How to Write a Marketing Plan

Size: px
Start display at page:

Download "How to Write a Marketing Plan"

Transcription

1 How to Write a Marketing Plan This article highlights what we believe to be many of the key points that we need to consider when developing a marketing plan. It combines marketing theory, practical tools and anecdotal experiences to provide readers with a practical framework from which they can write their own action-orientated marketing plan within the wider context of their organisational objectives. It lists points that can be explored in more detail through workshops and one-to-one training. This article covers: Why should you have a marketing plan? Defining marketing? Supporting Corporate Strategy Analysing Your Position Setting Objectives and Targets Core Target Markets Proposition, Positioning and Branding Managing Existing Customers and Prospective Customers Packaging Managing Marketing Evaluating Opportunities Promotion and Managing Promotion Persuasion Performance Practically Moving Forward Why should you have a marketing plan? We ve all heard the saying: If you always do the same thing, you ll always get the same result, and although it is clearly untrue (in a business context at least, you rarely get away with always doing the same thing before companies crumble) there is an important message in here. It relates to another saying oh, we don t do any marketing, usually untrue too. The truth is that to succeed, any and every organisation needs to do marketing in order to survive and grow. This author would argue that good marketing is second only to good cash flow management. So what of the marketing plan? Is it something for large corporates or can it be value for the small business, the charity, the social enterprise and in the public sector? Of course it can, and in a nutshell here is what a marketing plan can provide any organisation with: Focus and direction A tool to share vision and achieve buy-in from others, e.g. investors, bank, employees, etc. Enables us to be proactive and seize opportunities before everyone else does

2 The Chartered Institute of Marketing defines marketing as: the management process responsible for identifying, anticipating and satisfying customer requirements profitably, which is pretty comprehensive. Probably the easiest and most valid way to describe this process is: Positioning (including Pricing) > Packaging > Promotion > Persuasion > Performance (and back again) This brief article describes how each element of the marketing management process should be reflected in the marketing plan. In terms of adopting an appropriate mindset for where the marketing plan fits into your organisation, it is my opinion that the Marketing Plan Must Support the Corporate Strategy. Strategy is defined by understanding: Stakeholders - who does the organisation exist to serve? Objectives - what specifically is the organisation trying to achieve? Expectations what does success look like? The marketing plan is the vehicle to achieving success and objectives to the benefit of key stakeholders. When Analysing Your Position there are several key questions that you must ask yourself and others in order to understand the basis of any strategy or plan. These areas are internal; Resources and Capabilities - what are the strengths, limitations, includes cash, finance, time, skills etc? And external; The Market - competitors, client buying patterns, new technology, emerging trends, opportunities, threats, your company s value proposition etc. Indeed the traditional SWOT analysis still has its place; it provides a snapshot of the current situation and generates actions, e.g. how to exploit an opportunity. Through Setting Objectives and Targets we agree priorities and the ultimate destination. At this stage you ought to ask what type of company you are and where you want your business to be in five years time. This can be represented in the marketing plan via: A statement of what you want to achieve A list of SMART Objectives (specific, measurable, attainable, realistic, and timebound)

3 Broken down in further detail, targets ought to be clearly understood by anyone reading your marketing plan. This may include: Financial Targets (Broken down by market, product or service area. Possibly even by client, or client type?) Brand Positioning (What do you want people to feel and say about your organisation?), or Key Achievements / Milestones (Is to be Market leader, award winning, top 10 etc?) Remember that this is intrinsically linked to the Corporate Strategy. When defining your Core Target Markets you should be asking questions such as: Who are your customers?, What do they buy?, How do they buy?, When do they buy? They can be broken down by organisational type or individual characteristics; there are many, many ways of profiling customers out there, though you will gain value by understanding the fears and motivations of the specific decision maker within an organisation or even a household. Then there are other marketing factors too such as the seasonality of purchase or the effects of the ups and downs of the economy. When evaluating your Proposition and Positioning this should always be relative to your competitors and other alternatives to buying from you. For instance; do you share customers or are they different? If so why?, what do they provide that differs to you? Where is your place in the market? Why should customers buy from you? I feel it should be noted that although differentiation is essential, you can achieve effective results by being in the right place at the right time (of course, looking the part, with the right products at the right price!) Branding is a massive area and isn t going to get exhaustively covered here though the brand messages have a huge influence on the way you approach marketing. The visual representation is important, i.e. do we appear to be fun? technical? local? international? Is this right for our target customers? However, this area goes beyond the logo and towards being the brand: Attention to detail: telephone, invoicing, premises, dress code Recruiting the right people, mixing with the right people Upholding brand values, e.g. if being ethical is a brand value you must uphold this or you will seriously damage your reputation Unless it is a brand new venture, a marketing plan should include strategies for Managing Existing Customers. Based on the Boston Matrix, the tool below can be used to identify individual customers and/or customer types, besides which you should identify and commit to an appropriate form of action.

