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The document outlines the objectives and intended outcomes of marketing communications planning. It discusses setting strategic priorities, consistent measurement and analysis, effective budget planning, and more efficient resource allocation. Major objectives are to be set for segments and divisions with communication planning guidelines. The objectives are intended to provide focus, drive strategy, enable real ROI analysis, inform budget decisions, and allow for better resource planning and a customer-centered strategy.

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Marketing Communications Major Objectives October 4, 2002
Topics • Linkage of Objectives • Objective Setting Guides • Major Objectives for Segments & Divisions • Communication Planning Guidelines
Intended Outcomes Strategic focus  Helps you set priorities  Drive strategy
Intended Outcomes Consistent measurement & analysis  Tools to inform strategic decisions  Consistent assumptions/approaches enable real ROI analysis across the organization
Intended Outcomes Effective budget planning & management  ROI analytics will inform the budget planning process  Framework for rational budget management decisions (i.e LE)
Intended Outcomes More efficient resource allocation  Enables better planning for Creative Services resources  Marcom plans will enable CSRs to write all Creative Briefs
Intended Outcomes Provide customer view of West communications  Marcom roll-up will provide company-wide views of communications seen by the customer  Enable customer-centered strategy
Impacts on Planning Today Segment Mktg Plan Division Mktg Plan Budget Planning Strategic Marketing Planning Response Mktg Plan Marcom Planning Channel M P gt lan Product Planning
Objectives Tie Plans Together
Major Objectives Logic Flow CEO Strategic Segments “Big Three” Marketing Financial Objectives Strategic Objectives SMLF Leverage TLR Assets Marketing Objectives Communication Objectives Lead the Market and knowledge Define new sales Financial Objectives Put the customer at LLF Strategic Objectives the center model and strategy Marketing Objectives Drive non-content Communication Objectives Focus on our Premium businesses Financial Objectives Define long-term Strategic Objectives print strategy Gov’t Marketing Objectives Communication Objectives Maintain competitive edge Financial Objectives Strategic Objectives Corp Marketing Objectives Communication Objectives
Major Objectives Logic Flow Strategic Supporting Segments Marketing Initiatives Financial Objectives Westlaw Solo Strategic Objectives Analytical Linking SMLF Marketing Objectives Trial Cases Leverage TLR Assets Communication Objectives West KM and knowledge Financial Objectives West KM Define new sales LLF Strategic Objectives No-Low Growth model and strategy Marketing Objectives Intellectual Property Communication Objectives SO Retention Drive non-content businesses Financial Objectives West Pack: Print Retention Define long-term Strategic Objectives Sub-segmentation Gov’t print strategy Marketing Objectives Case Mgt Systems: ProLaw Communication Objectives Tech Solutions: West KM Maintain competitive edge Financial Objectives Grow Compliance Market Strategic Objectives Grow Corp Counsel Market Corp Marketing Objectives Leverage 3rd Party Content Communication Objectives
Major Objectives Logic Flow Segments Supporting Tactical Plans Initiatives Financial Objectives Westlaw Solo Strategic Objectives Analytical Linking SMLF Marketing Objectives Trial Cases Communication Objectives West KM Financial Objectives West KM LLF Strategic Objectives No-Low Growth Marketing Objectives Intellectual Property Communication Objectives SO Retention Financial Objectives West Pack: Print Retention Strategic Objectives Sub-segmentation Gov’t Marketing Objectives Case Mgt Systems: ProLaw Communication Objectives Tech Solutions: West KM Financial Objectives Grow Compliance Market Strategic Objectives Grow Corp Counsel Market Corp Marketing Objectives Leverage 3rd Party Content Communication Objectives
Major Objectives Logic Flow Financial Objectives  Revenue  Growth  Profitability  Budget Strategic Objectives (Big Picture Strategy to deliver Financial Objectives)  Market Share  Product Development  Etc. Marketing Objectives What is the desired customer behavior that will yield the Strategic Objectives? Communication Objectives What messages will yield the Marketing/Strategic Objectives?
