Summarize Proposed Marketing Plan
Scope and objective of plan
Target segment/constituencies by priority
Categories of constituencies
Priority of value
Program components and timing (start with first 6 months)
Outcome expected/action of target anticipated
Evidence (necessary and sufficient)
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?
Describe your audience(s)
Which of the audiences would you consider most important to
Refer to Customer Assessment questions to help define your targets.
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
Radio Print TV Events
-bus. growth & -Training seminars
Out of state infrastructure
- Small business
-Case study: ABC
Detail the program implementation timeline
Phase II: Customer Assessment
What are the customer groups served by your department, division, program (segment, etc.) as they are
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
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
Definition Research and Analysis Action-planning Ongoing Management
Project Secondary Primary Options Action Implemen- Measure/
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
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