4 Low Potential for Sales Growth High Potential for Sales Growth High Profitability Cash Cow Action Rising Star Action Low Profitability Dead Dog Action Question Mark Action A similar system can be used to Manage Specific Prospective Customers and Partners, though it is likely to deal with them in groups. For instance, warm relationships and high potential sales value may warrant a personal phone call, buying them lunch and talking about prospective business. Whereas, high potential sales value and no relationship, may be approached by organising a special event or a campaign of positive communication. Strength of Relationship Potential Sales Value Warm Cool None High Medium Low Packaging is an area in marketing in itself. It is the way your brand, products or service offering is presented; are you proud of the way your organisation presents itself to the world? You should review your marketing materials to ensure that they support the brand. These are things like your website, business cards, brochures, flyers, folders and any campaign specific materials. Packaging may also include things such as: a physical shop or stall, for which issues such as size, location, ambience etc. are linked into the brand. The marketing planning stage is an appropriate time to address How Marketing will be Managed on an ongoing basis. Momentum is key to making marketing work for you. Methods of monitoring and allocating your activities include: weekly / monthly meetings, items at Board meetings, updating marketing plan every month, using a mentor, nonexecutive director or a consultant. A good way of generating ideas and gaining feedback is through a peer learning support programme though this does not replace an internally governed system.

5 A regular marketing meeting can also be used to track sales progress, leads and results from campaigns. For instance, we segment leads by process of sales cycle: To Close, To Progress, and To Open. When growing a business we are constantly presented with opportunities to enter into partnerships, set-up subsidiaries, buy in equipment etc. and it is important that we Evaluate Opportunities within a strategic context. One way of doing this is to identify the criteria most important to you and use this as a tool to help make strategic choices. Below opportunities are measured against criteria and ranked as green, amber or red; it may be that a red in some key column rules something out altogether. Opportunity / Criteria Support of Strateg y Short- Term Potenti al Returns Long- Term Potenti al Returns Perceiv ed Risk Cross-sale Opportuniti es Profit/Eff ort Occupy Board Time Developing Video Production Capabilities Amber Amber Amber Amber Green Amber Amber Red Short-term Costs When it comes to marketing planning, many people immediately think of Promotion and as this the primary means of generating new leads it is another massive area. Generally speaking, promotional activities fall within one of six core areas (or indeed, may cross-over into multiple areas): 1. Networking - i.e. conventional and other; you do business at the level you network 2. Alliances and Sources of Referrals - who can give you regular work, who makes you stronger, could make you stronger, etc? 3. Direct Marketing - everything on the advertising front, mail shots, telemarketing, exhibitions, marketing, etc. 4. Market Relations media coverage, messages you want to convey, branding, sponsorships, speaking at events, etc. 5. Keep in touch & Development - newsletters, product catalogues, evaluation procedures, account management, etc. 6. Online Marketing - driving people to your website, articles published, pay per click, SEO, Social Media Marketing, etc. When it comes to Managing Promotion, like most tasks, the promotional plan can be broken into SMART, Manageable Chunks. This may mean splitting activities into projects or campaigns that support specific objectives.

6 Most SMEs will have between 10 and 30 distinct mini-projects that make up the promotional plan. We use an approach whereby we address key elements of the promotional initiative: Summary: The whys and whats. Objectives: Quantifiable where possible, though there will be qualitative too. Method: How you are going to implement the project. Key considerations etc. Timescales: Milestones, targets etc. Support and Materials Requirements: What do you need to make this happen, and happen effectively? Investment Requirements: How much time and money? Who will be working on it? What constraints might this cause? Proposed Responsibilities: Who is accountable for what? Measures of Success: How will you know if it s worked? Quantitative where possible, probably a breakdown of the objectives. Further Actions: What needs doing to get this off the ground? What are the short-term priorities? Other information needed? The Persuasion process covers how you will close sales and ensure that this is on terms desirable to both you and the client. For example: Are you going to offer drop closes to make the sale? Put a time limit on offers? How are you going to agree any expectations you have from the customer? i.e. what do they need to do to make it work? How are you going to handle objections? Performance is the most important part of the marketing process. Outstanding performance is the key to building a strong following, i.e. a regular client base that will spread the word and generate new business for you. Often the best type of business is referred business. Performance can be reinforced by areas such as a fulfilling a Service Level Agreement, agreed targets and milestones, etc. Also, it is appropriate to have strategies to ensure that your customers enjoy doing business with you.

7 Assessing Performance can be done in a number of ways. Repeat purchases are often a good sign, though even with this there are no guarantees that they are entirely satisfied, for instance, you may be the only option for a customer at that time and the chances are if performance is bad they ll jump ship at the first viable opportunity. Gathering customer feedback can provide an honest view of your service and identify areas for development as well as understanding the areas most important to your clients. By way of an example, we evaluate performance following projects by calling clients to ask a short series of questions: 1) What are the main reasons for why you chose to use the services of Eskimo Soup? 2) Do you feel that the project got off to a good start? Did you have any concerns about how the project pregressed? 3) In terms of the finished product, how do you feel about the standard of work we provided? 4) What were the best things about dealing with us? 5) If you could change one thing about us what would it be? 6) Do you see us providing you with marketing support in the future? 7) We are very interested in the general awareness of our services amongst our clients. From the list of services below could you please let us know whether or not you were aware that we provided the service? (Collecting Customer Feedback can also be used as a means of cross-selling your services): Logo design and design for print Web development Programming and database development Printed materials and print management Search Engine Optimisation Commercial and lifestyle photography Printing of leaflets, brochures and folders Copywriting and proof-reading Market research Sales and marketing consultancy Event management and marketing Social Media Marketing Yes No Tell Me More