Guides to Writing Objectives Purpose: Characteristics: To define the intent, the means and  Specific the expected results of a  Quantifiable strategy or initiative  Time bound  Consistent with Company strategy  Aligned with Segment/Division strategy  Business performance-oriented  Drives strategic decisions
Guides to Writing Objectives Establishing Specifics: Quantitative Measures:  What sales performance have we  Share of market/wallet achieved historically?  New sales revenue  What is possible to achieve?  Ancillary usage revenue  Upsell/Cross-sell revenue  What are the corporate  Retention rates/revenue expectations?  Profitability (ROI; marketing cost of sale)  Category preference  Brand: agreement with attributes  Others
SMLF Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Launch Westlaw Solo Strategic Objectives:  Analytical Linking  Objective #1  Objective #2  Launch Trial Cases  Objective #3  West KM  West Pack bundles  Launch Intellectual Property Marketing Objectives:  Objective #1  Develop SLF Solutions (ProLaw)  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
LLF Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  West KM Strategic Objectives:  No-Low Growth  Objective #1  Objective #2  Launch Intellectual Property  Objective #3  SO Retention Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
Gov’t Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Print Retention: West Pack bundling Strategic Objectives:  Sub-segmentation  Objective #1  Objective #2  Align Strategic Focus on: Technology, Core  Objective #3 Content & Alternate Channels  Case Management Systems: ProLaw  Technical Solutions: West KM Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
Corporate Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Grow Compliance sectors: Energy, Insurance Strategic Objectives:  Grow Corporate Counsel business  Objective #1  Objective #2  Leverage 3rd Party content in key verticals  Objective #3 Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
Academic Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Determine Lifetime Value of New Attorneys Strategic Objectives:  Develop Customer Lifetime Tracking  Objective #1  Objective #2  Re-launch Rewards Program  Objective #3  Re-launch Summer Associate Program Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
Divisional Marketing Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  TBD Strategic Objectives:  Objective #1  Objective #2  Objective #3 Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
Communication Planning Guideline Validation 1. Benchmarking Research Marketing Leadership Council studies:  Trends in the Media Mix, July, 2000  Measuring Marketing Performance, August, 2001  Marketing Investment & Impact Benchmarks, July, 2002 2. W B Practices est est  Internal experts from functional specialty areas
Communication Guidelines Media Purpose Measures Baselines* % of Budget* * Advertising (Print) Build Brand Favorability TBD 14% Product Awareness Reach .90% Targeting Customer Segments Frequency Varies % of Media Buy < 25% CPM $125 Direct Mail Direct Order Response Rate .3% 4% Lead Generation Average Order $165 Targeting Customer Segments Cost/Sale 48% Cost/Piece .50 Trade Shows Product Awareness Cost/Event $3500 8% Build Brand Number of Leads Not Available Generate Leads Number of Events 270 Revenue/Event Not Available Cost/Lead Sponsorships Build Brand Cost/Event 4% Product Awareness Reach/Event Targeting Customer Segments RPA Public Relations/Publicity Build Brand Number of Releases 10/Month 4% Product Awareness Number of Exposures Not Available Number of Events Not Available Sales Collateral Product Awareness Product Line Coverage 38% 6% Product Information Collateral Usage TBD Email Marketing Retention Click Rate 4% 1% Relationship Building Orders .62% Drive Web Sales Average Order Size $140 Internet Direct Orders Hits/Week 47,000 6% Lead Generation Unique Visitors/Week 29,000 Product Information New Visitors/Week 22,000 Account Services Orders/Week 403 Leads/Week 600 * West historical data * * Percent of marketing budget allocated to communications. Benchmarks from B2B study by Marketing Leadership Counsel, July, 2002
Communication Guidelines Media Purpose Advertising (Print) Build Brand Product Awareness Targeting Customer Segments Tactical mix: media & Direct Mail Direct Order purpose Lead Generation Targeting Customer Segments Trade Shows Product Awareness Build Brand Generate Leads Sponsorships Build Brand Product Awareness Targeting Customer Segments Public Relations/Publicity Build Brand Product Awareness Sales Collateral Product Awareness Product Information Email Marketing Retention Relationship Building Drive Web Sales Internet Direct Orders Lead Generation Product Information Account Services
Communication Guidelines Media % of Budget: M C Study L % of Budget: W 2002 est Advertising (Print) 14% 12% Direct Mail 4% 16% Tactical mix: Trade Shows 8% 6% Budget allocations Sponsorships 4% Not Available Public Relations/Publicity 4% Not Available Sales Collateral 6% 5% Email Marketing 1% Not Available Internet 6% 2% Marketing Leadership Council findings: W 2002 P est lanned 76 % of marketing budget allocated to Budget Communications 30% of those Communications not part of the West mix (i.e. Radio/TV broadcast, Outdoor, etc.)
Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Direct Mail Telemarketing Internet Trade Show promo/demo
Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Direct Mail Product Support Internet Trade Show promo/demo Telemarketing Email Marketing
Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Direct Mail Product Support Publicity/PR New Product Launch Sales Collateral Internet Trade Show promo/demo Telemarketing
Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Product Support Advertising New Product Launch Trade Show Brand Equity Enhancement Sponsorships Internet Publicity
Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Product Support New Product Launch Brand Equity Enhancement Email Marketing Retention/Loyalty Sponsorships Direct Mail
Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Product Support New Product Launch Advertising Brand Equity Enhancement Publicity Retention/Loyalty Trade Shows Sponsorships Corporate Launch Sales Collateral Internet
Components of Final Marcom Plan Situation Analysis  Market Assessment  Customer/Sales Trends  Channel/Operations Assessment  Technology/Product Overview  SWOT  Insights from ’02 marcom Note: Marcom Plan is a subset of the Marketing Plan.
Components of Final Marcom Plan Situation Analysis Competitive Summary Market Assessment Customer/Sales Trends Channel/Operations Assessment Strengths Technology/Product Overview SWOT Weaknesses Forecast of competitive activity
Components of Final Marcom Plan Situation Analysis Marcom Objectives Market Assessment Customer/Sales Trends Channel/Operations Assessment Financial Objectives Technology/Product Overview SWOT Strategic Objectives Competitive Summary Marketing Objectives Communication Objectives
Components of Final Marcom Plan Situation Analysis Key Customers Market Assessment Customer/Sales Trends Channel/Operations Assessment Trends/Insights for: Technology/Product Overview SWOT Sub Segments Competitive Summary Marcom Objectives Local Zones Financial Objectives Strategic Objectives Practice Areas Marketing Objectives Communication Objectives Functional Areas Technology/Channel Users
Components of Final Marcom Plan Situation Analysis Key Messages Market Assessment Customer/Sales Trends Channel/Operations Assessment Brand Technology/Product Overview SWOT Customer/Grass Roots Competitive Summary Marcom Objectives Product Financial Objectives Strategic Objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Retention % Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Retention % Brand Customer/Grass Roots Acquisition/Up Sell % Product
Components of Final Marcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Retention % Brand Customer/Grass Roots Acquisition/Up Sell % Product Brand/Category Awareness %
Components of Final Marcom Plan Situation Analysis Budget Implementation Strategy Market Assessment Customer/Sales Trends Channel/Operations Assessment Direct Mail Plan Technology/Product Overview SWOT Advertising Plan Competitive Summary Marcom Objectives PR/Publicity Plan Financial Objectives Strategic Objectives Trade Show Plan Marketing Objectives Communication Objectives Strategic Relations Plan Key Customers Sub Segments Internet/Email Plan Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget Schedule Market Assessment Implementation Strategy Customer/Sales Trends Direct Mail Plan Channel/Operations Assessment Advertising Plan Technology/Product Overview PR/Publicity Plan SWOT Trade Show Plan Competitive Summary Strategic Relations Plan Internet/Email Plan Marcom Objectives Financial Objectives Strategic Objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Budget Metrics Market Assessment Implementation Strategy Customer/Sales Trends Direct Mail Plan Channel/Operations Assessment Advertising Plan Cost: benchmarks & targets Technology/Product Overview PR/Publicity Plan SWOT Trade Show Plan Revenue: benchmarks & targets Competitive Summary Strategic Relations Plan Internet/Email Plan Marcom Objectives Brand: agreement with attributes Financial Objectives Schedule Strategic Objectives Other: return on objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
