Strategic
Brand/Marketing Plan Outline
Part
1 - Brand Foundation
Brand Vision – What do you want to be?
**
When you have a hard time determining the appropriate descriptors, employing
the "Idea Mapping" tool can help.
Write the concept in a center space on a whiteboard and have all
participants throw out words that relate best to the concept. Then start putting best words together in
phrases that reflect the basic concept - the phrases become the pieces of the
sentences that will become the vision statement.
Brand Definition – What do you do? In this, all products should be detailed as
well as the sales model/strategy (how does the "brand" make money?).
Brand Positioning – Where do you want to
be?
- In the marketplace
- In the mind of the consumer
- Against the competition
Brand Stakeholders – Who is affected by or
affects the brand?
Stakeholder Analysis - Statement of
understanding of the stakeholders, targets, and ways in which to communicate
with these groups. Any demographics are
part of the analysis.
- Primary target(s)
- Secondary target(s)
- Priority influencers
- Competition
• Product
• Price points
• Competitive marketing strategies and tactics
SWOT –
(Internal) Strengths, Weaknesses, (External) Opportunities, Threats
Prioritized SWOT -
How will you leverage strengths and
opportunities in achieving marketing goals; how will you leverage strengths and
opportunities to address/overcome weaknesses and threats?
Current Situation Analysis - Summary
paragraph of the Brand Foundation, Stakeholders
Part
2 - Detailed Marketing Plan
Marketing Objectives - The marketing
objectives are usually related to accomplishing market entry percentages,
increases in market share, brand awareness percentage increases, and increases
in sales.
- Example - Objective 1 - Increase brand awareness across target consumer base
- Example - Objective 2 - Increase market share in x, y, z market
- Example - Objective 3 - Increase revenues by X% (in conjunction with sales activities and goals)
Marketing Strategies and Tactics
Strategies are things like Relationship
Marketing, Event Marketing, Print Advertising, etc
Tactics are the actions under the
strategies (some marketing leaders identify all the contact points with the
target and identify the tactics as the ways in which to "touch" the
consumer at the contact points). For
relationship marketing, examples would be direct sales, loyalty programs, or
other ways to use data in building stakeholder and brand relationships; For
even marketing, questions to ask would include what events should the brand be
part of, when are they, what is the ROI, etc; For mass media marketing (which is
generally print, radio, TV) one would evaluate what publications, TV programs,
etc. should promote the brand.
Objective 1
Strategies and Tactics
Objective 2
Strategies and Tactics
Objective 3
Strategies and Tactics
Media Plan
Proposed Media Budget - includes all types
of marketing tactics, the cost, estimated ROI based on AIDA at 10 to 15%
audience conversion after 1 frequency.
