1. Marketing Planning Meeting Periodic Marketing Review
Marketing Management – Marketing Planning Meeting
Marketing Planning Meeting
Periodic Marketing Review
Periodic Lead Generation Review
Periodic Social Media Review
Description: This workflow describes all the steps required to coordinate, prepare, and execute a Marketing Planning Meeting in order to evaluate the firm’s overall marketing strategy. Typically this meeting takes place on an annual basis and is followed-up by a Periodic Marketing Review on a quarterly basis in order to ensure the team is tracking and monitoring progress to the goals laid out within the marketing plan on a regular basis.
Process Checklist
PREPARE
ROLE
TASK
DETAILS/TIPS
Client Service Associate
Validate & Schedule Planning Meeting
Due: 3 Weeks Before Meeting
This process is generally initiated when the Advisor identifies that the firm needs a Marketing Planning Meeting. This could be based on the time of the year (i.e., a planning meeting at the start / end of every year) or based on a set reminder that prompts the team to launch the workflow on a regular basis
Confirm meeting specifics with the Advisor (timing, duration, focus, location, attendees, etc.)
Identify a potential date/time for the meeting and confirm that date with attendees
If the list of attendees is long, this might require some rescheduling of previously-scheduled meetings in order to find a time that works for everyone
Book the room, resources, and attendees for the meeting
Confirm the technology that is needed for the meeting (i.e., webex, AV, etc.)
Advisor
Review Firm’s Marketing & Set Goals
Due: 2 Weeks Before Meeting
Review the firm's client base and growth rate, including the following metrics:
Evaluate the firm’s target client segment and persona
Assess the profitability and preferences of the client segment when it comes to marketing, sales, meetings, and communications
Assess any past marketing campaigns for learnings
Identify and evaluate any successes or areas for improvement
Identify firm’s growth goals and opportunities
Compare different analyses and learnings to identify more strategic, high-level marketing goals based on the opportunities available to the firm
Determine the marketing activities to meet those goals
This is an exercise in identifying specific lower-level activities which will allow the firm to achieve those high-level strategic marketing goals
seic.com/advisors
© 2015 SEI. This information is proprietary.  No further distribution is intended.

2. Marketing Planning Meeting Periodic Marketing Review
Marketing Management – Marketing Planning Meeting
Marketing Planning Meeting
Periodic Marketing Review
Periodic Lead Generation Review
Periodic Social Media Review
Process Checklist
PREPARE
ROLE
TASK
DETAILS/TIPS
Advisor
Create Marketing Plan & Agenda
Due: 1 Week Before Meeting
Draft a marketing plan comprised of 4 key elements:
Current A, B, and C client list
Number of clients, types, and frequency of face-to-face touches
Firm growth and projections report
Current Growth – AUM, number of new clients, new net cash
Future Growth – AUM goal, redemption impact, market impact, number of new clients needed to reach goal
Marketing activities and budget report
Editorial calendar, campaign requirements, budget, audience, and projected new clients
Revenue impact analysis
Calculation of revenue impact based on all client, growth, marketing reports and analyses
“Marketing Planning Guide” template (right-click underlined text to open hyperlink to template)
Draft meeting agenda
Organize and prepare materials for distribution at the meeting
Process Checklist
CONDUCT
ROLE
TASK
DETAILS/TIPS
Advisor
Conduct Planning Meeting
Conduct the meeting utilizing the meeting agenda to guide the discussion
Review agenda – To set expectations about what’s going to be discussed and what the goal of the meeting will be
Present plan to team
Identify gaps in plan or assumptions – To allow the team to stress test the plan for anything that might’ve been overlooked in the planning process
Collect feedback and identify changes to plan – To ensure everyone has contributed and feels empowered to move forward with the plan
Obtain team sign-off on plan
seic.com/advisors
© 2015 SEI. This information is proprietary.  No further distribution is intended.

3. Marketing Planning Meeting Periodic Marketing Review
Marketing Management – Marketing Planning Meeting
Marketing Planning Meeting
Periodic Marketing Review
Periodic Lead Generation Review
Periodic Social Media Review
Process Checklist
FOLLOW-UP
ROLE
TASK
DETAILS/TIPS
Advisor
Oversee Tasks to Execute Marketing Plan
Due: 1 Week After Meeting
Review meeting notes and incorporate any changes to the plan
Redistribute the updated plan to team for reference and file it for record-keeping purposes
Identify reports for tracking progress to goals
To help streamline the reporting process, consider developing automated report templates that can be used for the Periodic Marketing Review
Assign follow-up tasks to team members
Ensure every team member is aware of what role they play in ensuring the plan is executed and implemented on
If changed behavior is required of any team members, set reminders to periodically check-in to monitor and ensure appropriate efforts are being made
Launch the "Periodic Marketing Review" workflow
Typically this is launched on a quarterly basis to track the objectives and goals laid out in the plan
seic.com/advisors
© 2015 SEI. This information is proprietary.  No further distribution is intended.