Strategic Marketing Plan Worksheet

							Strategic Marketing Plan Worksheet
Answer the questions in each section of this worksheet. The completed form can be used to write your marketing plan. Example
responses are provided in red text. Type over the red text to add your own content.

Pre-Planning
  Form a team--Who needs to be involved? (e.g., staff, board members, volunteers)

Name and Role                              Assigned Tasks
Example: Rita Meyer, RSVP Director         Lead and coordinate strategic marketing planning process




 Establish a Timeline

Activity                                                                           Start Date           Target End Date
Form a team.
Assess target audiences and their needs.
Determine vision and mission.
Define goals and objectives.
Determine key strategies to achieve goals:
     What steps are needed?
     What technologies must be in place?
     What delivery methods will be used?
     What marketing materials will be used?
Complete the written plan containing answers to all questions.
Determine how staff and volunteers will be recruited, trained, and supported as
effective marketing representatives.
Other:


Assessing Target Audiences
Take a look at the groups of people you serve and what they need



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Target Audiences                           Needs of theirs that we can fulfill
E.g., elementary school children           Assistance with reading skills




Vision and Mission
What is your mission? What do you hope to accomplish?

Program                      Mission/Vision                  Desired outcomes
E.g., RSVP, Dane County,     "To make a positive impact in     Provide local schools and neighborhood centers with
Madison, Wisconsin           the community by recruiting        homework assistance and tutoring.
                             volunteers 55 and older to        Enrich lives of children with special needs by providing one-
                             deliver priority services to       on-one attention.
                             people of all ages, providing     Prevent alcohol and drug abuse by teaching children positive
                             Dane County with a valuable        life skills.
                             resource"                         Deliver meals and provide transportation for county residents
                                                                ages 60 and over.




Strategies/Goals/Objectives

Goals                       Objectives                       Outcome (how much of            Key Strategies
                                                             what by when)
Enrich lives of children    To improve the reading skills    85% of Dane County              To tutor students one on one
with special needs by       of elementary school children    Elementary School will show a   after school three times per
providing one-on-one        in Dane County.                  45% improvement in reading      week.
attention.                                                   test scores.




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Strategic Marketing Actions

Goal                 Action needed      Promotion techniques              Promotional            Technologies to be put into
                     to achieve goal                                      resources needed,      place
                                                                          delivery method,
                                                                          etc.
To improve the       Increase             Send press releases to local   Professional-looking   Purchase desktop publishing
reading skills of    community             paper to increase              Newsletter             software, e.g., Microsoft
elementary           awareness of the      awareness of RSVP's               Mail newsletters   Publisher, PageMaker, etc.
school children in   need.                 programs and services.             to the local
Dane County by                            Deliver presentations to           community
tutoring students                          local schools regarding our        using mailing
one on one after                           services.                          lists
school three                              Develop and distribute
times per week.                            newsletter to community,
                                           press, schools, volunteers
                                           re: progress made through
                                           the tutoring program.




Evaluation and Revision--revisit your plan to update it and revise as necessary.




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