Paragraph Styles Editing Vo Estimated campaign impact: [insert] Action Plan Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3-12 months. Timing Activity Type Brief Description Audience Owner Today's Example: Add new key messages that fit Tech Jim Hill Date Website Update repositioning strategy and company audience focus hiring managers Date Date Date Date Date Focus UX Accessibility: Investigate O WADVA v E c Replace Select ~ Paragraph Styles Editing . How sensitive are your customers to changes in price? What revenue do you need to break even and achieve profitability? . What does the price say about your product in terms of value, quality, prestige, etc.? Place: Distribution Strategy What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following: . What are the best distribution channels and methods for you to use, and I why? . Will you have a retail outlet and if so, where will it be located? . In what geographic area(s) will your product/service be available? Promotion: Integrated Marketing Communications Strategy Use the template below to lay out your design for a marketing campaign aimed at your target segment. Approach How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you've seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? FocusSelect Paragraph Styles Editing Example: Use email marketing, social media and a sales promotion (prize drawing at a conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, website and targeted digital advertising) and convince peers they should attend. Goal In consideration of the of your previous analysis, you need to identify at least one goal for the campaign. Describe the target segment for your campaign. H What is the goal you want to achieve with the campaign? What is your call to action? Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and time-based.) Example: Audience: HR professionals who are casual and power-users of Chamber systems Increase event registration by 20% by the start date of the annual user conference. Call to action: Register online today. Messages Identify the primary message for your campaign, 2-3 message pillars, and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should alian reinforce vour positionina statement Be sure to include a Focus XX Accessibility: InvestigateParagraph Styles Editir Marketing Plan Title (Replace this entire line with your plan title) Your Name (Replace this entire line with your name) Contents Executive Summary Company Profile Market Segmentation & Targeting Situation and Company Analysis Ethics and Social Responsibility Marketing Information and Research Customer Decision-Making Profile Positioning and Differentiation Branding Marketing Mix (4PS) Product Strategy Pricing Strategy Place: Distribution Strategy Promotion: Integrated Marketing Communications Strategy Budget Action Plan Risk Factors AttributionsParagraph Styles Editing HELPFUL Ideas HARMFUL Concerns Strengths Weaknesses Does the organization have a strong Does the organization have a weak brand brand presence? presence? What resources are available for Are resources insufficient for marketing marketing activities? activities? Does the company have unique Does the company lack distinctive products or services that satisfy the products or services? needs of its target market? Do current products or services fail to What makes the company's products satisfy the needs of customers? INTERNAL (matters under your control) or services unique? Do current products or services fail to What value is brought to customers? bring value to customers? Describe any emerging global issues that will affect the company. FOCUS Accessibility: InvestigateNormal No Spacing Gc Re Sel Paragraph Styles Edit Competitive Advantage Explain your organization's competitive advantage. Positioning Statement Provide the positioning statement your marketing plan will apply. Marketing Plan Objectives List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc. Company Profile Company Name: Industry: Headquarters (city, state, country): Year founded: The number of employees: . Annual revenue (estimated): Major products and/or services: . Target customers: . Distribution channel(s): Key competitors: . Link to website: . Link to Yahoo! Finance information page (for public companies):A Sele Paragraph Styles Editing Industry Environment What are the trends in your industry? Are there new entrants in the market? Has a substitute product been introduced? Are there changes in industry practices or new benchmarks to use? Competitive Environment How many competitors do you have? Who are the key competitors? What are the key selling points or competitive advantages of each one? What is your advantage over competitors? Is the market large enough to support you and your competitors? Political Environment Consider the political environment for the areas where your business will trade and operate in. Is there a stable political system? Are there any licenses and regulations that you should be aware of? Do you need to win support to be able to operate? SWOT Analysis Instruction: Complete the table below with descriptive responses and explanations as you answer the questions below, remembering that Strengths and Weaknesses are INTERNAL to the organization and Opportunities and Threats are EXTERNAL (i.e., C- PEST that are not in their direct control). HELPFUL Ideas HARMFUL ConcernsSelect Paragraph Styles Editing Opportunities Threats What C-PESTs could the company try What are the tactics that competitors to take advantage? use to pursue customers? Does the target market have any What are the strengths of the company's unfulfilled needs that the company biggest and or emerging competitors? can satisfy? In what ways are the competitors' Are there emerging target markets products or services superior to the with needs that the company can company's offerings? satisfy? How are competitors likely to respond to Are there ways the company and its any changes in the way the company competitors can benefit from working markets? EXTERNAL (uncontrolled issues in the environment) together? Is the company behind in adopting new Are there opportunities for