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

Scope and objective of plan

   What does your plan address? A program, division, department,
   What is your objective (or mission)?
   How will marketing support your objective?

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.
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?

Detail the messages by target segment and marketing

Example – probable target
segments for Dept of
Economic Development
                                                                Marketing Channel
                                             Radio              Print           TV        Events
                                          -bus. growth &                             -Training seminars
                                          retention help
         Target Segment

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

                                                                                     - Small business
                          Entrepreneurs                                              support

                                                           -Case study: ABC
                          Business                         Company


Detail the program implementation timeline


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

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

   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?

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?

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?

Phase II: Economic (Cost) Assessment

   What are the options available to us?

   What are the possible (best, worst, most likely) economic implications of each
       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


   Project summary & planning

 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

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?

Phase I: Project Definition Summary

Department/Division/Program _____________________

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


Description: Marketing Plan Template for Tv document sample