2. Fundamentals
Six components to your marketing plan
1. Acquisition
2. Activation
3. Usage
4. Retention
5. Market Development
6. Market Insight
Each defined against measurable goals
and objectives
3. Tactics vs. Strategy
Strategy: Tells you
where you want to
go
Tactics: Tells you
what you need to
do to get there
Integrate both into
your plan
8. Create Brand Standards
Includes, but much more than logos and fonts
An expectation on how you present yourself to:
Clients, prospects, competitors, suppliers, team
members, community
Standards for all communications materials
Business cards, stationary, envelopes, signage
Websites
Trade shows
Telemarketing scripts
Collateral, brochures, signage, etc.
Utilize HQ and regional-base resources to tailor
branding to local markets, languages, cultures
9. Invigorate On-Line Presence
Re-engineer architecture of websites to
support brand and communications
strategy
“Company.com” (core website)
Other “supporting” websites
Utilize
highly qualified resources for design
and technical support
Mobile-optimized where ever possible
10. Simplified Website
Architecture
Home Page
Management
Services Industries Careers Case Studies Contact Us
Team
Product A Product B Product C Openings
11. On-Line Strategy
Defining the end-
game
Websites
Social Media
Advertising
Email
Newsletters
Lead generation
SEO
Brand message
Content
12. Build a Case Study/White
Paper Library
Build awareness of your Company and
executive/leadership teams as thought
leaders
Engage Clients, Team Leaders and Account
Managers to create library
Build case studies for each client
Prepare white papers professionally
Present papers at relevant trade shows,
conferences, seminars
Use content for websites, advertising, brochures,
etc. to build “street cred” and support sales
efforts
13. Collateral
Case Study
portfolios
Trade show
handouts/brochur
es
Videos for
websites,
tradeshows, etc.
Email, direct mail
Sales support
14. Event Opportunities
Utilize events and trade Strategic assessment
shows to build brand Searches and selection
and sales Services negotiation
Build personal Exhibit & space
management
relationships Sales plan development
Retain current clients Collateral/sales support
Develop media Exhibitor/attendee
contacts marketing
Raise awareness and Event budget
management
stature Lead follow-up/reporting
VIP events Future recommendations
Speaking opportunities
15. Media & Public Relations
Buildawareness and enhance reputation
of your firm and key management
Attain “share of voice” in media
Present papers at relevant trade shows,
conferences, seminars
Consider retaining highly qualified P.R. firm
If you are international, select locally-based
division of an international P.R. firm to build
media presence in key worldwide markets
16. Media & Public Relations
Strategy
Executive skills
development
Story and message
development
Media contact
development and
management
Crisis
management
readiness
17. Social Media Management
Utilize social media to engage team,
prospects, customers, candidates, community
LinkedIn
Public Speaking, Networking, Viral Marketing
Special Events/Community
YouTube videos
Blogs
Google +
Pinterest
Twitter
Etc.
18. Just the Start
A good marketing
plan is a “living”
document
Evolves based on
new knowledge,
experiences,
competition,
technology,
internal and
external forces