8 Practically Moving Forward In summary and to get going, there are several key points to consider in making your marketing plan work for you: 1) Analysis, Targeting and Idea Generation; ideally not done in isolation 2) Write Your Year One Marketing Plan based on these insights 3) Reconvene with stakeholders or professional support 4) Share it with others in your organisation to achieve buy-in and shared vision 5) The Magic Ingredient is action! Make your ideas happen 6) Revisit minimum of every two-months. Don t let it collect dust! Should you need any further advice, please feel free to get in touch.

Marketing planning toolkit for small business

Marketing planning toolkit for small business 10 Minute Guide Marketing planning toolkit for small business Membership Services Moor Hall, Cookham Maidenhead Berkshire, SL6 9QH, UK Telephone: 01628 427500 www.cim.co.uk/marketingresources The Chartered

More information

Guide to marketing. www.glasgow.ac.uk/corporatecommunications. University of Glasgow Corporate Communications 3 The Square Glasgow G12 8QQ

Guide to marketing. www.glasgow.ac.uk/corporatecommunications. University of Glasgow Corporate Communications 3 The Square Glasgow G12 8QQ Guide to marketing www.glasgow.ac.uk/corporatecommunications University of Glasgow Corporate Communications 3 The Square Glasgow G12 8QQ 0141 330 4919 2 Introduction One of the easiest mistakes to make

More information

THE SECRETS TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication

THE SECRETS TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication 10 THE S TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) A Key Principles publication 10 S THE TO ONLINE MARKETING (MOST AGENCIES WILL NEVER TELL YOU!) By Jackie Key, Managing Director, Key Principles

More information

The Entrepreneurial Way

The Entrepreneurial Way The Entrepreneurial Way Workshop Wednesday 30 January The Essentials of Marketing Fiona Mulliner Today s Session What marketing is Where marketing fits into a business How to develop a robust marketing

More information

A guide to writing a business plan

A guide to writing a business plan A guide to writing a business plan Contents 01. We're here to help 01 02. Your business profile 02 03. Your market 03 04. Your sales and marketing + Management and staff 04 05. Operational plan + Finances

More information

Business plan outline

Business plan outline Note: Some of the following information may not be relevant for your business type. However, this should provide you with a clear guide so that you cover everything you need to write a comprehensive business

More information

[Your business name] [Prepared by] [Date]

[Your business name] [Prepared by] [Date] [Your business name] [Prepared by] [Date] 1. EXECUTIVE SUMMARY The executive summary should provide a concise overview of the contents of the marketing plan. It should not contain information that isn

More information

A guide to using the business plan template

A guide to using the business plan template A guide to using the business plan template Small Business Development Corporation 13 12 49 smallbusiness.wa.gov.au The small business specialists Writing your business plan This is guide is to assist

More information

Making business simple...

Making business simple... Making business simple... Introduction 2 Contents Every business needs a Marketing Plan. This guide has been created to assist you in putting your Marketing Plan together. This guide will help you to indicate

More information

Marketing at McDonald s

Marketing at McDonald s at McDonald s Careers McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the

More information

Developing a Marketing Plan. Develop a strategic marketing plan to successfully grow your business and increase profits

Developing a Marketing Plan. Develop a strategic marketing plan to successfully grow your business and increase profits Developing a Marketing Plan Develop a strategic marketing plan to successfully grow your business and increase profits Learning Objectives At the end of this module, you will be able to: Understand the

More information

How to Audit Your. Marketing Strategy. The Purpose of an Audit. How to Conduct an Audit. Audit Topics and Questions. Applying Your Insights

How to Audit Your. Marketing Strategy. The Purpose of an Audit. How to Conduct an Audit. Audit Topics and Questions. Applying Your Insights How to Audit Your Marketing Strategy The Purpose of an Audit How to Conduct an Audit Audit Topics and Questions Applying Your Insights @ @ Boost Your Marketing ROI with a Marketing Audit What s the best

More information

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 2 2011 by Mark Mathson This work is licensed under the Creative Commons Attribution 3.0 United States License. Please feel welcome to share

More information

Exercise 7.1 What are advertising objectives?

Exercise 7.1 What are advertising objectives? These exercises look at the topics in the context of a communications mix. We start with an examination of what advertising objectives are (Exercise 7.1). We then look at how to set advertising objectives

More information

Drafting a business plan

Drafting a business plan How are you going to do it? Drafting a business plan Background A business plan sets out the business case for a particular project, organisation or venture. It states how you will go about running a specific

More information

C G. Got a Plan? MARKETING. How to Build Your Marketing Plan & Budget. PCGMarketing.com. P.O. Box 4633 Des Moines, Iowa 50305 515.360.

