The document provides guidance on creating a marketing plan by building an "instruction manual" that outlines key steps. It recommends starting with defining company identity by establishing a mission, values, and measures of success. The next steps include understanding why the company exists by solving problems or needs, studying the market, and being sensitive to trends. The plan should then set specific and measurable goals and identify messaging and target audiences. Developing relationships and networks of supporters is also important. Finally, the plan should put all the elements together in an organized outline and be verified with research. The overall message is that having a thorough marketing plan can lead to successful outcomes.

1. Marketing Planning 101Building the instruction manual for the toolbox

2. TheWerkshop Philosophy Marketing as a discipline is really a box of tools. The marketing plan is its instruction manual. Advertising – hammer PR – flashlight/megaphone Web presence – magnifying glass Events – painter’s tape Direct mail – screwdriver Analytics – measuring tape Loyalty programs – glue Social Media – tacks, nails, staples

4. Building the instruction manual. Step 1: Identity Crisis Knowing who you are. Mission See handout.

5. Building the instruction manual. Step 1: Identity Crisis Knowing who you are. How you measure success Core Values

7. Identifying a need (SIDS monitors)

8. Studying the market

9. Learning industry characteristics

10. Responding to competition

15. What do you like and dislike about it?

16. Is it practical to use?

17. Is the logo meaningful? Are the colors meaningful?

18. Does it set you apart from your competitors?

19. Does it set you above your competitors? Why?

22. ONLINE MARKETING + SOCIAL MEDIA What do you have planned for the future that we need to know about?

23. PRODUCTS/SERVICES General overview: (A few sentences on who your company is and what you do – in your words.) Market area(s): (Where are your customers now? Where do you want them to be?) Revenue streams: (How you make money… what do you charge for?) HISTORICAL TIMELINE – any major events we need to know about? Tell us when you opened, if you’ve moved, your largest sales day ever, etc. Year: Year: Year: Year:

24. Building the instruction manual. Step 4: Goal Setting Be specific. # new clients Sales growth? Entry into new market segment? Revenue growth? Questions to ask yourself. Is there a deadline? Is it measurable? How? When? Who is holding you accountable?

25. Building the instruction manual. Step 5: Identify your message Write it down – do a messaging exercise Plan your content Campaigns, promotions, advertising, social marketing

26. Building the instruction manual. Step 6: Circle of Trust Knowing who your friends are. Who are your COIs? Write them down. Family Friends Professional relationships Mentors Business associates Strategic alliances Partnerships/Sponsorships

27. Building the instruction manual. Step 7: That’s So2009! Knowing that you are still current. Verify it with Marketing Research

28. Building the instruction manual. Step 8: Put it all together Plan outline Situation Analysis Goals Strategies Tactics Exhibits

29. Good plans shape good decisions. - Lester Robert Bittel (b.1918), writer

30. Thank you!