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 Example: Rita Meyer, RSVP Director Assigned Tasks Lead and coordinate strategic marketing planning process
Establish a Timeline Activity 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: Start Date Target End Date
Assessing Target Audiences
Take a look at the groups of people you serve and what they need
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Target Audiences E.g., elementary school children
Needs of theirs that we can fulfill Assistance with reading skills
Vision and Mission
What is your mission? What do you hope to accomplish? Program E.g., RSVP, Dane County, Madison, Wisconsin Mission/Vision "To make a positive impact in the community by recruiting volunteers 55 and older to deliver priority services to people of all ages, providing Dane County with a valuable resource" Desired outcomes Provide local schools and neighborhood centers with homework assistance and tutoring. Enrich lives of children with special needs by providing one-on-one attention. Prevent alcohol and drug abuse by teaching children positive life skills. Deliver meals and provide transportation for county residents ages 60 and over.
Strategies/Goals/Objectives
Goals Enrich lives of children with special needs by providing one-on-one attention. Objectives To improve the reading skills of elementary school children in Dane County. Outcome (how much of what by when) 85% of Dane County Elementary School will show a 45% improvement in reading test scores. Key Strategies To tutor students one on one after school three times per week.
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Strategic Marketing Actions
Goal Action needed to achieve goal Increase community awareness of the need. Promotion techniques Promotional resources needed, delivery method, etc. Professional-looking Newsletter Mail newsletters to the local community using mailing lists Technologies to be put into place Purchase desktop publishing software, e.g., Microsoft Publisher, PageMaker, etc.
To improve the reading skills of elementary school children in Dane County by tutoring students one on one after school three times per week.
Send press releases to local paper to increase awareness of RSVP's programs and services. Deliver presentations to local schools regarding our services. Develop and distribute 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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