Page 18 - Engage -- Fall 2018 -- no.14

16
Fall 2018
SPOTLIGHT
8 Marketing Plans to Ponder
Business Plan
Although this isn’t a marketing plan, it’s the cornerstone of every type of marketing plan!
Purpose: To define strategies for growing profitability over a long-term period; can include new product development, revenue sources, and cost management
Time frame: Annual to every three years
1 STRATEGIC MARKETING
PLAN
Purpose: To define strategic direction in support of lofty growth and big-picture goals; to achieve differentiation to better compete and invest in marketing and marketing technologies to build scale; a comprehensive plan designed to achieve business objectives
Time frame: Annual 5 DIGITAL
MARKETING PLAN
Purpose: To define how to compete effectively with digital marketing, including new and advanced digital marketing technologies; includes mobile and social marketing
Time frame: Typically annual; reviewed monthly and quarterly
2 BRAND MARKETING
PLAN
Purpose: To define and deploy audience engagement tactics to achieve specific brand sales
Time frame: Typically annual
6 MULTICHANNEL MARKETING
PLAN
Purpose: To identify, target, and engage lead and sales target audiences through a longer-term, integrated communications plan using multiple media
Time frame: Annual plan of “always on” activities
3 NICHE MARKETING
PLAN
Purpose: Designed to help companies further penetrate existing vertical or geographic markets and gain awareness
in a new niche; implemented when there has been a strategy shift and aggressive market penetration is a goal
Time frame: Annual
7 MARKETING CAMPAIGN
PLAN
Purpose: To engage targeted audiences through a shorter-term, integrated communications plan using multiple media; campaigns are considered by most to be “transactional” marketing
Time frame: As needed; transactional
4 PRODUCT OR SERVICE LAUNCH PLAN
Purpose: To introduce or reintroduce an offering or the latest version of an existing offering; designed to make new services tangible while bringing clarity to their primary benefits; complex, requiring collaboration within organizations
Time frame: Should be completed at least six months prior to launch
8 MARKETING ACTION (OR 90-
DAY MARKETING) PLAN
Purpose: For smaller companies or those with limited growth goals or resources; consists of tactics vs. strategy; organized as a campaign or series of campaigns; focused on the short term
Time frame: Quarterly
Get started today with your 2019 Marketing Plan! Download our Marketing Plan Template at: ccgcreates.com/Plan