PLT Marketing Plan - KACEE [PDF]

Marketing Principle #4 - Promotion - Communication with the customer. Strategy: Communication is defined as: Message sen

6 downloads 18 Views 61KB Size

Recommend Stories


Strategic Marketing Plan [PDF]
You begin the creation of your strategy by deciding what the overall objective of your enterprise should be. In general this falls into one of four ... This means choosing one of the following 'generic' strategies (first described by Michael Porter i

Strategic Marketing Plan [PDF]
You begin the creation of your strategy by deciding what the overall objective of your enterprise should be. In general this falls into one of four ... This means choosing one of the following 'generic' strategies (first described by Michael Porter i

MARKETING PLAN WORKSHEETS [PDF]
Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to: 1) organize and structure the .... To what extent do

[PDF] The Ultimate Marketing Plan
Make yourself a priority once in a while. It's not selfish. It's necessary. Anonymous

PDF The Marketing Plan Handbook
What you seek is seeking you. Rumi

PDF The Ultimate Marketing Plan
Don't watch the clock, do what it does. Keep Going. Sam Levenson

Marketing Plan
Nothing in nature is unbeautiful. Alfred, Lord Tennyson

Marketing Plan
Don't ruin a good today by thinking about a bad yesterday. Let it go. Anonymous

marketing plan
Be who you needed when you were younger. Anonymous

Marketing plan
Live as if you were to die tomorrow. Learn as if you were to live forever. Mahatma Gandhi

Idea Transcript


2004 Conference – Bismarck, ND 

Developing and implementing a marketing strategy A Strategic Marketing Plan lets you know where you want your program to be next year and five years from now. A marketing plan answers three important questions: 1. Where are we now? 2. Where do we want to be in the future? 3. How are we going to get there? Good marketing works. If you position your program so that it is attractive to different audiences, you communicate well, and you give them reasons to use PLT curriculum, they will.

The following are an interpretation of E. Jermone McCarthy's 4 Ps (4 Principles of Marketing©)

Marketing Principle #1 - Product - Individual goods, product lines, or services. Strategy: This is obviously the most important part of any business. In order for a product or service to succeed, it must offer clear, distinct, and nonarguable value to the buyer. Tactics: Includes features, instructions, service, and brand name. Marketing Principle #2 - Place (Distribution Channels) - Getting the product or service to the customer. Strategy: The saying - location, location, location holds true. If consumers don’t have easy access to your product - how can they buy it? Tactics: Channels, distribution systems, and middlemen. Marketing Principle #3 - Price Strategy: Price meets it own demand. The more innovation and thus value added, the more latitude you have in setting a price. Tactics: Setting a price that serves the customer well and maximizes outcomes is a must.

Marketing Principle #4 - Promotion - Communication with the customer. Strategy: Communication is defined as: Message sent. Message received. Message acted upon. Tactics: Personal selling, mass selling, promotion, advertising, media selection, and copywriting. The seven C’s of effective communications messaging: 1. Context 2. Capability of audience 3. Clarity 4. Channels 5. Content 6. Credibility 7. Continuity The 4 marketing principles represent elements of a marketing strategy that are controllable (internal). These internal factors depend upon such known factors as your budget, personnel, creativity but these factors can be controlled.

Marketing Action Plan Step 1:

Set Goal - See what matters and aim . What do we want for ourselves?

Step 2:

Identify Target Audiences – Know who counts. Who do we want to influence/enroll/invite/persuade? What do they care about or want? Audiences • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

After school groups and programs Agriculture professors/FFA American Tree Farm System Associations Businesses Camps Church/religious based schools Community organizations (Kiwanis, Lions , Key) Cooperative Extension Departments of Environmental Quality Departments of Health Departments of Health & Environmental Control Departments of Natural Resources Divisions of water resources Ducks Unlimited Early childhood associations EE associations Formal educators Friends Home schoolers and associations Language schools Local companies Local foundations Local government agencies Local media Local NSTA organizations Local professional associations Local Society of American Foresters Native American schools Nature centers Non-formal educators Other “Projects” Other states Outdoor schools Paper mills, companies, industry Parents/guardians

• • • • • • • • • • • • • • • • • • • •

Parks & recreation departments Pre-Service departments Pre-school/Early Childhood Science museums Service learning groups SES providers School boards Schools for the Sight Impaired/Challenged School superintendents Scouts, 4-H (youth organizations) Society of American Foresters State departments of education Statewide networks Urban groups U.S. Forest Service Utility companies Wild Turkey Federation Youth Corps Zoos Other ________________________

Step 3:

Identify Obstacles/Competition – Jump the hurdles. What uncontrollable circumstances are we dealing with? Who or what works against us? What’s in the way of achieving the goal?

Step 4:

Define Value Proposition – Find the sweet spot. What is the (1) most sustainable, (2) most appealing benefit to the target audience that (3) cannot be owned by anyone else?

Step 5:

Create Strategy – Apply logic, tap intuition. How will we address barriers and overcome our weaknesses to achieve the goal? How can we use our strengths to neutralize threats or leverage opportunities?

Step 6:

Implement Tactics – Tell the story. Where can we best connect with the audience? How will we communicate value? What do we expect/hope the audience will think, feel, say, do? Tactics • Annual reports • Conferences • Exhibits/conferences • Face-to-face meetings • Internet

• • • • • • • •

Marketing materials (e.g., fact sheets, brochures) Newsletters, e-newsletters\ Partnerships Press releases Public service announcements Speaking engagements Testimonials Other ____________________

Step 7:

Deliver - Be the promise. How will we deliver value? What resources are available? What are the constraints? (Time, people, money, brand, legal)

Step 8:

Measure Results & Learn – Spell S-u-c-c-e-s-s. What happened? Why?

What have we learned?

Smile Life

When life gives you a hundred reasons to cry, show life that you have a thousand reasons to smile

Get in touch

© Copyright 2015 - 2024 PDFFOX.COM - All rights reserved.