Marketing Communications Plan

Marketing Communications Plan - Marketing Communications...

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Unformatted text preview: Marketing Communications Plan Template Purpose The purpose of this tool is to help you develop a Marketing Communications Plan. How to Use this Template Complete the following sections with your project team and/or stakeholders. Cut & paste this information into a document that reflects your corporate image, an d deliver your Marketing Communications Plan to your key stakeholders. There are links to other tools and templates to help you complete each section of the plan. Title Page [Insert Company Name or Logo] 2009 Marketing Communications Plan [Insert Completion Date] 1 Table of Contents Page 1. Executive Summary 3 2. Strategic Business Objectives 3 3. Market Segmentation, Profilin g, & Positioning 3 3.1 Market Research Analysis 3.2 Market Segmentation & Customer Profiles 3.3 Competitive Positioning 4. Marketing Communications Strategy Plans 4.1 4.2 4.3 4.4 4.5 4.6 5 Marketing Program Prioritization Brand Strategy Scorecard Lead Generation Strategy Scorecard Public Relations Strategy Scorecard Social Media Strategy Scorecard Event Marketing Strategy Scorecard 5. Marketing Communications Schedule 8 5.1 Marketing Activities Calendar 5.2 Internal Marketing Communications Plan 5.3 Intranet Revitalization Project 6. Budget & Results Measurement 10 6.1 Marketing Communications Budget 6.2 Monitoring & Measurement 2 1. Executive Summary Provide a brief description of key strategic objectives and marketing communications programs that you will be implementing in the next 12 months. We recommend that you write the Executive Summary once you finish the plan. 2. Strategic Business Objectives 2009 Strategic Business Objectives 1. Implement CRM System 2. Reduce Churn Rate to 20% 3. Launch 4 New Products 4. Grow Revenues by 15% 3. Market Segmentation, Profiling, & Positioning 3.1 Market Research Analysis Provide Market Research Report to support market sizing & segmentation. 3.2 Market Segmentation & Customer Profiles Use our Market Segmentation Tool for this section. Determine Market Segment Sizes based on surveys and other external data. 3 Define market segments and develop customer profiles. 3.3 Positioning Analyze your market segments with our Competitive Product Positioning Map. Use our Product Positioning Tool to develop your positioning statement. 4 4. Marketing Communications Strategy Plans 4.1 Marketing Program Prioritization Insert Marketing Communications Priority Index to communicate proposed initiatives. Communicate your findings with the Bubble Matrix output on the prioritization tool. 5 4.2 Brand Strategy Scorecard Initiatives Metrics & KPIs Goals Cost 1. Website Redesign # Unique Visitors/Month # Web Leads Average Time on Site 10,000/month 250/month 2.5 Minutes/Visit $24,200 2. Perception Surveys # survey responses Survey Results 200 responses Establish Benchmarks $2,000 3. Update Collateral # New Pieces of Collateral 5 updated $2,900 4. Online Advertising Campaign (Healthcare) % Brand Awareness 20% Awareness with Decision-Makers in Healthcare Industry $128,000 Total $157,100 4.3 Lead Generation Strategy Scorecard Initiatives Metrics & KPIs Goals Cost 1. Evaluate & Select Marketing Automation System # leads in nurturing programs Average Sales Cycle Length 5,000 prospects 120 days $9,700 2. Email Marketing # leads CTR Opt-in List Size 20 leads/month Average 5% CTR 100,000 by 2010 3. Outsourced Call Center (inside sales) # Dials/Day # Appointments Generated 150 dials/day/rep 3 appointments/day $29,900 4. Webcast Series # webcast attendees # leads generated 100 attendees/event 5 leads/event $700 Total $3,500 $43,800 6 4.4 Public Relations Strategy Scorecard Insert Public Relations Plan highlights to illustrate key editorial opportunities. Initiatives Metrics & KPIs Goals Cost 1. Develop Key Contacts # journalist & editors 20 industry contacts $2950 2. Press Releases # Hits, # releases 3 releases/month 20,000 hits/year $3980 3. Key Note Speeches # presentations 1 per quarter $0 Total $6,930 4.5 Social Media Plan Initiatives Metrics & KPIs Goals Cost 1. Implement Blog # blog postings 4 postings/month $500 2. RSS Feeds # RSS feed subscribers 100 by end of year $0 3. LinkedIn Group # group members 500 by end of year $0 4. Twitter # followers 1000 by end of year $0 5. Article Marketing # articles syndicated # incoming links 2 articles/month 50 incoming links $450 Total $950 7 4.6 Event Marketing Strategy Plan Event or Tradeshow 1. Golf Sponsorships Date & Location Jun 15, 2008 San Diego Country Club Jul 12, 2008 Toronto Golf & Country Club Value Cost Brand Awareness Keep Partner Happy Generate Leads Incentive for Sales $5,000 $4,200 Engage Prospects Jan 8, 2008 Las Vegas – Retailer Summit 2. Tradeshows Mar 29, 2008 New York – Tradeshow #2 Sep 21, 2008 – Tradeshow #3 3. Annual Sales Meeting Aug 24, 2008 Laguna Beach, California Totals $12,000 Key Note Speeches Lead Generation $18,500 Increase Sales $11,800 Test New Channel Motivate Staff Sales Training 6 Events $28,000 $82,400 5. Marketing Communications Schedule 5.1 Marketing Activities Calendar Schedule your initiatives with our Marketing Calendar template. 8 5.2 Internal Marketing Communications Plan Communication Type Frequency Delivery Method 1. Corporate Events & News Monthly Report Email Intranet TV Monitors As Required Email Intranet Focus Groups Staff Meetings 3. Product Launches As Required Email Intranet Website Training Sessions Staff Meetings 4. Personnel Changes As Required Email 5. Industry & Competitor News Weekly Report Email Intranet 6. Corporate Performance Reports Monthly Report CEO Presentation At Company Meeting 7. Press & Blog Mentions Daily Report Email Intranet 2. Policy & Procedure Changes 8. Shareholder Presentation Annual Annual Meeting Printed Report Email PDF Report Intranet 5.3 Intranet Revitalization Project Most organizations use a combination of communication vehicles for delivering internal marketing communications, including: intranet, email, focus groups, staff meetings, training sessions, printed documents, etc. Strongly consider using an Intranet as a focal point & repository for internal marketing communications. Read Revitalizing Intranets Reduces Support Costs to learn how to leverage your intranet for internal marketing communications. Develop an action plan for making your intranet the backbone for internal communications. Use the following tools to help you with building your Intranet Project Plan: Intranet Usage Survey Intranet FAQ Worksheet Intranet Optimization Checklist 9 5. Budget & Results Measurement 5.1 Marketing Communication Plan Budget Insert your Marketing Communications Budget get your plan approved. 5.2 Monitoring & Measurement Use our Sales & Marketing Performance Dashboard to track & monitor results. 10 ...
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This note was uploaded on 01/08/2011 for the course PUR 3000 taught by Professor Oyer during the Spring '07 term at University of Florida.

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