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A 9 Step Process to Developing aComprehensive Marketing Plan
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MARKETING PLANS
A SUCCESSFULCOMMUNICATIONS PROGRAM
BEGINS WITHTHE RIGHT PLAN
A 9 Step Process to Developing a Comprehensive Marketing Plan
MARKETING PLAN
By following this process, you can develop a plan for any industry.
1. Identify the audience(s)
2. Identify the best way to reach the audience(s)
3. Measure results and adjust for course correction
A written plan will help you:
• Defineyourtargetaudience(s) (there is often more than one)
• Definethemessageforeachaudience(they are often different)
• Determinetheactionsthatyouwantyouraudiencetotake
• Setatimetableandfostercoordinationwithavarietyof outreaches
• Provideanestablishedbudget
• Establishmeasuresofsuccess
MARKETING PLAN
• Historicalsalesdata
• Seasonaltrendsinsales
• %profitabilityfromeachproductorservice
• Resultsofpastmarketingefforts
• Sizeofmarket/salesneededtocapturedesiredmarketshare
#1 PRELIMINARY RESEARCH
#2 SITUATION ANALYSIS
• Statementofcurrentbusinesssituationandfuturegoals
• Listofproductsorservicesoffered
• Identifytargetmarkets
• Pastmarketingeffortsandresults
• Geographictargetareas
• Competition
• DefineAdvertisingObjectives
• DefineAudiences
• ListBenefits/Features
• IdentifyKeySellingPoint
• DefineActionSought
• EstablishEvaluationProcess
• IdentifyCorporateEssentials
• IdentifyCompetition
#3 CREATIVE BRIEF
#4 AUDIENCE ANALYSIS
Target Procedure What we want them to do What we want them to know or believe Media Timeline
Existing
Patients
Skin care
Oculoplastics
• Turn first to the trusted physicians at
Client when considering skin care or
facial cosmetic services. Trends show
that Lasik patients are appearance
aware and become next interested in
reducing fine lines and wrinkles.
• Because of intense training and accreditation,
the physicians at Client are the obvious choice
when considering Oculoplastics procedures.
• Best eye care in NE FL
Database direct
mail/web
strategy
Print,
Broadcast,
Earned media
Mature Adults Cataract Surgery
Glaucoma Procedures
PRK (Photo-Refractive Keratonomy)
LASIK
PRELEX
Oculoplastics
Optometry Services
Optical Shop
• Call for a free consultation
• Choose Client for all their family's eye
care needs.
• Client has world-renown experts using the
latest medical and surgical technologies.
• Patient will receive the most personalized
care in Jacksonville's most advanced
medical/surgical facility.
• Doctors are ASOPRS Certified and the most
qualified to perform Oculoplastics.
• Immediate accessibility (same day)
• Best eye care in NE FL
Print,
Broadcast,
Earned media
Young Adults PRK (Photo-Refractive Keratonomy)
LASIK
PRELEX
Optical Shop
Contacts
Optometry Services
Skincare Services
• Visit our web site for more information
• Call for a free consultation
• Client has world-renown experts using the
latest medical and surgical technologies.
• Patient will receive the most personalized
care in Jacksonville's most advanced
medical/surgical facility.
• Best eye care in NE FL
• How do Client rates compare?
Social Media,
College
newspapers,
Earned media
Women
interested in
skincare
Portrait® Plasma Skin Regeneration
CO2 Laser Dermabrasion (laser face lift)
Particle Dermabrasion
Permanent Eyeliner
Glycolic Acid Skin Wash
Botox and Restylane
• Visit web site to see before and after
images
• Free consultation to determine the
best regeneration approach for patient
• The Skin Care Center at Client has the latest
technology in facial resurfacing with North
Florida's only Portrait Laser, providing a more
brief downtime compared to resurfacing with
CO2 or erbium.
• CO2 Laser Dermabrasion aims to smooth
wrinkled or damaged skin by removing the
damaged layers.
• Particle Dermabrasion is the newest option
between beauty therapy and cosmetic surgery.
• Experienced estheticians
Print,
Broadcast,
Southern
Women's Show
Earned media
Men and
Women
interested in
eye, brow, neck
surgery, facial
cosmetics and
plastics
Blepharoplasty
Botox
Microdermabrasion
Partial Face Lifts
Endoscopic Forehead and Brow Lift
• Visit web site to see before and after
images
• Call for a free consultation
• The oculoplastic surgeon, trained first as a
medical doctor, residency trained in
ophthalmology, and subspecialty trained in
oculoplastic surgery, has extraordinary training
and experience in the field of orbital and facial
plastics.