C G. Got a Plan? MARKETING. How to Build Your Marketing Plan & Budget. PCGMarketing.com. P.O. Box 4633 Des Moines, Iowa 50305 515.360. Got a Plan? How to Build Your Marketing Plan & Budget P.O. Box 4633 Des Moines, Iowa 50305 515.360.9176 An Introduction We are a full-service marketing company that uses creative strategies to develop

More information

INSIGHT WHITE PAPERS PLAN FOR PROFIT

INSIGHT WHITE PAPERS PLAN FOR PROFIT INSIGHT WHITE PAPERS PLAN FOR PROFIT A Marketing and Promotion Guide for Photographers & Illustrators When business is good, it pays to advertise; when business is bad, you ve got to advertise! An old

More information

SATISFYING YOUR CUSTOMERS. Part 1. Best Practices and Technology that Anchors Your Business On Customer Loyalty. www.axisgp.

SATISFYING YOUR CUSTOMERS. Part 1. Best Practices and Technology that Anchors Your Business On Customer Loyalty. www.axisgp. SATISFYING YOUR CUSTOMERS Best Practices and Technology that Anchors Your Business On Customer Loyalty Part 1 www.axisgp.com (305) 418 9440 INTRODUCTION Satisfied customers are the foundation of a healthy

More information

ebusinessplan Competition Guide

ebusinessplan Competition Guide ebusinessplan Competition Guide Success depends on having a powerful vision right from the beginning BASIC RULES Do: 1. Submit a plan for an ecommerce business 2. Limit your submission to 6 pages 3. Give

More information

Writing a marketing plan

Writing a marketing plan Writing a marketing plan 1 Contents 1 Writing a marketing plan 3 1.1 Tips for writing a marketing plan 1.2 Link to your strategy 1.3 Make it happen 2 Structure of a marketing plan 4-7 2.1 Introduction

More information

GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN

GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN GENERAL GUIDELINES FOR DEVELOPING A BUSINESS PLAN August 2012 Table of contents Introduction... 3 1. Executive Summary... 3 2. Business Summary... 3 2.1 Company Summary... 3 2.2 Management Summary... 3

More information

Inbound Marketing The ultimate guide

Inbound Marketing The ultimate guide Inbound Marketing The ultimate guide La Casita Del Cuco.EBOOK Inbound Marketing - The ultimate guide Version _ 02 Date _ September 2015 Introduction Inbound Marketing is a marketing philosophy which has

More information

Social Business Plan Template

Social Business Plan Template Social Business Plan Template Your one page plan... 3 Your service from your customer s point of view... 3 Market research... 3 Vision, mission and objectives... 6 What will you do? (your activities)...

More information

Marketing strategy & marketing plan

Marketing strategy & marketing plan Marketing strategy & marketing plan What is a marketing strategy and why is it important? Put simply, marketing is everything that your organisation does to get potential customers, funders and beneficiaries

More information

Internet Marketing Guide

Internet Marketing Guide Internet Marketing Guide Contents 1. Internet Marketing 2. ROI 3. High Rankings 4. Internet Marketing: Techniques and options 5. Google PPC 6. Landing Pages 7. Conversions and Usability 8. SEO 9. Onsite

More information

How to Measure Exhibition Success

How to Measure Exhibition Success How to Measure Exhibition Success A Workbook for Marketers EXHIBITION AND EVENT ASSOCIATION OF AUSTRALASIA How to Measure 1 discovered it handled it bought it felt it learned it measured it How to Measure

More information

Marketing... are you up to speed?

Marketing... are you up to speed? Marketing... are you up to speed? why market my business at all? Marketing lies at the heart of your business success - it connects you with the people who have a need for what you offer and provides a

More information

MARKETING Market research market strategy target market market mix Market Research

MARKETING Market research market strategy target market market mix Market Research MARKETING Marketing is the management process for identifying and anticipating customer requirements profitably. All company policies and activities should be directed toward satisfying customer needs.

More information

The Only Two Things People Ever Buy

The Only Two Things People Ever Buy The Only Two Things People Ever Buy from How To Win Customers & Keep Them For Life by Michael LeBoeuf, Ph.d. Don t tell me how good you make it; tell me how good it makes me feel when I use it. Leo Burnett

More information

How Top Home Improvement Pros Boost their Bottom Line:

How Top Home Improvement Pros Boost their Bottom Line: How Top Home Improvement Pros Boost their Bottom Line: Manage and Track Your Leads to Win More Deals and Earn More Profit CONTENTS PART I: MISSING PUZZLE PIECES PART II: HOW TO NURTURE YOUR LEADS CONCLUSION

More information

Reputation Management for Local Businesses: Protect Your Image

Reputation Management for Local Businesses: Protect Your Image By: James Iannelli RI Reputation Management www.reputationmanagementri.com (401) 316-2931 1 Introduction As a business owner, you already know that managing a business is a LOT of work; from keeping the

More information

Marketing Strategy Template

Marketing Strategy Template Marketing Strategy Template Do you want more customers, leads or website traffic? Do you want to understand what marketing you can do and the results you could get from that? If you can answer yes to either

