Marketing Plan Overview & Priorities, Tactics & KPIs

Overview

  • The Marketing Plan Overview and Priorities, Tactics & KPIs are foundations of the Marketing Plan Building Block
  • They are critical for delivering business results and marketing return on investment (ROI) or payout
  • Marketing Plan Overview – description and visual that provides the background and overall marketing focus by funnel stage.
  • Priorities, Tactics & KPIs – specifics on what marketing will do by funnel stage and how you will measure results

Marketing Plan Overview

  • Description and visual that provides the background and overall marketing focus by funnel stage
  • Business inputs and insights that are guiding the marketing plan
    • 3-5 inputs and insights from Discovery, Brand Strategy and Communication Strategy Building Blocks
  • Marketing Effort by Funnel Stage
    • Description – bullets with which funnel stages we will focus marketing efforts and why
    • Visual – a chart to show which funnel stages we will focus on
    • Note – all funnel stages need some focus

Marketing Plan Overview – Example

  • Business inputs and insights that are guiding the marketing plan
    • Business goal is steady growth, managing current team capacity
    • Largest source of business is from relationships (current clients or COI referrals)
    • Most clients aren’t active on social channels, attend some smaller events
  • Marketing Focus by Funnel Stage
    • Priority 1. Build Relationships. Stay proactively engaged with current and past clients
    • Priority 2. Increase Interest. Build our reputation and stay top-of-mind with our COI’s
    • Priority 3. Gain Commitment. Implement our business development process.
    • Priority 4. Build Awareness. Simple, low investment channels

Priorities, Tactics & KPIs

  • Specifics on what marketing will do by funnel stage and how you will measure results
  • Components:
    • Priorities – the funnel stage priority (1, 2, 3, 4) and brief description of what you are focusing on from the Marketing Plan Overview
    • Tactics – 3-5 activities that support the priority – refer to the Channel Strategy
    • KPI’s – metrics that measure effectiveness of the tactics – refer to the Channel Strategy 

Priorities, Tactics & KPIs Template

Priorities, Tactics & KPIs – Example

Watch our video here!


You may also like

Introducing Our Interns

Introducing Our Interns
>