The marketing plan contains key strategies to achieve objectives, budgets and timelines for activities, and recommendations to strengthen operations. It analyzes market and competitor intelligence to derive the client's unique selling proposition and key messages. The plan outlines acquisition and retention strategies with costed tactics across different channels. It also identifies systems needed to implement and track results of the marketing plan.

1. STRATEGY AND ACTION IN FOCUS:
Marketing Plans
The marketing plan we produce for
you will be a practical document with
all our ideas and actions spelled out,
costed and arranged along a timeline or
Gantt Chart.
Here’s an overview of what it
contains...
Key Strategies
The big ideas and themes that achieve
your prime objectives. These key
strategies lie behind the customer-
getting or customer-keeping activities
we recommend.
Marketing and Operational Dynamics Budgets and Timeline How Long Does All This Take?
These are important aspects of The plan for when all these activities It can take 2-4 weeks to arrive at a
your business we believe need to need to occur is spelled out in your complete marketing plan.
be addressed in order to lay the Marketing Plan.
foundations for growth. Obviously, we’re not writing your plan
Each month of the year has its activities full-time for 4 weeks, but it can take
This might mean hiring a certain type and spends laid out. time to assemble cost information from
of employee, or buying a certain peice third parties like printers.
of software we think would be of great If you wish, we can convert this into
value to you. a Gantt Chart... this style of timeline If we’re considering new ways for you
includes relationships between the to promote your product or service,
Acquisition and Retention Strategies individual components, so that you can we will also talk to you about how
We don’t just look at how to get new see how one activity might depend on we see those activities being carried
customers for you... we look at how to another activity being finished. out and gauge your level of interest in
plug the leaks to stop them leaving. them before we include them in the
Legacies and Systems marketing plan.
We can also look at how to leverage We identify the different systems that
your customers to gain more value might need to be developed by us in We assure you the result at the end of
from them. order to ensure that you can secure the process is a plan that is practical
your business growth for the long term. and explicitly built for immediate
Each idea and action is explained use. You will be able to take it away
in the Marketing Plan, and then its These systems help you internalise the and implement it yourself, but most
components are costed as fully as work we do when you’re comfortable companies ask us to implement it for
possible. taking it over. them.
For instance, this may include the Contact us today to get your own
estimated design time, copywriting Marketing Plan created - 07 3808 5366
time, printing costs and mailing costs
for sending out a brochure.
We try to nail down every conceivable
cost in executing the plan.

2. A typical marketing plan from
Strategy and Action will include
the following elements...
Marketing Objectives Print Advertising
• Key Marketing Objectives • Testing Advertisements
• Newspapers
Market Intelligence Summary • Magazines
• Demographics, Psychographics
• Market Behaviour Direct Mail
• What The Market Wants • Database
• What The Market Does Not Want • Direct Mail Newsletters
• How The Market Ranks Attributes - Electronic Newsletter
• Key Findings - Electronic Marketing
Competitor Intelligence Summary Website
• Competitors Definitions, Inclusions • Website Rebuild
• Competitor Behaviour • Information
• What Competitors Do Well • Search Engine Optimisation “The formula for presenting us in
• What Competitors Do Poorly • Website management
• Google Adwords
a compelling way, turning complex
• How Competitors Conduct Sales
and Marketing material into simpler language, and
• Key Findings Retention Strategies managing the selling process is the
• Contact Cycle
• Email Cycle
work of Strategy and Action.
Client Intelligence Summary
• Primary Markets, Strategy, USP • Newsletter
• CIPLOE - Template We would not have achieved
• Operations - Ongoing Creation and Management
the outstanding success we have
• Revenues
• Strengths and Opportunities Legacies and Systems enjoyed if we’d kept working as we
• Weaknesses and Threats • Legacies and Responsibilities had without your assistance, and I
• Key Findings • Roles and Responsiblities of
Key Parties
commend you to other companies
USP Derivation, Key Messages • Key Legacies unreservedly.”.”
• USP • Key Systems
• Secondary Messages • SOPs Paul Lee
• Forms Managing Director, FM Solutions
Key Strategies • Position Descriptions 15th place in 2003 BRW Fast 100
• Key Strategy 1
• Key Strategy 2 etc. Budgets and Measures
• Measurement
Marketing and Operational Dynamics • Broad Budget Summary
• Marketing Infrastructure Changes
• Operational Infrastructure Changes Appendix 1
• Specific Briefs For Acquisition
Corporate Identity and Retention
• USP Permeation
Appendix 2
Acquisition Strategies • Budget Spreadsheets
• Static Promotional and
Conversion Assets
- Folder
- Inserts
- Template
- Flyers
1/51 Cinderella Dr
Springwood Qld 4127
Tel 07 3808 5366
Fax 07 3808 9647
info@strategyandaction.com.au
www.strategyandaction.com.au