1 OCM U 112 Creating a Marketing Plan The Office of Communications & Marketing (OCM) louisville.edu/ocm

2 About OCM OCM is under the Advancement Office for the University. OCM is charged with maintaining and promoting the university brand and strategic marketing mission, as a whole. louisville.edu/ocm/

What does a marketing plan do? 3 Identify strategies for conducting market research Identify advantages of market research Understand What The Marketing Plan Contains Target market Competition Product Marketing budget Location Pricing strategy Advertising strategy Promotional strategy

4 Why do I need a marketing plan? Move strategically not tactically Focus, focus, focus Messaging and material that matches and instills a consistent message or call to action. Look professional, clean, smart and current Uniformity across all material and planning saves money Forethought makes emergencies easier to handle (and may even remove some by forcing prioritization/scheduling) Budget, plan, analyze and forecast your – to work well with others and leverage their plans Guarantee your success, don’t guess

5 Success starts with the basics Mad-lib Marketing Goals & achievements Normally defined by CEO, Provost, President, etc. Big ideas; include measurable achievements S.M.A.R.T Strategies (Specific, Measurable, Appropriate, Realistic and Time-specific) Defined by VPs, Directors Answers “___ will make me the best at ____” or “achieving ____ means I need to _____” Not always measurable Tactics Actions to meet strategies

6 Building on the basics Strategies ___ will make me the best at ____ achieving ____ means I need to _____ Tactics Training, equipment, resources, advertising, PR, marketing, promotion, engagement, sidewalk chalk, etc.

7 Example - The Delphi Center Plan To be the best teaching and learning, instructional technology, conferencing and professional development center in the state. I would like to achieve state awareness so that we are the first choice selection for conferencing and professional development. Additionally, I would like to achieve campus-wide awareness so that all of the teaching and learning and instructional technology programs operate at capacity. 14+/- Strategic Initiatives (4)_ will help us be the best development center in the state _(2)_ will help us reach state awareness _(2)_ will help us be the first choice selection _(3)_ will help reach campus-wide awareness _(3)_ will help programs operate at capacity TACTICSTRATEGYGOAL Training, equipment, people best dev. center Advertising, PR, marketing state awareness Success, ads, PR, marketing 1 st choice selection Ads, PR, marketing UofL awareness Training, awareness, space, people at capacity

8 Developing a plan Tactical scheduling Assign tactics Create and monitor a content calendar Monitor your data and adjust your tactics Notify management if a tactic does not meet the strategies Notify management if the tactical budget changes Follow the budget (plan a slow start, catch up as you learn) Share what you learn Focus on perfection…

9 Now Go Do It Already! Make sure management is involved Fill out the marketing-made-easy form Make your pyramid Create an estimated budget Ask for help

10 Contact OCM Online Contact(s) Jeff Rushton – digital media Office of Communications & Marketing (OCM)