More information

HOW TO USE THIS TOOLKIT

HOW TO USE THIS TOOLKIT IF POLITICS IS THE ART OF THE POSSIBLE, CAMPAIGNING IS THE ART AND SCIENCE OF CHANGING WHAT IS POSSIBLE. HOW TO USE THIS TOOLKIT The purpose of this toolkit is to inform you on all things campaigns, to

More information

Sales Performance Improvement

Sales Performance Improvement Sales Performance Improvement The CappcoPartners team manage and improve revenue generation processes by fine tuning the value proposition, implementing demand creation campaigns which drive quality leads

More information

Exhibitions Business doesn t get any more direct than this

Exhibitions Business doesn t get any more direct than this How to Measure Exhibition Success A Workbook for Marketers Exhibitions Business doesn t get any more direct than this The measure of success Given the importance of exhibitions in the marketing mix, one

More information

Marketing Thoughts for the Offsite Storage Business

Marketing Thoughts for the Offsite Storage Business Marketing Thoughts for the Offsite Storage Business Introduction In order to ratchet up business success, most offsite storage companies could benefit from stronger marketing efforts. Current marketing

More information

Strategic plan. Outline

Strategic plan. Outline Strategic plan Outline 1 Introduction Our vision Our role Our mandate 2 About us Our governance Our structure 3 Context Our development Camden 4 Resources Funding Partners 5 Operating model How we will

More information

The 4 Ways To Grow Your Business

The 4 Ways To Grow Your Business The 4 Ways To Grow Your Business 4 WAYS TO GROW YOUR BUSINESS It may sound simplistic but basically there are four ways to create a more profitable and valuable business: Increase the number of customers

More information

Mobile Marketing Trends and small businesses

Mobile Marketing Trends and small businesses Mobile Marketing Trends and small businesses LEGAL NOTICE The Publisher has strived to be as accurate and complete as possible in the creation of this report, notwithstanding the fact that he does not

More information

Institute of Certified Bookkeepers. Business Plan Template

Institute of Certified Bookkeepers. Business Plan Template Institute of Certified Bookkeepers Business Plan Template 2014 Executive Summary... 2 The Objective... 2 Keys to success... 3 The Mission... 3 Business Summary... 3 Start up phase... 4 Business Location

More information

Guerrilla Marketing Tactics

Guerrilla Marketing Tactics Guerrilla Marketing Tactics multiply@multiplymarketing.co.uk Guerrilla marketing is what Multiply Marketing does best; Low Cost-High Impact Marketing strategies & tactics for use by small businesses and

More information

Ways to Attract New Patients to Your Practice.

Ways to Attract New Patients to Your Practice. Ways to Attract New Patients to Your Practice. Basic Philosophy From a marketing perspective, a dental practice is no different to any other business type. Every business with a front door needs people

More information

My 12 Top Tips for Marketing Your Law Firm

My 12 Top Tips for Marketing Your Law Firm My 12 Top Tips for Marketing Your Law Firm With more than 1 million attorneys in the U.S. and approximately 45,000 individuals graduating from law schools every year, law firm marketing isn t an option.

More information

Pay per Click Success 5 Easy Ways to Grow Sales and Lower Costs

Pay per Click Success 5 Easy Ways to Grow Sales and Lower Costs Pay per Click Success 5 Easy Ways to Grow Sales and Lower Costs Go Long! The Benefits of Using Long Tail Keywords clogged sewage line, I ll see a higher conversion How many keywords are in your pay-per-click

More information

Written by: Francois Muscat, Digital Marketing Expert

Written by: Francois Muscat, Digital Marketing Expert Written by: Francois Muscat, Digital Marketing Expert Copyright 2013 WSI. Each WSI franchise office is an independently owned and operated business. In the past, businesses could get away with sending

More information

7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS

7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS 7 THINGS YOU NEED TO KNOW BEFORE TRYING GOOGLE ADWORDS Discover how Google AdWords works and learn how to plan before investing in pay per click marketing to give your business the best chance of success.

More information

marketing management Marketing is the process of directing

marketing management Marketing is the process of directing on marketing management Marketing is the process of directing an organisation to be successful in selling a product or service that people not only desire, but are willing to buy. If you also capture details

More information

Sizzling Website Copy

Sizzling Website Copy Sizzling Website Copy FOR: Gavin Sloan www.whitelabelseo.com.au Home Page: An SEO Partner You Can Trust. Pure Results. Experience the Power of our White Label SEO.

