Key Marketing Objectives
Market Intelligence Summary
What The Market Wants
What The Market Does Not Want
How The Market Ranks Attributes
Competitor Intelligence Summary
Competitors Definitions, Inclusions
What Competitors Do Well
What Competitors Do Poorly
How Competitors Conduct Sales and Marketing
Client Intelligence Summary
Primary Markets, Strategy, USP
Strengths and Opportunities
Weaknesses and Threats
USP Derivation, Key Messages
Key Strategy 1
Key Strategy 2 etc.
Marketing and Operational Dynamics
Marketing Infrastructure Changes
Operational Infrastructure Changes
Static Promotional and Conversion Assets
Direct Mail Newsletters
Search Engine Optimisation
Ongoing Creation and Management
Legacies and Systems
Legacies and Responsibilities
Roles and Responsiblities of Key Parties
Budgets and Measures
Broad Budget Summary
Specific Briefs For Acquisition and Retention
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...
These are the big ideas and themes that achieve your prime objectives. These key strategies lie behind the customer-getting or customer-keeping activities we recommend.
These are important aspects of your business we believe need to be addressed in order to lay the foundations for growth.
For instance, it might mean hiring a certain type of employee, or buying a certain peice of software we think would be of great value to you.
Acquisition means customer-getting and Retention means customer-keeping.
We don't just look at how to get new customers for you... we look at how to plug the leaks to stop them leaving and we look at how to leverage your customers to gain more value from them.
Each idea and action is explained in the Marketing Plan, and then its components are costed as fully as possible.
...This includes, for instance, the estimated design time, copywriting time, printing costs and mailing costs for sending out a brochure. We try to nail down every conceivable cost in executing the plan.
The plan for when all these activities need to occur is spelled out in the Marketing Plan.
Each month of the year has its activities and spends laid out.
If you wish, we can also convert this into a Gantt Chart... this style of timeline includes relationships between the components, so that you can see how one activity might depend on another activity being finished.
Finally, we identify the different systems that might need to be developed by us in order to ensure that you can secure your business growth for the long term.
These systems help you internalise the work we do when you're comfortable taking it over.
It can take 2-4 weeks sometimes to arrive at a complete marketing plan.
Obviously, we're not writing your plan full-time for 4 weeks, but it can take time to assemble cost information from third parties like printers. If we're considering new ways for you to promote your product or service, we will also talk to you about how we see those activities being carried out and gauge your level of interest in them before we include them in the marketing plan.
We assure you the result at the end of the process is a plan that is practical and explicitly built for immediate use. You will be able to take it away and implement it yourself, but most companies ask us to implement it for them.
Contact us today to get your own Marketing Plan created.