The document outlines 5 essential elements for strategic planning success:
1) Define goals, target audience, and value proposition. 2) Develop the marketing offer. 3) Implement internal communication strategies to educate employees. 4) Execute external communication tactics like social media, blogs, and trade shows. 5) Continuously review and improve the plan based on research and feedback. The purpose is to provide a framework to create an effective strategic marketing plan.
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5 Essential Elements of Strategic Planning
1. LA2M
Planning for Success:
5 Essential Elements
Dee Davey
Creative Ideas Marketing
June 27, 2012
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2. WHAT, HOW
REVIEW
WHY (SELL, DELIVER, INTERNAL EXTERNAL
FOR WHOM MEASURE) COMMUNICATION COMMUNICATION
1 2 3 4 5
3. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
1
STRATEGIC PLANNING
H?
S
4. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING
• Understand (Int / Ext) .
• Match / Define / Focus
• $ / Business Goal – Qualify .
• Differentiators / Unique .
• Communicate / Message
• Marketing Objectives /
Roadmap
• Validate Assumptions
H? S
5. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Internal / External
Discovery
• Needs
• Value
• Say
• Love
• Compare
• Listen / Create Dialogue
• Talk with Customers
6. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research
• SWOT
7. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research
• STEP
Political
• Trends and Market Drivers
• Market Size, Growth Economic
• Factors driving customer
need Technological
• Now Sociological
• Future
• Changes / Shifts
8. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Market Research • Competitors or Partners
• Competitive • Review Similar but Different
Industries
• Competitors in Different
Locations
• “Pie is big enough” .
• Who / What are My
Competitors? .
9. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Define Offer / Value • Why
Proposition
• What
• Outcomes Expected
(Benefits)
• Differentiators
• Evidence
Value Proposition = Business Elevator Pitch
10. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Business Case .
S
11. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING TOOL
• Persona .
LA2M March 2012
Marisa Smith, Whole Brain Group
• Who
• Size / $
• Industry / Sector
• Geography
• Characteristics
• Challenges
• Values
H
12. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
STRATEGIC PLANNING
• Validate
13. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
2
OFFER DEVELOPMENT
14. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
OFFER DEVELOPMENT
• Marketing Plan –
Marketing Ps
15. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
OFFER DEVELOPMENT
• Build Foundation for Service Delivery Methods
Delivering the Training
Promise Management Capability
Tools Logistics
Infrastructure
…
Contract Billing .
The Detail
S
16. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
OFFER DEVELOPMENT
• Map Process
• Tasks / Actions
• Touchpoints
• Expectations
• Better Experience
• Contingency Planning
• Think Like a Customer
• Systems to Manage
Customer Experience
S
17. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
2
OFFER DEVELOPMENT
“What gets measured, Priorities
gets done”
Set
Monitor
Standard
• Business Performance
• Marketing Effectiveness
Improve Measure
Analyze
H
18. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
3
INTERNAL
COMMUNICATION
H
19. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
INTERNAL
COMMUNICATION
• People Create
Competitive
Advantage
• Customer Focused =
Sales
20. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
INTERNAL
COMMUNICATION
• Create Culture of
Shared Knowledge • Workshops
• Business • Offer Definitions
• Customers • Training / Collaterals
• Opportunity Spotters
• Change Management
• Internal Newsletters /
Conferences
• Meetings / Road Shows /
Seminars
• Intranet
• CRM – Sales & Service
S
21. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
4
EXTERNAL
COMMUNICATION
22. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
EXTERNAL
COMMUNICATION
• Facebook
• Blogging
• Twitter
• Trade Shows
• Mobile Marketing
• Newsletters
• Public Relations
• Web / Internet Marketing
• Branding
• Ethnic Marketing
• …
H
23. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
EXTERNAL
COMMUNICATION
24. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
EXTERNAL
COMMUNICATION
• Where Do Your
Customers “Hang
Out”?
• Communication
Preferences?
25. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
EXTERNAL
COMMUNICATION
Align Marketing
Communications with Marketing Communication Tactics 1
Marketing Objective
2 3 4/5
Generation
Awareness
(V1.1)
Marketing Goals /
Lead
Objectives -
-
Branding
30 Web Re-Design Enhancements
1. Media Relations
2. Press Releases
3. Associations
4. e-Newsletter– Quarterly Publication
5. Client Internal Broadcast - e-Updates
6. Website – Lead Capture / Management
7. Direct Mail / e-Mail
8. Trade Show Participation / Seminar
9. Sales Support Materials
10. Hosted Learning Event
11. Experiences Library
12. Partner with Change Agents
13. Online Directory Submissions
14. Hosted Learning Event – “Like Issues””
15. Manage Trade Show Opportunities
16. Webinar / Webcast Lead Generation
17. Analyst Relations / Influencers
18. Virtual Advertising / Pay per Click
19. New Technology Lead Generation
Totals 19 18 18 18 14 18
26. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
EXTERNAL
COMMUNICATION
• Objective, Strategy,
Background
• Marketing Actions
• Client Input Required
• Time: Hours / Duration
• Costs
• Measurement Method
• Owner
27. WHAT,
REVIEW
WHY HOW INTERNAL EXTERNAL
FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION
5
REVIEW
28. STRATEGIC PLANNING MARKETING
DEVELOPMENT COMMUNICATION
WHAT, HOW
REVIEW
WHY (SELL, DELIVER, INTERNAL EXTERNAL
FOR WHOM MEASURE) COMMUNICATION COMMUNICATION
1 2 3 4 5
REVIEW
Ongoing Research
Listening
Surveys
Social Media / Blogs
1-2-1 Conversations !
29. Planning for
Success
Q&A
Dee Davey, Creative Ideas Marketing
Dee.davey@CreativeIdeasMarketing.com
www.CreativeIdeasMarketing.com
http://www.linkedin.com/in/deedaveycreativeideasmarketing