More information

New to Project Management. Graduates Career Advice

New to Project Management. Graduates Career Advice New to Project Management Graduates Career Advice 2 Contents Introduction 3 Graduates 3 You Have the CV, Now What? 5 Other Entry Points 6 Voluntary Work 7 Further Education 8 Project Management Careers

More information

TOP TIPS TO A TIP TOP EMAIL

TOP TIPS TO A TIP TOP EMAIL TOP TIPS TO A TIP TOP EMAIL EMAIL MOBILE SOCIAL WEB CONTENTS PAGE Introduction... 3 My Top 10 Tips... 4 Tip 1 - Super, Super Subject Lines... 4 Tip 2 - Make Your Call To Action Count... 5 Tip 3 - The Power

More information

Developing a marketing plan. 19 th June 2013

Developing a marketing plan. 19 th June 2013 Developing a marketing plan 19 th June 2013 Overview of content This seminar will cover the following: 1. Brief introduction to Club Leaders 2. Marketing and marketing plans 3. What your club has to offer

More information

AIA Michigan s Social Media Marketing Course

AIA Michigan s Social Media Marketing Course AIA Michigan s Social Media Marketing Course Welcome to the AIA Michigan s Social Media Marketing Course You are now officially on your way to getting a strong foundation of how you can market your business

More information

to success To be successful in today s highly competitive tourism industry, you must attend to each of the following areas.

to success To be successful in today s highly competitive tourism industry, you must attend to each of the following areas. Steps to success To be successful in today s highly competitive tourism industry, you must attend to each of the following areas. Getting assistance In establishing and developing your tourism business,

More information

Creating a Successful Website

Creating a Successful Website Creating a Successful Website The widespread adoption of Superfast Broadband by consumers and businesses means that you can include more features on your website, which in turn makes it more likely that

More information

Providing Knowledge to Grow Your Practice www.pilmma.org 1

Providing Knowledge to Grow Your Practice www.pilmma.org 1 Brought to you by: 1 The 7 Fatal Mistakes Lawyers Make In Marketing Their Practices By Ken Hardison Kenneth L. Hardison 2009 Many lawyers think that if they spend a load of money advertising or marketing

More information

Best in Class Referral Programs

Best in Class Referral Programs Take your business to the next level Best in Class Referral Programs Lower cost per sale, Higher Retention, Increased Profits Free Sales and Marketing Audit Call 410-977-7355 Best in Class Customer Referral

More information

Guide to a winning business plan

Guide to a winning business plan Guide to a winning business plan Guide to a winning business plan How to use the guide: The following fields are mandatory to use and are evaluated by the judges when you submit an entry in Venture Cup

More information

MODULE 1. Understanding your customer and digital marketing

MODULE 1. Understanding your customer and digital marketing MODULE 1 Understanding your customer and digital marketing In this module, we take you through how to make your business available in the digital world and give you real examples and strategies to use

More information

It s Time to Write Your Business Plan By Jim Mulligan

It s Time to Write Your Business Plan By Jim Mulligan It s Time to Write Your Business Plan By Jim Mulligan If you re looking to start a business, the thought of developing a business plan might seem daunting. Some even question the value of spending time

More information

Reviewing success - identifying what has worked and what hasn t, and taking remedial action if necessary.

Reviewing success - identifying what has worked and what hasn t, and taking remedial action if necessary. Developing a Social Enterprise - a resource pack has been produced by Birmingham & Solihull Social Economy Consortium (BSSEC) - a practitioner-led network that supports and promotes the social enterprise

More information

A REAL PASSION FOR MARKETING

A REAL PASSION FOR MARKETING A REAL PASSION FOR MARKETING Accelerating YOUR Clients Business Growth Through Online Marketing CONTACT ww w.luv4marketing.com info@ luv4marketing.com UK - +44 (0) 1949 833014 US - +1 (702) 439 0025 INDEX

More information

What do you need in your Systems Manual

What do you need in your Systems Manual What do you need in your Systems Manual Now let s get this straight from the start. EVERY Business should have a Systems Manual. You cannot run a Professional Business and be Mega Successful without one.

More information

A personalised approach to Home Insurance

A personalised approach to Home Insurance A personalised approach to Home Insurance We re delighted to announce the launch of our brand new Home Insurance that significantly moves the home insurance market forward by allowing customers a greater

More information

Creating mutual trust

Creating mutual trust 13. 3and Creating mutual trust respect Organisations that thrive are those where the company culture promotes mutual trust and respect of colleagues, and this is as true in PR as it is elsewhere. In this

More information

How YOU Can Generate A Consistent Stream Of Warm Leads & Sales From Twitter & Facebook... With NONE of the

How YOU Can Generate A Consistent Stream Of Warm Leads & Sales From Twitter & Facebook... With NONE of the How YOU Can Generate A Consistent Stream Of Warm Leads & Sales From Twitter & Facebook... With NONE of the W A H T PROOF Joanna 43% increase in UK event attendees JC significant increase in warm leads

More information

An introduction to FaceTime. We champion best practice so we need champions

An introduction to FaceTime. We champion best practice so we need champions An introduction to FaceTime FaceTime is the marketing body for the multi-billion pound live events industry, set up to help customers harness the power of live events to drive sales, enhance customer relationships

More information

Web content provided for Blue Square Design see www.blue-square.com.au. Home Page

Web content provided for Blue Square Design see www.blue-square.com.au. Home Page Web content provided for Blue Square Design see www.blue-square.com.au Home Page We help your business make new friends When you harness the skills of a graphic and web design studio, there s a certain

More information

The Touring Marketing Map A step-by-step tool for marketing a tour in Ireland

The Touring Marketing Map A step-by-step tool for marketing a tour in Ireland The Touring Marketing Map A step-by-step tool for marketing a tour in Ireland Guidance notes The touring marketing map has been produced by the AMA (Arts Marketing Association) for Arts Audiences 2014.

