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1. Annual Plan: Marketing
Company: Homecare Products, Inc.
Updated:
STATUS
GOALS:
UPDATE:
OBJECTIVE
GOAL = Meets (success
STRATEGY (activities focused on accomplishing
# (desired metric) [TARGET =
desired outcome)
outcome) Exceeds]
STRATEGIC OBJECTIVES (proactively build on and/or create strategic advantage)
A. Expand Brand Awareness
Strengthen Brand - Titan
1 New Market & New Product
sales in DME market
2 New Market & Existing Product Diversify
One article in print
3 Create "Experts" for Aging in Place
(editorial) w/each NSM
4 Identify Unique Channel One New Channel
Attend one-two non-DME
5 Identify Horizontal Tactic
Tradeshows
B. Embrace Innovation
Improved Segmentation
1 Salesforce.com integration & Strategic Lead
Generation
Create Landing Pages for
2 Integrate Website for Promotional Activities
tradeshows
3 Increase Collaboration Amongst Depts Adoption of Chatter

2. 4
5
C. Leverage our Strengths to Expand our Vision
1 Introduce Existing Product to New Market DIVERSIFY
Develop MVP Program "safeguards" to maintain Meet w/Sales bi-weekly to
2
strategy and structure of program as it rolls out Ensure Program Integrity
Rendering of each
3 Leverage Engineering to Enhance Product
product
Leverage R&D to Showcase Creative Capability -
4 Concept Ramp
Visionary
Improve DME/VGM
Bring Titan Series under EZA to leverage Brand relationship w/ Expanded
5
Strength Revenue Options for
DME Dealer
D. Plan for Scalable Growth
Develop P&P for all
1 Audit Process & Procedures
Marketing Activities
Develop the Social Media
2 Implement Social Media
Policy
Establish Marketing Impact and Position Integration of Complete Engagement w/
3
Department all Departments
Reallocate $$ according
4 Balanced Budget based on KOI & Market Type to growth trends per
market-type

3. Develop & Identify Skill
5 Training Building Workshops &
Training
E. Expand our Sense of Community
Collaborate with Press
for events and charitable
1 Collaborate with Press for events and charitable efforts
efforts - Internal &
External
2 Leverage Facebook Likes above one hundred
Partnering w/key Dealers
3 Identify Adjacent Philanthropic Opportunity
when applicable
Develop Classes to Post
4 Webducation
& Measure by #
5
OPERATIONAL OBJECTIVES (proactively maintain operational effectiveness)
F. Informed Decision-Making Based on Proper Analytics
Marketing Materials will
1 Develop Materials Costs
have Associated Costs
2 Tradeshow Budget Plan ROI for Tradeshows
For Three Key Markets |
3 Establish Cost/Lead and Cost/Contact ranges
DME | AO | GOV
Meet w/Finance to
4 Establish KPIs
Develop Reports
Begin Monthly Meeting w/
5 Marketing Budget Development Finance to Establish
Budget

4. G. Maximize our Merit Pool
Cost Reduction w/
1 Quarterly goals for Marketing Team to find cost savings
Quarterly Goals
2 SEO Established & Increase Content Relevancy Reduce Ad Spending
3 Leverage VGM Decrease Ad Spend
Maximize Use of
Determine Communication and Distribution Channels
4 Resources & Reduce
for Target Audience
Wasted Energy
Justify Mktg Budget |
5 Define Sales Revenue to Marketing Expense Ratio
Cost/Revenues Earned
H. Establish a Margin Strategy
Develop Product &
1 "No Price" Strategy
Market Matrix
Efficiency of Production -
2 Identify Key Market Segments Work w/Sales, Finance, &
Ops
3
4
5
Based on the book, "100-Day Action Plan"
DEFINITIONS:
by Bradt, Check & Pedraza

5. A mission statement informs the organization about how to
spend its time. A mission guides what people do every day.
The best mission statements are concise, clear and
motivating. They leave no question as to the "higher good"
Mission: or the "ultimate focus" of the organization. Great missions
provide great focus over time.
* Why are we here?
* Why do we exist?
* What business are we in?
A good vision is an appealing picture of future success,
showing what the company will be like when the mission is
accomplished.
Vision:
* Where are we going?
* What do we want to become?
* What will it look like when we get there?
The beliefs and moral principles that guide attitudes,
decisions, and actions. These are things a team cannot walk
away from to pursue its mission and vision. Value-driven
Values:
teams do not believe the end justifies the means. Values are
important to them because values guide both individuals and
teams on a day-to-day basis.