Marketing Plan

Mission

What are the business goals of the organization? Do you want to:

Build corporate identity awareness?

Provide education and information?

Conduct public relations activities?

Increase your customer service and support functions?

2. Objectives

Explain what you are trying to

All objectives must be specific and measurable. Note: Objectives are not goals! Goals are broad, intangible, and cannot be validated objectively. Objectives, however, are precise, tangible, and can be objectively validated. e.g. Your goal might be to strengthen your market share in Los Angeles. An objective would be to achieve a 30% increase in sales of Widget A within 5 years.

If these objectives are successfully communicated within the organization then everyone is pulling in the same direction and has the same end in mind.

3. Target Audiences

Need to clearly specify whom you're targeting—it might be the same audience segment that you've been addressing for years, or the target may have changed.

The target audience for the traditional media portion of your marketing and that of your online initiatives may be different.

4. Marketing Communications Integration

Briefly outline the elements of your marcom plan—a synopsis of media selection and placement, scheduling overview, message platform, creative approach, etc. e.g. One element might be a single ad run repetitively for a month in a single publication, or a multiple media campaign in multiple markets running three or more months.

5. Strategies

Outline your strategy for the given mission, objective, audience target, and marcom integration- this will tie in closely with the tactics below.

What resources need to be applied to achieve these objectives?

Explain any special offers you will have

What type of creative execution will you use?

6.Tactics

Which elements in the available marketing mix are most appropriate?

These are the specific media you will utilize, the public...