More information

Law firms and the 7 Ps. Why is there no real legal marketing?

Law firms and the 7 Ps. Why is there no real legal marketing? . Why is there no real legal marketing? The past. I first joined a law firm in 2006. At that point most law firm marketing & business development teams comprised marketing generalists. In the eyes of the

More information

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s).

The Marketing Plan. The business must make decisions on how to apply its resources to the target market(s). The Marketing Plan The most important part of a business plan is the Marketing Plan. To keep one s business on course this plan must be geared toward the business s mission its product and service lines,

More information

BUSINESS PLAN TEMPLATE

BUSINESS PLAN TEMPLATE BUSINESS PLAN TEMPLATE Business Name: (Please provide details of owners / members involved) Name of owner(s): Address: Identity Number: Tel: ( ) Cell: 1 1. INTRODUCTION OF YOUR BUSINESS IDEA 1.1. Give

More information

How much should you spend on marketing?

How much should you spend on marketing? How much should you spend on marketing? An e-guide to help small businesses with small budgets work out what they need to spend on marketing 1 Marketing Angels How much should I spend on marketing? Copyright

More information

10 ways Professional Service companies can increase their profits through marketing

10 ways Professional Service companies can increase their profits through marketing 10 ways Professional Service companies can increase their profits through marketing A Xander Marketing Guide T: 03302232770 E: hello@xandermarketing.com W: www.xandermarketing.com Introduction Traditionally

More information

TACCA Training day event

TACCA Training day event TACCA Training day event What will we cover? Planning your marketing strategy Implementing your marketing Monitoring performance, adapting & improving Planning your strategy 1. 2. 3. 4. 5. Identify your

More information

branding & webdevelopment brief.

branding & webdevelopment brief. branding & webdevelopment brief. Brand and web development. Branding doesn t just apply to print you know. To have a successfully, consistent brand it has to be carried over to your online presence as

More information

The Business Plan. What financial information do I need to include? You should obtain and be prepared to reference:

The Business Plan. What financial information do I need to include? You should obtain and be prepared to reference: The Business Plan What is a Business Plan? The Business Plan is a clearly written analysis of your company. It explains the industry in which you compete, your company s goals & objectives, and your plan

More information

Internet Marketing for Local Businesses Online

Internet Marketing for Local Businesses Online Dear Business Owner, I know you get calls from all sorts of media outlets and organizations looking to get a piece of your advertising budget. Today I am not pitching you anything. I would just like to

More information

Marketing the benefits of your energy efficient business. Gill Hutchinson, Federation of Small Businesses

Marketing the benefits of your energy efficient business. Gill Hutchinson, Federation of Small Businesses Marketing the benefits of your energy efficient business Gill Hutchinson, Federation of Small Businesses Marketing - what s it all about? Some Definitions Marketing (n) A loose assortment of fluffy activities

More information

Marketing Plan Proforma

Marketing Plan Proforma Marketing Plan Proforma THE STEP BY STEP GUIDE TO DEVELOPING YOUR OWN MARKETING PLAN www.sheltonassociates.co.uk INTRODUCTION- What is Marketing? The Chartered Institute of Marketing defines it as the

More information

Business Plan. Name, Business Name, Business Address. Name ... Business Name. Business Address

Business Plan. Name, Business Name, Business Address. Name ... Business Name. Business Address Business Plan Name Name, Business Name, Business Address Business Name.... Business Address..... 1 Business Details Owner(s)/Partner(s) or Director(s) names: Legal status: (Sole Trader, Partnership, Limited

More information

Content Is Still King: How content marketing enables businesses to differentiate, lead and succeed

Content Is Still King: How content marketing enables businesses to differentiate, lead and succeed Content Is Still King: How content marketing enables businesses to differentiate, lead and succeed A Xander Marketing Guide T: 03302232770 E: hello@xandermarketing.com W: www.xandermarketing.com As marketing

More information

Business Plan Template

Business Plan Template Staunton Creative Community Fund 10 Byers Street, Staunton, VA 24401 540-213-0333 www.stauntonfund.com courtney@stauntonfund.com Business Plan Template So you have an amazing, innovative idea for a new

More information

How to Choose the Right Web Site Design Company. By Lyz Cordon

How to Choose the Right Web Site Design Company. By Lyz Cordon How to Choose the Right Web Site Design Company A White Paper on Choosing the Perfect Web Site Design Company for Your Business By Lyz Cordon About the Author: Lyz Cordon is owner of Diligent Design and

More information

Table of Contents. Introduction 3. Strategic Alignment 4. Principles of Good Communication 5. Benefits of Good Communication 6

Table of Contents. Introduction 3. Strategic Alignment 4. Principles of Good Communication 5. Benefits of Good Communication 6 1 Table of Contents Introduction 3 Strategic Alignment 4 Principles of Good Communication 5 Benefits of Good Communication 6 Audiences & Stakeholders 7 Key Themes 8 External Communication 9 Media 11 Reputation