Components of Final Marcom Plan Situation Analysis Key Messages Market Assessment Brand Customer/Sales Trends Customer/Grass Roots Channel/Operations Product Assessment Budget Technology/Product Overview Implementation Strategy SWOT Direct Mail Plan Competitive Summary Advertising Plan Marcom Objectives PR/Publicity Plan Trade Show Plan Financial Objectives Strategic Relations Plan Strategic Objectives Internet/Email Plan Marketing Objectives Communication Objectives Schedule Metrics Key Customers Cost: benchmarks & targets Sub Segments Revenue: benchmarks & Local Zones targets Practice Areas Brand: agreement with Functional Areas attributes Technology/Channel Other: return on Users objectives
Next Steps for Planning Phase I Deliverable Owner Due Market Assessment DOMs, Segment Mktg Write Objectives DOMs, Segment Mktg Identify key initiatives DOMs, Segment Complete Mktg
Next Steps for Planning Phase II Deliverable Owner Due Feed Marcom Plan: Segment/Division Market Assessment, Mktg Competitive Summary, Key Customers/Messages Budget, Schedule Communication DOMs, Recommendations Communication template Planning Team Roll up/validate BMMS 10/31 marcom plans
Contacts John G. Olson Carrie Olson Marketing Communication Planning & Analysis

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Marcom planning analysis & reporting
byJohn Gregory Olson
 
Marcom planning strategic alignment
byJohn Gregory Olson
 

Marcom planning tools & templates

  • 1.
    Marketing Communications Major Objectives October 4, 2002
  • 2.
    Topics • Linkage of Objectives • Objective Setting Guides • Major Objectives for Segments & Divisions • Communication Planning Guidelines
  • 3.
    Intended Outcomes Strategic focus Helps you set priorities  Drive strategy
  • 4.
    Intended Outcomes Consistent measurement& analysis  Tools to inform strategic decisions  Consistent assumptions/approaches enable real ROI analysis across the organization
  • 5.
    Intended Outcomes Effective budgetplanning & management  ROI analytics will inform the budget planning process  Framework for rational budget management decisions (i.e LE)
  • 6.
    Intended Outcomes More efficientresource allocation  Enables better planning for Creative Services resources  Marcom plans will enable CSRs to write all Creative Briefs
  • 7.
    Intended Outcomes Provide customerview of West communications  Marcom roll-up will provide company-wide views of communications seen by the customer  Enable customer-centered strategy
  • 8.
    Impacts on PlanningToday Segment Mktg Plan Division Mktg Plan Budget Planning Strategic Marketing Planning Response Mktg Plan Marcom Planning Channel M P gt lan Product Planning
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  • 10.
    Major Objectives LogicFlow CEO Strategic Segments “Big Three” Marketing Financial Objectives Strategic Objectives SMLF Leverage TLR Assets Marketing Objectives Communication Objectives Lead the Market and knowledge Define new sales Financial Objectives Put the customer at LLF Strategic Objectives the center model and strategy Marketing Objectives Drive non-content Communication Objectives Focus on our Premium businesses Financial Objectives Define long-term Strategic Objectives print strategy Gov’t Marketing Objectives Communication Objectives Maintain competitive edge Financial Objectives Strategic Objectives Corp Marketing Objectives Communication Objectives
  • 11.
    Major Objectives LogicFlow Strategic Supporting Segments Marketing Initiatives Financial Objectives Westlaw Solo Strategic Objectives Analytical Linking SMLF Marketing Objectives Trial Cases Leverage TLR Assets Communication Objectives West KM and knowledge Financial Objectives West KM Define new sales LLF Strategic Objectives No-Low Growth model and strategy Marketing Objectives Intellectual Property Communication Objectives SO Retention Drive non-content businesses Financial Objectives West Pack: Print Retention Define long-term Strategic Objectives Sub-segmentation Gov’t print strategy Marketing Objectives Case Mgt Systems: ProLaw Communication Objectives Tech Solutions: West KM Maintain competitive edge Financial Objectives Grow Compliance Market Strategic Objectives Grow Corp Counsel Market Corp Marketing Objectives Leverage 3rd Party Content Communication Objectives
  • 12.
