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Creative Development can develop a strategic marketing plan for you. All you have to do is use the contact form on the right hand side of this page. This is a very quick sample marketing plan you can use.
Below is a sample marketing plan that you can cut and paste and replace the words THE COMPANY with your own.
Marketing Plan for The Company
I. The Challenge
The take-up by customers of the services that THE COMPANY offer has been limited. This is a symptom of a broader problem. Generally, the profile of THE COMPANY should higher as it has operated within the local area for some time. The business units, and the markets in which they operate, pose individual strengths and weaknesses that are exploitable. As a group, however, the company needs to move forward in several areas. THE COMPANY as a “brand” needs to become higher profile. This includes within the local councils, as well as within the minds of future, present and past apprentices/trainees.
THE COMPANY has to carry out a services analysis.
What potential hurdles must THE COMPANY overcome?
What methods will THE COMPANY employ?
What are the main Goals of THE COMPANY?
II. Situation Analysis
Company Analysis
THE COMPANY business units;
Customer Analysis
Broadly speaking these are the customers we seek
Number:
Type:
Value drivers:
Strengths of THE COMPANY
Weaknesses of THE COMPANY
Opportunities the marketing presents
Threats from compettiion
IV. Marketing Strategy
Objective – Raise the profile of THE COMPANY
Strategy – Develop a footprint, THE COMPANY signature and log line
Target – Stakeholders within the Industry
Method – Adapt the current THE COMPANY corporate footprint, and evolve this into a THE COMPANY footprint and adopt this throughout the organisation. This includes, developing a marketing statement about each business unit. It also includes creating a consistent message about the organisation that every stakeholder knows about within the organisation. This creates a springboard that propels the company.
Timing – ASAP
Cost – None
Strategy – Develop a set of tools that consistently promote THE COMPANY to each key stakeholder.
Target – The stakeholders within THE COMPANY’s environment
Method – Consider the stakeholders within the industry. Analyse their current needs, and “jobs that need fulfilling.” Aim to address these needs with a clear communications strategy. Create the tools that can efficiently address these needs. This would include direct mail pieces to schools and careers advisors.
Timing – Analyse the THE COMPANY stakeholders in April and develop the tools across May.
Cost – Developing will only cost time, printing will cost a maximum of $10,000, plus mailing costs.
Strategy – Develop a scheme that improves the referral rate.
Target – Current clients and potential clients
Method – Create a club. Implement various incentives that include things like $50 for every new customer referred by an “old boy.” Have old boys meetings once a year. Improve relations within the community by featuring the business of graduates in newsletters and communications. People whom have used THE COMPANY before are easier to motivate than those that have not. Improve the use of “testimonials.”
Timing – Start in May, so that it will be running by June
Cost – $10,000 a year to maintain.
Strategy – FREE open days in key areas
Target – Areas where THE COMPANY are deficient
Method – Increase communication within the community by hiring community halls and advertising the current “free” services that THE COMPANY offer. Piggyback the current profitable services off the back of these. Create at least half a dozen of these to maximise the effect.
Timing – Start planning in June and implement in August.
Cost – $15,000 for all collateral, advertising and promotion of the days.
Strategy – Improve the functionality of the website
Target – All stakeholders of THE COMPANY
Method – Carry out a value chain analysis within the THE COMPANY business model. Analyse each stage of the process and see how e-commerce can apply. Improve the use of levers, such as communities and communication, to move potential customers through the buying stages.
Timing – Begin evaluating the website ASAP. By the end of June begin adding various functions to the website.
Cost – anything from nothing to $15000, depending on the outcome of the value chain analysis.
Strategy – Implement a telemarketing / tele-research campaign
Target – All stakeholders of THE COMPANY
Method – Use a telemarketing team to increase communication with the industry. Use the team to achieve the following
- Increased research of the industry, including what current and past THE COMPANY trainees think of the service, what users of the competition think of the service, what potential clients want from THE COMPANY
- All leads created from open days, website hits and referrals can be followed up
- Contact government departments and elevate the brand in their minds.
Timing – Develop a plan and implement in June
Cost – $26 per hour.
Strategy – Increase the number of business alliances, particularly through marketing
Target – All potential, non-conflicting businesses
Method – ANYTHING GOES, use the network.
- Talk to past trainees and allow them to put information in the newsletter
- Talk to companies and allow them to put information in the newsletter in return for advertising/ discounts that are only available for “old boys”
- Talk to media companies and allow them to put content in the newsletter and advertise industry specific news, in return for advertising. Have a feature industry
- Create an alliance with local radio stations to allow them to set up stands at the free community days.
- Allow local political leaders to have a column, or get a “special guest” for the newsletter, in return for spots at their rally for voters.
- Give people a “free” needs analysis
- Write a piece on how to create needs analysis and submit it to business publications.
- Collaborate with other companies that do not offer the same services, like CRM trainers, software engineers, and so on and develop a joint marketing program.
Objective – Develop an integrated Public Relations program
Strategy – Develop a PR scheme by identifying key Media contacts and develop community media contacts.
Target – All THE COMPANY stakeholders
Method – Contact relevant industry media and set up meetings. Collate media kits and generate a process of systematic information provision. Create a media section on the website that provides specific information for the media.
Timing – April
Cost – Nothing
Strategy – Evaluate stakeholder media and information needs and meet those needs
Target – All THE COMPANY stakeholders
Method – Contact all stakeholders and create a symbiotic communications process. What do current trainees need/want from THE COMPANY in terms of information about THE COMPANY or the industry? When do media require information about the industry? What do they all require?
Timing – May
Cost – Nothing