More information

Effective Employee Incentive Programs Bring Out The Best In Your Firm

Effective Employee Incentive Programs Bring Out The Best In Your Firm Effective Employee Incentive Programs Bring Out The Best In Your Firm By Lisa A. Rozycki 2006 All Rights Reserved An incentive program is a planned activity designed to motivate people to achieve predetermined

More information

STRATEGIC DEVELOPMENT PLAN

STRATEGIC DEVELOPMENT PLAN STRATEGIC DEVELOPMENT PLAN Dawn Decaminada 330 W. Church St Bartow Florida 33830 863-534-5915 dawn@cfdc.org The Polk County Small Business Assistance Center is a free service provided by the Polk County

More information

A Guide to Carrying Out a SWOT Analysis Introduction

A Guide to Carrying Out a SWOT Analysis Introduction A Guide to Carrying Out a SWOT Analysis Introduction Resource 1.4 A SWOT (strengths, weaknesses, opportunities and threats) analysis is often done as part of the process of developing a business plan or

More information

Managing Your Career Tips and Tools for Self-Reflection

Managing Your Career Tips and Tools for Self-Reflection Managing Your Career Tips and Tools for Self-Reflection Your career may well be the primary vehicle for satisfying many of your personal needs, i.e. your need to feel a sense of belonging, to feel appreciated

More information

Do I Really Need A New Website & Interactive Strategy?

Do I Really Need A New Website & Interactive Strategy? Do I Really Need A New Website & Interactive Strategy? Steps to Building an Effective On-Line Strategy Table of Contents: Introduction - Page 2-3 Interactive Web Design - Page 3-5 Basic Interactive Website

More information

DESCRIBING OUR COMPETENCIES. new thinking at work

DESCRIBING OUR COMPETENCIES. new thinking at work DESCRIBING OUR COMPETENCIES new thinking at work OUR COMPETENCIES - AT A GLANCE 2 PERSONAL EFFECTIVENESS Influencing Communicating Self-development Decision-making PROVIDING EXCELLENT CUSTOMER SERVICE

More information

Profit Strategies for Small Businesses

Profit Strategies for Small Businesses Profit Strategies for Small Businesses Tackling the Challenges of Internet Marketing If you re a small business owner, your goal is profitability. And marketing is the key to big profits. But small business

More information

Successful Project Managers Roadmap

Successful Project Managers Roadmap Successful Project Managers Roadmap 41Brilliant How ToGuarantee Your Project Success Author: MostafaAlshimi, PMP / RMP 1 To my wife and my son To my father and my mother 2 This page intentionally left

More information

2. What we all Hate About Sales Processes. 1. 4. Why We Should All Love the Sales Process..4. 5. The Elements of an Ideal Sales Process..

2. What we all Hate About Sales Processes. 1. 4. Why We Should All Love the Sales Process..4. 5. The Elements of an Ideal Sales Process.. Contents 1. What is a Sales Process..1 2. What we all Hate About Sales Processes. 1 3. Process versus Goals 3 4. Why We Should All Love the Sales Process..4 5. The Elements of an Ideal Sales Process..6

More information

SOFTWARE SELECTION GUIDE. How to Find the Right Software for Your Organization

SOFTWARE SELECTION GUIDE. How to Find the Right Software for Your Organization SOFTWARE SELECTION GUIDE How to Find the Right Software for Your Organization 1. Table of Contents Introduction 4 Step 1: Define Your Needs Business Goals Requirements List Step 2: Determine Your Options

More information

A Model for Making Sense Out of Marketing ROI Measurements

A Model for Making Sense Out of Marketing ROI Measurements A Model for Making Sense Out of Marketing ROI Measurements M easuring and improving marketing ROI is a process. It's not a one-shot deal. It's an ongoing effort, an integral part of well-oiled marketing

More information

Online Accounting Software FUNDING OPTIONS GUIDE

Online Accounting Software FUNDING OPTIONS GUIDE Online Accounting Software FUNDING OPTIONS GUIDE Why you need to think about funding Every business needs money. Starting a business presents new challenges, many of which will require some financial outlay.

More information

Library Marketing Plan Workbook

Library Marketing Plan Workbook Library Marketing Plan Workbook Why Marketing? Information professionals must understand that it is essential to actively market their services. Library marketing is critical for any information professional

More information

How To Prepare A Business Plan That Gets Results

How To Prepare A Business Plan That Gets Results Contact Information: www.nebs.ca 1 800 461 7572 WHITE PAPER How To Prepare A Business Plan That Gets Results Writing A Good Business Plan Could Make Or Break Your Business Success A Good Business Plan

More information

5 Websites Where You Can Make Money Right Now

5 Websites Where You Can Make Money Right Now 5 Websites Where You Can Make Money Right Now A Quick Guide to Making More Money by: Brian Lang (Small Business Ideas Blog) www.smallbusinessideasblog.com 5 Websites Where You Can Make Money Right Now

More information

Comprehensive Guide to Marketing Like Starbucks

Comprehensive Guide to Marketing Like Starbucks Comprehensive Guide to Marketing Like Starbucks 1 Introduction 6 reasons Starbucks Marketing Communications Strategy is so Effective is one of our most popular posts, continuing to be a top performer even

More information