GlobalEnvironment

International Marketing 70-480, Session 5Lloyd Corder, Ph.D.

Plans

Slide 1

Corder’s Questions

1. Why are marketing goals important?2. What should go in a marketing plan?

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 2

Marketing Goals

• Without marketing goals, there is little point to investing in marketing efforts

• The fizzier the marketing goal, the less certain the results• Specific goals aid in communication and effectiveness• Setting marketing goals mirrors the process of setting

personal goals

Failing to plan is planning to fail.

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 3

Goal Achievement Process

Values

Dreams

Attitudes

Written GoalsAction Plans

Results

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 4

Values (Mission Statements)

• Describe what the organization believes in or strives to accomplish

• Problem• Many or so vague that they don’t mean anything• You could substitute virtually any corporate name for another

and it would still work• Very difficult and time consuming to write• May eventually go the way of “TQM”

Be honest about what the organization’s values are—you’ll be able to write and live up to a real mission statement rather a lofty or vague one.

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 5

Example Mission StatementsHP Goals

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 6

Attitudes Versus Goals

To increase sales.

To increase sales from $50,000 to

$80,000 per month by the end of this fiscal year.

Attitudes Goals

Abstract

Without deadline

Hard to define

Hard to measure

Concrete

Have a deadline

Defined

Easy to measure

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 7

Typical Attitudes

• To be happy• To make money• To graduate• To get good/better job• To get married• To raise a family• To buy a house, car or boat• To have a satisfying career

• To increase sales• To hire/retain the “best and

brightest”• To reduce expenses• To market a product• To satisfy customers• To beat competitors• To be visible• To earn a profit• To stay in business

Personal Business

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 8

7 Secrets to Effective Goals

1. Reasonable deadlines2. Quantifiable and measurable3. Eliminates/solves a “pain” (significant problem)4. State specific resources (people, supplies, budget) needed to

accomplish the goal5. Clearly written6. Stated positively, focus on accomplishment7. Accompanied with an action plan

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 9

Address the five W’s: Who, what, where, when and why.

Use action verbs.

Include numeric or descriptive measures that include quantity, quality, cost, etc.

Within the staff member’s control and influence.

A goal may be a “stretch” but is still feasible.

Should be instrumental to the mission of the institution.

Specific Measurable Achievable Relevant

Example: “Resolve accounting discrepancies within 48 hours.”

Example: “Secure pledges from 10 new donors by the end of each week.”

Example: “Obtain the XYZ professional certification within two years.”

Example: “Develop and implement a diversity recruitment plan to increase diversity candidates by 10%.

5 “SMART” Secrets to Effective Goals

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 10

S M A R T

Identify a target date for completion or frequencies for specific action steps to achieve the goal.

Time-bound

Example:“Check the fire alarms and emergency lighting in all buildings every six months.”

Action Plans

• Every goal should have action steps• Tips

• Prioritize the steps• Set a deadline date for each step• Focus on the behavior, not the result• Use other people’s brainpower to solve your problems

Manage the behavior, not the results!

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 11

Action Plan Template

Goals play no favorites. If you set a goal and accomplish the action steps, you will reach that goal.

Step Finish Date

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 12

Marketing Plans• Overview

• Executive summary/current situation analysis• Opportunity/issues analysis

• Elements• Objectives• Strategy• Audience• Key Messages• Tactics• Timetable• Marketing ROI• Budget

Effective marketing plans help you communicate what you’re trying to do (goals) and how you’re going to do it (action plans).

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 13

Team PA WIB Case History

• Objective• Promote Pennsylvania’s stellar workforce initiatives to key opinion leaders

and persuade them to actively support the Team PA WIB (Workforce Investment Board)

• Target Audience• Primary: Business leaders (including employers, unions, the technology

industry, state-wide business groups and their members, local Chambers of Commerce)

• Secondary: Developers/training institutions, colleges and universities, government leaders, local WIBs, non-profits and business media

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 14

Team PA, continued

• Strategies• Celebrate workforce development successes to reinforce audience

member behaviors, generate additional visibility and build long-term commitment to the Team PA WIB initiatives

• Clearly identify actions audience members can easily take or solutions they can employ to support Team PA WIB initiatives

• Promote Team PA WIB’s benchmarks to showcase Pennsylvania’s innovative workforce development initiatives, locally and globally

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 15

Team PA, continued

• Tactics• Leverage Team PA WIB’s sponsorship of the Pennsylvania Workforce Summit 2001 to

create visibility and build awareness• Initiate a conversation between Lawrence Weinbach and Governor Ridge regarding the

Team PA WIB • Organize a speaker’s bureau to present at local business meetings• Create a Team PA WIB “seal of quality” to recognize companies who are leading the way

on workforce development initiatives• Include Team PA WIB literature at CareerLink’s Website• Create a media template• Create a set of graphic standards for the Team PA WIB to be used in all marketing

communications• Create a CD with Web links• Select a business spokesperson/personality with high name recognition and credibility for

the Team PA WIB

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 16

Corder’s Conclusions• Before you market, set specific goals and develop

coherent marketing plans• The more specific your goals (quantifiable, measurable),

the easier it will be to market and know whether you reached your target

• Marketing plans need not be complicated, but should help clearly guide the organization

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.

Slide 17

Slide 18

5. PlansInternational Marketing 70-480Lloyd Corder, Ph.D.