Building a Strategic Marketing Plan 9_29_09

Building A Strategic Marketing Plan : 

Building A Strategic Marketing Plan Sherry Treco-Jones, APR, Fellow PRSA President, Treco-Jones Public Relations Inc. Atlanta, GA September 29, 2009 For technical support please call 404-879-5405 or email support@healthtecdl.org

Objectives : 

Objectives What is a plan and why do you need one? How do I start or update a plan for my organization? What is the recommended planning process? What tactics and tools can be most effective? What is the end result For technical support please call 404-879-5405 or email support@healthtecdl.org

Today’s Agenda : 

Today’s Agenda Introduction of the topic and speaker Why is a marketing plan important to your organization Q & A Techniques and Tools Q & A Resources For technical support please call 404-879-5405 or email support@healthtecdl.org

Slide 5: 

Strategic Marketing Plan Why do I need a marketing plan? For technical support please call 404-879-5405 or email support@healthtecdl.org

Why do I Need a Marketing Plan? : 

Why do I Need a Marketing Plan? Gives a clear, actionable roadmap to strategically promote your organization “If you don’t know where you’re going, it doesn’t matter which way you go!” The Cheshire Cat, “Alice in Wonderland”

Why do I need a Marketing Plan? : 

Why do I need a Marketing Plan? Marketing is “ … the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (AMA) “…people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain a relationship with them.” (Investopedia)

Slide 8: 

Marketing covers 4 P’s - Product or service - Price - Place - PROMOTION Why do I Need a Marketing Plan?

Wealth of benefits : 

Wealth of benefits Crystallizes and propels mission, vision Coordinates branding/messaging Educates, increases visibility A framework for decisions Benchmark performance, justify budget Strategy for funding

The Planning Process : 

The Planning Process Step 1: Research, analysis Step 2: Realistic goal setting Step 3: Target audiences Primary, Secondary

Audience Segmentation and Strategy : 

Audience Segmentation and Strategy Segmentation Divide and organize an audience into smaller groups of people with similar needs, preferences, characteristics Remember influencers Targeted marketing Ultimately benefits audience

Audience Segmentation and Strategy : 

Audience Segmentation and Strategy Segment or not? Determine objective Consider resources, research Determine segments Prioritize within a strategy Or design strategy for group Customize key messages Put yourself in audience’s shoes

The Planning Process : 

The Planning Process Step 4: Strategies Step 5: Techniques and tools

Q&A : 

Q&A Contact Information: Sherry Treco-Jones, APR, Fellow PRSA President, Treco-Jones Public Relations Inc. Tel (404) 378 3762 Mobile (678) 592 7780 www.trecojonespr.com www.twitter.com/tjpr  2009 Treco-Jones Public Relations Inc. For technical support please call 404-879-5405 or email support@healthtecdl.org

Which Techniques and Tools are Most Effective? : 

Which Techniques and Tools are Most Effective? Techniques - Integration - layered channels - Message alignment - Highly targeted action - Frequency - Win-win

Slide 16: 

Techniques - Create a mix of - Marketing and promotions - Public relations - Partnerships-sponsorships - Optional: Advertising Which Techniques and Tools are Most Effective?

Slide 17: 

Public relations - Relationship-based - Third-party credibility - Educate, inform - Protect reputation Which Techniques and Tools are Most Effective?

Slide 18: 

Public relations includes - Media relations - Community relations - Patient/physician/client relations - Events - Employee relations - Public service - Writing - Materials, annual reports Which Techniques and Tools are Most Effective?

Slide 19: 

Public relations - Media relations - Opportunity to tell your story - Promote ‘service,’ the heart factor - Public service - Call to action Which Techniques and Tools are Most Effective?

Slide 20: 

Social media - Exploding media channels - LI, Facebook, YouTube, MySpace, Twitter - Drive to website? - Link to fundraising, brand image - Call to action - Promote events, news before, during, after - Use carefully, strategically Which Techniques and Tools are Most Effective?

Slide 21: 

Funding-related - Databases, lists - Direct mail, email, newsletters - Testimonials - Celebrities - Retail promotions, co ops - Media promotions - Sponsorships, corporate partners - Other collaboration - Website Which Techniques and Tools are Most Effective?

Q&A : 

Q&A Contact Information: Sherry Treco-Jones, APR, Fellow PRSA President, Treco-Jones Public Relations Inc. Tel (404) 378 3762 Mobile (678) 592 7780 www.trecojonespr.com www.twitter.com/tjpr  2009 Treco-Jones Public Relations Inc. For technical support please call 404-879-5405 or email support@healthtecdl.org

The Planning Process : 

The Planning Process Step 6: Add timeline, budget - Build on ‘must do’ items - Budget for tough times - Lean, mean research - In-kind, volunteer help - Research: grad students - Public relations: agency donation, panel - Prioritize programs

Cost of Various Strategies or Cost of an Effective Marketing Plan : 

Cost of Various Strategies or Cost of an Effective Marketing Plan Plan cost depends on: In-house and/or outsourced Amount and type of research available ‘Free’ expert help Cost range: $7,500 - 25,000+ Focus group - Free - $10,000 Branding (platform, messaging) - Up to $20,000

Slide 25: 

Step 7: Set evaluation, measurement - Outcomes - How do you measure success? The Planning Process

What is the End Result? : 

What is the End Result? Result: Market positioning, work plan

What Not to do…. : 

What Not to do…. Not involve your CEO, board chair at start Not share up and down chain Not understand your customer Go off brand, brand strategy Send mixed messages Think one-off’s are fine, “cheaper”

Resources : 

Resources Ken Bernhardt, Professor of Marketing, Robinson College of Business, Georgia State University - columns: http://robinson.gsu.edu/news/bernhardt/index.html Selling the Invisible by Philip Kotler and Alan Andreasen The Tipping Point by Malcolm Gladwell A New Brand World by Scott Bedbury with Stephen Fenichell Discovering the Soul of Service by Leonard Berry Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense by Kevin J. Clancy, Peter C. Krieg Hitting the Sweet Spot by Lisa Fortini-Campbell Ph.D.

Q&A : 

Q&A Contact Information: Sherry Treco-Jones, APR, Fellow PRSA President, Treco-Jones Public Relations Inc. Tel (404) 378 3762 Mobile (678) 592 7780 www.trecojonespr.com www.twitter.com/tjpr  2009 Treco-Jones Public Relations Inc. For technical support please call 404-879-5405 or email support@healthtecdl.org

Evaluation : 

Evaluation To complete the evaluation now, click on the button below, if you unable to click an email will be sent to you containing a link to the survey. Click here to go to Evaluation

Upcoming Programs : 

Upcoming Programs C.H.I.L.D.: One Community’s Approach to Addressing Childhood Obesity Date:  Thursday, September 24, 2009 Time:  12:00 - 1:00 pm (EST) Presenters: Dr. Barry Joyner/Donna Whit Insight into Deaf Culture Date: Wednesday, September 30, 2009 Time: 7:00 - 8:00 pm (EST) Presenters: Robyn Edelheit Community Based Service Learning Partnerships Date: Friday, October 2, 2009 Time: 11:00 am - 12:00 pm (Eastern Time) Presenter: Meryl S. McNeal, PhD To register for a program or for more information please visit: www.healthtecdl.org

Slide 33: 

Thank You Blue Ridge AHEC Foothills AHEC Magnolia Coastlands AHEC Southwest Georgia AHEC SPCC Atlanta AHEC Statewide Office AHEC Three Rivers AHEC