Baptist communicators strategic marketing plan development 2012

April 12, 2012

Strategic Marketing Plan

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Definition of Strategy:

A strategy is a plan of action designed to achieve a vision.

April 12, 2012 Baptist Communicators

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Strategic Marketing Plan vs. Business Plan

Difference between Strategic Marketing Plan and Business Plan:

The business plan identifies the goals and missions of the business, while the marketing plan explains how the business will achieve, if not exceed, those goals and

missions.


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Strategic Marketing Plan

Provides an organized course of action to achieve your marketing objectives.

A roadmap for success.


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Benefits of Marketing Plan

Rallying pointImpacts your own peopleEmployees want to feel part of the team engaged in exciting endeavorsRelease plan to companyConsider hosting event and feature campaign creative


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Chart to successAccept that plans will changeNo plan and you wander aimlessly


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Company operational instructionsWhen you buy something, it tends to come with instructionsStep-by-step guide for your company’s successMore important than a vision statementFull assessment of your company to make sure all pieces are working together Assigns specific tasks for the year; to-do list


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Captured thinkingAccounting doesn’t keep numbers in headFinancial reports are critical in businessNo different with marketingWritten document lays out the game planSafeguard in case people leave, new people come on board, memories falter, etc.


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Top-level reflectionTurns your attention to the big picture; away from daily firesMarketing retreat (destination, home, hotel)…away from phones and emails


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Process


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Strategic Marketing Plan Outline


Situation Analysis

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget

Measurable Goals

Research and Planning

Marketing Strategy

Actions and Controls

Timelines

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Situation Analysis

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget

Timelines

Measurable Goals

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Measurable Goals

SMARTSpecific, Measurable, Achievable, Realistic and Time

Bound


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Some Key Performance Indicators

Market Share Sales Quality Control Financial Results New Customers Acquired Retention Brand Awareness Profitability


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Measurable Goals

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget

Timelines

Situation Analysis

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Situation Analysis Macro-environment• Political (trade agreements, legal issues, environmental

legislation)• Economic (Recession, growth of housing market, interest

rates)• Social (Eating habits, population demographics, shifts in

attitudes)• Technological (Emergence of new communications

channels, automation, reduced cost of materials) Micro-environment• Summary of your market segment• Market growth, trends• Potential new markets• Direction from stakeholders• Supplier costs and service quality• Changes in consumer behavior


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Situation Analysis

Internal environment• Staff morale• Organizational structure• Strengths and weaknesses of a department• Financial stability and resources

Understanding your customers and market• Typical customer demographics• Customer profile• Market size• Market geography

SWOT Analysis


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Measurable Goals

Situation Analysis

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget

Timelines

Competitive Review

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Competitive Review

Who are your competitors? Strengths Weaknesses Positioning Reputation and brand equity How are they using the marketing mix? Media spending


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Measurable Goals

Situation Analysis

Competitive Review

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget

Timelines

Research Analysis

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Research Analysis

Primary Research• Quantitative (Awareness Study)• Qualitative (Focus Groups)

Informal Research• Customer comments• Man on Street Interviews

Secondary Research• Published in academic books and journals• Analyzing information already presented in primary source


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Measurable Goals

Situation Analysis

Competitive Review

Research Analysis

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget

Timelines

Target Audience

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Target Audience


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Measurable Goals

Situation Analysis

Competitive Review

Research Analysis

Target Audience

Strategies/Tactics

Media Strategy

Budget

Timelines

Branding/Messaging

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Branding/Messaging

Starts with a Unique Selling Proposition


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Branding/Messaging

Your unique selling proposition (USP) is the differentiating asset you possess that will convince your target

to engage with you.


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Branding/Messaging

Unique selling proposition (USP) = Positioning


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Branding/Messaging

Positioning is the process by which marketers create an image or identity in the minds of a target market

for a product, service, brand or organization. Positioning Line = Tagline


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Branding/Messaging

Essential criteria for positioning includes:• Short• Simple• Immediately familiar• Positive• True• Easy to validate• Universally applicable• Invites personal involvement• Timeless


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Branding/Messaging

Great examples of positioning are:

Just Do It.


