1. Why do We Need a Marketing Plan?
Gives a clear, actionable roadmap to strategically promote your organization

2. Why do We need a Marketing Plan?
Marketing is
“ … the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (AMA)
“…people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them.” (Investopedia)
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3. Wealth of benefits Crystallizes and propels mission, vision
Coordinates branding/messaging
Educates, increases visibility
A framework for decisions
Benchmark performance, justify budget
Strategy for funding
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4. The Planning Process Step 1: Research, analysis
Step 2: Realistic goal setting
Step 3: Target audiences Primary, Secondary
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5. Audience Segmentation and Strategy
Divide and organize an audience into smaller groups of people with similar needs, preferences, characteristics
Remember influencers
Targeted marketing
Ultimately benefits audience
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6. Audience Segmentation and Strategy
Segment or not?
Determine objective
Consider resources, research
Determine segments
Prioritize within a strategy
Or design strategy for group
Customize key messages
Put yourself in audience’s shoes
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7. Step 5: Techniques and tools
The Planning Process
Step 4: Strategies
Step 5: Techniques and tools
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8. Which Techniques and Tools are Most Effective?
- Integration
- Message alignment
- Highly targeted action
- Frequency
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9. Which Techniques and Tools are Most Effective?
- Create a mix of
- Marketing and promotions
- Public relations
- Partnerships-sponsorships
- Optional: Advertising
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10. Which Techniques and Tools are Most Effective?
Public relations
- Relationship-based
- Third-party credibility
- Educate, inform
- Protect reputation
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11. Which Techniques and Tools are Most Effective?
Public relations includes
- Media relations
- Community relations
- Patient/physician/client relations
- Events
- Employee relations
- Public service
- Writing
- Materials, annual reports
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12. Which Techniques and Tools are Most Effective?
Public relations
- Media relations
- Opportunity to tell your story
- Promote ‘service,’ the heart factor
- Public service
- Call to action
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13. Which Techniques and Tools are Most Effective?
Social media for content marketing and experiential marketing
- Exploding media channels
- Blog, Facebook, YouTube, MySpace, Twitter
- Drive to website?
- Project brand image and personality
- Call to action
- Promote events, news before, during, after
- Use carefully, strategically
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14. Which Techniques and Tools are Most Effective?
Tactical approaches
- Databases, lists
- Direct mail, , newsletters
- Testimonials
- Celebrities
- Media promotions - Sponsorships, corporate partners - Other collaboration - Website
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15. Step 6: Add timeline, budget
The Planning Process
- Build on ‘must do’ items
- Budget for tough times
- Prioritize programs
Step 6: Add timeline, budget
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16. Step 7: Set evaluation, measurement
The Planning Process
- Outcomes
- How do you measure success?
Step 7: Set evaluation, measurement
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17. What is the End Result? Status in the market Image and reputation
Result: Market positioning
Status in the market
Image and reputation
Strong brand equity
Premium price/ high margin
Trade leverage
Sustainability
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18. What to do…. involving your CEO, board chair at start
sharing up and down chain
understanding your customer
Implementing on brand strategy
Disseminating consistent messages
Thinking through the brand
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