i t back t o
Fl our i sh, t r ee@f l our i sh. mar ket i ng t o r ecei ve your cust omi sed
Bui l di ng a t angi bl e mar ket i ng
pl an
Br and posi t i oni ng
Communi cat i on obj ect i ves
Cr eat i ve br i ef
Pr omot i onal pl an
Fi nanci al s

3. How woul d you descri be your company/brand t o a person who
wal ked i n of f t he st reet ?
What do you bel i eve i s t he most i mport ant /uni que t hi ng t hat
your company/brand of f ers?
How woul d you descri be t he market t hat you are operat i ng i n?
Backgr ound I nf or mat i on
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

4. What t ypes of peopl e are current l y usi ng your
product /servi ce?
Pl ease i ncl ude number s i f you can or some guess at t he
pr opor t i on.
i e p e o p l e c ur r e nt l y us i ng o ur s e r v i c e s – t e nd t o be XXX a g e , us e us be c a us e t he y
XXXX t he y wo ul d be a r o und XX o f o ur s a l e s
What do you t hi nk/ know i s t he cur r ent si ze of your mar ket ? I s
i t gr owi ng year on year ( or not ) ?
How do your cur r ent t ar get f i nd out about you?
Commer ci al i n conf i dence Fl our i sh Mar ket i ng 2016
Mar ket Over vi ew*

5. Who ar e t hey, wher e ar e t hey ( geogr aphi cal l y) , what do t hey
speci al i se i n? No t e : c o mp e t i t o r s a r e no t j us t t ho s e who d o wha t we d o . It ma y
he l p t o t hi nk a bo ut wha t s t o p s
p e o p l e c o mi ng ba c k t o y o ur c o mp a ny - wha t c o mp e t e s f o r t he i r t i me a nd mo ne y a nd
s t o p s t he m c o mi ng ba c k.
Compet i t or s
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

6. SWOT* Us e t he p r o mp t s o n t he ne x t p a g e t o wo r k t hr o ug h e a c h o f t he s e a r e a s
s e p a r a t e l y .
Int e r na l Env i r o nme nt Ana l y s i s
St r engt hs
e g : wha t a r e t he s t r e ng t hs o f t he t e a m &
p r o d uc t ( i nd i v i d ua l l y a nd a s a g r o up )
Weaknesses
Wha t a r e n’ t y o u/ p r o d uc t s e t up t o ha nd l e –
e i t he r t hr o ug h t he p e o p l e o r t he s t r uc t ur e
Ex t e r na l Env i r o nme nt Ana l y s i s
Oppor t uni t i es
Thi nk a bo ut t he d e mo g r a p hi c s o f t he a r e a ,
c ha ng e s i n t e c hno l o g y , o r l o c a l g o v e r nme nt
Thr eat s
Wha t c o ul d a f f e c t y o ur c o mp a ny / br a nd i n t he
f ut ur e ?
Thi s c o ul d be f r o m ne w t e c hno l o g y o r r e t a i l
d i s t r i but i o n hur d l e s .
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

7. SWOT anal ysi s
Typi cal ar eas t hat ar e consi der ed when busi nesses f i l l i n a
SWOT ar e:
Busi ness Di r ect i on:
Company r eput at i on
Mar ket Shar e
Cust omer Sat i sf act i on
Cust omer r et ent i on
Pr oduct Qual i t y
Ser vi ce Qual i t y
Pr i ci ng ef f ect i veness
Di st r i but i on ef f ect i veness
Pr omot i on ef f ect i veness
Geogr aphi cal cover age
Fi nance:
Avai l abi l i t y of capi t al
Cash f l ow
Ret ai l :
Si t e l ocat i on
Faci l i t i es
Cost of goods
Abl e, dedi cat ed wor kf or ce
Avai l abl e t i me
Techni cal ski l l s
Or gani sat i on:
Vi si onar y, capabl e l eader shi p
Dedi cat ed empl oyees, consul t ant s
Ent r epr eneur i al or i ent at i on
Fl exi bl e or r esponsi ve
Thought s f or SWOT*
Commer ci al i n conf i dence Fl our i sh Mar ket i ng 2016

8. Wha t d o y o u t hi nk a r e t he ma i n ‘ hur d l e s ’ t ha t y o ur c o mp a ny
mus t g e t o v e r t hi s y e a r ? a i m f o r s ho r t l i s t o f 5
Key Busi ness I ssues*
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

9. Market i ng:
Thi nk a bo ut t he o p p o r t uni t i e s t ha t y o u ha v e i n g e t t i ng t he wo r d
o ut t he r e .
Wha t a r e t he hur d l e s t o a c hi e v i ng t he s e o p p o r t uni t i e s ?
Mar ket i ng Oppor t uni t i es*
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

10. Who wi l l be t he e a s i e s t g r o up o f p e o p l e t o r e a c h, a nd s e l l t o
t hi s y e a r ?
The “ l o w ha ng i ng f r ui t ” .
How do you t hi nk we shoul d r each t hi s gr oup?
When do you t hi nk we shoul d t al k t o t hi s gr oup?
i e Is t he r e o ne s e a s o n t ha t wo ul d be be s t ? Or i s t he r e o ne mo nt h be t t e r t ha n
a no t he r ?
Tar get Mar ket i ng*
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

11. What al l ocat i on has been made t o dr i ve t he company’ s
di r ect i on f or t hi s cal endar year ?
Budget *
Commer ci al i n conf i dence Fl our i sh
Mar ket i ng 2016

12. Alistair Simpson,
General Manager – Creative Print
Web: www.flourish.marketing
F27, 16 Mars Rd, Lane Cove West, NSW 2066
Jacoba Dalziel,
Managing Director
Phone: 02 9420 2499
Email: tree@flourish.marketing
Commer ci al i n conf i dence © Fl our i sh Mar ket i ng
2016