Create a Killer Marketing Plan (ONE DAY)

Whether you're a marketing newcomer or a long-time veteran of countless campaigns, you're always going to be under pressure to produce a smarter, more effective marketing plan-and the sooner, the better. This results-oriented workshop will show you how to build a detailed, fully integrated working plan that positions your product or service above the noise of your competition. You'll see how to assemble all the critical elements of your customer-winning strategy (from financials to research to media selection) in just hours, instead of days or weeks.

Specifically this course will help you sharpen the key skills necessary to devise a dynamic, comprehensive plan, know how to effectively engage all stakeholders to ensure plan accountability and success, and focus the entire planning process on driving more efficient, revenue-driven goals plus be able to create a blueprint for action with timetables and milestones.

What are "best practices" when it comes to developing a marketing plan? Learn an entirely new way to develop and implement a powerful and actionable marketing plan and marketing planning process. The annual brand planning process is fraught with a variety of issues: plans are revisited rather than reinvented; there's a lack of common templates to make the process consistent, plans are developed in a vacuum, get sold "up the line" and are endlessly revised; and plans are not actionable and often end up being filed away rather than actualized in the marketplace. The bottom line is that annual re-learning is required, generating substantial rework, inconsistent output from one plan to the next or one division to another, and most importantly time is misspent on unneeded detail.

The killer marketing plan is a collaborative method that focuses on three key questions: Where are we now? Where are we going? How will we get there? By addressing these questions and populating the answers with sound marketing principles and an energetic process, any team can build out a detailed, integrated working plan in a matter of hours rather than days, weeks or months.

Who is This Course For?

Anyone who must write, review or approve marketing plans-including new marketers, mid- to senior-level marketers, brand managers, directors, VPs and CMOs. Anyone in corporate planning, finance and sales will also find this course valuable.

Key Takeaways

Learn how to assess your business: where it is now and where you want it to go
Understand how to develop a product positioning statement and identifying program priorities
Clarify the core objectives for each element of the marketing mix (Product, Price, Place and Promotion)
Define the overall direction, total advertising and promotion budgets and revenue expectations
Identify the key research and test market plans needed to support your plan
Create a blueprint for action with timetables and milestones
Align long-term business objectives with the demands of short-term priorities
Use marketing analytics and optimization tools for resource allocation and plan evaluation
Win corporate buy-in at all levels before implementation

*The training agenda for any on-site program is finalized following a discussion with the training instructor to ensure it is relevant for your team.

Training Module* Takeaway*

1. Introduction

Course goals and objectives

2. Role of marketing

Where does marketing fit on your corporate food chain?

Role of Marketing Plan?

3. Marketing Plan Process

How does your team approach marketing strategy and planning?

Who's involved? What does the plan look like?

How often do you work on a plan? Who creates it? Signs off?

How can you improve the process?

4. Marketing Plan Outline

Business objective

Vision

Mission

Brand positioning

Audience

Situation analysis

Competition

Product line

Brand scope, capabilities and limitations

Business prospects

SWOT

Paths to market - Marketing strategies and tactics

5. Communications Tools

Sales plan

Advertising

PR, Promotion, DM

Digital Marketing

Social Media

Event Marketing

Strategic partners

Budget

Research

Implementation pla

Responsibilities & Milestones

Metrics & Evaluation

And...more

6. Why is writing a marketing plan a painful process

Too often...

The brand manager writes the plan

It takes forever

It's a re-tread of last year

Approvals and revisions

water it down

It gets approved and sits in a file!

7. Marketing Plan done differently

Bring key stakeholders to the table

Break down silos

Capitalize on all the knowledge in the room

Encourage everyone to air their points of view

Address all key brand elements that need to be put on plan

Achieves consensus and clear direction for stakeholders

8. Marketing Plan in a day tools

Comprehensive outline to meet objectives

Thought starters to attendees in advance of meeting

Facilitator to guide the meeting and ensure progress

Key "client" as partner to facilitator

Warm-ups and workouts to advance content

Plan captured on poster sheets, put on wall

Parking Lot to capture interesting but off topic content

Plan captured in PowerPoint

Facilitator edits PowerPoint following the meeting

PowerPoint is the working plan

9. The process

Where are you now?

Where are you going?

How will you get there?

10. Let's do it

Build a plan exercise

11. Review and wrap up

Present and critique developed plans

Now what do you do at home?

Create a Killer Marketing Plan (ONE DAY)

Scheduled Classes

On-Site Available

Upcoming Classes

$5,000 Training Credit

Marketing Your Way

Training Module*	Takeaway*
1. Introduction	Course goals and objectives
2. Role of marketing	Where does marketing fit on your corporate food chain? Role of Marketing Plan?
3. Marketing Plan Process	How does your team approach marketing strategy and planning? Who's involved? What does the plan look like? How often do you work on a plan? Who creates it? Signs off? How can you improve the process?
4. Marketing Plan Outline	Business objective Vision Mission Brand positioning Audience Situation analysis Competition Product line Brand scope, capabilities and limitations Business prospects SWOT Paths to market - Marketing strategies and tactics
5. Communications Tools	Sales plan Advertising PR, Promotion, DM Digital Marketing Social Media Event Marketing Strategic partners Budget Research Implementation pla Responsibilities & Milestones Metrics & Evaluation And...more
6. Why is writing a marketing plan a painful process	Too often... The brand manager writes the plan It takes forever It's a re-tread of last year Approvals and revisions water it down It gets approved and sits in a file!
7. Marketing Plan done differently	Bring key stakeholders to the table Break down silos Capitalize on all the knowledge in the room Encourage everyone to air their points of view Address all key brand elements that need to be put on plan Achieves consensus and clear direction for stakeholders
8. Marketing Plan in a day tools	Comprehensive outline to meet objectives Thought starters to attendees in advance of meeting Facilitator to guide the meeting and ensure progress Key "client" as partner to facilitator Warm-ups and workouts to advance content Plan captured on poster sheets, put on wall Parking Lot to capture interesting but off topic content Plan captured in PowerPoint Facilitator edits PowerPoint following the meeting PowerPoint is the working plan
9. The process	Where are you now? Where are you going? How will you get there?
10. Let's do it	Build a plan exercise
11. Review and wrap up	Present and critique developed plans Now what do you do at home?