While writing a marketing plan doesn’t guarantee success, the absence of one certainly accelerates an organization’s journey towards failure. Our comprehensive, disciplined approach gives you a real plan, one that you can rely on to guide your business into the future.
We use a comprehensive, quantitatively-based process to guide development of your plan. Each step is structurally tied to the next and logically follows from what came before. It is a sequential, interlocking decision and action process. To each step we add unique creative and strategic insights.
When your plan is complete, you will have a detailed road map to success, based on rigorous market analysis, with specific, quantified goals and activities. In other words, you will know where your business is going, how to get there, and what to expect when you arrive.
Our approach vastly increases the likelihood of success for your product or service.
The strategic planning process.
Our plans consist of logical, interlocking steps. The steps build on each other, both strategically and quantitatively.
1. Executive Summary.
A one-page overview of your marketing plan, main strategies and objectives.
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2. Mission/Vision Statement.
A guiding statement about your business and what you plan to achieve.
3. Business and Industry Review.
In-depth review of your business and industry, including significant trends and milestones.
4. Situation Analysis.
Complete analysis of company performance, strengths and weaknesses, environmental factors.
5. Market Analysis.
Market trends, growth rates, product analysis, target market performance.
6. Competitive Analysis.
An analysis of your major direct and indirect competitors, strategic implications, and their potential influence on your marketing strategies.
7. Market Opportunities and Challenges.
Summary points describing the market opportunities and challenges that emerge from the business review and which serve as the basis of the marketing plan.
8. Quantified Marketing Objectives.
A marketing plan is not really a plan unless there are specific, measurable objectives. These can be expressed in terms of sales volume, number of units, etc. Your marketing strategies and tactics are developed to reach these objectives.
9. Target Market Profile(s) and Objectives.
Defining and profiling the customer groups that will fulfill your objectives. Marketing objectives are established for each target market detailing the desired market behaviors.
10. Branding and Positioning Strategies.
We analyze your potential branding and positioning strategies with the goal of developing a sustainable competitive advantage.
11. Marketing Mix Strategies and Tactics.
Action plans that achieve your marketing objectives and strategies. Each tool (product, pricing, channel, advertising, promotion, etc.) has its own objectives and strategies.
12. Integrated Marketing Communications Strategies and Objectives.
An analysis of all potential methods of communicating with your target markets, selection of specific communications tools, with quantified objectives assigned to each tool.
13. Budget, Payback Analysis, & Calendar.
The cost of implementing your plan, the plan’s projected revenues v. expenses, and the schedule of tactical activities.
14. Plan Presentation.
Professionally formated, approximately 30 – 40 pages long. Includes numerous charts and tables to illustrate main points. Your finished plan will be emailed to you as both a Word document and PDF file.
Many clients implement our marketing plans using internal resources; however, we are available on a project basis to provide the project management and marketing support you need.
To discuss a marketing plan project, please email me at fm@emergecommunications.com or click here to contact me using our online form.
Frank Marafiote, MBA
Emerge Communications
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