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Branding/Messaging

Just Do It. – Nike (1988)


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Branding/Messaging

Have It Your Way.


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Branding/Messaging

Have It Your Way. – Burger King (1973)


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Branding/Messaging

Don’t Leave Home Without It.


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Branding/Messaging

Don’t Leave Home Without It. – American Express (1975)


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Branding/Messaging

Taste great, less filling.


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Branding/Messaging

Taste great, less filling. – Miller Lite (1974)


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Branding/Messaging

What happens here, stays here.


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Branding/Messaging

What happens here, stays here. – Las Vegas (2002)


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Branding/Messaging

Please don’t squeeze the __________.


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Branding/Messaging

Please don’t squeeze the Charmin. (1964)


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Branding/Messaging

Fly The Friendly Skies.


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Branding/Messaging

Fly The Friendly Skies. – United Airlines (1966)


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Branding/Messaging

The quicker picker-upper.


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Branding/Messaging

The quicker picker-upper. – Bounty (1991)


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Branding/Messaging

Like A Rock.


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Branding/Messaging

Like A Rock. – Chevrolet (1990)


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Branding/Messaging

The Ultimate Driving Machine.


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Branding/Messaging

The Ultimate Driving Machine. – BMW (1975)


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Branding/Messaging

Think outside the bun.


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Branding/Messaging

Think outside the bun. – Taco Bell (1998)


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Branding/Messaging

It keeps going, and going and going....


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Branding/Messaging

It keeps going, and going and going.... – Energizer Batteries (1989)


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Branding/Messaging

It’s everywhere you want to be.


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Branding/Messaging

It’s everywhere you want to be. – VISA (1988)


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Branding/Messaging


Think different.

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Branding/Messaging


Think different. – Apple Computer (1998)

Mac Vs. PC!

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Measurable Goals

Situation Analysis

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Media Strategy

Budget

Timelines

Strategies/Tactics

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Strategies/Tactics

Confused?Goals (Objectives) – Specific, measurable, achievable, relevant

objectives.Strategies – The ideas and approaches that are developed to

achieve goals.Tactics – The specific actions, details and activities that must occur

in order for strategy to succeed.


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Strategies/Tactics

Goal: Increase new patient volume by 20% in the next year

Strategy: Improve patient experience to inspire more word-of-mouth referrals

Tactics:•Institute quarterly customer service training sessions for staff and owners•Create incentive program for staff based on increased referral volume•Devote one staff meeting per month to new ideas for improving patient experience


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Strategies/Tactics

Different types of strategiesMarket penetration strategy (existing market)Market development strategy (new markets)Product development strategy (present markets, new products)Diversification strategy (new markets, new products)


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Strategies/Tactics

Tactics driven by the marketing mixAdvertising (television, radio, outdoor newspaper, internet)Public relations or publicity (organized events, networking, media coverage, sponsorships)Sales promotion (in-store demonstrations, displays, contests, price incentives)Direct marketing (email, letters, personal calls, opt in promotions, catalogs)Personal selling (face to face communication)


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Measurable Goals

Situation Analysis

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Budget

Timelines

Media Strategy

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Media Strategy

Covers 12-month period Presented in flowchart format Includes mediums, levels, flights, costs


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Measurable Goals

Situation Analysis

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Timelines

Budget

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Budget

Budget ModelsObjectives and task budgetsPercentage methodZero-based All-you-can-affordOn-the-fly


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Measurable Goals

Situation Analysis

Competitive Review

Research Analysis

Target Audience

Branding/Messaging

Strategies/Tactics

Media Strategy

Budget Timelines

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Timelines

Look at short term and long term strategies Include all tactics outlined in plan Assign responsibilities


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Points to Consider


• Plans should cover one to two years of tactics; evolving marketplace

• Allow a couple of months to develop plan

• Get people involved; feedback from all parts of your company

• “Don’t confuse efforts with results”• Put in 3-ring binder. Refer to it at least

quarterly. Add tab for monthly reports

THANK YOU!

Baptist communicators strategic marketing plan development 2012

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