Workshop overview
The jumping-off point for creating your Marketing Plan (the ‘how’ or ‘doing’ part) will be your Marketing Strategy (the ‘what’ and ‘thinking’ part). If you already have your marketing strategy, then great! And if you don’t have one, then check out my workshop on Setting your Marketing Strategy.
What’s covered
We will break into the detail and focus in on priorities and opportunities, assigning detail to HOW and WHEN it will be delivered with achievable timelines. We will focus on how to move forward with specific actions and measurable outcomes in order to grow your business.
The first step in developing a marketing plan is getting organised. We will define a list of all the marketing components or categories that are important for your business and look at these through the lens of brand building, new customer acquisition and customer retention strategies. We will audit where you are right now and then look at best marketing channels and activities (organic and paid) to deliver your goals.
We will creatively brainstorm ideas; review resourcing and budget; and identify quick short-term wins as well as medium-longer term initiatives to grow your business. This is a creative AND strategic session rich in detail and action.
Workshop detail
What is a marketing plan?
Your Marketing Plan is the foundational partner to your Marketing Strategy, and is focussed on execution – the ‘how’ you deliver the strategy and MEASURE THE RESULTS.
Elements that form your Marketing Plan
- Advertising (online and /or traditional)
- Content – blogs/vlogs, video, features, social media, infographics
- Branding and visual assets – photography, video production, creative treatment, merch
- Collateral – brochures, business cards
- Events – trade shows, webinars
- Direct Marketing – email, direct mail
- PR and Media – press releases
- Research – focus groups, surveys
- Social Media
- Website – SEO, website updates, functionality
- Partnerships and Co-marketing