The document discusses developing an effective marketing plan that is a living document and part of the overall business plan. It covers strategies for implementing marketing that drives results, leveraging analytics for continuous improvement, and ensuring the marketing plan breathes life into the business plan. The key takeaways are to develop a living marketing plan, implement strategies that drive results, make marketing part of the business plan, and use analytics for continuous improvement.

1. Integrating An Effective
Marketing Plan
Class 4: Leveraging Marketing for You & Your
Business
presented by
Stirling Morris

2. Putting a Marketing Plan into Action
Learning Objectives:
● Developing a living Marketing Plan
● Implementing marketing strategies
that drive results
● Making the Marketing Plan a cohesive part of the
Business Plan
● Leveraging Marketing analytics for continuous
improvement
Effective Marketing is realized when the rubber hits the road

3. Developing a Living Marketing Plan
An effective marketing plan is a living document
with the sole purpose of breathing life into your
business.
The internet never sleeps, neither should your
marketing

4. Have An Idea? Write It Down Now!
Even if it's just an outline,
having a written Marketing
Plan keeps you engaged
with your business and your
customers
Did you forget a pen and paper? Use your smartphone or
tablet!

5. Marketing Strategies Drive Results
Marketing is the process of communicating the value of a
product or service to the customer
Product → Solution
Promotion → Information
Price → Value
Place (Distribution) → Access
What are you offering? Who is your audience? How do you
reach them?

6. Supporting the Business Plan with
Marketing
Innovation & technology are at the heart of
business growth & Social Good

7. Your Marketing Plan Breathes Life
into the Business Plan
A Marketing Plan is as critical as the Business Plan.
For both Plans to be successful, ask yourself:
● When was my last Plan
review?
● How often do I review my
Plan?
● Who am I involving to
develop my Plan?
● What steps am I taking to
improve my Plan?

8. The New Social Customer Life Cycle
Whether you are a individual, business, or organization,
understanding today's social customer will ensure positive
engagements.
If today's social customer were to review your
online marketing today, what would they
discover?

9. Analyzing Marketing for Continuous
Improvement
What are some practical resources?
○ Social Media, Bookmarking, & Google Analytics
○ CRMs & Kaizen Events
○ Evaluations & Surveys

10. The Takeaway
● Develop a living Marketing Plan
Today's marketing never rests
● Implement marketing strategies that drive results
Discover your business' value proposition
● The Marketing Plan is part of Business Plan
You can't get anywhere without a map
● Leverage analytics for continuous improvement
Listen to your staff as well as your customers

11. Looking Ahead . . .
Class 5: Great Marketing is a Process of Continuous
Improvement

12. What questions do you have for me?