The workshop focused on creating an effective marketing plan, emphasizing the importance of a strong marketing foundation built on a clear value proposition and ideal target audience. Attendees were encouraged to prioritize foundational elements and adopt results-driven marketing strategies rather than dabbling in random marketing activities. Key workshop objectives included expanding understanding of marketing, identifying gaps, and committing to a structured plan for business growth.

1. Workshop – How to create an effective
marketing plan.
Salem State Enterprise Center March 6, 2018

2. About Me & For Marketing Matters
 25+ years; strategy, messaging, brand
 Fact-based; ROI-focused
 Marketing Evangelist – essential & strategic
 Fill a void for CEOs of SMBs
 Full-service outsourced marketing department
 No projects – no dabbling
 Integrated marketing; scale with our clients
`

3. Why are you here?
`

4. Objectives of this workshop:
`
• Expand understanding of ‘marketing’
• Stop dabbling & get on track
• Build from the bottom up
• Identify gaps to prioritize your plan

5. Marketing
`
What comes to mind?

6. “Core” defined
`
Noun
1. the tough central part of various fruits,
containing the seeds.
2. the central or most important part of something.

7. Two contexts of “core”
`
For a Human
• Our torso
• Source of strength &
energy
• Our heart and our soul
For a Business
• Your brand - your identity,
values, mission, promise
• Your value proposition
• Source for future growth

8. Marketing is the “core”
`
The seeds for business
growth
Marketing is essential
It is not “nice to have”; when
I get bigger; when I have
more funding…
Awareness  Leads  Sales  Profitability

9. Tagline Logo
Blogs
Brochures, Handouts,
Presentations
SEO
& PPCWebsite
Social
Marketing
Networking
Random Marketing = Dabbling

10. `
Are you on solid footing?
Hmmm…
PPC, Twitter,
networking,
new logo…
Invest
Divest
Are you wasting time & money in the wrong areas?

11. Making the Shift
Don’t confuse activity
with progress.

12. Making the Shift

13. Shift to Results-Driven Marketing
`
Increase Awareness
Increase Leads
Increase Sales
Increase Profits
Client Stories
The Dream
List
Sales &
Employee
Training
2018 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation

14. How Strong is Your Foundation?
 What you
confidently have in
place: written, current, solid.

15. Two Most Critical Foundation Elements
 Value Proposition – only a check mark if meets the
following test: the 4 Cs:
- Clear, Concise, Consistent & Compelling
 Target Audience – ONLY if you have a
documented ideal target profile and you use it for:
 evaluating prospects
 all content is written speaking to this audience
 executing your social marketing plan
 evaluating networking groups and events

16. How Strong is it?
`
Client Stories
The Dream
List
Sales &
Employee
Training
2018 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value
Proposition
Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
 Across all of row 1?  All of row 2?
 All of row 1 AND 2?

17. Will this foundation hold up?
`
2018 For Marketing Matters ®
Offerings / Products Brand Logo
Success
Metrics
MarketingFoundation

18. Action: Your Plan Starts at the Foundation
 Focus on the foundation – FILL THE GAPS

19. Marketing Foundation vs. Tactics
Client Stories
The Dream
List
Sales &
Employee
Training
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
Sponsorships/
Co-marketing
Events &
Trade Shows
SEO &
PPC
Social
Marketing
Promo
Items
Public
Relations
Client
Surveys
Networking
Direct
Marketing email
& mail
Video/
Webinars
Business Cards
Letterhead, Invoices…
Advertising
Signage/
Packaging/POS
Brochures,
Handouts
Presentations
Web Site
MarketingTactics
Blogs
…

20. Ideal Target Audience – if a gap for you…
Document what makes your ideal client
ideal
- Title, company size, location
- Challenges they face
- Characteristics, attitude, mindset…
- Name your ideal target audience so you
can picture him/her – mine is MARK
 Use it, revise it, fine tune it
Convert it into questions to evaluate prospects

21. Building a Strong Foundation
`
Client Stories
The Dream
List
Sales &
Employee
Training
2018 For Marketing Matters ®
Tagline
Sales Process
Offerings / Products Brand Logo
Value Proposition Target Audience
Vision &
Mission
Success
Metrics
MarketingFoundation
Workshop – what questions do you have
about the gaps in your foundation?
How do you fill the gaps?

22. Where are your gaps in the foundation?
• Value proposition is critical
• Vision - where are you going?
• Mission – what makes you tick?
• Success metrics? Gut feel or #s driven?
• Offerings – what can people buy?
• Brand – pet peeve – does it mean anything?
• Dream List – do you know what this is?
• Client Stories – best to do once offerings, brand, value
proposition and target audience are really solid.

23. What is an ‘effective’ marketing plan
Who will own the marketing function?
Establish a marketing budget
Prioritize – foundation first
Results-focused; define your marketing goal(s)
Measurable – you need to know what is working
Phased – annual, quarter and by month
Accountability – who owns? By when?

24. Review Workshop Objectives
`
• Expand understanding of ‘marketing’
• Stop dabbling & get on track
• Build from the bottom up
• Identify gaps to prioritize your plan

25. Go forth and prosper…
Prioritize
Commit to a plan that builds a strong
foundation – brick by brick

26. Thank you
Ongoing insight, ideas and marketing
evangelism across various channels:
Facebook – For Marketing Matters
Twitter – MEHonan
LinkedIn – Mary Honan
Blogs posted regularly with tips, insight and
reflections