Developing and Executing a Marketing Plang

SMPS Coordinator’s ClubSMPS Coordinator s ClubFebruary 24, 2010

Presented by:Michael Recchio, CPSM

Director of Business Development Services, Waterp ,AECOM

O i i Y Th htOrganizing Your Thoughts

Corporate Culture

Marketing Audit

Strategy DevelopmentStrategy Development

Execution Strategy

Measurement

Corporate Culture

Given the culture of your Given the culture of your company and it’s target markets, what type of plan has , yp pthe best chance of being executed successfully?y

Marketing Audit

A dit Q tiAudit Questions

What is working?g

What isn’t?

What can be fixed?

What should be dropped?

What do we need to What do we need to evaluate?

Existing Marketing PlanMgmt. Commitment

Press ListPress Releases

BudgetMarketing teamDatabase

Article PublicationPress coverageMarket ResearchDatabase

NewsletterBrochuresP l L tt

Market ResearchClient SurveysWeb siteS l d BD St t iPersonal Letters

Post CardsDirect mail

Sales and BD StrategiesProposalsPresentations

Plan Development

Y h tiYou have options

Comprehensive marketing planSector plansSector plansMarket plansCli t lClient plans

Regardless of the type, collaboration is essential

Do your homework before Do your homework before you start the plan

Review historical financial performanceIdentify top clientsIdentify top clientsConduct SWOT analysisIdentify top competitors in each target Identify top competitors in each target marketConduct/review client surveyyReview hit ratesPerform market analysis

The front end should deal The front end should deal with the big picture

Target Markets

Mission

Perception

Vision for moving forwardVision for moving forward

T t M k t Target Markets

Target market is not…Civil Engineering

Target market is…Higher EducationC g ee g

GeotechnicalArchitecturePublic sector

g e duca oHealthcareLocal / MunicipalResidential Public sector

Private SectorResidential Development

Mission statements should Mission statements should answer…

What groups of clients does the firm wish to attract?attract?

Which functions does the business wish to perform?perform?

How will the needs of the clients be satisfied?

Understand the perception Understand the perception of your firm

Objective feedbackRecent hires data importantRecent hires data importantThird party may be best for initial surveyMultiple formats for surveysp y

WrittenOn-lineIn personIn personTelephone

Impacts PR strategy

Vi i St t t l k t th Vision Statement looks to the future

What is the firm trying to become and when?

How large do we plan to become (offices, staff)?

What new services (if any) will it offer and when?

What geographic locations will it operate in?

Strategy Development

Develop strategies and measurable goals that address your markets and

services

Look at your marketing mix

Identify where you will get the most “bang for your buck”

Develop quantifiable goals

List action items and who is responsible for List action items and who is responsible for carrying them out

Production Business Development Image and Branding Resources and Tools

Sample Marketing Mix

SOQ’s

Proposals

Presentations

News Releases

Advertising

Articles

Direct Selling

Client Meetings

Debriefs

National Directors

Training

Plan FacilitationPresentations

Brochures

Award Submittals

Articles

Conf. Presentations

Client Education Opportunities

W b Si

Debriefs

Pre Proposal Mtgs.

Conferences

Local Assoc. Events

Plan Facilitation

Opportunity Tracking

Client Surveys

ResearchWeb SiteLocal Business Events

Community Support

Prof. Assoc Participation

Career Fairs

Targeted Institutional Targeted Institutional Advertising

Program:Implement a modest but consistent national advertising campaign that is primarily image driven but targeted at very specific audiences;

Place advertising in the AWWA, Journal, WE&T, and American City and County magazine. ¼ page color, quarterly, staggered.

Justification:A modest image advertising campaign will compliment our public A modest image advertising campaign will compliment our public relations efforts as well as our professional association participation. It will help strengthen the brand awareness necessary for successful recruiting.

Cost: $35,000

Measurement: 15% increase in awareness of participation in these organizations by top managers surveyed in previous FY

Execution Strategy

E ti St tExecution Strategy

What can we to do in the next 30/60/90 days that will have the biggest impactdays that will have the biggest impactBuild momentumActions plansActions plans

What WhoWhoWhen

Production Business Development Image and Branding Resources and Tools

Sample Marketing Mix

SOQ’s

Proposals

Presentations

News Releases

Advertising

Articles

Direct Selling

Client Meetings

Debriefs

National Directors

Training

Plan FacilitationPresentations

Brochures

Award Submittals

Articles

Conf. Presentations

Client Education Opportunities

W b Si

Debriefs

Pre Proposal Mtgs.

Conferences

Local Assoc. Events

Plan Facilitation

Opportunity Tracking

Client Surveys

ResearchWeb SiteLocal Business Events

Community Support

Prof. Assoc Participation

Career Fairs

Where we can help this year

Production Business Development Image and Branding Resources and Tools

SOQ’s

Proposals

Presentations

News Releases

Advertising

Articles

Direct Selling

Client Meetings

Debriefs

National Directors

Training

Plan FacilitationPresentations

Brochures

Award Submittals

Articles

Conf. Presentations

Client Education Opportunities

W b Si

Debriefs

Pre Proposal Mtgs.

Conferences

Local Assoc. Events

Plan Facilitation

Opportunity Tracking

Client Surveys

ResearchWeb SiteLocal Business Events

Community Support

Prof. Assoc Participation

Career Fairs

Current Year Focus

Measuring Success

Key Questions Regarding the Key Questions Regarding the Overall Plan

Is our marketing long term or short term?

Are we achieving the desired level of growth?

Are the expectations reasonable?

How have we positioned the marketing How have we positioned the marketing function within the firm?

M i St t i SMeasuring Strategic Success

Look at the numbers – are we meeting our goals

Gauge the attitude of mgmt and staff toward the program

Evaluate the degree that the program leads and guides firm towards goalsa d gu des o a ds goa s

Measure the efforts of staff with marketing ibilitresponsibility

Th k f ti d Thank you for your time and good luck with your plan!