Simplified Marketing Plan Sample: The Overview
The marketing plan samples from Marketing Ideas Advisor provide a simplified approach to planning. The Chart was the simplest; The Action Plan Model, the broadest. Here, we'll see The Overview, which outlines Marketing Plan Considerations. It's almost like a “To Do” list, but with some thought being given to the Action Steps that need to be taken.
If you're using The Chart as your marketing plan, look over the free comprehensive marketing plan samples (which ask you to consider a bigger picture of your business situation), to get an idea of what general marketing categories a business needs to consider when starting a marketing plan. Use The Outline to list your general strategies, but give it as much detail as possible.
This example deals with a small, independent investment company that is opening its first office in the region. This office is in Foxboro, a small, affluent and fast-growing town dotted with many summer-vacation homes, about 60 miles from Springfield, a mid-sized metropolitan area.
Here's how owner, Rick Merton, Jr., started developing a simplified marketing plan for his office:
General Overview for Merton Financial Services
The introduction of Merton Financial Services to the Foxboro area necessitates the development and implementation of an intense marketing campaign that will help create awareness of Merton's presence in this community as an authority in financial planning.
The strategies outlined below will draw on the Merton family name recognition, with Rick Merton, Sr., having served as City Bank president for 25 years.
These strategies need to deflect attention away from chief competitors, the national “chain,” XYZ, Inc., and another local investment firm, Harbor Area Investments.
The focus of the marketing efforts should be on:
- A family history of financial expertise (a name you can trust)
- Rick Merton's “training ground” (eight years with a nationally-recognized investment corporation)
- Bringing big-city know-how to personalized financial planning
- Advantages of an independent over a national “chain”
- Develop a comprehensive overview of the current market situation: competition, market demographics, etc.
- Develop goals and objectives, with timetables and measurement devices (wherever possible).
- Identify target markets.
- Develop key message(s) for each target market.
- Identify appropriate vehicle(s) of communication for each market and message.
- Develop Action Steps for all Marketing Strategies, including communication strategies with clients.
- Start developing positive media relations by getting to know the local media, media in Springfield, and especially the Business Journal.
- Present photo opportunities to the media such as:
- Sponsoring a prominent financial-planning speaker.
- Starting a Schools & Savings Program.
- Produce press releases as appropriate to keep Merton in the public eye, such as local angles on national stories about economic matters; staff promotions or certifications; seminars, etc.
- Explore positive publicity options outside the realm of traditional advertising, such as:
- Profile in the Chamber newsletter.
- Speaking engagements.
- Produce a publicity plan for an Open House that will draw prospective clients.
- Order promotional items with Merton's name:
- Mugs as giveaways
- Hats for golf tournament sponsorships
- Tote bags
- Piggy banks for Schools & Savings Program
- Develop plans that focus on Community Relations activities, such as:
- Speaking engagements to targeted community groups.
- Joining with other businesses and organizations for community events.
- Involvement on committees or boards of nonprofit organizations.
- Find out what I need to know to have an effective Web site.
- Interview and hire a Web designer.
- Hire a Web writer.
- Work with a graphics designer to develop a logo and image ads that introduce Merton to the community.
- Develop ads announcing new product lines or services, as needed.
- Select appropriate media outlets in target market area for the ads.
- Set an advertising calendar and budget.
- Gauge the effectiveness of Merton's marketing activities every six months, based on measurement devices that will be built into certain marketing activities:
- Have receptionist tally the results to her question, “May I ask how you heard about us?”
- Number of participants in seminars.
- Number of referrals and sources.
- Positive responses to evaluation forms following speeches, seminars and other presentations.
Budget Considerations for Marketing Activities
Attach costs to the following Marketing Activities:
1. Advertising- Image ads (1/4 page) in the weekly newspaper and Business Journal, every other week. Cost:__________
- “Benefits to the client” ads on alternating weeks.
Cost:_____________ - Ads in special supplements that deal with monetary issues.
Cost:_____________ - Radio ads during special promotions. Cost:_____________
- Promotional items (mugs, hat, etc.). Cost:_____________
- To assist with development of a Marketing Plan, integrating our online and offline strategies.
- To write press releases and public service announcements.
- To write Web copy.
- To write our monthly e-zine (online newsletter) for clients.
Cost:__________
- Participation in community events.
- Sponsorships or in-kind services. Cost:__________
- Web design
- Associated Web site costs (hosting, maintenance fees, etc.)
Cost:_________
- Open house for Grand Opening community event. Cost:___________
- Holiday open house. Cost:____________
- Two receptions for special clients. Cost:__________
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