    Major Objectives LogicFlow Segments Supporting Tactical Plans Initiatives Financial Objectives Westlaw Solo Strategic Objectives Analytical Linking SMLF Marketing Objectives Trial Cases Communication Objectives West KM Financial Objectives West KM LLF Strategic Objectives No-Low Growth Marketing Objectives Intellectual Property Communication Objectives SO Retention Financial Objectives West Pack: Print Retention Strategic Objectives Sub-segmentation Gov’t Marketing Objectives Case Mgt Systems: ProLaw Communication Objectives Tech Solutions: West KM Financial Objectives Grow Compliance Market Strategic Objectives Grow Corp Counsel Market Corp Marketing Objectives Leverage 3rd Party Content Communication Objectives
  • 13.
    Major Objectives LogicFlow Financial Objectives  Revenue  Growth  Profitability  Budget Strategic Objectives (Big Picture Strategy to deliver Financial Objectives)  Market Share  Product Development  Etc. Marketing Objectives What is the desired customer behavior that will yield the Strategic Objectives? Communication Objectives What messages will yield the Marketing/Strategic Objectives?
  • 14.
    Guides to WritingObjectives Purpose: Characteristics: To define the intent, the means and  Specific the expected results of a  Quantifiable strategy or initiative  Time bound  Consistent with Company strategy  Aligned with Segment/Division strategy  Business performance-oriented  Drives strategic decisions
  • 15.
    Guides to WritingObjectives Establishing Specifics: Quantitative Measures:  What sales performance have we  Share of market/wallet achieved historically?  New sales revenue  What is possible to achieve?  Ancillary usage revenue  Upsell/Cross-sell revenue  What are the corporate  Retention rates/revenue expectations?  Profitability (ROI; marketing cost of sale)  Category preference  Brand: agreement with attributes  Others
  • 16.
    SMLF Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Launch Westlaw Solo Strategic Objectives:  Analytical Linking  Objective #1  Objective #2  Launch Trial Cases  Objective #3  West KM  West Pack bundles  Launch Intellectual Property Marketing Objectives:  Objective #1  Develop SLF Solutions (ProLaw)  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
  • 17.
    LLF Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  West KM Strategic Objectives:  No-Low Growth  Objective #1  Objective #2  Launch Intellectual Property  Objective #3  SO Retention Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
  • 18.
    Gov’t Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Print Retention: West Pack bundling Strategic Objectives:  Sub-segmentation  Objective #1  Objective #2  Align Strategic Focus on: Technology, Core  Objective #3 Content & Alternate Channels  Case Management Systems: ProLaw  Technical Solutions: West KM Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
  • 19.
    Corporate Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Grow Compliance sectors: Energy, Insurance Strategic Objectives:  Grow Corporate Counsel business  Objective #1  Objective #2  Leverage 3rd Party content in key verticals  Objective #3 Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
  • 20.
    Academic Segment Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  Determine Lifetime Value of New Attorneys Strategic Objectives:  Develop Customer Lifetime Tracking  Objective #1  Objective #2  Re-launch Rewards Program  Objective #3  Re-launch Summer Associate Program Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
  • 21.
    Divisional Marketing Objectives Financial Objectives:  Objective #1  Objective #2  Objective #3 Supporting Initiatives:  TBD Strategic Objectives:  Objective #1  Objective #2  Objective #3 Marketing Objectives:  Objective #1  Objective #2  Objective #3 Comm. Objectives:  Objective #1  Objective #2  Objective #3
  • 22.
    Communication Planning Guideline Validation 1.Benchmarking Research Marketing Leadership Council studies:  Trends in the Media Mix, July, 2000  Measuring Marketing Performance, August, 2001  Marketing Investment & Impact Benchmarks, July, 2002 2. W B Practices est est  Internal experts from functional specialty areas
  • 23.
