Strategic Marketing Plan Overview
We develop your plan in stages. It begins with an assessment process where you provide detailed information through an executive interview and diagnostic survey. Then we conduct market research and formulate preliminary recommendations. We bring this information to an in-person planning session with you and your executive team that runs at least one full day and possibly part of another.
The planning session is an exhaustive but exciting process. We conduct a “master mind” style meeting during which we work with you to brainstorm a wide variety of possible strategies.
Together, we discuss your options and then narrow them down into a feasible plan outline. The next step occurs off-site as we write your plan. We present the finished document to you in another executive session, conducted either in-person or via web-based technology.
Objectives for Your Planning Process
Listen to you. We want to fully understand you, your goals, strengths and vision. Your plan should reflect the person behind the business, so the process begins with a personal interview and discussion about you.
Build your strategic foundation. Your marketing should be based on key foundational documents that define your company and your place in the market. Examples of these include your mission statement, vision statement, value proposition, branding and positioning strategy. If these elements already exist, we incorporate them into the marketing plan. If they do not exist, then we help you develop them.
Research your market and industry. The basis of a good plan is good research. We review secondary sources that bear on your market and industry. In addition, if necessary, we recommend and can coordinate primary research (e.g. focus group research or customer surveys).
Establish achievable objectives. The purpose of any plan is to achieve a goal. Your plan should include specific, measurable goals in mind. If you haven’t already identified objectives, we help you define them.
Formulate marketing strategy and tactics. Working with you, we review relevant information and discuss possible options. Then we develop appropriate strategy and actions geared toward your business and goals.
Prepare the written plan. Write a plan that helps you make a compelling case to investors, lenders, business partners or other interested parties.
Present the plan and make revisions. Following a detailed presentation of the plan to you and/or your executive team, we fine-tune the plan to achieve final document status.
Provide follow-up coaching to move you to the next steps. Once the plan is completed, it’s important that you move successfully into plan implementation. We support you with focused coaching designed to keep you on track.
Have questions or want to discuss your project? Contact us for a no-obligation consultation.
Market strategy already determined? Consider a Tactical Marketing Plan