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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.
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