A Marketing Plan Outline from start to finish. In this presentation (Marketing 101 PowerPoint) you will learn how to create a marketing plan for any business. By Marketing by Justina 2012 www.marketingbyjustina.wordpress.com
3. Goals business, strategic,
tactical Purpose deliver the
best service to our clients
Defining
Picture ideal client
Remarkable Difference
service, quality, timely
Define, develop, and collaborate
4. GAP Dashboard
Clearly understand the now and the future.
Projections, goals, vision
Business
Revenue 3 Million 3.5 Million 4 Million 4.5 Million
Client Statifaction Unknown 95% 95% 95%
New Clients 308 (9mo) 350 350 350
Increase Active Referral Network Unknown 8 16 24
Client Referrals Unknown 35 50 70
Strategic
Top 15 CPA Firm in Silicon Valley Top 30 Top 25 Top 20 Top 15
# of employees 20 23 25 28
Tactical
Update website no yes yes yes
Top 10 search for 5 Internet Engines no yes yes yes
Monthly eNewsletter no Q3, Q4 yes yes
Quarterly Marketing Campaign no yes yes yes
Keep in mind these are projections. Clearly defining your goals
will allow the GAP dashboard to be more accurate.
5. Marketing Plan Ideal Client, Difference & Differentiators
Demographics age, occupation/title
Psychographics personality, values,
attitudes, interests, lifestyle
Geographics zip code, location.
Remarkable difference TaxLand has a
95% client satisfaction rate with
diversified tax expertise. Thus, making
them a full-service accounting firm.
Timely service and quality is top
priority. Differentiators TaxLand is
well establish in the community and
has an outstanding reputation.
6. Marketing Plan Defining Competition
Competition
Direct XYZ Taxes, LLP
Indirect Sole Proprietors, Bookkeepers, Regional and
National Firms
Model Taxes R Us, Inc.
Note:
Direct: List out 3 -5 of your top competitors.
Indirect: Define who they are.
Model: What company inspires you?
7. Getting Started Worksheet
Marketing Plan Defining Define what you want and make a plan.
October 2012
Due Date:
Business Goals
Strategic Goals
Tactical Goals
Ideal Customer
(all services)
Differentiators
Model
Competitor
Note: plug answers in the GAP table
8. Core Strategy
message, positioning, brandin
g Marketing Materials case
Creating study, testimonials Web Plan
update, search
engine, eNewsletter, social
media
Create, improve, and determine your media
9. It’s about knowing
YOUR CORE
MESSAGE. action
target
“We partner with small businesses how-to
to make their businesses grow”
“We partner with people to minimize
tax liability and ensure accuracy.”
10. Branding your message
What is branding all about?
Step 1: know your strengths
Step 2: what is your tagline
Step 3: colors, fronts, images, logo, themes
Step 4: uniformed image
Step 5: all for one and one for all
11. Description
Marketing Materials
• List Generation: utilize a list finding service to reach target client
List Generation
Marketing Kit
• Marketing Kit: company story, case studies, testimonials, trifold of
Case Studies services, TaxLand essential difference, description of services
Testimonials processes, staff bio’s, letter from partner
Flyers/Letters
Special Offers • Case Study: also know as success stories. They empathize challenges a
client/business faced and how TaxLand offered solutions.
