Program PlanFor Consumer MarketersCustomizable PowerPoint Template

Overall Marketing Planning

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Objectives

• What am I trying to achieve this month/quarter?

• Which programs do I need to run to achieve my goals?

• Which resources do I need to accomplish my tasks?

• How can I determine which programs worked?

GOALS

TASKS

RESOURCES

EVALUATION

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Strategies

• What has worked in the past? What hasn’t worked?

• What is working now? What isn’t working now?

• Which new methods am I going to try?

PROVEN METHODS

CURRENT METHODS

NEW METHODS

Marketing Program Planning

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Marketing Program Planning

Marketing Strategy

1

Acquir

e

Which programs will I run?

Marketing Strategy

2

Engag

e

Which programs will I run?

Marketing Strategy

3

Retai

n

Which programs will I run?

Primary Objective Tactic

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Programs

JAN FEB MAR APR MAY JUN JUL

Events Application Event

Application Event

Application Event

Application Event

Application Event

Application Event

Application Event

3

High-Level Program Planning Template

Emails

Display

PPC

Social

SEO

Add Audience or Persona

Add Audience or Persona

Add Audience or Persona

High-Level Program Initiative

High-Level Program Initiative

High-Level Program Initiative

Product Launches

Ongoing

Buyer Segments

Events(if applicable)

Avera

ge #

of

Progra

ms/

Mont

h

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Yearly Program View by Quarter

Quarter

Q1 Q2 Q3 Q4

Program 1 Program 1 Program 1 Program 1

Program 2 Program 2 Program 2 Program 2

Program 3 Program 3 Program 3 Program 3

Program 4 Program 4 Program 4 Program 4

Program 5 Program 5 Program 5 Program 5

Program 6 Program 6 Program 6 Program 6

Acquire

Engage

Retain

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Program Roadmap TacticTacti

c

Acquir

e

Tactic

Tactic

TacticTacti

c

Engag

e

Tactic

Tactic

TacticTacti

c

Retain

Tactic

Tactic

TacticTacti

c

Produ

c

t

Relea

s

es

Tactic

Tactic

TacticTacti

c

Loyalty

(opt

ional

)

Tactic

Tactic

Q1

Q2

Q3

Q4

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Product Launch Program Plan

Emai

l

Tact

ics

Content

Events

Custom

er

Acquis

ition

• Email 1

• Email 2

• Email 3

• Blog Post

• Product Releases

• In-Person Event

• Social

• PPC Campaign

• Direct Mail

• SEO

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

}

Where is the revenue coming from?

# of New Customers

# of Customers in Loyalty Program

# of New Names

# of Repeat Customers

# of Customers Who Are Advocates

# of Website Visits

# of Impressions

Advocates

Loyal Customers

Repeat Customers

New Customers

Program Engagement

Potential Customers

Awareness

Customer Journey Analysis: Program 1

• Total Revenue

• Average RevenuePer Customer

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Campaign DetailsBuyer Journey

Which activities will you run to hit your goals?

What are your goals?

Which activities will you run to hit your goals?

What are your goals?

Which activities will you run to hit your goals?

What are your goals?

Which activities will you

run to hit your goals?

What are your goals?

Which activities will you

run to hit your goals?

What are your goals?

Which activities will you

run to hit your goals?

What are your goals?

Awareness

Acquire

Engagement

Customer

Retention

Loyalty

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Campaign Evaluation

Programs

CostNew

CustomersRepeat

CustomersRevenue

Program 1

Program 2

Program 3

Program 4

Program 5

Program 6

-What are the top performing programs that I should do again?-What are the worst performing programs that I should not do again?

The End