    Communication Guidelines Media Purpose Measures Baselines* % of Budget* * Advertising (Print) Build Brand Favorability TBD 14% Product Awareness Reach .90% Targeting Customer Segments Frequency Varies % of Media Buy < 25% CPM $125 Direct Mail Direct Order Response Rate .3% 4% Lead Generation Average Order $165 Targeting Customer Segments Cost/Sale 48% Cost/Piece .50 Trade Shows Product Awareness Cost/Event $3500 8% Build Brand Number of Leads Not Available Generate Leads Number of Events 270 Revenue/Event Not Available Cost/Lead Sponsorships Build Brand Cost/Event 4% Product Awareness Reach/Event Targeting Customer Segments RPA Public Relations/Publicity Build Brand Number of Releases 10/Month 4% Product Awareness Number of Exposures Not Available Number of Events Not Available Sales Collateral Product Awareness Product Line Coverage 38% 6% Product Information Collateral Usage TBD Email Marketing Retention Click Rate 4% 1% Relationship Building Orders .62% Drive Web Sales Average Order Size $140 Internet Direct Orders Hits/Week 47,000 6% Lead Generation Unique Visitors/Week 29,000 Product Information New Visitors/Week 22,000 Account Services Orders/Week 403 Leads/Week 600 * West historical data * * Percent of marketing budget allocated to communications. Benchmarks from B2B study by Marketing Leadership Counsel, July, 2002
  • 24.
    Communication Guidelines Media Purpose Advertising (Print) Build Brand Product Awareness Targeting Customer Segments Tactical mix: media & Direct Mail Direct Order purpose Lead Generation Targeting Customer Segments Trade Shows Product Awareness Build Brand Generate Leads Sponsorships Build Brand Product Awareness Targeting Customer Segments Public Relations/Publicity Build Brand Product Awareness Sales Collateral Product Awareness Product Information Email Marketing Retention Relationship Building Drive Web Sales Internet Direct Orders Lead Generation Product Information Account Services
  • 25.
    Communication Guidelines Media % of Budget: M C Study L % of Budget: W 2002 est Advertising (Print) 14% 12% Direct Mail 4% 16% Tactical mix: Trade Shows 8% 6% Budget allocations Sponsorships 4% Not Available Public Relations/Publicity 4% Not Available Sales Collateral 6% 5% Email Marketing 1% Not Available Internet 6% 2% Marketing Leadership Council findings: W 2002 P est lanned 76 % of marketing budget allocated to Budget Communications 30% of those Communications not part of the West mix (i.e. Radio/TV broadcast, Outdoor, etc.)
  • 26.
    Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Direct Mail Telemarketing Internet Trade Show promo/demo
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    Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Direct Mail Product Support Internet Trade Show promo/demo Telemarketing Email Marketing
  • 28.
    Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Direct Mail Product Support Publicity/PR New Product Launch Sales Collateral Internet Trade Show promo/demo Telemarketing
  • 29.
    Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Product Support Advertising New Product Launch Trade Show Brand Equity Enhancement Sponsorships Internet Publicity
  • 30.
    Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Product Support New Product Launch Brand Equity Enhancement Email Marketing Retention/Loyalty Sponsorships Direct Mail
  • 31.
    Mix Guidelines Marcom Deliverable: Communication Mix Lead Generation Product Support New Product Launch Advertising Brand Equity Enhancement Publicity Retention/Loyalty Trade Shows Sponsorships Corporate Launch Sales Collateral Internet
  • 32.
    Components of FinalMarcom Plan Situation Analysis  Market Assessment  Customer/Sales Trends  Channel/Operations Assessment  Technology/Product Overview  SWOT  Insights from ’02 marcom Note: Marcom Plan is a subset of the Marketing Plan.
  • 33.
    Components of FinalMarcom Plan Situation Analysis Competitive Summary Market Assessment Customer/Sales Trends Channel/Operations Assessment Strengths Technology/Product Overview SWOT Weaknesses Forecast of competitive activity
  • 34.
    Components of FinalMarcom Plan Situation Analysis Marcom Objectives Market Assessment Customer/Sales Trends Channel/Operations Assessment Financial Objectives Technology/Product Overview SWOT Strategic Objectives Competitive Summary Marketing Objectives Communication Objectives
  • 35.
    Components of FinalMarcom Plan Situation Analysis Key Customers Market Assessment Customer/Sales Trends Channel/Operations Assessment Trends/Insights for: Technology/Product Overview SWOT Sub Segments Competitive Summary Marcom Objectives Local Zones Financial Objectives Strategic Objectives Practice Areas Marketing Objectives Communication Objectives Functional Areas Technology/Channel Users
  • 36.