Proposals Process
Press Releases
Whitepapers • Testimonials: can be taken from survey’s and possible video for
webpage
Thank Yous
eSurvey
eNewsletter • Flyers/Letter: direct mail pieces to target clients
eAdvertising
Webinars/Podcasts • Press Release: news about TaxLand
• Whitepapers: compelling story, articulate business challenges, explain
innovative solutions, address roadblocks
• Thank Yous: on an as needed biases; cards to be sent to clients and
referral sources
12. Marketing Web
Description
Update Website Branding
Update Website Branding – create a uniformed look and feel for website
Blog/RSS
Search Engine Blog/RSS – have weekly updates from each staff member or service
eNewsletter
Social Media Search Engine – monthly registration for all search engines
Webinars/Podcast
eServey eNewsletter – monthly delivery; alternate services
eAdvertising
Social Media – create, update and maintain a presence on twitter, linked-in,
facebook and google +
Webinars/Podcast – bi-monthly; online presentations for clients
eSurvey - on an as need biases; annually and/or completed jobs, etc
eAdvertising - pay-per-click
13. Marketing Plan Checklist
October Tax Attest Trust Lit. Estate Back Foreign & Peer Referrals
Marketing Plan Services
2011 Acctg. Support & Trust Office Inter. Tax Review
Messaging
eSurvey
Letters/
Flyers
Case Study
Testimonials
Webinars/
Podcast
eNewsletter
Special
Offers
Whitepaper
eAdvertising
Marketing
Kit
Thank Yous
Proposal
Process
14. Marketing Plan for Web Web Plan Worksheet
October 2011 Start Date End Date Budget Manager
Website Update
Blog/RSS
Search Engine
Email Marketing
Social Media
Webinars/
Podcast
eSurvey
eAdvertising
15. Lead Generation list
development Marketing
Planning
Campaigns current clients,
prospective clients, referral
sources Tracking process and
follow-up
For seamless delivery qualify, create and plan
16. Marketing Plan Lead Generation
• Direct Mail
– Mailing list
– Follow-up calls
– Appointment setting
• Referrals
– Follow-up
• Web
– Website inquiries Direct Mail Referrals Web P.R.
– eNewsletter
– Webinars/Podcasts/Blog attest tax trust peer
– eAdvertising f/I tax b.office s/m biz lit
• Public Relations
17. Marketing Plan Clients
• Referral Letter/Loyalty Program
• eSurvey
Current Clients • eNewsletter
• Thank you cards
• Webinar/Podcast
• Flyer/Letter
Prospective • Follow-up Process
• eNewsletter
Clients • Marketing Kit
• Webinar/Podcast
• Special Offer
• Flyer/Letter
• eNewsletter
Referrals • Marketing Kit
• Thank you cards
18. Marketing Plan Process and Tracking
Process Tracking *
Create Marketing Materials Direct Mail
Distribute Marketing Materials coding
Follow-up via Phone follow-up call
appointment setting
Set Appointments
Referrals
Create Proposals
ask referrals
Prepare Engagement Letters Track in Practice
Web
email tracking
website stats
number of attendees
(webinar/podcast)
Clicks
19. 4
Delivering
Marketing Campaign: Tax
start to finish…
Extra, Extra Read All About It!
20. Marketing Campaign Tax Target Client
Demographics business
owner, annual revenues $1
Million +, 5+ employees
Physiographic Chamber
Member and attends local
charity events. Services appeal
to them that have value added.
Geographics 100 mile radius of
the office.
21. Marketing Campaign Tax Messaging and Branding
CORE MESSAGE
“We partner with people to
minimize tax liability and ensure
accuracy.”
COLOR
R= 9; G= 30; B= 150
LOGO, IMAGES, FONTS
Arial 12; Full Justified
22. Marketing Campaign Tax Marketing Timeline
October 2011 Start Date End Date Budget Manager
Campaign:
Direct Mail
(Qualified List)
Post Cards /
NB Letters
(Q)
Card (M)
Thank You
Web Marketing
(Current Customer)
eSurvey
eNewsletter
(M)
Blog update
(W)
eAdvertising
White Papers
(Q)
Public Relations
(Media List)
Press
Release (Q)
23. Marketing Campaign Tax Follow-up Process and Tracking
Process Tracking *
Create Marketing Materials Direct Mail
Distribute Marketing coding
follow-up call
Materials
appointment setting
Follow-up via Phone Referrals
Set Appointments ask referrals
Create Proposals Web
email tracking
Prepare Engagement Letters
website stats
Number of attendees
(webinar/podcast)
Clicks
26. Want Answers to your marketing
Questions?
