Marketing strategy and communications planning framework based on PR Smith's SOSTAC model.

1. Marketing Plan 2011
Summary Objectives
1. Grow sales of software by 20% during 2011
Summary Strategy
1. build sales pipeline within financial services sector
Tactic Budget Target / Measure
Campaign Led
Targeted advertising: Linkedin inMail, Google CPC, 1x trade press £8,000
design creative - copy and artworking
Implement campaign
Measure effectiveness
Assess and take corrective action
Ensure leads built into pipeline
Three step campaign: email, whitepaper & telemarketing £10,000
Design creative assets
Create whitepaper
Build campaign landing page and data capture
eDM broadcast
TM follow-up
Assess and take corrective action
Ensure leads built into pipeline
Momentum Led
Search Engine Optimisation £1,000
Social media management - Twitter / LinkedIn / Blog £1,000
TOTAL £20,000
Agency Fees £5,000
Total Marketing spend £25,000
Total Leads Generated 90
Average Cost per Lead £278

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Target / Measure Leads lead Owner
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50 new leads into pipeline 50 £160
25 new leads acquired 25 £400
25 leads into warm propsects
20 enquiries, 1st page google 10 £100
1,000 followers, 5 enquiries 5 £200
90
at 20% conversion rate = 36 new clients

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