A 9 Step Process to Developing a Comprehensive Marketing Plan

1. MARKETING PLANS
A SUCCESSFUL
COMMUNICATIONS PROGRAM
BEGINS WITH
THE RIGHT PLAN

2. A 9 Step Process to Developing a
Comprehensive Marketing Plan

3. MARKETING PLAN
By following this process, you can develop a plan for any industry.
1. Identify the audience(s)
2. Identify the best way to reach the audience(s)
3. Measure results and adjust for course correction

4. MARKETING PLAN
A written plan will help you:
• Define your target audience(s) (there is often more than one)
• Define the message for each audience (they are often different)
• Determine the actions that you want your audience to take
• Set a timetable and foster coordination with a variety of
outreaches
• Provide an established budget
• Establish measures of success

5. #1 PRELIMINARY
RESEARCH
• Historical sales data
• Seasonal trends in sales
• % profitability from each product or service
• Results of past marketing efforts
• Size of market/sales needed to capture desired market share

6. #2 SITUATION
ANALYSIS
• Statement of current business situation and future goals
• List of products or services offered
• Identify target markets
• Past marketing efforts and results
• Geographic target areas
• Competition

7. #3 CREATIVE BRIEF
• Define Advertising Objectives
• Define Audiences
• List Benefits/Features
• Identify Key Selling Point
• Define Action Sought
• Establish Evaluation Process
• Identify Corporate Essentials
• Identify Competition

8. #4 AUDIENCE
ANALYSIS
Healthcare Client Target Audiences
Target Procedure What we want them to do What we want them to know or believe Media Timeline
Existing Skin care • Turn first to the trusted physicians at • Because of intense training and accreditation, Database direct
Patients Oculoplastics Client when considering skin care or the physicians at Client are the obvious choice mail/web
facial cosmetic services. Trends show when considering Oculoplastics procedures. strategy
that Lasik patients are appearance • Best eye care in NE FL
aware and become next interested in Print,
reducing fine lines and wrinkles. Broadcast,
Earned media
Mature Adults Cataract Surgery • Call for a free consultation • Client has world-renown experts using the Print,
Glaucoma Procedures • Choose Client for all their family's eye latest medical and surgical technologies. Broadcast,
PRK (Photo-Refractive Keratonomy) care needs. • Patient will receive the most personalized Earned media
LASIK care in Jacksonville's most advanced
PRELEX medical/surgical facility.
Oculoplastics • Doctors are ASOPRS Certified and the most
Optometry Services qualified to perform Oculoplastics.
Optical Shop • Immediate accessibility (same day)
• Best eye care in NE FL
Young Adults PRK (Photo-Refractive Keratonomy) • Visit our web site for more information • Client has world-renown experts using the Social Media,
LASIK • Call for a free consultation latest medical and surgical technologies. College
PRELEX • Patient will receive the most personalized newspapers,
Optical Shop care in Jacksonville's most advanced Earned media
Contacts medical/surgical facility.
Optometry Services • Best eye care in NE FL
Skincare Services • How do Client rates compare?
Women Portrait® Plasma Skin Regeneration • Visit web site to see before and after • The Skin Care Center at Client has the latest Print,
interested in CO2 Laser Dermabrasion (laser face lift) images technology in facial resurfacing with North Broadcast,
skincare Particle Dermabrasion • Free consultation to determine the Florida's only Portrait Laser, providing a more Southern
Permanent Eyeliner best regeneration approach for patient brief downtime compared to resurfacing with Women's Show
Glycolic Acid Skin Wash CO2 or erbium. Earned media
Botox and Restylane • CO2 Laser Dermabrasion aims to smooth
wrinkled or damaged skin by removing the
damaged layers.

9. #5 METHODS TO
REACH TARGET
CORPORATE
• Popular trade shows
• Sponsorship of industry meetings/events
• Trade publications
• Business publications
• Industry Web sites or blogs

10. #5 METHODS TO
REACH TARGET
CONSUMER
• Television, Cable and Radio that is niche specific
• Online marketing strategies that include organic SEO or PPC
• Traditional print – newspapers/magazines
• Direct mail or email

11. #6 SET A BUDGET
• Budget based on effort to capture desired response
To capture 2% of the Jacksonville W18-24 market,
840 sales are needed.

12. #6 SET A BUDGET
• I
ndustry Ad Spending Analysis
SIC CODE - 1700 - Plumbing, Heating, Air-Conditioning
AD BUDGET AS A % OF SALES 3.4%
AD BUDGET GROWTH FROM 2006-2007 25.1%

13. #6 SET A BUDGET
• Company Ad Spending Analysis

14. #7 IDENTIFY TACTICS
Identify Tactics as a Result of Research

15. #8 CREATE
MARKETING PLAN
Local Brand Awareness

16. #8 CREATE
MARKETING PLAN
Local Brand Rollout
Integrated Marketing Plan
2009
August September October November December January Estimate Total Gross
3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 Cost
Media Vehicle CPM Circ. Unit Size Target
Print
Amelia Now $25 35m 1/2 C 30+ Fall Issue Already Printed
Nassau Chamber Publications Not Responding
News Leader $20 13m 3.5"x6 25+ $266 $266 $266 $266 $266 $266 $1,596
Amelia Islander $43 15m 1/2 C 30+ $636 $636 $636 $1,908
Subtotal $902 $266 $266 $266 $266 $902 $636 $3,504
Promotion
Internal Rollout
Develop Key Message $230 $230
Purchase Premium Items
Patient/Partner Mailings
Create Letters $345 $345
Mail $1,822 Mail Standard class $1,822
Develop Press Release $115 $115
Website Home page copy $115 $115
Subtotal $230 $0 $1,822 $2,052
Manufacturing/Printing
Stationery $8,748 $8,748
Brochure -1,500 $795 $795
Sign Installed
Subtotal $9,543 $9,543
Design
Web-site updates - see scope of work $690 $690
Planning $500 $500 $1,000
Project Management $625 $625 $625 $1,875
Ads
Amelia Islander $438 $438
News Leader $438 $438
Photography
Subtotal $625 $500 $1,125 $1,063 $438 $690 $4,441
Total $625 $500 $1,125 $460 $1,063 $9,981 $11,044 $902 $266 $266 $266 $266 $902 $636 $15,099
Key Launch Week Nov. 2

17. #8 CREATE
MARKETING PLAN
Local B2C – several target audiences

18. #9 MEASUREMENT
What Can Be Measured?
• Increased awareness
• Foot traffic
• Phone inquiries
• Coupons redeemed
• Postcards returned
• Web hits, downloads or other conversion tactics

19. PERFORMING A
COMMUNICATIONS AUDIT

20. COMMUNICATIONS
AUDIT
Implementing a Strategic Communications Audit
A Strategic Communications Audit is a systematic assessment,
either formal or informal, of an organization’s capacity for, or
performance of, essential communications practices. It determines
what is working well, what is not, and what might work better if
adjustments are made.

21. COMMUNICATIONS
AUDIT
Audit Index
On a scale of 0-4 in which a “0” indicates no consistency in application and
a “4” indicates there is always consistency, a desirable benchmark is a “3,”
which reflects that there is nearly always a consistent approach.

22. COMMUNICATIONS
AUDIT

23. THANK YOU
Thank you!
Questions?
jkorb@bbased.com Twitter @JanKorb