• Client has world-renown experts using the
latest medical and surgical technologies.
• Doctors are ASOPRS Certified and are the
most qualified to perform Oculoplastics.
• Patient will receive the most personalized
care in Jacksonville's most advanced
medical/surgical facility.
Print,
Broadcast,
Southern
Women's Show
Earned media
Healthcare Client Target Audiences
CORPORATE
• Populartradeshows
• Sponsorshipofindustrymeetings/events
• Tradepublications
• Businesspublications
• IndustryWebsitesorblogs
#5 METHODS TO REACH TARGET
#5 METHODS TO REACH TARGET
CONSUMER
• Television,CableandRadiothatisnichespecific
• OnlinemarketingstrategiesthatincludeorganicSEOorPPC
• Traditionalprint–newspapers/magazines
• Directmailoremail
#6 SET A BUDGET
• Budgetbasedonefforttocapturedesiredresponse
To capture 2% of the Jacksonville W18-24 market, 840 sales are needed.
#6 SET A BUDGET
• IndustryAdSpendingAnalysis
SIC CODE - 1700 - Plumbing, Heating, Air-Conditioning
AD BUDGET AS A % OF SALES 3.4%
AD BUDGET GROWTH FROM 2006-2007 25.1%
#6 SET A BUDGET
• CompanyAdSpendingAnalysis
#7 IDENTIFY TACTICS
Identify Tactics as a Result of Research
#8 CREATE MARKETING PLAN
LocalBrandAwareness
#8 CREATE MARKETING PLAN
LocalBrandRolloutIntegrated Marketing Plan
All costs are estimates for planning purposes and subject to change at time of actual negotiations.
Estimate Total Gross
3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 Cost
Media Vehicle CPM Circ. Unit Size Target
PrintAmelia Now $25 35m 1/2 C 30+ Fall Issue Already Printed
Nassau Chamber Publications Not RespondingNews Leader $20 13m 3.5"x6 25+ $266 $266 $266 $266 $266 $266 $1,596Amelia Islander $43 15m 1/2 C 30+ $636 $636 $636 $1,908
Subtotal $902 $266 $266 $266 $266 $902 $636 $3,504
Promotion
Internal Rollout
Develop Key Message $230 $230
Purchase Premium Items
Patient/Partner Mailings
Create Letters $345 $345
Mail $1,822 Mail Standard class $1,822
Develop Press Release $115 $115Website Home page copy $115 $115
Subtotal $230 $0 $1,822 $2,052
Manufacturing/Printing
Stationery $8,748 $8,748
Brochure -1,500 $795 $795
Sign Installed
Subtotal $9,543 $9,543
Design
Web-site updates - see scope of work $690 $690
Planning $500 $500 $1,000
Project Management $625 $625 $625 $1,875
Ads
Amelia Islander $438 $438
News Leader $438 $438
Photography
Subtotal $625 $500 $1,125 $1,063 $438 $690 $4,441
Total $625 $500 $1,125 $460 $1,063 $9,981 $11,044 $902 $266 $266 $266 $266 $902 $636 $15,099
Key
2009
Launch Week Nov. 2
October November DecemberSeptemberAugust January
#8 CREATE MARKETING PLAN
LocalB2C–severaltargetaudiences
#9 MEASUREMENT
WhatCanBeMeasured?
• Increasedawareness
• Foottraffic
• Phoneinquiries
• Couponsredeemed
• Postcardsreturned
• Webhits,downloadsorotherconversiontactics
PERFORMING A COMMUNICATIONS AUDIT
COMMUNICATIONS AUDIT
Implementing a Strategic Communications Audit
AStrategicCommunicationsAuditisasystematicassessment,
eitherformalorinformal,ofanorganization’scapacityfor,or
performanceof,essentialcommunicationspractices.Itdetermines
whatisworkingwell,whatisnot,andwhatmightworkbetterif
adjustmentsaremade.
COMMUNICATIONS AUDIT
AuditIndex
On a scale of 0-4 in which a “0” indicates no consistency in application and a “4” indicates there is always consistency, a desirable benchmark is a “3,” which reflects that there is nearly always a consistent approach.
COMMUNICATIONS AUDIT