Marketing & Operations Inventory & Action Plan
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1 Marketing & Operations Inventory & Action Plan Business Inventory & Action Plan Series created by VS Consulting Collaborative
2 Marketing & Operations Inventory & Action Plan: REvisit assumptions about marketing & operations Identify what you think/feel about marketing your business: LIST SOME WAYS TO MAKE CONSISTENT MARKETING & OPERATIONAL ANALYSIS A PRIORITY: Identify how you feel/think about your current operations:
3 Marketing & Operations Inventory & Action Plan: REvisit assumptions about target market/ operations expectations DESCRIBE YOUR TARGET MARKET Who are they? What motivates them and why do they need you? Where are they? How will they find you? LIST EVERYONE YOU CAN ASK TO HELP IDENTIFY AND LOCATE YOUR TARGET MARKET. COULD YOU DO A SHORT &/OR ANALYZE OPERATIONS. COULD YOU DO A SURVEY? HOLD A FOCUS GROUP? CONSULT LOCAL BUSINESS ORGANIZATIONS TO HELP WITH TARGET MARKET RESEARCH AND OPERATIONAL ANALYSIS? THINGS TO CONSIDER: Demographics/lifestyle/needs/wants/expectations/beliefs/ concerns/aspirations DESCRIBE YOUR OPERATIONAL CHALLENGES: Qualified employees? Training? Resources/Inventory? Waste/Leakage? Other?
4 Marketing & Operations Inventory & Action Plan: REview Marketing Assets & Resources LIST ALL CONTENT YOU REGULARLY CREATE OR USE EXECUTIVE DIRECTOR/CEO REPORTS, EVENT REPORTS,ARTICLES, BLOG POSTS, NEWSLETTERS, STAKEHOLDER/CLIENT UPDATES, QUARTERLY/ ANNUAL REPORTS, REVIEWS, PHOTOS, GRAPHICS, VIDEO, AUDIO, ANYTHING! HOW COULD EXISTING CONTENT BE REPURPOSED, REMIXED, OR REDISTRIBUTED IN A DIFFERENT CHANNEL OR MEDIUM? AUDIO, VIDEO, VISUAL?
5 Marketing & Operations Inventory & Action Plan: REview Marketing Assets & Resources WEBSITE AND/OR BLOG URL: WHAT TYPE OF CONTENT IS ON YOUR SITE AND/OR BLOG? An About page Staff Profiles Informational pages about programs/services Links to Social Media Sites/Blog Contact Information on Each Page Progress Reports Business/Organization News Real photos (not stock images) Video PowerPoint Presentations Audio Press Releases FAQ or Q&A Articles of Interest Internally written or from other sources Inspirational Material Quotes, photos, excerpts Favorite or Recommended Sites or Businesses Discussion Board/Forum CHECKLISTS FOR CLARITY OR PURPOSE Is my business/org clearly the focus of the site? Is the banner/header branded? Do I have a tagline? On my about page, is my audience clear? Is my voice/perspective clear in the content? Can people understand my message within 5 minutes of visiting? CHECKLIST FOR MAXIMIZING IMPACT Is my brand being utilized in all aspects of the site? Do I have social media links fully integrated throughout the site? Do I have an list signup? Do I have analytics installed? Do I allow subscriptions to the site? RSS/ ? Do I have contact info clear? Have I linked reviews, praise, news and other material? Other:
6 Marketing & Operations Inventory & Action Plan: REview Marketing Assets & Resources INVENTORY NUMBER OF FANS/FRIENDS/FOLLOWERS, LENGTH OF INVOLVEMENT (SINCE WHAT YEAR?), AND GROWTH PER MONTH IF APPLICABLE FACEBOOK PERSONAL PROFILE FACEBOOK FAN PAGE TWITTER LINKEDIN GOOGLE PLUS CHECKLIST FOR CLARITY & PURPOSE If you have a Facebook page, do you have a daily or weekly posting strategy? If you have a Twitter account, what is your voice, perspective or focus? Do you have social media buttons on your website? Share buttons on all your content? If you participate on community sites, message boards or blogs, are they compatible or connected with your business/org message? WHERE DO YOUR CUSTOMERS OR STAKE- HOLDERS HANG OUT ONLINE? GUESS IF YOU DON T KNOW. YOUTUBE OTHER COMMUNITY SITES TOOLS FOR EFFICIENCY & IMPACT BEING USED Hootsuite Twitterfeed Facebook Insights Google Analytics Buffer Other
7 Marketing & Operations Inventory & Action Plan: REview Operational Assets & Resources INVENTORY BRAINSTORM SOME WAYS TO REPURPOSE/REUSE EXISTING RESOURCES TO IMPROVE OPERATIONS: SOCIAL/COMMUNITY EQUITY COLLABORATION OPPORTUNITIES WORKFORCE EXPERTISE BARTER OR TIME-BANKING COMMUNITY RESOURCES
8 Marketing & Operations Inventory & Action Plan: REassess Marketing Methods LIST ALL THE MARKETING METHODS YOU CURRENTLY USE: WHAT S WORKING? WHAT S NOT WORKING? WHAT HAVEN T YOU TRIED & WHY?
9 Marketing & Operations Inventory & Action Plan: REassess Operational Methods LIST BASIC ELEMENTS OF YOUR BUSINESS OPERATIONS: WHAT S WORKING? WHAT S NOT WORKING? WHAT HAVEN T YOU TRIED & WHY?
10 Marketing & Operations Inventory & Action Plan: Identify & REnew Relationships LIST NAMES OF PEOPLE IN YOUR PERSONAL AND PROFESSIONAL LIFE THAT YOU WOULD FEEL COMFORTABLE CONTACTING VIA OR PHONE LIST ALL ORGS, SCHOOLS, BUSINESSES, MEDIA OUTLETS, PROFESSIONAL ASSOCIATIONS, ETC YOU HAVE A RELATIONSHIP WITH LIST THE MOST INFLUENTIAL PEOPLE WITH WHOM YOU OR YOUR BUSINESS/ORG HAVE A CLOSE CONNECTION
11 Marketing & Operations Inventory & Action Plan: REmember to measure marketing results ARE YOU MEASURING THE FOLLOWING ON YOUR WEBSITE/BLOG? Monthly Visitors HOW CAN YOU MAKE MEASURING RESULTS A PRIORITY? Traffic growth trend by month/year New Visitors Vs. Repeat Visitors Keywords that bring people to your site Top 5-10 referrals to your site Top ranked content
12 Marketing & Operations Inventory & Action Plan: REmember to measure operational results ARE YOU REGULARLY REVIEWING: Analytics (traffic from where, when, how)? HOW CAN YOU MAKE MEASURING RESULTS A PRIORITY? Reports (sales, profit & loss)? Customer/Employee Satisfaction & Retention? Efficiency Studies (time, safety, resource mgmt.) Growth?
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