1. INSERT COMPANY LOGO Company Name| 27Oct2018
The ADS Agency | Global Experience with a Local Touch

2. COMPANY NAME| MARKETING & BRANDING1
Our Goals
Our Business Goals & Marketing Initiatives 2
Location
What’s physically around us? (If a brick & mortar location) 3
The Competition
Here’s What We’re Up Against 4
Who We Seek to Serve
This is how well we know them right now. 5
Messaging & Photography
Telling our story in a way that intrigues and piques curiosity. 6
Current Social Stats
Here’s where we stand as of _______ 2018. 7
Marketing & Branding Plan (Sample + Recommendations)
Working Towards our Goals

3. GOALS
Our Business Goals & Marketing Initiatives

4. GOALS
Define Success
BUSINESS GOALS 2019
Goal #1
Goal #2
Goal #3

5. GOALS Define Success BUSINESS GOAL DESCRIPTOR Goal #1
MARKETING INTIATIVE
Description
Marketing Goals
Target Metrics for Success

6. LOCATION
Who’s here?

7. INSERT RELEVANT LOCAL MAP WITH SURROUNDING BUSINESSES, etc
INSERT RELEVANT LOCAL MAP WITH SURROUNDING BUSINESSES, etc. (if applicable)

8. THE COMPETITION
Here’s what we’re up against.

9. INCLUDE COMPETITOR INFO HERE (Website Snapshots, Social Media Snapshots that show audience size, messaging, look & feel, etc.)

10. STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
This is about what we excel at. What’s working for us and what do our customers love about us right now?
These are opportunity areas for improvement. What do we want to fix / become more efficient at?
Our competitor’s weaknesses can be opportunities for us. Also think of innovation areas in this space as a differentiator.
What can seriously hinder our growth this year (in terms of market share, revenue, number of customers, etc).
[ Enter strengths in your plan ]
[ Enter weaknesses in your plan ]
[ Enter opportunities in your plan ]
[ Enter threats in your plan ]
Authentic Marketing Magic

11. WHO WE SEEK TO SERVE
This is how well we know them right now.

12. Brand Persona Statement of overall desire.
Key Motivators:
Motivator 1
Motivator 2
Motivator 3
Emotions to Evoke:
Emotion 1
Emotion 2
Emotion 3
Name: Age, relationship status, key motivator. Profession.
OVERARCHING APPEAL:
Appeal to __________________________________
Brand Persona 2
Brand Persona Statement of overall desire.
Key Motivators:
Motivator 1
Motivator 2
Motivator 3
Emotions to Evoke:
Emotion 1
Emotion 2
Emotion 3
Name: Age, relationship status, key motivator. Profession.
OVERARCHING APPEAL:
Appeal to __________________________________

13. INSERT DATA FROM CUSTOMER RESEARCH (SURVEYS, FOCUS GROUPS, YELP, FACEBOOK REVIEWS, etc.)

14. Messaging & Photography
Locking in on messages that resonate.

15. CONSIDER THE TYPES OF IMAGERY NEEDED TO VISUALLY DISPLAY YOUR STORY (Feel free to include examples of aspirational photography)

16. BRAND PERSONALITY                    
Remembering Who We Are
QUIET
CAREFREE
SOPHISTICATED
SPIRITED
MERCILESS
THOUGHTFUL
ROUGH
PRETENTIOUS
GLAMOROUS
TRENDY
RESILIENT
LUXURIOUS
ENERGETIC
CALCULATED
YOUTHFUL
COOL
KIND
HAPPY-GO-LUCKY
ELEGANT
HONEST
OUTDOORSY
CLASSIC
DELICATE
ECONOMICAL
          
        
       
            
           
     
          
        
      
           
          
      

17. VOICE / TONE
Getting to Know Our Target
INSTRUCTIONS: Take a clue from your Brand Personality Exercise to consider what the voice and tone of your brand should be. What should we sound like? What’s our personality here? How do we speak to our target audience(s)?

18. MESSAGING WE SHOULD CAPITALIZE ON
Getting to Know Our Target
Point 1
Point 2
Point 3
Point 4

19. Current Social Stats
Here’s where we stand as of ______ 2018 for social media.

20. SOCIAL STATS PLATFORM NOV 2018 APRIL 2019 Facebook 1.7K Instagram 544
Getting to Know Our Target
PLATFORM
NOV 2018
APRIL 2019
Facebook
1.7K
Instagram
544
Twitter
Yelp Reviews
134

21. Marketing & Branding Plan
Working towards our Goals

22. 7P’s of Marketing Marketing & Branding Plan MARKETING STRATEGY Product
Price
Promotion
Place
Process
Physical Evidence
People

23. VISIBLE CREDIBLE GROWTH
Our Success Metrics
Marketing & Branding Plan
VISIBLE
CREDIBLE
GROWTH
Metric 1
Metric 2
Metric 3
Metric 1
Metric 2
Metric 3
Metric 1
Metric 2
Metric 3

24. MARKETING & BRANDING PLAN [ SAMPLE ]
2018 PREP + 6 MO. GAMEPLAN FOR 2019
ACTIVITY
2018: Q4
2019: Q1
2019: Q2
MO. 10 11 12 1 2 3 4 5 6
LAY THE FOUNDATION
Focus Group [ Audience Work ]
Survey Membership
Photo Shoot [ Headshot + Lifestyle Sessions ] + Refresh Website
 Video Planning + Comms Planning
Messaging & Imagery Work
SOCIAL MEDIA (Facebook, Instagram, Twitter, LinkedIn)
Instagram planning / Release of new photos. Revive speaker accounts (IG, TW)
Social Strategy Development [ Funnel Approach ]
Social Strategy Kickoff [ Incl. member highlights, testimonials, sponsors ]
FB MESSENGER BOTS
Exploration / Potential Deployment (?)
SPONSORSHIP
Sponsorship Plan Development
Sponsorship Plan Kicks Off [ Dinners, Calls, Mailings, VIP Invites ]
Comms (Personalized)
PR DEPLOYMENT
PR Research & Deployment
MEMBERSHIP ENGAGEMENT
FB Group, Happy Hour get-togethers [ See Membership Drive ]

25. MARKETING & BRANDING PLAN [ SAMPLE ]
2018 PREP + 6 MO. GAME PLAN FOR 2019
ACTIVITY
2018: Q4
2019: Q1
2019: Q2
MO. 10 11 12 1 2 3 4 5 6
EVENTS
Event Planning [ informs Sponsorship Plan, form committee (?) ]
Lunch & Learns
In-Person Workshops
Paid Webinars
Volunteer Meet & Greet
COMMUNICATIONS
Appeal for focus group participants
Survey Deployment
Deploy Re-Engagement Plan [ Content Driven, Influencer-Building ]
CONTENT STRATEGY
Content Planning [ Social, , Blog, Videos*, etc. ]
Focus on Speaking
Focus on Books
Focus on Training
Focus on Resource Library
Membership Drive
SPEAKING ENGAGEMENTS
Speaking Research + Applying
Speaking Engagements

26. Global Experience with a Local Touch