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Strategic Marketing Plan Outline

This is the plan outline we use to develop our best plans for clients. It includes all the components you need to for a complete marketing plan. Whether you are working with us on your plan or you want to do it yourself, this outline will give you a solid foundation for your thinking and planning.

I. Executive Summary

Narrative 1-2 pages

Short paragraphs

Should be the last thing you write.

This is your opportunity to find missed issues.

II. Measurable Goals, Objectives and the Desired Impact on your Organization.

What are your big picture, measurable objectives and how will they impact your business?

Example:

Goal:

--To increase attendance by 15% at 2002 conference as compared to 2001 conference.

Impact:

--Larger membership base and increased income

III. Target Audiences

List of audiences, those people we need to reach

List should also represent their mindsets, hopes and fears

Example:

--Organization Members who are current on dues and actively participate in events.

--Appreciate the organization, value for my money, want to attend a conference to network with other Social Workers and learn new information regarding job.

IV. Messages

What are the targeted messages about your organization that you need to communicate to your potential consumers? Listing of key facts, behaviors, issues we want to get across. Content for tone of communication tools.

Examples:

--The annual conference provides great learning opportunities

--Networking at the conference provides the chance to build business

V. Channels and Tools

Listing where you can tell your story. Channels can be a group of people, like the media, or a physical location, such as a conference. Tools are the actual materials with which or how you will tell your story.

Example:

Channels: News media, opinion leaders, conference

Tools: Website, media kit

VI. Strategies

Broad approaches to communicating, should be linked to objectives. This is the HOW you are going to accomplish your big picture goals.

Example:

--Use direct mail campaign to communicate to all previous conference attendees

VII. Tactics

Specific things we need to do to accomplish strategy

Example:

--Obtain mailing list

--Create mailer in form of postcard

--Mail nine months before conference

VIII. Timeline by Tactic