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I. Overall Business Objectives (do not have to be SMART for this marketing plan)
II. SMART Marketing Objectives
III. Business Situation/SWOT Analysis
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Business Strengths
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Business Weaknesses
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Business Opportunities
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Business Threats
At the corporate/organizational, SBU, or brand level, usually depending on the size of the organization
IV. Marketing Problems and Opportunities
VI. Identification of Target Market/Market Segments for this particular marketing plan
VII. Marketing Action Plans
Product/Service
Price
Integrated Marketing Communications (the focus)
Traditional mass media, online and social media
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Customer Acquisition, Conversion and Retention Plans as appropriate based on objectives
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Detail on social media activities; mass media and other online secondary (as needed to support social media program)
Distribution/Fulfillment of marketing messages, material, incentives, ect.
Quality and Customer Service as required to execute this plan
Technological Infrastructure and Data Requirements as required to execute this plan
-- - - - - - - - - - -Grading Will Stop Here for October 19 Submission. Draft of Metrics, Budget, Timetable Optional; will receive feedback but not be included in grade. - - - - - - - - - - - - - - - - - - - - -
VIII. Evaluation Metrics
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Match precisely to marketing objectives
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Be specific—what metrics, how they will be collected
IX. Budget required to implement this plan
X. Implementation Timetable
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