technologies for marketing? collaborating with customers to build Describe any ways in which international a brand presence? competitors are taking away market Describe and analyze if market share demand is increasing What do customers dislike about the Are there changes in the government company? regulations that will affect the Describe and analyze if market demand company? is decreasing. HELPFUL Ideas HARMFUL Concerns Strengths Weaknesses Does the organization have a strong Does the organization have a weak brand brand presence? presence? Focus BEParagraph Styles Attributions NOTE: Everything highlighted in YELLOW are hints or suggestions on how best to complete a particular section or topic. Once completed, DELETE the highlighted instructions, like this one. Executive Summary Do this section last. This short summary should provide a holistic overview of your marketing plan. All this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points: NOTE: This section will also be the basis of your Marketing Plan Presentation. Company Description Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve. Target Segment Identify and briefly describe your target segment. Competitive Advantage Explain your organization's competitive advantage.Sele Paragraph Styles Editin Market Segmentation & Targeting What problem does your product or service solve? Describe the total market for your solution: Who are potential customers? What are the key segments within this market? Identify and briefly describe 1-3 segments that this company serves. Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities? Situation and Company Analysis Economic Environment Discuss factors that affect your consumers' purchasing power and spending patterns. What is the economic environment that you are operating in? Is it growth, recovery or recession? Will it be easy to find staff? What is the current interest rate je. is it increasing or decreasing? What is consumer confidence like? Technical Environment The technological environment changes rapidly. You need to make sure that you are aware of trends in your industry and other industries that could affect your business. New technologies create new markets and can influence your consumers and competitors. ry EnvironmenA" A Aa Ap E Find Footnote Normal X' A D . A . No Spacing Cc Repla Selec Paragraph Styles Editing Customer Decision-Making Profile Identifying the Customer and Problem Describe a primary decision maker in your target segment: who they are, what they like, and how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve. Factors Influencing Customer Decisions Provide a detailed profile of your target segment using at least three (3) of the following categories: Geographic characteristics: e.g., location, region, population size or climate. Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality. Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs. Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty. B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity Reaching the CustomerParagraph Styles Editing Voi Budget Budget: List t marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials, and other expenses such as print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company. Item Purpose Cost Estimate Example: White Layout the business case why recruiting $500.00 paper authored by managers need an easier tool for vetting resumes H technical writer and reference checking in the technology industry Item #1 Item Purpose Cost Estimate Item #2 Item #3 Item #4 Add additional rows as needed. Estimated ramnainn impact. linsert] D Focus AX Accessibility: Investigate O WFootnote Normal S No Spacing Replace Select Paragraph Styles Editing Mission, Objectives & Goals State the mission or business purpose: what the organization wants to achieve, in market-oriented terms. (Example: Disney's mission could be, "We create happiness by providing the finest in entertainment for people of all ages.) List three (3) objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, "To be the most popular theme park for international visitors.") Convert objectives into specific marketing goals that are easy to measure and evaluate, e.g., SMART goals. (Example: The company's goal is to increase the market share of international theme park visitors by 10% within the next two years.") Ethics and Social Responsibility Current Status It is no longer acceptable for businesses to disregard issues around ethics and social responsibility. Conduct research and briefly describe what your organization is currently doing regarding corporate social responsibility and pursuing sustainable business practices.Select Paragraph Styles IS Editing HELPFUL Ideas HARMFUL Concerns Strengths Weaknesses Does the organization have a strong Does the organization have a weak brand brand presence? presence? What resources are available for Are resources insufficient for marketing marketing activities? activities? Does the company have unique Does the company lack distinctive products or services that satisfy the products or services? needs of its target market? Do current products or services fail to What makes the company's products satisfy the needs of customers? INTERNAL (matters under your control) or services unique? Do current products or services fail to What value is brought to customers? bring value to customers? Opportunities Threats What C-PESTs could the company try What are the tactics that competitors to take advantage? use to pursue customers? Does the target market have any What are the strengths of the company's unfulfilled needs that the company biggest and or emerging competitors? can satisfy? In what ways are the competitors' le environment) Are there emerging target markets products or services superior to the with needs that the company can company's offerings? 