Joint District Meeting and Volunteer Leadership Workshop Pacific Western District and Southwest District Anatomy of a Marketing Plan August

Main Steps of a Marketing Plan 1. Create a Marketing Plan 2. Implement a Marketing Plan 3. Evaluate Success/Failure of Marketing Plan

Create a Marketing Plan 1 Define Product/Ser vice and Customer 2 Resources and Research 3 Determine How to Measure Success

Define Product or Service, Goals, Resources, Timing 1

 Created in 2013  1 version Upgrade Oct  10,000-50,000 Downloads  5,000+ Downloads in Aug 2014 APICS Learn It APP - Google Play

 Created in 2013  1 version Upgrade Oct  10,000-50,000 Downloads  5,000+ Downloads in Aug 2014 APICS Learn It APP - Apple Itunes Store

 SWOT Analysis  Financial Analysis  Corporate Strategic Plan for 2-5 years  Financial Numbers  Mergers and Acquisitions  Human Resources  Target Customer Marketing Plan Goals

 Current Corporate IT Environment  Evaluate Competition  Self Evaluation  Direct Competitors  LSCMS, Pocket Prep Inc. (CPIM,CSCP), Slickrock (SCM, CSCP)  Indirect Competitors  Webster’s  Compare Features  Financial Numbers  Mergers and Acquisitions  Human Resources Research! Research! Research!

 APICS District and Corporate Resources  APICS Chapter resources  Local businesses and chapter sponsors  Local Colleges and Universities  Community businesses, training organizations Define and Leverage Partners

 Review and document online customer feedback  Compare Learn It to competition  Evaluate prior marketing plan objectives  Survey current/future customers for requested changes  Update APICS Corporate site for Retail and eCommerce. Evaluate Current Product Service

2 Implement a Marketing Plan

 Strategy  How many ways will you reach customers?  Budget  Cost for phased implementation.  Timeline  Very Definite steps  Action/Owners  Create continuous Sr. Management support structure  Specify measurable results and review process Implementation Steps

  Promotional options  Video and Web  Social networking  SMS texting Marketing Tools

 LinkedIn is largest professional network  LinkedIn adds 2 people every second  LinkedIn is 21 st Century tool for media, partnerships, and clients. Marketing Tools

3 Evaluate Success/Failure of Marketing Plan View your slides from anywhere!

 Creating a plan just to have one.  Lack of commitment by Senior Managers.  Creating a plan and putting it on the shelf.  Lack of Action. Top Reasons Marketing Plans Fail

 Unwillingness or inability to change.  No Accountability or follow-through.  Unrealistic goals or lack of focus or resources. Top Reasons Marketing Plans Fail

 Accountability  Tracking project deadlines and results  Rewards and consequences for performance  Dashboards for showing project results Top Reasons Marketing Plans Succeed

 Resource availability  Resource skills match expertise required  Sr. Management commitment to project success  Empowerment Top Reasons Marketing Plans Succeed

 Create marketing plan  SWOT analysis  Define target market  Product development  Branding vs marketing  Pricing  Marketing recruitment and management  Product launch  Cost-effective marketing Learn It App Marketing Strategy

 Marketing plan for new or existing projectMarketing plan for new or existing project  Sample Marketing PlansSample Marketing Plans  Multiple categories  Marketing Donut – UK generic marketing planMarketing Donut – UK generic marketing plan  Descriptions with steps Marketing Plans Free Online

Larry Jones APICS Tucson - VP Marketing (520) Contact Information