Marketing Planning Framework
4
Marketing Plan 2011 Summary Objectives 1. Grow sales of software by 20% during 2011 Summary Strategy 1. build sales pipeline within financial services sector Tactic Budget Campaign Led Targeted advertising: Linkedin inMail, Google CPC, 1x trade pr £8,000 design creative - copy and artworking Implement campaign Measure effectiveness Assess and take corrective action Ensure leads built into pipeline Three step campaign: email, whitepaper & telemarketing £10,000 Design creative assets Create whitepaper Build campaign landing page and data capture eDM broadcast TM follow-up Assess and take corrective action Ensure leads built into pipeline Momentum Led Search Engine Optimisation £1,000 Social media management - Twitter / LinkedIn / Blog £1,000 TOTAL £20,000 Agency Fees £5,000 Total Marketing spend £25,000 Total Leads Generated 90 Average Cost per Lead £278
description
Marketing strategy and communications planning framework based on PR Smith's SOSTAC model.
Transcript of Marketing Planning Framework
Marketing Plan 2011
Summary Objectives1. Grow sales of software by 20% during 2011
Summary Strategy1. build sales pipeline within financial services sector
Tactic BudgetCampaign LedTargeted advertising: Linkedin inMail, Google CPC, 1x trade p£8,000design creative - copy and artworkingImplement campaignMeasure effectivenessAssess and take corrective actionEnsure leads built into pipelineThree step campaign: email, whitepaper & telemarketing £10,000Design creative assetsCreate whitepaperBuild campaign landing page and data captureeDM broadcastTM follow-upAssess and take corrective actionEnsure leads built into pipelineMomentum LedSearch Engine Optimisation £1,000Social media management - Twitter / LinkedIn / Blog £1,000
TOTAL £20,000
Agency Fees £5,000
Total Marketing spend £25,000Total Leads Generated 90Average Cost per Lead £278
Target / Measure Leads Owner
50 new leads into pipeline 50 £160
25 new leads acquired 25 £40025 leads into warm propsects
20 enquiries, 1st page google 10 £1001,000 followers, 5 enquiries 5 £200
90
at 20% conversion rate = 36 new clients
Cost per lead Ja
n-11
Feb-
11
Mar
-11
Apr-1
1
Mar
-11
Apr-1
1
May
-11
Jun-
11
Jul-1
1
Aug-1
1
Sep-
11
Oct-1
1
Nov-1
1
Dec-1
1
![INTEGRATED MARKETING COMMUNICATIONS EXPLORED · In Digital Marketing Needs Firm Commitment, Chaffey [2014] advises “the SOSTAC planning framework (Situational analysis, Objectives,](https://static.fdocuments.in/doc/165x107/5e0e771541e087104a0bb4bb/integrated-marketing-communications-explored-in-digital-marketing-needs-firm-commitment.jpg)
