Marketing Plan Template for Tv

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Marketing Plan Template for Tv Powered By Docstoc
					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
   Outcomes measurement
       Expected return/ goals to be met
       Measurement to be used (i.e. calculation)
       Process to collect data/report outcomes




                                                                1
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
                                                                Marketing Channel
                                             Radio              Print           TV        Events
                                          -bus. growth &                             -Training seminars
                                          retention help
                          In-state
                          businesses
         Target Segment




                                                           -skilled workforce
                                                           -small bus
                          Out of state                     infrastructure
                          businesses                       -attention


                                                                                     - Small business
                                                                                     development
                          Entrepreneurs                                              support




                                                           -Case study: ABC
                          Business                         Company

                          consultants




                                                                                                          5
Detail the program implementation timeline




                                             6
Background


   Customer Assessment
   Competitor Assessment
   Capabilities
   Economic/Cost Assessment




                               7
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?




                                                                                    10
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)?




                                                                                        11
Appendix


   Project summary & planning




                                 12
 Project Summary & Planning



PHASE I                        PHASE II                              PHASE III             PHASE IV
                                                                  Decision-making/      Implementation/
Definition                Research and Analysis                   Action-planning     Ongoing Management




 Project                  Secondary     Primary     Options                  Action   Implemen-   Measure/
             Hypothesis                                        Conclusions
Definition                Research     Research   Assessment                  Plan      tation     Control




                                                                                                    13
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?




                                                                                           14
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)




                                                                                                    15

				
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