Developing and Executing a Marketing Plan
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1 Developing and Executing a Marketing Plan SMPS Coordinator s Club February 24, 2010 Presented by: Michael Recchio, CPSM Director of Business Development Services, Water AECOM
2 Organizing i Your Thoughts ht Corporate Culture Marketing Audit Strategy Development Execution Strategy Measurement
3 Corporate Culture
4 Given the culture of your company and it s target markets, what type of plan has the best chance of being executed successfully?
5 Marketing Audit
6 Audit Questions What is working? What isn t? What can be fixed? What should be dropped?
7 What do we need to evaluate? Existing Marketing Plan Mgmt. Commitment Budget Marketing team Database Newsletter Brochures Personal Letters Post Cards Direct mail Press List Press Releases Article Publication Press coverage Market Research Client Surveys Web site Sales and BD Strategiest Proposals Presentations
8 Plan Development
9 You have options Comprehensive marketing plan Sector plans Market plans Client plans Regardless of the type, collaboration is essential
10 Do your homework before you start the plan Review historical financial performance Identify top clients Conduct SWOT analysis Identify top competitors in each target market Conduct/review client survey Review hit rates Perform market analysis
11 The front end should deal with the big picture Target Markets Mission Perception Vision for moving forward
12 Target Markets Target market is not Civil Engineering g Geotechnical Architecture Public sector Private Sector Target market is Higher Education Healthcare Local / Municipal Residential Development
13 Mission statements should answer What groups of clients does the firm wish to attract? Which functions does the business wish to perform? How will the needs of the clients be satisfied?
14 Understand the perception of your firm Objective feedback Recent hires data important Third party may be best for initial survey Multiple formats for surveys Written On-line In person Telephone Impacts PR strategy
15 Vision i Statement t t looks to the future What is the firm trying to become and when? How large do we plan to become (offices, staff)? What new services (if any) will it offer and when? What geographic locations will it operate in?
16 Strategy Development
17 Develop strategies and measurable goals that address your markets and services Look at your marketing mix Identify where you will get the most bang for your buck Develop quantifiable goals List action items and who is responsible for List action items and who is responsible for carrying them out
18 Sample Marketing Mix Production Business Development Image and Branding Resources and Tools SOQ s Proposals Presentations Brochures Award Submittals Direct Selling Client Meetings Debriefs Pre Proposal Mtgs. Conferences Local Assoc. Events Local Business Events News Releases Advertising Articles Conf. Presentations Client Education Opportunities WbSi Web Site National Directors Training Plan Facilitation Opportunity Tracking Client Surveys Research Community Support Prof. Assoc Participation Career Fairs
19 Targeted Institutional Advertising Program: Implement a modest but consistent national advertising campaign that is primarily image driven but targeted at very specific audiences; Place advertising in the AWWA, Journal, WE&T, and American City and County magazine. ¼ page color, quarterly, staggered. Justification: A modest image advertising campaign will compliment our public relations efforts as well as our professional association participation. It will help strengthen the brand awareness necessary for successful recruiting. Cost: $35,000 Measurement: 15% increase in awareness of participation in these organizations by top managers surveyed in previous FY
20 Execution Strategy
21 Execution Strategy t What can we to do in the next 30/60/90 days that will have the biggest impact Build momentum Actions plans What Who When
22 Sample Marketing Mix Production Business Development Image and Branding Resources and Tools SOQ s Proposals Presentations Brochures Award Submittals Direct Selling Client Meetings Debriefs Pre Proposal Mtgs. Conferences Local Assoc. Events Local Business Events News Releases Advertising Articles Conf. Presentations Client Education Opportunities WbSi Web Site National Directors Training Plan Facilitation Opportunity Tracking Client Surveys Research Community Support Prof. Assoc Participation Career Fairs
23 Where we can help this year Production Business Development Image and Branding Resources and Tools SOQ s Proposals Presentations Brochures Award Submittals Direct Selling Client Meetings Debriefs Pre Proposal Mtgs. Conferences Local Assoc. Events Local Business Events Community Support News Releases Advertising Articles Conf. Presentations Client Education Opportunities WbSi Web Site National Directors Training Plan Facilitation Opportunity Tracking Client Surveys Research Prof. Assoc Participation Career Fairs Current Year Focus
24 Measuring Success
25 Key Questions Regarding the Overall Plan Is our marketing long term or short term? Are we achieving the desired level of growth? Are the expectations reasonable? How have we positioned the marketing How have we positioned the marketing function within the firm?
26 Measuring Strategic t Success Look at the numbers are we meeting our goals Gauge the attitude of mgmt and staff toward the program Evaluate the degree that the program leads and guides firm towards goals Measure the efforts of staff with marketing responsibility
27 Th k f ti d Thank you for your time and good luck with your plan!
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