Marketing Plan Template

Transcription

1 Marketing Plan Template Created by {INSERT NAME} Last reviewed {INSERT DATE}

2 CONTENTS 1. Introduction Executive Summary Marketing Vision & Mission Target Market Marketing Objectives & Strategy Tactics Control, Evaluation, and Analysis... 9 PAGE 2

3 1. INTRODUCTION To set your focus, briefly define your business, products, services, and markets. Outline the purpose of your plan and for whom it s intended. 2. EXECUTIVE SUMMARY CURRENT POSITION Explain the current situation from top to bottom. This should be concise and summarize your plan. KEY ISSUES Highlight the key issues and challenges the firm faces and how this plan presents solutions. 3. MARKETING VISION & MISSION Now that you know where the practice is going, you need to set your marketing department s purpose. This should support your firm s overall vision and mission. MISSION Example: To support {INSERT NAME OF BUSINESS} and ensure a strong digital presence through SEO, Social Media, and our website. Raise brand awareness and be recognized as a leading resource for our current and prospective clients. VISION Simple Digital Marketing example: We are a fully functional Marketing department delivering a strong brand, message, and presence. Our Marketing team has all the skills required to generate hundreds of quality leads each year through thoughtful Marketing strategies in Search Engine Marketing (SEM), Social Media, Website Optimization, and Advertising. PAGE 3

4 4. TARGET MARKET In this section, highlight where you need to focus in order to increase awareness, drive sales, and educate your target market. MARKETING ANALYSIS Area Current Activity Proposed Activity Objective ROI (if applicable) Social Networks Website Blog Video Marketing SEO Collateral (i.e. brochures, business cards, presentations, etc.) Events TARGET MARKETS What specific group of current or prospective clients are you focusing on? This section will ensure you re clear on with whom you re communicating. Current Clients Prospective Clients REACH PAGE 4

5 Who/what engages with your clients? Evaluate this to check for gaps and improvements. Touch Point Target Audience Does it meet their expectation/need? Website - Could be clearer on what we do - Easy to find information - Good call to action PowerPoint Presentations Event Materials Blog Video Social Media Competitive Edge - Video Centric GENERAL SWOT ANALYSIS SWOT Analysis is a great way of highlighting your strengths, but also where you need improvement: Strengths - Example: Strong and clear website Weaknesses - Example: Weak organic presence Opportunities - Example: Build a strong Digital Marketing brand Threats - Example: Large number of free resources already available from other advisory firms PAGE 5

6 5. MARKETING OBJECTIVES & STRATEGY Now that you re clear about the current challenges you face and the strengths that will set you apart, it s time to develop marketing objectives that will help differentiate your firm. Keep in mind the SMAC framework when setting your objectives: - Specific - Measurable - Achievable - Compatible Marketing Objectives Marketing Mix Product (or service) 1. Objective 1. Strategy 1 for objective 1 Place 1. Objective 1. Strategy 1 for objective 1 Price 1. Objective 1. Strategy 1 for objective 1 Promotion 1. Objective 1. Strategy 1 for objective 1 Once objectives are developed, what is your marketing strategy going to be? How are you going to achieve your objectives? It can be useful to take each objective and outline what you will do at a high level to achieve it within the term. There are so many possibilities it s worth keeping this as an open section, but here are some pointers to get you thinking: - Raise brand awareness - Increase internal communication - Develop a distribution channel - Develop a new product - Go global 6. TACTICS The finer details of your strategy should go in here this could include breaking down each strategic line above; for example, raising brand awareness through social media. RESOURCES Detailing the resources you require to deliver your plan will help you identify areas for internal or external recruitment. You can detail each resource here and the role they will play in delivering your plan. PAGE 6

7 Title/Name Jim Smith/Marketing Responsibilities -Set up a Google + Profile BUDGET Once you understand the tactical elements, put together the budget you require to deliver it. Resources Annually Quarterly Monthly Google addwords (PPC) Infographic Sub Total One Off Software - Adobe Creative Suite Sub Total Grand Total CAMPAIGNS Write the detail of each campaign you plan to run over the next year or so. Campaign Line of business Strategy Generate 5 new A+ Clients New Goals from LinkedIn leads required Target - All target markets Key messages - True Wealth Placement - Social Media Evaluate - No of leads ADVERTISING Write up the details of your advertising activities here. PAGE 7

8 Placement Target Actions LinkedIn -C-level executives -Develop image and copy for ad -Professionals SOCIAL MEDIA Write up the details of your social media activities here. Tool Target Actions LinkedIn -Today s audiences (as well as tomorrow s) -Professionals -Targeted marketing by location, sector, job title, groups -Set up company profile Facebook -Tomorrow s audiences (as well as today s) -More casual -Targeted marketing by location, likes, and interests -Set up welcome page Twitter -Engaged users/prospects -Link with company blog YouTube -Engaged users/prospects -Set up video channel Google + MARKETING Write up the details of your marketing activities here. Many other factors need to be considered and reviewed such as: - Tone of messages and content - Promotions/incentives offered - Call to action - Content of From and "Subject" lines - Length of - Campaign themes - Timing and frequency of your s These are the current suggested timings and frequency of {INSERT BUSINESS NAME} s. s Timing Frequency Update/News/General Monday morning Weekly communication New business (Nurturing prospects) Thursday afternoon Monthly PAGE 8

9 7. CONTROL, EVALUATION, AND ANALYSIS It s important you track and evaluate your plan, objectives, and strategies. This will be particularly important for justifying your marketing budget in the future. As always, there are many ways you can do this. Here is a simple table as an example: Evaluate Measure Tools 1. Keywords 1. Rank well on top keywords Google Adwords 1. New business meetings 1. Number of meetings CRM system 1. LinkedIn Ads 1. Number of clicks LinkedIn Ad Tracker PAGE 9