The document outlines a comprehensive 90-day marketing plan for a software platform, detailing weekly tasks such as stakeholder interviews, social media monitoring, and the development of marketing materials. It emphasizes the importance of establishing goals, creating a tactical marketing plan, and engaging with thought leaders and potential customers. Additionally, it includes future objectives like a SWOT analysis, a fully optimized mobile website, and building a competitive analysis library.

1. Software Platform Marketing Plan
Note: individual tasks and tactics will be moved after review with senior management and additional tasks entered.
30-Day Plan
Week 1
Onboarding, introductions, interviews, report on findings.
Establish working/reporting style for agreeing upon deliverables and priorities; schedule status update meetings.
Interviews with key stakeholders, to understand operational background, competitive advantage, identified competitors, Review goals for position, definition of success.
Capture Baseline of Social Media follows on all accounts (Facebook, Twitter, LinkedIn Follows, etc.)
Discuss whether value in announcing recent VP level hires to local media.
Start building library of competitor information
Preliminary Budget & resources discussions
Week 2
Begin master calendar of events/marketing activities. Include:
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Trade shows
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Meet & Greet functions
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Targeted Press release dates
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Key Milestones from Tactical Marketing plan (initial plan) and Strategic Plan (longer- range plan) as they are agreed upon by management
Webinars (work in tandem with Development Team)
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Blog editorial calendar (probably a separate document)
Introduction to SEM vendor, review paid ads (keywords, campaigns, performance, conversions, etc.)
Begin sitting in on training calls on Software platform to understand product
First blog post;
Review email campaigns to date; performance metrics like open rates, unsubscribes, and click throughs.
Set up Hootsuite, Google alerts, if not being used, to monitor social mentions.
Week 3
Development of Tactical Marketing Plan for next 60 days (while longer-range Strategic Marketing Plan us in Development)
Identify topic for 1st press release
Discuss sales scripts. Consider updates to scripts, with branching options. Include Q's to find out key data: would like →
Where did they hear about us?
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Who are they using now?
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Capture what issues prospects would like to get help with/problems they have for content marketing creation Review website wireframe; Review Google Analytics
Continue sitting in on Software platform training sessions
Week 4
Share observations from Software platform training
Source graphic person for infographics, email headers, blog illustration, trade show elements, etc.
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consider oDesk, Freelance.com
Share recommedations based on website wireframe review; Set goals based on Google Analytics
Assume responsibility for SEM
Email campaigns identified, start first email to either full or select list.
Start list of email campaign ideas, sample ideas below:
Announcement of resources that help insurance professionals/agencies, with mini-survey of what content Special pricing incentive offer

2. Capture of recent, best-response blog entries & other social stuff.
Identify, connect with thought leaders (ongoing) for guest blogging, to build PLN, etc.
60 Days Out (2nd month)
Week 1
Investigate spend on Radian 6 or other monitoring platform.
Create social media policy/training manual
Determine best times to post on Facebook, etc. , schedule postings with internal SoMe team or autoschedule
Schedule best email campaign ideas for year
Assemble list of all software review directories; submit profile to ones not listed with.
TBD
Week 2
Start testing paid SoMe ads (FB, L.I.)
Share Social Media manual with staff; encourage staff updates to L.I. profiles.
1-2 Case studie(s) developed.
Blog pipeline flowing.
Competitive research now commences in a serious way.
Work with sales to create incentives for reviews and how to ensure favorables ones.
TBD
Week 3
Begin work on website to optimize for mobile display.
TBD
TBD
TBD
TBD
Week 4
Repurpose info from webinars to SlideShare for SEO & easy digestibility/reference by users/prospects.
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What’s New in Software program v3.0
TBD
TBD
TBD
TBD
90 Days Out (3rd month)
Review of accomplishments from 1st 2 months.
Reassess marketing goals & tactics for next quarter.
Press Release #2
Rebranding elements in place.
(initial) Company Style Guidelines established, including
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preferred fonts, colors, logo usage restrictions, other image concerns
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boilerplate copy (both long and short forms)
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Will be updated as a living document, as need arises.
Gated content item 1 planned (Whitepaper, presentation, or video). This content will be used to build new leads for 6-Month Plan
Existing-customer survey/questionnaire, with incentive for completion. Use for:
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Gather endorsements/testimonials

3. →
Capture opportunity for product & customer svc improvements
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Ideas and quotes for content marketing (blog entries, slideshare, LinkedIn group discussions)
Plan for YouTube new content
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SHORT collection of endorsements/testimonials
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FUN animated short video: why Software platform
http://www.oomphbox.com
Review of accomplishments from 1st 6 months.
12-Month Plan
Deliver full SWOT analysis for marketing purposes & potential biz dev oppty's.
Website fully mobile-optimized.
Comprehensive competitive analysis library established.
Attend at least 1 trade show.
Attend at least 1 local "Meet & Greet"
Strategic Marketing Plan revisited; revised for upcoming year.
TBD
TBD
TBD
TBD