joint district meeting and volunteer leadership workshop pacific western district and southwest...
TRANSCRIPT
Joint District Meeting and Volunteer Leadership Workshop
Pacific Western District and Southwest District
Anatomy of a Marketing PlanAugust 8 2015
Main Steps of a Marketing Plan
1. Create a Marketing Plan
2. Implement a Marketing Plan
3. Evaluate Success/Failure of Marketing Plan
Create a Marketing Plan
1Define Product/Ser
vice and Customer
2Resources and
Research
3Determine
How to Measure Success
Define Product or Service, Goals, Resources, Timing1
Created in 2013
1 version Upgrade Oct 29 2013
10,000-50,000 Downloads
5,000+ Downloads in Aug 2014
APICS Learn It APP - Google Play
Created in 2013
1 version Upgrade Oct 29 2013
10,000-50,000 Downloads
5,000+ Downloads in Aug 2014
APICS Learn It APP - Apple Itunes Store
SWOT Analysis
Financial Analysis
Corporate Strategic Plan for 2-5 years Financial Numbers Mergers and Acquisitions Human Resources
Target Customer
Marketing Plan Goals
Current Corporate IT Environment
Evaluate Competition Self Evaluation Direct Competitors
LSCMS, Pocket Prep Inc. (CPIM,CSCP), Slickrock (SCM, CSCP) Indirect Competitors
Webster’s
Compare Features Financial Numbers Mergers and Acquisitions Human Resources
Research! Research! Research!
APICS District and Corporate Resources
APICS Chapter resources
Local businesses and chapter sponsors
Local Colleges and Universities
Community businesses, training organizations
Define and Leverage Partners
Review and document online customer feedback
Compare Learn It to competition
Evaluate prior marketing plan objectives
Survey current/future customers for requested changes
Update APICS Corporate site for Retail and eCommerce.
Evaluate Current Product Service
2 Implement a Marketing Plan
Strategy How many ways will you reach customers?
Budget Cost for phased implementation.
Timeline Very Definite steps
Action/Owners Create continuous Sr. Management support
structure
Specify measurable results and review process
Implementation Steps
Promotional options Video and Web
Social networking
SMS texting
Marketing Tools
Marketing Tools
Marketing Tools
Marketing Tools
LinkedIn is largest professional network
LinkedIn adds 2 people every second
LinkedIn is 21st Century tool for media, partnerships, and clients.
Marketing Tools
3 Evaluate Success/Failure of Marketing Plan
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Creating a plan just to have one.
Lack of commitment by Senior Managers.
Creating a plan and putting it on the shelf.
Lack of Action.
Top Reasons Marketing Plans Fail
Unwillingness or inability to change.
No Accountability or follow-through.
Unrealistic goals or lack of focus or resources.
Top Reasons Marketing Plans Fail
Accountability
Tracking project deadlines and results
Rewards and consequences for performance
Dashboards for showing project results
Top Reasons Marketing Plans Succeed
Resource availability
Resource skills match expertise required
Sr. Management commitment to project success
Empowerment
Top Reasons Marketing Plans Succeed
Create marketing plan SWOT analysis Define target market Product development Branding vs marketing Pricing Marketing recruitment and management Product launch Cost-effective marketing
Learn It App Marketing Strategy
Marketing plan for new or existing project
Sample Marketing Plans
Multiple categories
Marketing Donut – UK generic marketing plan Descriptions with steps
Marketing Plans Free Online
