2. Mission Statement

3. Vision and objectives

4. Situational Analysis FactorWhat’s HappeningImpactTermOption Moving Forward Political Economic Social Technological Environmental Legal

5. Porter’s Five Forces ForceWhat’s HappeningPressureImpact Competitive rivalry Bargaining power of customers Bargaining power of suppliers Threat of new entrants Threat of substitute products

6. Target Market and Buyer Persona Persona 1Persona 2Persona 3 Socio-Economic Group Gender Buyer Behaviour How they Access the Web TargetTarget Market 1Target Market 2Target Market 3 Target Description

7. Customer Touch Points Touch PointDepartmentDoes it meet the customer expectations or need Competitive Edge Website Social Media Telephone

8. Competition Who are TheyBrandWhat Marketing Mix are they using What potential competitive advantage do they have Competitor 1 Name: Product Place Price Promotion Competitor 2 Name: Product Place Price Promotion Competitor 3 Name: Product Place Price Promotion

9. SWOT Analysis ThreatsOpportunities Strengths Weaknesses

10. Organisation & Marketing Objectives ObjectiveStrategy Organisational – Profit Marketing – Social Media Aspirational – Mission

11. Marketing Mix Marketing mix Product Place Price Promotion

12. Strategy Statement Increase Brand Engagement Increase Conversion/Loyalty Increase ‘Sticky’ traffic to your website Increase Conversion/Loyalty Increased Sales

13. Resources TitleOccupantResponsibilities

14. Budget Annual CostPer Annum Year 1Per Annum Year 2Per Quarter Social Media - PPC E-mail marketing Website Once-Off Total

15. Activity Plan – Marketing Mix ObjectiveStrategyAction Product Placement Price Promotion

16. Digital Marketing Campaign I CampaignLines of BusinessStrategy Generate xxxx new customersNewGoals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

17. Digital Marketing Campaign 2 CampaignLines of BusinessStrategy Generate xxxx new customersNewGoals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

18. Digital Marketing Campaign 3 CampaignLines of BusinessStrategy Generate xxxx new customersNewGoals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

19. SOCIAL MEDIA - Twitter ToolTargetAction Twitter-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page

20. SOCIAL MEDIA - Facebook ToolTargetAction Facebook-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page

21. SOCIAL MEDIA – LinkedIn ToolTargetAction LinkedIn-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page

22. SOCIAL MEDIA - YouTube ToolTargetAction LinkedIn-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page Facebook Twitter Youtube

23. Email Marketing Tone of messages and content Keywords Call to actions Content of “From” and "Subject" lines

24. Email Marketing Promotions/incentives offered Length of email Campaign themes Timing and frequency of your emails

25. Social Media Strategy- Control and Evaluation EvaluationMeasureTools KeywordsRank Well in Top KeywordsGoogle Adwords Brand AwarenessNumber of Likes ion FacebookCount