1 FOCUSA" A Aa Ap Find Footnote Normal No Spacing A ~ DA E E G Replac Select Paragraph Styles Fy Editing Recommendations Based on your understanding of the organization's goals, what recommendations do you have for how to create a more ethical, socially responsible and/or sustainable business? What practices do you recommend the organization pursue? Marketing Information and Research Research Question Describe an important question you need to answer or a problem you are trying to solve in order to help the organization meet its goals and objectives. Information Needed Describe the information your organization needs to make effective decisions about how to answer this question or solve this problem. Research Recommendations What research do you recommend in order to provide the information you need? What research method(s) would you use to get the information you need? Will it involve secondary data and research? Primary research such as interviews, focus groups and surveys? Why do you recommend this research approach?Footnote Normal No Spacing A E Replace Select Paragraph Styles Editing Brand Positioning and Strategy Make a recommendation about brand positioning and/or branding strategy to help build the brand and contribute to align it with what your target segment wants. How will this contribute to the success of your product, service or organization? Marketing Mix (4Ps) Product Strategy Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market's H needs? Be sure to consider: What level of quality and consistency does the offering have? How many features does it have and can they be removed or added? How well does your product or service deliver what the customer values? How can it improve? What improvements would help your offering compete more effectively? Pricing Strategy How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near the break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:Mailings Review View Help A A Aa Ap Find Footnote Normal No Spacing A DA E G Replac Select Paragraph Styles Editing Reaching the Customer Based on this profile, identify 2-3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit. Positioning and Differentiation Positioning and differentiation explain what you want to be known for in the market, and how you are different from competitors. Respond to the following questions. Competitive Advantages List the competitive advantages of the product, service, or organization you're focusing on: the things that make it different from competitors in positive ways. Market Niche and Positioning Strategy Describe the market niche you want to fill, along with the positioning strategy you recommend using. Why do you think this is the right approach? Positioning Statement Develop a positioning statement using this formula: "To [target audience], [product/service/organization name] is the only [category or frame of reference] that [points of differentiation/benefits delivered] because [reasons to believe]."Timing Activity Type Brief Description Audience Owner Today's Example: Add new key messages that fit Tech Jim Hill Date Website Update repositioning strategy and company audience focus hiring managers Date Date Date H Date Date Audience Owner Timing Activity Type Brief Description Launch Date Add additional rows as needed. Risk Factors Focus TX Accessibility. InvestigateParagraph Styles Editing Vo Sales Promotion + Digital Marketing Contest/giveaway: Offer giveaway where Facebook, Twitter and Linkedin posts trigger entries in a "conference evangelist" contest/giveaway to take place at conference opening session, one entry per social media tool per day Sales Alignment At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity? H Measurement (KPIs - Key Performance Indicators) How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful. Examples of KPIs: Total sales/revenue New/incremental sales Number of qualified leads generated Net Promoter Score Website unique visitors Number of registrations/sign-ups Impressions - views of content CTR - click-through rate Engagement - comments, likes, shares, page views, video views 1 Focus MX Accessibility: InvestigateRisk Factors Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the "weakness" and "threats" sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur. Reminder Be sure and DELETE all instructions, which are highlighted in YELLOW, like this section! H Also, Remember to complete the Executive Summary at the beginning of this document. Attributions CC LICENSED CONTENT, SHARED PREVIOUSLY Flinders Business School Marketing Plan Template. Authored by David Medlow-Smith. Located at: https://archive.org/details/FlindersBusinessSchoolMarketingPlan2. License: CC BY-SA. ORIGINAL CONTENT SWOT and Integrated Marketing Communications Templates. Authored by Melissa Focus TX Accessibility: Investigate OA" A Aa Ap Find Footnote Normal No Spacing Replace E E Select Paragraph Styles IS Editing Repositioning Considerations Do you recommend a repositioning that improves on what the organization has been using up to this point? Why or why not? Branding Brand Description What is the "brand" you are trying to build? What do people think about this brand today, and how do they experience it? Brand Promise What is the brand promise for this brand? If one hasn't been defined yet, create one. If you believe the brand promise needs improvement, please suggest how you would refine it. Why is your recommended brand promise a good fit? Brand Voice and Personality Describe your brand voice and personality using the is/is never template: [Brand] is: . [Brand] is never:Select Paragraph Styles Editing 1) Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment. 2 ) Message Pillar: This conference welcomes you into a dynamic, well- connected and highly competent professional community. 3) Proof Point: Veteran attendees return year after year because it recharges their skills, knowledge and professional networks. 4) Call to Action: Register online today. Promotional Mix and IMC Tools Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways I different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion. Example: Digital Marketing Website: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media Direct Marketing Email marketing: Reach out to prior year's attendees who are already registered, Ask them to post about plans to attend the upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend the conference. FOCUS UX Accessibility: Investigate