Marketing Services - Planning Example

The following illustrates our approach to the marketing planning process - and how we work in partnership with you to achieve your objectives. 

 

*Of course, you may not require a comprehensive marketing plan. Instead, you may want marketing consulting help with branding, communication strategies, advertising projects, and/or media buying. Whatever your needs, we always utilize a systematic approach to decison-making and deliver customized, trackable solutions.

Marketing Planning Framework

Example of Approach: Plan Development

© Sowder Group LLC

PHASE 1:  360-degree situational analysis
Strategic Context

 

 

Mission/Vision

Long-Term Goals

Organizational Structure

Decision Processes

Company Culture

State of the Industry

Financial Situation

Environmental Scan

 

 

Competition

Brand Positioning

Economic Climate

Regulatory Considerations

Targets - Growth/Decline

Product/Service
Offering

 

Strengths

Weaknesses

Opportunities

Threats

Image & Awareness

Operational Support

Customer Service Standards

Research Results

Marketing/Sales
History

 

Marketing Investment

Methods by Target

Performance Data

Results/ROI

Perspectives

PHASE 2:  Collaberatively define success factors and craft plan
Target Audiences

 

Examples of Options

Current Customers

Prospective Buyers

Influencers

Objectives

 

Examples of Options:

Revenue

Return-on-Investment

Sales

Customer Acquisition

Customer Retention

EBITA

Employee Retention

Other

Strategies + Actions

 

Strategic - Confirm and/or Revise:

Offerings and Services

Brand Positioning 

Pricing 

Image and Message(s)

Access/Reach

 

Actions - Examples of Options:

Print/Broadcast Ads

Digital Advertising:

(Web, Social, Mobile, Email)

Direct Sales

Telemarketing

Promotions and Publicity

Trade Shows and Events

Direct Marketing

Tracking +
Refinement

 

Examples of Options:

Revenue

Return-on-Investment

Sales

Customer Acquisition

Customer Retention

EBITA

Other