    Components of FinalMarcom Plan Situation Analysis Key Messages Market Assessment Customer/Sales Trends Channel/Operations Assessment Brand Technology/Product Overview SWOT Customer/Grass Roots Competitive Summary Marcom Objectives Product Financial Objectives Strategic Objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users
  • 37.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  • 38.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  • 39.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  • 40.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Brand Customer/Grass Roots Product
  • 41.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Retention % Brand Customer/Grass Roots Product
  • 42.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Retention % Brand Customer/Grass Roots Acquisition/Up Sell % Product
  • 43.
    Components of FinalMarcom Plan Situation Analysis Budget % of marcom $ Market Assessment Customer/Sales Trends Direct Mail % of total spend Channel/Operations Assessment Public Relations % of total spend Technology/Product Overview Trade Shows % of total spend SWOT Sales Collateral % of total spend Competitive Summary Advertising % of total spend Marcom Objectives Email Marketing % of total spend Financial Objectives Internet % of total spend Strategic Objectives Sponsorships % of total spend Marketing Objectives Communication Objectives Key Customers Strategy check: Sub Segments Strategic priorities vs. budget allocation Local Zones Practice Areas Transactions % Functional Areas Technology/Channel Users Lead Generation % Key Messages Retention % Brand Customer/Grass Roots Acquisition/Up Sell % Product Brand/Category Awareness %
  • 44.
    Components of FinalMarcom Plan Situation Analysis Budget Implementation Strategy Market Assessment Customer/Sales Trends Channel/Operations Assessment Direct Mail Plan Technology/Product Overview SWOT Advertising Plan Competitive Summary Marcom Objectives PR/Publicity Plan Financial Objectives Strategic Objectives Trade Show Plan Marketing Objectives Communication Objectives Strategic Relations Plan Key Customers Sub Segments Internet/Email Plan Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  • 45.
    Components of FinalMarcom Plan Situation Analysis Budget Schedule Market Assessment Implementation Strategy Customer/Sales Trends Direct Mail Plan Channel/Operations Assessment Advertising Plan Technology/Product Overview PR/Publicity Plan SWOT Trade Show Plan Competitive Summary Strategic Relations Plan Internet/Email Plan Marcom Objectives Financial Objectives Strategic Objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  • 46.
    Components of FinalMarcom Plan Situation Analysis Budget Metrics Market Assessment Implementation Strategy Customer/Sales Trends Direct Mail Plan Channel/Operations Assessment Advertising Plan Cost: benchmarks & targets Technology/Product Overview PR/Publicity Plan SWOT Trade Show Plan Revenue: benchmarks & targets Competitive Summary Strategic Relations Plan Internet/Email Plan Marcom Objectives Brand: agreement with attributes Financial Objectives Schedule Strategic Objectives Other: return on objectives Marketing Objectives Communication Objectives Key Customers Sub Segments Local Zones Practice Areas Functional Areas Technology/Channel Users Key Messages Brand Customer/Grass Roots Product
  • 47.
    Components of FinalMarcom Plan Situation Analysis Key Messages Market Assessment Brand Customer/Sales Trends Customer/Grass Roots Channel/Operations Product Assessment Budget Technology/Product Overview Implementation Strategy SWOT Direct Mail Plan Competitive Summary Advertising Plan Marcom Objectives PR/Publicity Plan Trade Show Plan Financial Objectives Strategic Relations Plan Strategic Objectives Internet/Email Plan Marketing Objectives Communication Objectives Schedule Metrics Key Customers Cost: benchmarks & targets Sub Segments Revenue: benchmarks & Local Zones targets Practice Areas Brand: agreement with Functional Areas attributes Technology/Channel Other: return on Users objectives
  • 48.
    Next Steps forPlanning Phase I Deliverable Owner Due Market Assessment DOMs, Segment Mktg Write Objectives DOMs, Segment Mktg Identify key initiatives DOMs, Segment Complete Mktg
  • 49.
    Next Steps forPlanning Phase II Deliverable Owner Due Feed Marcom Plan: Segment/Division Market Assessment, Mktg Competitive Summary, Key Customers/Messages Budget, Schedule Communication DOMs, Recommendations Communication template Planning Team Roll up/validate BMMS 10/31 marcom plans
  • 50.
    Contacts John G. Olson CarrieOlson Marketing Communication Planning & Analysis