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5 Essential Elements of Strategic Planning

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Lunch Ann Arbor Marketing
Lunch Ann Arbor Marketing

The document outlines 5 essential elements for strategic planning success: 1) Define goals, target audience, and value proposition. 2) Develop the marketing offer. 3) Implement internal communication strategies to educate employees. 4) Execute external communication tactics like social media, blogs, and trade shows. 5) Continuously review and improve the plan based on research and feedback. The purpose is to provide a framework to create an effective strategic marketing plan.

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LA2M Planning for Success: 5 Essential Elements Dee Davey Creative Ideas Marketing June 27, 2012 H H ?
WHAT, HOW REVIEW WHY (SELL, DELIVER, INTERNAL EXTERNAL FOR WHOM MEASURE) COMMUNICATION COMMUNICATION 1 2 3 4 5
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 1 STRATEGIC PLANNING H? S
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING • Understand (Int / Ext) . • Match / Define / Focus • $ / Business Goal – Qualify . • Differentiators / Unique . • Communicate / Message • Marketing Objectives / Roadmap • Validate Assumptions H? S
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Internal / External Discovery • Needs • Value • Say • Love • Compare • Listen / Create Dialogue • Talk with Customers
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Market Research • SWOT
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Market Research • STEP Political • Trends and Market Drivers • Market Size, Growth Economic • Factors driving customer need Technological • Now Sociological • Future • Changes / Shifts
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Market Research • Competitors or Partners • Competitive • Review Similar but Different Industries • Competitors in Different Locations • “Pie is big enough” . • Who / What are My Competitors? .
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Define Offer / Value • Why Proposition • What • Outcomes Expected (Benefits) • Differentiators • Evidence Value Proposition = Business Elevator Pitch
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Business Case . S
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Persona . LA2M March 2012 Marisa Smith, Whole Brain Group • Who • Size / $ • Industry / Sector • Geography • Characteristics • Challenges • Values H
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING • Validate
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 2 OFFER DEVELOPMENT
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT • Marketing Plan – Marketing Ps
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT • Build Foundation for Service Delivery Methods Delivering the Training Promise Management Capability Tools Logistics Infrastructure … Contract Billing . The Detail S
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT • Map Process • Tasks / Actions • Touchpoints • Expectations • Better Experience • Contingency Planning • Think Like a Customer • Systems to Manage Customer Experience S
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 2 OFFER DEVELOPMENT “What gets measured, Priorities gets done” Set Monitor Standard • Business Performance • Marketing Effectiveness Improve Measure Analyze H
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 3 INTERNAL COMMUNICATION H
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION INTERNAL COMMUNICATION • People Create Competitive Advantage • Customer Focused = Sales
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION INTERNAL COMMUNICATION • Create Culture of Shared Knowledge • Workshops • Business • Offer Definitions • Customers • Training / Collaterals • Opportunity Spotters • Change Management • Internal Newsletters / Conferences • Meetings / Road Shows / Seminars • Intranet • CRM – Sales & Service S
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 4 EXTERNAL COMMUNICATION
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Facebook • Blogging • Twitter • Trade Shows • Mobile Marketing • Newsletters • Public Relations • Web / Internet Marketing • Branding • Ethnic Marketing • … H
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Where Do Your Customers “Hang Out”? • Communication Preferences?
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION Align Marketing Communications with Marketing Communication Tactics 1 Marketing Objective 2 3 4/5 Generation Awareness (V1.1) Marketing Goals / Lead Objectives - - Branding 30 Web Re-Design Enhancements 1. Media Relations 2. Press Releases 3. Associations 4. e-Newsletter– Quarterly Publication 5. Client Internal Broadcast - e-Updates 6. Website – Lead Capture / Management 7. Direct Mail / e-Mail 8. Trade Show Participation / Seminar 9. Sales Support Materials 10. Hosted Learning Event 11. Experiences Library 12. Partner with Change Agents 13. Online Directory Submissions 14. Hosted Learning Event – “Like Issues”” 15. Manage Trade Show Opportunities 16. Webinar / Webcast Lead Generation 17. Analyst Relations / Influencers 18. Virtual Advertising / Pay per Click 19. New Technology Lead Generation Totals 19 18 18 18 14 18
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Objective, Strategy, Background • Marketing Actions • Client Input Required • Time: Hours / Duration • Costs • Measurement Method • Owner
WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 5 REVIEW
STRATEGIC PLANNING MARKETING DEVELOPMENT COMMUNICATION WHAT, HOW REVIEW WHY (SELL, DELIVER, INTERNAL EXTERNAL FOR WHOM MEASURE) COMMUNICATION COMMUNICATION 1 2 3 4 5 REVIEW Ongoing Research Listening Surveys Social Media / Blogs 1-2-1 Conversations !
Planning for Success Q&A Dee Davey, Creative Ideas Marketing Dee.davey@CreativeIdeasMarketing.com www.CreativeIdeasMarketing.com http://www.linkedin.com/in/deedaveycreativeideasmarketing

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5 Essential Elements of Strategic Planning

