Outline Your Marketing Campaigns In this section you’ll outline your major promotional plans for the year. These plans should drive the specific goals you set in 109-‐B. If you’re putting together a high-‐level plan you don’t need to list every campaign -‐-‐ just outline your major promotional plans for the year. You’ll need to set your budget too, so the more planning you do now, the better. Your plans should include: The top three campaigns you’ll run to generate leads, nurture customers, close, and/or market to existing customers The media you’ll use (for example, email, online, print, telemarketing, trade shows, publicity, etc.) Tools, technologies or resources you’ll need – for example, a new website, an email service provider, a new piece of software Your ROI and other financial goals By planning your campaigns now, you’ll be able to make sure you’ve budgeted appropriately; you’ll also be able to make sure you’ve tied your campaign goals to your annual goals. Market conditions do change throughout the year, so don’t hesitate to launch an impromptu campaign if the opportunity arises. Your plan is simply here for guidance. The Marketing Campaigns subjects contain the tools to create a very detailed campaign plan. If you need help identifying potential campaigns to meet your goals, Marketing Campaigns exercise 531 can help. You can also use exercises 530, 532-‐33, 537 and 538 to plan the details for your major campaigns if needed.
Summary EXERCISE SUMMARY When to Address Who Should Participate Where to Use the Results Why it’s Important
While you’re working on your marketing plan & budget Marketing and sales leaders Throughout the rest of the Marketing Plan & Budget section
Your marketing campaigns will drive leads into your sales process to generate revenue.
What Builds Upon it The rest of your marketing plan
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Timeframe to Completion Potential Business Impact
A few hours to a few days, depending on the work you’ve already completed and the level of detail you’re seeking.
Medium to High – for all Marketing Plan exercises
Deliverable
You’ll list how you plan on generating leads.
Next Steps
Develop your budget.
Target Completion Date
PARTICIPANTS TASKS
PERSON RESPONSIBLE
DUE DATE
Notes
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Outline Your Marketing Campaigns
What to Complete
1. IDENTIFY AND DESCRIBE MARKETING CAMPAIGNS
Where it Fits in Marketing Plan & Budget Determine Marketing Plan Scope Establish Strategic Goals Establish Numeric Goals Define Competitive Positioning Define Brand Strategy Explain Product and Pricing Strategies Input Numeric Goals by Category Calculate Number of Leads Required Describe Distribution Strategy Outline a Direct Sales Plan Identify Sales Tools & Literature Outline Strategic Partnerships to Pursue Create Customer Retention Plan Identify and Describe Marketing Campaigns Develop Marketing Budget Create Marketing Management Plan Write Final Marketing Plan Document
1. IDENTIFY AND DESCRIBE MARKETING CAMPAIGNS What are the top three lead generation tactics you’ll be using, and what are your goals for each?
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Now provide an overview of how you’ll use each of these tactics. The individual demand generation subjects can help you if you’re ready to get into detail – otherwise, provide a brief overview. CAMPAIGN CONCEPT
GOALS & GENERAL OVERVIEW
TIMING
ANTICIPATED COSTS CAMPAIGN CONCEPT
GOALS & GENERAL OVERVIEW
TIMING
ANTICIPATED COSTS CAMPAIGN CONCEPT
GOALS & GENERAL OVERVIEW
TIMING
ANTICIPATED COSTS
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Briefly describe additional tactics you’ll be using and highlight any points of interest: Are there any other major additional marketing initiatives you’ll need for branding, customer retention, or other purposes? For example, you may need to develop a new website or launch campaigns to existing customers. Identify any tools or resources needed to execute your plans: Identify any key dates and milestones:
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