Marketing Plan General Outline

Transcription

1 Marketing Plan General Outline 1. identify the opportunity (broad, descriptive, qualitative) 2. define the objectives (measurable, quantitative) 3. who are the key audiences? 4. what are the key messages? 5. are there events & programs that would help? 6. list the key media and key tools 7. identify specific tasks to reach our objectives (your to dos) 8. measurement. Did it work?

2 Marketing Plan- A Simple Example Let s walk thru the steps using John s example for illustration As John said, we have all these events, and we get people into downtown. How can I get them into Emerson Elliott Jewelers? The below numbers are not off sometimes you have to shift the order as you work thru the process. 1. opportunity.get new customers to come into John s jewelry shop after the Christmas parade. 3. key audiences parade goers that fit John s likely demographic (affluent, adult, likely to buy jewelry, not an existing customer) 2. objectives get an additional 50 of John s key audience into his shop after the parade, 4. key messages (what will get a key audience person to walk in? John thinks of 3, and picks one that he thinks is best ) special jewelry making demonstration tonight NO still time to special order a holiday gift NO tonight only, bring in a friend and get 25% off all stock items (new customers only) YES 6. key media & key tools sign in window two weeks before event blast to existing customers flyers at Thursday Morning Club press release in paper 5. events & programs to promote free cookies and cider inside 25% off if you bring in a friend 7. tasks to reach our objectives design and make sign design and send out write and issue press release make flyer and bring to the Thursday Morning Club 8. measurement have staff person count the people as the come in the store. Did the plan succeed?

3 Shop Madison Marketing Plan We need your help. It s your decision Are you going to stick your oar in the water?

4 Rowing Together Suggestions on how you can help - Update and better manage the Shop Madison Facebook page THANK YOU DANIELLE!! - Deliver and put up posters and flyers to the schools THANK YOU CYNTHIA!! - Deliver posters and flyers to the corporations THANK YOU CYNTHIA!! - Deliver posters and flyers to other outlets (post office, library, etc) - Coordinate delivery of posters/flyers to all businesses in town (we have block captains) - Form committee to take pictures and issue press releases to local media - Erect and maintain two or three informational signs or kiosks. - Help us create a coupon savings book for incoming students at Drew, FDU & St E s - Create powerpoint slides for Local Access TV, local corporations, MHS and Univ LCDs - Help us produce posters and flyers for all events - Solicit businesses and place cooperative/joint ads in the University papers - Other cross-promotional opportunities Jim needs help with - Main Street e-news (need people to write, proof and create) - Create Co-branded the e-news with major institutions (example Shop Madison & Drew University present... ) - Banners created and installed as appropriate or any other ideas you have that you think will help! Jim Will - Coordinate and manage the overall marketing campaign (with Karen s help) - Create and update announcements for front page of Rosenet - Develop and maintain a web page (IloveMadisonNJ.org) - Establish partnerships with the Universities, corporations and schools for delivery of posters, slides and co-branded e-news. - Work on creating a Rosenet calendar. - work with DDC and Chamber on new 2010 Farmers Market signs

5 Marketing Plan Details

6 Shop Madison Marketing Plan The following is a living document, that we will revisit twice a year and update regularly please review each slide. Can you think of anything we should add?

7 Shop Madison Marketing Plan Opportunity - Increase awareness about downtown programs to key audiences. - Promote the Love Madison, Shop Madison message. - Recognize the businesses and organizations that are supporting downtown. - Promote Madison as a great town to open a business - Other ideas?

8 Shop Madison Marketing Plan Objectives (review monthly and see if we reached our goal by year end) - place at least 12 articles, which convey our key messages, in local media by year-end. - Expand the number of people receiving the Main Street e-news by 500 by year end. - Increase the number of businesses participating and organizing downtown events by 8 by year end. - Establish a permanent program to deliver promotional materials to Universities, Corporations, and local school parents. - Get one article published in a major news outlet about Madison being THE place to open a business. - Other objectives?

9 Key Audiences Marketing Plan - Local residents - Employees of local businesses and corporations - University staff and students - New customers from surrounding communities people who don t know us. - Existing customers (try to get them to shop more often) - Women age who are likely to appreciate the community and service that you get when you shop in downtown Madison. - Other audiences?

