Know-How Exchange : Strategy

Here's a template I use as a starting point for a business plan which incorporates a section on the marketing plan.

https://bit.ly/iAcZn

The template always needs a bit of adjustment - there is no 'one size fits all' - but this has worked for me as a template over dozens of client business and marketing plans over the years.

As far as what elements to consider in the marketing campaign - the key elements are:

1. What are we trying to say
2. To whom are we trying to say it
3. What motivates them, what voice must we use
4. Why this rather than a competitive offer?
5. What's the value proposition?
6. What do we want the prospect to do next?
7. Where can we find them? (to define the media choice)

Absolute fundamental imperative is to distil the message down to one key idea and communicate it clearly.

Hope this helps.

ChrisB

The outline that I typically use for clients is very similar to the one in the "Marketing Plan" section under the link that Chris cites above. I also add the following:
- Issues and Opportunities (which grows out of the SWOT and may be included in that section)
- Branding and Positioning
- Goals
- Measurement and learning

As for your second question, the strategy will depend on a number of factors, including but not necessarily limited to
- Current state of the business/brand
- Time frame you are convering
- Goals
- Resources available to implement the strategy
- Number and types of target audiences

As Chris says, you have to adjust depending on the type of business and the scope of what you are undertaking. I hope this helps you get started, and good luck!
Polly

as a practical matter, I think one thing you will have to consider is, "How will the marketing plan be used by my organization?"

Who is the person who will be reading the marketing plan?

For example, perhaps patrons of your organization have been asking questions about whether or not their money has been spent effectively. Or, perhaps senior management is reacting to decreased donations, and is attempting to maximize results per dollar. On the other hand, perhaps more money is suddenly available or potentially available, and people want to see what opportunities are available for promotion.

It seems to me that the form of the most effective marketing plan will depend in a great part on how that plan will be used and will also depend on who will be reading the plan.

For example, let us imagine that your organization has a new and influential member of your Board of Directors, and this person brings with them a great deal of experience in marketing. Such a person could very easily request a marketing plan... and the marketing plan format which would most likely be best for you and for your organization is most likely the format they expect and are most comfortable with.

Here is something you could consider: based on your research, choose a few different types of plans. Meet with the powers that be to describe the strengths and effects of the plan, and tried to solicit information on who will use the plan and how it will be used.

Good luck to you.

1. Who are we selling things to?
2. What makes them a qualified prospect to buy our things?
3. How do we know they're ready to buy?
4. What do I have to do to turn them into a qualified prospect?
5. How much does it cost?
6. How long does that take?