  • 1. LA2M Planning for Success: 5 Essential Elements Dee Davey Creative Ideas Marketing June 27, 2012 H H ?
  • 2. WHAT, HOW REVIEW WHY (SELL, DELIVER, INTERNAL EXTERNAL FOR WHOM MEASURE) COMMUNICATION COMMUNICATION 1 2 3 4 5
  • 3. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 1 STRATEGIC PLANNING H? S
  • 4. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING • Understand (Int / Ext) . • Match / Define / Focus • $ / Business Goal – Qualify . • Differentiators / Unique . • Communicate / Message • Marketing Objectives / Roadmap • Validate Assumptions H? S
  • 5. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Internal / External Discovery • Needs • Value • Say • Love • Compare • Listen / Create Dialogue • Talk with Customers
  • 6. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Market Research • SWOT
  • 7. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Market Research • STEP Political • Trends and Market Drivers • Market Size, Growth Economic • Factors driving customer need Technological • Now Sociological • Future • Changes / Shifts
  • 8. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Market Research • Competitors or Partners • Competitive • Review Similar but Different Industries • Competitors in Different Locations • “Pie is big enough” . • Who / What are My Competitors? .
  • 9. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Define Offer / Value • Why Proposition • What • Outcomes Expected (Benefits) • Differentiators • Evidence Value Proposition = Business Elevator Pitch
  • 10. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Business Case . S
  • 11. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING TOOL • Persona . LA2M March 2012 Marisa Smith, Whole Brain Group • Who • Size / $ • Industry / Sector • Geography • Characteristics • Challenges • Values H
  • 12. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION STRATEGIC PLANNING • Validate
  • 13. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 2 OFFER DEVELOPMENT
  • 14. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT • Marketing Plan – Marketing Ps
  • 15. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT • Build Foundation for Service Delivery Methods Delivering the Training Promise Management Capability Tools Logistics Infrastructure … Contract Billing . The Detail S
  • 16. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION OFFER DEVELOPMENT • Map Process • Tasks / Actions • Touchpoints • Expectations • Better Experience • Contingency Planning • Think Like a Customer • Systems to Manage Customer Experience S
  • 17. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 2 OFFER DEVELOPMENT “What gets measured, Priorities gets done” Set Monitor Standard • Business Performance • Marketing Effectiveness Improve Measure Analyze H
  • 18. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 3 INTERNAL COMMUNICATION H
  • 19. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION INTERNAL COMMUNICATION • People Create Competitive Advantage • Customer Focused = Sales
  • 20. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION INTERNAL COMMUNICATION • Create Culture of Shared Knowledge • Workshops • Business • Offer Definitions • Customers • Training / Collaterals • Opportunity Spotters • Change Management • Internal Newsletters / Conferences • Meetings / Road Shows / Seminars • Intranet • CRM – Sales & Service S
  • 21. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 4 EXTERNAL COMMUNICATION
  • 22. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Facebook • Blogging • Twitter • Trade Shows • Mobile Marketing • Newsletters • Public Relations • Web / Internet Marketing • Branding • Ethnic Marketing • … H
  • 23. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION
  • 24. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Where Do Your Customers “Hang Out”? • Communication Preferences?
  • 25. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION Align Marketing Communications with Marketing Communication Tactics 1 Marketing Objective 2 3 4/5 Generation Awareness (V1.1) Marketing Goals / Lead Objectives - - Branding 30 Web Re-Design Enhancements 1. Media Relations 2. Press Releases 3. Associations 4. e-Newsletter– Quarterly Publication 5. Client Internal Broadcast - e-Updates 6. Website – Lead Capture / Management 7. Direct Mail / e-Mail 8. Trade Show Participation / Seminar 9. Sales Support Materials 10. Hosted Learning Event 11. Experiences Library 12. Partner with Change Agents 13. Online Directory Submissions 14. Hosted Learning Event – “Like Issues”” 15. Manage Trade Show Opportunities 16. Webinar / Webcast Lead Generation 17. Analyst Relations / Influencers 18. Virtual Advertising / Pay per Click 19. New Technology Lead Generation Totals 19 18 18 18 14 18
  • 26. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION EXTERNAL COMMUNICATION • Objective, Strategy, Background • Marketing Actions • Client Input Required • Time: Hours / Duration • Costs • Measurement Method • Owner
  • 27. WHAT, REVIEW WHY HOW INTERNAL EXTERNAL FOR WHOM (SELL, DELIVER, MEASURE) COMMUNICATION COMMUNICATION 5 REVIEW
  • 28. STRATEGIC PLANNING MARKETING DEVELOPMENT COMMUNICATION WHAT, HOW REVIEW WHY (SELL, DELIVER, INTERNAL EXTERNAL FOR WHOM MEASURE) COMMUNICATION COMMUNICATION 1 2 3 4 5 REVIEW Ongoing Research Listening Surveys Social Media / Blogs 1-2-1 Conversations !
  • 29. Planning for Success Q&A Dee Davey, Creative Ideas Marketing Dee.davey@CreativeIdeasMarketing.com www.CreativeIdeasMarketing.com http://www.linkedin.com/in/deedaveycreativeideasmarketing