10 Key Messages Shop Madison Marketing Plan - Some of the key messages can be found through the Love Madison, Shop Madison top 10 reasons to shop Madison. See for list. - Message promoting the specific event...who, what, where, when. - Other messages?

11 Dine Madison Marketing Plan Events/Programs to Promote - Late Night Thursdays - Green Fair - May Day (already have a committee in place doing this) - Farmers Market - Restaurant Week - Downtown Concert Series -Easter Egg Hunt - Christmas Parade, Christmas Walk, Holiday Windows - Chamber Value Card - Madison Savings Book - University Savings Book - Bottle Hill Day January Sale Days, Taste of Madison - Other events/programs

12 Shop Madison Marketing Plan Key Media and Key Tools (free or cheap) (Please help me expand) Web, Social Media, Local Access TV, LCD Posters/Flyers/Banners Press/PR Cooperative/Joint Advertising

13 Marketing Plan Tasks 1) - Produce the Main Street e-news at least 15 times from now thru year end (Jim + help needed). - Co-brand the e-news (Shop Madison & Drew University present...) and establish partnerships with the Universities, corporations and schools to issue a minimum of 6 e-news pieces a year to their distros. (Jim + help needed)

14 Marketing Plan Tasks 2) Web/Social Media/Local Access TV/LCD - Develop and maintain a web page showcasing all the good pr and news (Jim) - Develop and maintain webpage that showcases all the Main Street oriented events for the year (Jim) - Work on creating a Rosenet calendar that would showcase all programming in town, including business promotions, etc. (Jim) - Develop a town shopping guide that shows a map, lists all businesses, etc that can be printed off Rosenet. (Jim) - Create and update announcements for front page of Rosenet (Jim) - Update the Shop Madison Facebook page ( help needed) - Create a powerpoint slide for each event for Local Access TV and corporate, MHS and Univ LCDs (help needed)

15 Marketing Plan Tasks 3. Posters/Flyers/Banners - deliver and put up posters and flyers to the schools - produce posters and flyers for all events - deliver posters and flyers to the corporations - deliver posters and flyers to other outlets (post office, library, etc) - deliver posters and flyers to the businesses in town - Banner created and installed as appropriate - Get DDC to erect and maintain two or three informational signs or kiosks. - DDC and Chamber partner on new 2010 Farmers Market signs one side farmers market, other side late night Thursdays message (Jim)

16 Marketing Plan Tasks 4. Press/PR - Form committee to take pictures and issue press releases to local media (help needed) - Get one BIG article out (Jim) Press outlets include... Madison Eagle Independent Press Daily Record Star Ledger Madison Patch The Alternative Press Mad/Chat this week NJN TV News 12 NJ FDU Newspaper Drew Acorn CSE The Station

17 Marketing Plan Tasks 5. Cooperative/Joint Advertising - Solicit businesses to join together to place ads perhaps the school newspapers? - The Shop Madison invitation only mailers that Brad Cramer created. - University Coupon Book.

18 It s your decision Marketing Plan Are you going to stick your oar in the water?

19 Rowing Together Suggestions on how you can help - Update and better manage the Shop Madison Facebook page THANK YOU DANIELLE!! - Deliver and put up posters and flyers to the schools THANK YOU CYNTHIA!! - Deliver posters and flyers to the corporations THANK YOU CYNTHIA!! - Deliver posters and flyers to other outlets (post office, library, etc) - Coordinate delivery of posters/flyers to all businesses in town (we have block captains) - Form committee to take pictures and issue press releases to local media - Erect and maintain two or three informational signs or kiosks. - Help us create a coupon savings book for incoming students at Drew, FDU & St E s - Create powerpoint slides for Local Access TV, local corporations, MHS and Univ LCDs - Help us produce posters and flyers for all events - Solicit businesses and place cooperative/joint ads in the University papers - Other cross-promotional opportunities Jim needs help with - Main Street e-news (need people to write, proof and create) - Create Co-branded the e-news with major institutions (example Shop Madison & Drew University present... ) - Banners created and installed as appropriate or any other ideas you have that you think will help! Jim Will - Coordinate and manage the overall marketing campaign (with Karen s help) - Create and update announcements for front page of Rosenet - Develop and maintain a web page (IloveMadisonNJ.org) - Establish partnerships with the Universities, corporations and schools for delivery of posters, slides and co-branded e-news. - Work on creating a Rosenet calendar. - work with DDC and Chamber on new 2010 Farmers Market signs