mission statement vision and objectives situational analysis factorwhat’s...
TRANSCRIPT
Mission Statement
Vision and objectives
Situational Analysis
Factor What’s Happening Impact Term Option Moving Forward
Political
Economic
Social
Technological
Environmental
Legal
Porter’s Five Forces
Force What’s Happening Pressure Impact
Competitive rivalry
Bargaining power of customers Bargaining power of suppliersThreat of new entrants
Threat of substitute products
Target Market and Buyer Persona
Persona 1 Persona 2 Persona 3Socio-Economic GroupGender Buyer Behaviour How they Access the Web
Target Target Market 1 Target Market 2 Target Market 3
Target Description
Customer Touch Points
Touch Point Department Does it meet the customer expectations
or need
Competitive Edge
Website
Social Media
Telephone
Competition Who are They Brand What Marketing
Mix are they using What potential
competitive advantage do they
have
Competitor 1Name:
Product Place PricePromotion
Competitor 2Name:
Product Place PricePromotion
Competitor 3Name:
Product Place PricePromotion
SWOT Analysis
Threats Opportunities
Strengths Weaknesses
Organisation & Marketing Objectives
Objective Strategy
Organisational – Profit
Marketing – Social Media
Aspirational – Mission
Marketing Mix
Marketing mix
Product PlacePricePromotion
Strategy Statement
• Increase Brand Engagement• Increase Conversion/Loyalty• Increase ‘Sticky’ traffic to your website• Increase Conversion/Loyalty• Increased Sales
Resources
Title Occupant Responsibilities
Budget
Annual Cost Per Annum Year 1 Per Annum Year 2 Per Quarter
Social Media - PPC
E-mail marketing
Website
Once-Off
Total
Activity Plan – Marketing Mix
Objective Strategy Action
Product
Placement
Price
Promotion
Digital Marketing Campaign I
Campaign Lines of Business Strategy
Generate xxxx new customers New Goals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads
Digital Marketing Campaign 2
Campaign Lines of Business Strategy
Generate xxxx new customers New Goals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads
Digital Marketing Campaign 3
Campaign Lines of Business Strategy
Generate xxxx new customers New Goals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads
SOCIAL MEDIA - Twitter
Tool Target Action
Twitter -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups
-Set Up Company Page
SOCIAL MEDIA - Facebook
Tool Target Action
Facebook -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups
-Set Up Company Page
SOCIAL MEDIA – LinkedIn
Tool Target Action
LinkedIn -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups
-Set Up Company Page
SOCIAL MEDIA - YouTube
Tool Target Action
LinkedIn -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups
-Set Up Company Page
Youtube
Email Marketing
Tone of messages and content
Keywords
Call to actions
Content of “From” and "Subject" lines
Email Marketing
Promotions/incentives offered
Length of email
Campaign themes
Timing and frequency of your emails
Social Media Strategy- Control and Evaluation
Evaluation Measure Tools
Keywords Rank Well in Top Keywords Google Adwords
Brand Awareness Number of Likes ion Facebook Count