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Session 1 March 7: Marketing Overview—People & Process

Session 2 March 14: Marketing Plans—Your Road Map

Session 3 March 21: Marketing Deliverables—Proposals &

Interviews that Win

SMPS P2W—Prepare to Win

Marketing Boot Camp3-WEEK SERIES, EVERY WEDNESDAY

SESSION 2

Marketing Plans:

Your Roadmap

Bill Strong, FSMPS, CPSM, Bill Strong Consulting

SMPS P2W—Prepare to Win

Marketing Boot Camp3-WEEK SERIES, EVERY WEDNESDAY

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“A good plan is like a roadmap—

it shows the final destination

and the best way to get there.”H Stanely Judd

Marketing Planning

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Agenda

• Marketing Plan Vision

• Analysis (SWOT)

• Goals & Objectives

• Sales Forecasts

• Action Plans

• Marketing Budget

• Plan Audit

• Top 10 List

• Close

The marketing plan is a

written document that

outlines goals and objectives

for a specific period of time,

and establishes an action plan

and budget for meeting those goals.

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benefits of preparing a

MARKETING PLAN• Game plan for the entire firm

• Establishes SMART goals

• Provides strategy to meet goals

• Brings in the right kind of ‘business’

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The

Marketing

Plan

PLAN FOR

SUCCESS• Develop goals & objectives for meeting

• Circulate an agenda

• Include statistics & trends - firm &

national

• Add consensus building activities

• Toss in reality & challenges

• Demand commitment

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PLAN IT• Include stakeholders & decision makers

• Delegate responsibility & homework

• Meet off-site (with facilitator?)

• Commit plan to paper

• Keep it concise

MARKETRESEARCH

• External Audit

Perception

Performance

Market share and demand

Competitors

• Internal Audit

Input from all staff

• Firm History

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DEVELOPA

CLEARSIMPLE

PLAN

• Section 1 – Marketing Vision

• Section 2 – Situation Analysis

• Section 3 – Goals & Objectives

• Section 4 – Sales Forecast

• Section 5 – Action Plans

• Section 6 – Marketing Budget

• Section 7 – Audit

We are the architect of choice

in the luxury hospitality market.

Our weekly staff meetings involve

a discussion on improving every aspect

of our business and client service

to reflect this vision.

Vision created for firm and/or division or studio

1 MARKETINGVISION

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SITUATION ANALYSIS

SWOT

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• Reputation and talent

• Markets

Active, growth & reactive

• BD/marketing performance

• Innovation

• Differentiators

• Competition

What worked & didn’t work

SITUATION ANALYSIS:

MARKETS+CLIENTS

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• Innovation and future trends

• Growth and statistics

• Challenges & influences

• Price and profitability

• Quality

• Added services or scope

Ask clients what works & doesn’t work

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SITUATION ANALYSIS:

COMPETITORS2

FIND YOUR

SWEET

SPOT

2

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GOALS & OBJECTIVES

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• GOAL: Statement of direction

:: the end result

• OBJECTIVE: Specific target

:: quantifiable measurement

:: resource or skill needed

:: expertise to acquire

:: significant achievements

GOALS & OBJECTIVESABC Architecture Co. will be a leader in the

design of luxury hotels. • Develop new hospitality marketing materials by 8/17.

• Tour all 7-star hotels around the world by end of 2018.

• Tweet weekly and post a blog about hospitality design quarterly.

• Present a white paper at the ALIS national conference 5/18.

• Design two new 7-star hotels by 2020.

• Submit for AIA and ALIS national design awards in 2023.

• Get published in Conde Nast by 2024.

Goal

Objective

3

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MARKETING

C0MMUNICATIONS

• Brand identity

• Website & Brochures

• Content materials

• Publicity

• Rankings & Directories

• Awards

• Social Media

• Outreach

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SALES FORECAST4• ABC’s Hospitality Studio will generate

$20 million in revenues in 2018.

• Backlog: $10 million

• Probable's: $ 5 million @ 75%

• Revenue gap: $5 million

• Hit rate: 30%

• Sales pipeline: $10 million

• Pipeline gap: $20 million (3x)

• Lead generation plan

• Lead conversion plan

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ACTION PLAN

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• What: Identify the task

• Who: Identify the person

• How much: Determine labor &

expense

• Schedule: Set completion date(s)

• Priority: Assign priorities

MARKETING

BUDGET

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Corporate

Offices

Profit Centers

Practice Groups

Studios

BUSINESS UNIT CODES

10 Retail

20 Hospitality

30 Healthcare

40 Higher Ed

50 Industrial

60 Commercial Office

MARKET SECTOR CODES

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MARKETING ACTIVITY CODES701. Advertising

702. Business development

703. Collateral materials

704. Conferences + exhibits

705. Entertainment + meals

706. Memberships + dues

707. Photography/Videos

708. PR/Communications

709. Special events or activities

710. Sponsorships + donations

711. Travel

THE CO$T OF MARKETING

INDUSTRY STANDARDS

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THE CO$T OF WINNING WORK

• New service to new client

8% - 20%

• Established service to new client

4% - 8%

• New service to existing client

4% - 8%

• Established service to existing client

.5% - 4%

Category Strategy

Our reason for existence:

What sets our business apart from the rest:

Our ideal customer is:

What’s most important to our ideal customer when they are buying

what we’re selling:

What we want to accomplish this year:

The top 3 things that are going to get us there:

How much will each contribute to my revenue/profitability:

What will trigger our ideal customer to think of us:

Campaigns or tactics we are doing to reach our goal:

How much money will we need to get it done?

7MARKETING

PLANAUDIT

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Questions

& Answers

Bill’s

TOP 10 LIST

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1. Get buy-in.

2. Set clear expectations and

consequences—hold people

accountable.

3. Boil it down to 1 page—

communicate to everyone.

4. Use it to make strategic

decisions.

5. Course-correct if something

isn’t working.

6. Establish the marketing

budget from the bottom-up.

7. Prioritize!

8. Monitor expenditures and

follow up.

9. Develop a marketing

dashboard and document

progress and results.

10. Use it to negotiate your next

career level!

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what are you going to dodifferently?

Session 1 March 7: Marketing Overview—People & Process

Session 2 March 14: Marketing Plans—Your Road Map

Session 3 March 21: Marketing Deliverables—Proposals &

Interviews that Win

SMPS P2W—Prepare to Win

Marketing Boot Camp3-WEEK SERIES, EVERY WEDNESDAY