Building a marketing plan in a day
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Transcript of Building a marketing plan in a day
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What To ExpectA process for how to initiate and develop a high level plan in‐house and in one dayA structure and outline for a marketing plan for all levels
What Not To ExpectA completed marketing plan or a solution to all your marketing problems
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Importance of Marketing
Trends
Building your Plan
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Marketing is very important and will continue to be so….‐ Anonymous
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Nelly’s Nine
• Producer• Director / Casting• Assistant Director• Script Writer
• Cinematographer• Actors• Best Boys• Editor• Media and Promotions
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Nelly’s Nine and their RolesTeam Roles
Producer Provide necessary support and resources to make it happen
Director / Casting Run the meeting / choose the right cast of actors attending
Assistant Director Liaison between director / producer and team
Script Writer Prepare the agenda and outline for entire day
Cinematographer Ensure all visuals, technology required is available
Actors Come prepared and play the roles expected of them
Best Boys Run around, manage schedule, logistics, FOOD
Editor Edit unnecessary conversation; be the timekeeper
Media and Promotions Market the marketing plan and ensure implementation
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Movie Title• Building our Marketing Plan in a Day• GP in GP by GP• Whoever the heck thought we could build a marketing in day was smoking something….and, dude, I’d love to have some of it!!
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Things Your Cast Will Need• A Strong Script (Agenda, outline, timing)
• A Good set (Comfortable setting, sufficient breaks in between,)
• Good lighting and sound (adequate technology and tools – easels, stickers, name tent cards, toys, sticky notes, etc.)
• Good catering (FOOD!!)
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Goals and Outcomes
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Movie will have 3 Parts ….because I want more Popcorn
1. Where are we today?
2. Where do we want to go?
3. How do we get there?
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Where Are We today?Activities1. List your audience?2. What is your product?3. List your top 3 competitors and competition
OutcomesIdentify market situation and gaps in service offering
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TED Talks(Technology, Entertainment, Design)
www.ted.com
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Our Product• Google • Starbucks• Clinique
• All of Us?
• Search
• Coffee
• Cosmetics
• Parks, Programs, Special Events
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What is Our Product?
Our product isSOLUTIONS
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Product
Identified Problem +
Developed Solution
=Product to be Marketed
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Competitors and Competition
Identify who is simply a similar provider and who is truly a competitor
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Where Do We Want To Go? Activities1. Conduct a SWOT2. Build Your Differentiator3. Create a BAG (Big Audacious Goal)
OutcomesDetermine the brand attributes / benefits and the product’s future roadmap
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Where Do We Want To Go?
Conduct a SWOT Analysis
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Where Do We Want To Go?
Build Your Differentiator(5 words of less to describe your brand and what
it stands for)
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Where Do We Want To Go?
Create a BAG (Big Audacious Goal)……….or some small realistic ones
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How Do We Get There? Activities1. Create an action team2. Based on the market, prioritize the available tools 3. Determine and allocate appropriate resources ($)4. Build a timeline for implementation
OutcomesBuild an integrated marketing and sales plan
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How Do We Get There?
Create an action team
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How Do We Get There?
Based on the market, prioritize the available tools
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How Do We Get There?
Determine and allocate appropriate resources ($)
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How Do We Get There?
Build a timeline for implementation
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And It’s a Wrap!
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Next Steps?
Release the dang movie …i.e. your marketing plan
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Bonus Feature
Define what success looks like with performance metrics and ROI targets
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In Summary• Where Are We Today?
List your audience? / What is your product? / List your top 3 competitors and competition
• Where Do You Want To Go?Conduct SWOT Analysis / Build Your Differentiator / Create a BAG
• How Do We Get There?Create a team / Prioritize tools / Assign resources / Establish timelines
• Define Success Looks Like?
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