6. The contents ofastrategic
marketing plan
» Executive summary
» Mission statement
» Market overview
» Value Proposition (VP)
» SWOT analyses on key segments
» Marketing objectives & marketing mix
7. Executive Summary
Thissectionis an overview oftheentireplan
Itsummarizes each ofthe other
sections ofyour marketing plan.
Itis the last partto complete.
8. Mission Statement
The raison d'être of the
organization, covering role,
business definition,
distinctive competence and
future indications.
Don't try thisatCCALPS!
bit.ly/mission-generator
9. Market Overview
Providethe basis for strategy formationand positioning
MARKET STRUCTURE - MARKET TRENDS - WHO buys WHAT
What are the BENEFITS SOUGHT - KEY MARKET SEGMENTS
And finally the golden rule...
Select a segment & serve it
24. Placement
Represents the means throughwhich
Your company delivers value
Channels raise Awareness
Allowto evaluate ourproducts
&to performthe purchase
29. Social Media Strategy
1.Increase brand awareness across markets
» Lead generation
» Support from influencial customers
2.Spread the word across internet & real places
3.Connect with passions, lifestyles & causes
4.Share links to contents relevant to conversions
30. Social Media Guidelines
1.Networks are built for activity, not commerce
2.Participate & share, do not push
3.Be smart, come-ons usually mean just that
4.Leverage specific capabilities of each network
5.Build real & engaging social graphs
31. TwitterWorkflow
1.Listen to people in stratefic segments
2.Measure people's influence
3.Take action considering the tool's global nature
4.Measure results
5.Establish a nice handle
6.Spend some time to brand and design your page
7.Build an authoritative social graph