Summarize Proposed Marketing Plan
Scope and objective of plan Target segment/constituencies by priority
Demographic profile Categories of constituencies Priority of value
Program components and timing (start with first 6 months) Methods/media Key message(s) Outcome expected/action of target anticipated Evidence (necessary and sufficient)
Customers Competitors Capabilities Expected return/ goals to be met Measurement to be used (i.e. calculation) Process to collect data/report outcomes
Outcomes measurement
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Scope and objective of plan
What does your plan address? A program, division, department,
agency?
What is your objective (or mission)? How will marketing support your objective?
2
Target segments
Describe your audience(s) Which of the audiences would you consider most important to your objective?
Refer to Customer Assessment questions to help define your targets.
3
Program components
What methods (media channels, public relations, information kits, brochure distribution, direct mail, events, sponsorships, etc.) do you use to reach your target audience in support of your objective?
4
Detail the messages by target segment and marketing channel
Example – probable target segments for Dept of Economic Development
Radio In-state businesses
-bus. growth & retention help
Marketing Channel
Print TV Events
-Training seminars
Target Segment
Out of state businesses
-skilled workforce -small bus infrastructure -attention
Entrepreneurs
- Small business development support
Business consultants
-Case study: ABC Company
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Detail the program implementation timeline
WHO? Target Segment 1 Constituency 1 Constituency 2 Constituency 3 Target Segment 2 Constituency 1 Constituency 2 Target Segment 3
WHAT? Brochure
HOW? Direct mail
Jan
Feb Mar Apr
WHEN? May Jun Jul
Aug Sep Oct
Nov Dec
Case Study
Trade Magazine
Exhibit
Industry Trade Show
6
Background
Customer Assessment Competitor Assessment Capabilities Economic/Cost Assessment
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Phase II: Customer Assessment
What are the customer groups served by your department, division, program (segment, etc.) as they are identified today? Is there a more appropriate segmentation based on usage, sophistication, attitudes, needs, etc.? What are the demographic characteristics associated with each of those segments? What does each segment want? What does each value? What trade-offs is each willing/not willing to make? Why does each buy the product/use the service? How does each buy/use your product/service? What is/has been the growth rate of each segment? What is the value of each segment to us currently? What is accounting for the difference in value among segments? Based on the above, how attractive is each segment to your department? What opportunities exist to more efficiently meet customer needs?
How attractive are the products/services we offer to customers and how can we efficiently increase the value of each? Today? In the future?
8
Phase II: Competitor Assessment
Who are the relevant competitors? What are the relative strengths and weaknesses of each competitor as compared to us? In other words, what is the profile of each competitor (segments served, products offered, packaging/pricing, strategy/positioning) versus us? What is the share of each competitor in each customer segment? What is the economic position of each competitor? How does each competitor approach each segment (products, services, pricing, “packaging”)? What investments are competitors making in new products/services (programs, legislation, technology) and what are the implications for how they might do business in the future? How can we best compete against them? What changes/investments should we make?
9
Phase II: Capabilities
At what value-added activities do our customers, media, competitors say we’re particularly good?
What are the key reasons customers buy/retain our services? What do competitors fear about us?
In what value-added activities do we have an advantage over our competitors?
In what products and services do we perform better than our competitors?
What in key value-added activities do we tend to be leaders?
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Phase II: Economic (Cost) Assessment
What are the options available to us?
What are the possible (best, worst, most likely) economic implications of each option?
What are the investments required? What are the ongoing operating costs? What kind of competitive reaction are we likely to experience? What is the potential benefit to us (increased use of services, increased tax revenues, new jobs)? What is the return to us (free up resources/time, probabilities to reach goal/outcomes)?
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Appendix
Project summary & planning
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Project Summary & Planning
PHASE I
Definition
PHASE II
Research and Analysis
PHASE III
Decision-making/ Action-planning
PHASE IV
Implementation/ Ongoing Management
Project Definition
Hypothesis
Secondary Research
Primary Research
Options Assessment
Conclusions
Action Plan
Implementation
Measure/ Control
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Phase I: Project Definition Elements
Explicit Objective: Why are we doing this?
Clearly-defined deliverables: What’s the expected output and/or outcomes desired?
Realistically-scoped activities: How wide and/or deep should the assessment and implementation process be?
Identification of Critical Stakeholders: Who will be most impacted by the process and/or results of our work?
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Phase I: Project Definition Summary
Project______________________ Department/Division/Program_____________________ Vendor______________________ Objective (problem you’re trying to solve; goals you’re trying to achieve)
Key Deliverables (desired outcome at completion)
Scope (description of what activities will/won’t include)
Key Stakeholders (top 3-5 organizations/individuals impacted by and who should be involved in the
process)
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