Example of Approach: Plan Development

  Strategic          Environmental          Product          Mktg/Sales

  Context               Scan                                        History

Mission

Long View

Opportunities

Threats

Org. Structure

Marketplace

Competition

Positioning

Industry

Economic

Regulatory

Attributes

Culture

Strengths

Weaknesses

Image

Awareness

Activities

Investment

Results

Perspectives

PHASE ONE:  ANALYSIS

Phase One: ANALYSIS

PHASE 1: Analysis -- Gain In-depth Understanding from Client

Current

Prospective

(includes buyers and influencers)

Leads

Sales

ROI

Other

Options:

Print/Broadcast Ads

Internet Marketing

Social Media

Email Marketing

Mobile Marketing

Promotions & Publicity

Trade Shows & Events

Sales & Telemarketing

Direct Mail

Other

Leads

Sales

ROI

Other

Mktg. & Sales

History

Product

Environmental

Scan

Objectives

Target

Audiences

Strategies

& Actions

Measurement

& Evaluation

Back to Approach:

Strategic

Context

PHASE 2:  Collaboratively Define Success Factors & Craft Plan

Jules Sowder, Executive Marketing Advisor