Marketing Plan

Marketing Plan Instructions

Company: Chanel (retailer)

Developing an Outcome-Oriented Strategic Plan

For strong, successful marketing, you need to connect your goals with the outcomes of various marketing activities so that you can measure your degree of success on a regular basis. To accomplish this, it’s necessary to design measurable objectives and specific key performance indicators (KPIs) that will help you both stay on track with your marketing plans and tell you if you are achieving your goals in the timeframe you desire.

As you reflect on the idea of a successful organization, it’s easy to think of a perfectly in-sync performance, well-oiled machine, or a strong team all doing their part.   Unfortunately, in both work and life, sometimes our focus and attention become derailed.  Maybe it’s mental overwhelm, a sudden change at work, or an unexpected event.  These types of experiences can lead us to feel off-balance, out of alignment, or basically unproductive.  Our focus falls out of alignment and we wonder how we can continue to produce our best work under these circumstances?  

When we experience this misalignment or DIS-Harmony, we put at risk our brand message, our decision-making, our energy and especially our livelihood.  By focusing on continually supporting the elements that make up a business and life in harmony, we have more successful experiences.

To transform our business into a more cohesive setting, it’s good to back to the beginning and ask three essential questions:

Who We Are?

Where We Are Going?

How Will We Get There?

The Template

Cover Page

Title – your unique angle

Your name(s)

Related Images

Table of Contents

Who We Are

Subsections….

Where We Are Going

Subsections….

How We Will Get There

Subsections….

Who We Are Section

Company Intro

Reminding yourself of the company’s original purpose helps you determine the right direction to go.

Week 2 – Questions to ask

What is the company you’ll be highlighting (Name/URL/Industry)?

History/origins: – how and when did the company begin?

What do you think the company’s Leading Principles might be?

Why did the company need to start?

What is their DNA

What is the unifying intent/mission?

What is the product line-up?

How do others describe the brand?

Where We Are Going Section

Situational Analysis

As you begin to understand more about your company’s identity and purpose, you will want to begin comparing it with your competitive landscape to understand what opportunities are available/needed.

Week 3 – Questions to ask:

Problem/Symptoms 

What is needed/missing to move forward?

Intel

What’s happening in the Industry Landscape

SWOT Analysis

Describe key strengths/opportunities for designed goal

Describe potential improvements needed and barriers to your goal

Target Audience

Description based on goal, who is the ideal target audience to focus on?

What interests them? (individual culture)

What are they looking for? (what keywords would they be using that you might include in your content/promotion)

What Communication Channels are they using?

Outcomes 

What is the main desired outcome?  Real goal/objective

Week 4

Objectives/KPIs  

Based on the previous steps, you can begin to determine a specific objective and key performance indicator (% increase/decrease) for your goal.  

What two objectives will you need to accomplish?  These can be tactical or strategic.

What key performance indicators (KPI) will you need for benchmarking your success of each objective?

What are the minimum requirements?

What measurable outcomes do you need?

How will you manage KPIs to make sure they align with goal/objectives and keep them on track for meeting the outcomes deadline?

How Will We Get There

Strategy

This section is designed to set up the tactics for accomplishing and evaluating your desired goals and KPIs.

Week 5

The Marketing Mix 1

What product are you focusing on?

How will we price it?

What is the desired ROI?

What is your breakeven point?

Week 6

The Marketing Mix 2

How will we distribute – what channels?

What Physical Channels will we use? ex: supply chain logistics

What Digital Channels will we use?  Ex: Download, subscriptions

What Service Channel will we use? Ex: in person

How will we promote it – what channels?

What Media Channels will we use? – TV, Radio, etc

What Digital Channels will we use? – SEO Content, Ads, inbound marketing, etc.

What Direct Channels will we use? – sales team, outbound marketing,

Week 7

Execution Timeline  

This section highlights the details of your objectives/KPIs timeline, showing periodic performance expectations for each KPI during the length of your timeline.  The idea is to pick your “launch/goal” date and then work backward for when each task needs to be designed, formatted, tested, approved, etc.  What tasks need to be completed and by when and how long they will each take.  

What are the progress outcomes throughout the time period for your KPIs?

Budget

Describe or list any anticipated marketing budget items involved in completing the desired outcomes and determine a projected ROI based upon the goal.

Discuss the following as applicable: LTV, ROI, Ad Spend

Metrics

Based on your goal, what metrics do you anticipate needing to monitor?  (leads, likes/shares, Loyalty, etc)

How will you track?  Excel, Google Analytics, Ads, Pixel, Tableau, etc.