1. Writing a Marketing or Communications Plan
Situation
Objectives Strategies Tactics Costs
Analysis

2. Situation
Objectives Strategies Tactics Costs
Analysis
Audience | Defining your target audience

3. Situation
Objectives Strategies Tactics Costs
Analysis
Audience | Developing an audience profile
1. Demographics
2. Values
3. Current experience with your product/brand
4. Current perceptions of your product brand
5. Primary channels of communications / influence
6. Decision Process

4. Situation
Objectives Strategies Tactics Costs
Analysis
Identify your Competitors

5. Situation
Objectives Strategies Tactics Costs
Analysis
Identify SWOT analysis

6. Strengths Weaknesses
Opportunities Threats

8. Strengths Weaknesses
Opportunities Threats

9. Situation
Objectives Strategies Tactics Costs
Analysis
Objectives should be SMART…
Specific
Measureable
Achievable
Resource Driven / Realistic
Timed

10. Specific. Measureable. Achievable. Resource Driven.Timed

11. Specific. Measureable. Achievable. Resource Driven.Timed

12. Situation
Objectives Strategies Tactics Costs
Analysis
Situation
Using what you now know about: Analysis
How do you plan on achieving: Objectives

13. Situation
Objectives Strategies Tactics Costs
Analysis
What specific channels/efforts can
we use to implement the strategies?

15. Situation
Objectives Strategies Tactics Costs
Analysis
Financial Costs
Human Resource Costs
Political Costs

16. Situation
Objectives Strategies Tactics Evaluation
Analysis
What are you going to measure?
For how long?
What will it tell you?

17. Next Week: Thanksgiving
Two Weeks: Strategy Doc & Blog Showcase
Three Weeks: Final Project Presentations