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marketing plans

a roadmap to connect your mission with your audience

Marketing plans are crucial for sustainable businesses because they help

align environmental and social goals with business growth and customer engagement

Situation Review

I start my marketing plans with a situation review, capturing the current state of a client's business and marketing efforts.

 

1.  Marketing Goals and Objectives

This section articulates the overall “big picture” desired outcome. These include: Target Audiences - Who is trying to be reached and why?  Core Messages - What is being communicated to each audience? Metrics – what needs to be accomplished for the plan to be considered a success?

 

2. Overview of Products and Pricing

This section includes details of the Client’s products, how they are unique or superior to competitors, and how the Client is positioned from a pricing standpoint. 

 

3. Opportunity and Issue (SWOT) Analysis 

Here, I capture the Client’s fundamental strengths, weaknesses, opportunities, and threats to determine the best way to either address or take advantage of them.  

Research & Market Analysis

Research is critical to understanding how market opportunities and competitive comparisons.. It also guides the creation of effective messaging by uncovering insights into the needs of the audience. 

Positioning & Message

This section builds on the information from he situation review and the research to define the company's mission, unique engagement proposition, and messaging. 

 

The exercise typically results in a tagline or slogan and a set of core values.​The messaging is leveraged in all marketing channels. to shape a consistent image and positioning with your target audiences.

Implementation Plan

The Implementation section of the marketing plan provides detailed implementation tasks and budgets.

 

1. Marketing Channels

A list of the tools and channels used to increase awareness and help attract new leads. These include:

  • Website

  • Build a marketing database

  • Blog posts

  • Email newsletters

  • Events

  • Press releases (as needed).

  • Collateral

  • Social media kit. ​

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2.    Communications Calendar

A schedule of what and when marketing tasks and communications are occurring. As much as possible, these should be planned in advance, but staff should review each week to discuss and add anything new that is important to announce. The calendar will include::

  • Task and/or content.

  • Channels.

  • Date/time.

  • Owner.   

 

 

3.   Key Performance Indicators (KPIs)

Monthly reports tracking the metrics established as “Goals and Objectives”.​

 

4. Budget 

Items to be considered when creating the marketing budget include any expenses related to the design and content creation for any marketing tool or channel. Some things to remember are:

  • Graphics/Images

  • Website Design & SEO

  • Software Subscriptions (web hosting, email marketing, etc.)

  • Consultant Fees (copywriting, design, marketing consultant, etc.)

 

5. Timeline

Timing and deliverables will vary based on the company. Here is a sample implementation timeline. 

 

Month 1

  • Establish new branding

  • Website

  • Social Media Pages

  • Appropriate Collateral​

 

Month 2

  • Begin content marketing

  • Blog/Videos

  • Email Newsletter​​

 

Months 3-6

  • Develop and organize events/webinars

  • Continue content marketing

  • Review KPIs and adjust as needed.

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