Developing a Marketing Plan

1. DEVELOPING A MARKETING PLAN N R P A R E V E N U E D E V E L O P M E N T A N D M A N A G E M E N T S C H O O L - Y E A R 2

2. CAPRA Standards - 3.4.3 - Marketing Plan Standard: The agency shall have an established marketing plan, based on market research that is evaluated periodically for eﬀectiveness. The fundamental principle of marketing is to gain an understanding of customer needs, wants, concerns and behaviors. The marketing plan addresses the appropriate mix of communications tools to promote agency programs, facilities, events and services and to provide accurate, timely and useful information to the various segments of the target audience.

3. CAPRA Standards - 3.4.3 - Marketing Plan • Marketing objectives; • Situation assessment, to include: • Examination of demographic trends • Economic climate • Market coverage by alternative providers; • Segmentation, targeting, and positioning; • Marketing mix; • Marketing methods • Evaluation criteria and methods.

4. 7QUESTIONS WHAT IS THE SITUATION? WHO DO YOU WANT TO REACH? WHAT ARE YOUR GOALS? HOW WILL YOU ACCOMPLISH YOUR GOALS? WHAT IS YOUR FINANCIAL PLAN? HOW WILL YOU MEASURE SUCCESS? WHO IS YOUR COMPETITION?

5. WHAT IS THE SITUATION? 01 S I T U AT I O N A N A L Y S I S

6. 6 SITUATION ANALYSIS Evaluate the internal and external environment | Background/State of Department | SWOT Analysis | Community Relations Matrix |

13. WHO DO YOU WANT TO REACH? 02 TA R G E T M A R K E T P R O F I L E

14. 14 TARGET MARKET PROFILE Describe Customer } Demographic & Psychographic Information | Customer Behavior

36. WHO IS YOUR COMPETITION? 03 C O M P E T I T I V E A N A L Y S I S

37. 37 COMPETITIVE ANALYSIS Identify Competitors | Evaluate Strengths & Weaknesses Compared to Your Own| Evaluate Opportunities for Diﬀerentiation (Your USP)

43. BLUE OCEAN STRATEGY

44. BLUE OCEAN STRATEGY FOCUS LESS ON COMPETITORS AND MORE ON ALTERNATIVES

45. BLUE OCEAN STRATEGY • Which of the factors that the industry takes for granted should be eliminated? • Which factors should be reduced well below the industry’s standard? • Which factors should be raised well above the industry’s standard? • Which factors should be created that the industry has never offered?

51. WHAT ARE YOUR GOALS? 04 G O A L S / O B J E C T I V E S

52. 52 GOALS / OBJECTIVES Clearly state what you wish to accomplish

55. HOW WILL YOU ACCOMPLISH YOUR GOALS? 05 TA C T I C S / S T R AT E G I E S

56. 56 TACTICS / STRATEGIES Describe the methods you will utilize to achieve your goals | Consider all aspects of the marketing mix.

59. WHAT IS YOUR FINANCIAL PLAN? 06 B U D G E T

60. 60 MARKETING BUDGET What is the budget you have to work with? | Is additional funding needed? | What funding sources are available to you?

66. HOW WILL YOU MEASURE SUCCESS? 07 M E T R I C S / K P I ’ S

67. 67 METRICS / KPI’S What are the metrics that matter to you? | What are the metrics that matter to your leadership? | Create SMART Goals/Objectives

68. 68 SMART GOALS / OBJECTIVES Speciﬁc Measurable Actionable Realistic Time-bound

72. QUESTIONS? FREE POWERPOINT & KEYNOTE TEMPLATE EVERY WEEK! WWW.SITE2MAX.PRO Photo Credit: Angelia Cozzens

73. FREE POWERPOINT & KEYNOTE TEMPLATE EVERY WEEK! Photo Credit: Angelia Cozzens ACTIVITY! FREE POWERPOINT & KEYNOTE TEMPLATE EVERY WEEK! WWW.SITE2MAX.PRO

74. Ryan Hegreness OPERATIONS MANAGER - CITY OF WESTMINSTER, COLORADO linkedin.com/in/hegreness twitter.com/hegreness Work: rhegrene@cityofwestminster.us Speaking/Consulting: ryan@hegreness.net Email Newsletter: bit.ly/rec-marketing

Developing a Marketing Plan

Developing a Marketing Plan

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