• Contact Marketing by Justina
– eMail: justina@marketingbyjustina.com
– Blog: www.marketingbyjustina.wordpress.com
– Twitter: @MarketbyJustina
– LinkedIn: www.linkedin.com/in/justinadowneybryant
Hinweis der Redaktion
So in this presentation I will be giving you 1. an overview of a marketing plan and 2. I will show you an example marketing plan – start to finish
In business and economics, gap analysis is a tool that helps companies compare actual performance with potential performance. At its core are two questions: "Where are we?" and "Where do we want to be?" Gap analysis provides a foundation for measuring investment of time, money and human resources required to achieve a particular outcomeIncrease active referral network – each partner will be tasked with finding 2 active referral sources per year. Active is defined as referring 1 or more clients within the year. Also, send a thank you card with gift card with thank you.Client Stratification – measurable survey done annually for tax clients and upon project completion for other clients.Client Referrals – 1. ask clients for referral. 2. “thank” clients for referral with a amazon gift card or Starbucks gift card.
Psychographics is an important factor for tax clients. If they are a small business – do they attend community events or chamber meetings. Mid-size business – what events do they attend. High net-worth individuals – what events do they attend, what are their interests outside of work.
A core message has three sections to it. They are the action verb which stages the message, the target market, and then the how-to atthe end. It can be broken down into two parts or steps. The first step is the message itself. It is typically one sentence long and no more than ten words or so. It is quick and to the point. At the same time, its power is evident and it grabs the attention of whoever hears it. The goal is to get them to ask how you fulfill your message. Which isstep two in the core message process. Developing good core message has tremendous potential if used properly. Your core message is a quick, simple way of telling your clients“not only are you different but if that you do business with their success in mind.”http://www.associatedcontent.com/article/312209/marketing_101_developing_a_core_message_pg3.html?cat=3
Your brand is more than just the logo on your letterhead and business cards or your business name. It is your corporate identity. An effective brand tells the world who you are, what you do and how you do it, while at the same time establishing your relevance to and credibility with your prospective customers.Step 1: The key to branding is to know your strengths and weaknessesStep 2: Focus on what your strengths are and develop a strategy around them. That strategy, or approach, should lead you to slogans, images, and themes that are part of your branding. Step 3: Develop your image and logo based upon your businesses strategy and strengths. There really are few limitations when developing your logo but one should keep it simple, easily distinguishable and relevant to your overall message.Step 4: Once your logo and image has been developed your business should begin marketing that information everywhere possible. This means putting it on your website, on the product, in newsletters, in emails, on documents, in your advertisements, etc. The more you market this image and logo, the more likely it will become associated with your product or service.Step 5: Train your employees to act in accordance with the new image. This new image should be the central theme of your operations and should be encouraged as much as possible. In other word – Always Quality, Always Timely… should hold true in all that you do…
Referrals –Referrals are another great lead source. Be sure you have a good process in place.Web – This is another great resource for leads. Be sure you can sign up for your eNewsletter from your homepage or blog eNewsletters – Makes sure you are top of mind for your current clients. Could be your referral sources or it could be people you have reached out to but have not had a chance to connect.Webinars and Podcasts are great ways to engage new and current clients but it is also a great way to scout out potential clientseAdvertising – this is an inexpensive way to advertise to your target. Pay-per-click. Public Relations – free advertising. Sending out press releases to local media is a great way to get noticed and therefore, get leads. I suggest contacting your local news organizations and see if you can get some press either online or in print.
TaxLandhas 3 types of clients. Current clients, prospective clients and referrals. It is important to have a clear marketing plan for each type. Current Clients – has been define in pervious slideProspective Clients – this type will be broken down into more details depending on the type of services they are looking for…Referrals – These are from current clients and referral sources.
Now for the process and tracking. After the materials have been created and distributed, I suggest completed a follow-up call on the letters/flyers/webinars/etc that did not receive action. While on the follow-up call you can set appointments. Thus, landing a proposal and preparing an engagement letter. Tracking - a tracking sheet should be given to the front desk so they can ask how did you hear about us? Or do you have a code, or did you receive a flyer ouf ours in the mail, etc?Coding – every flyer should have a code on itFollow-up calls should be logged and registered Etc…
Example campaign
In this example our ideal tax client is…. (see slide)Do you have any “model clients” that you can tell me about?
This is an example of a core message and color. I suggest you have an image library of about 50 – 100 unique image that you can use as part of your branding.
This is a checklist as well as a basic outline of a marketing timeline. This timeline is not taking in consideration messaging, editing, printing and creative development.