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. 1. Example - Objective 1 - Increase brand awareness across target consumer base 2. Example - Objective 2 - Increase market share in x, y, z market 3. 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.