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Chapter 2. Business, Strategic, and Direct Marketing Planning. Plans plot the course to reach a set of stated objectives. Short term goals act as benchmarks Benchmarks help us to recognize when plans need adjustments Today we review plans annually or even quarterly.

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chapter 2

Chapter 2

Business, Strategic, and Direct Marketing Planning

plans plot the course to reach a set of stated objectives
Plans plot the course to reach a set of stated objectives
  • Short term goals act as benchmarks
  • Benchmarks help us to recognize when plans need adjustments
  • Today we review plans annually or even quarterly
three key strategic questions
Three Key Strategic Questions
  • Where should we focus the effort and why?
  • What do we bring to the table?
  • Do our core capabilities suit our position?
my question preference
My Question Preference
  • Where are we now?
  • Where do we want to go?
  • How do we get there?
strategic business plan
Strategic Business Plan
  • Help attract outside investors and financing
    • Key concepts
    • Establish a market
    • Outlines organizational structure
    • Financial projections
stratigic plan
Stratigic Plan
  • Introduction
    • Describes the purpose and scope of the plan
    • Specifics the time frame of the plan
  • Direct Mail

Five year plan to dominate the direct mail advertising business in the Oklahoma City Area

executive summary
Executive Summary
  • Scope,objectives, SWOT, mission, vision, products/services, investors, financial and growth plans
  • Needs to be brief and be able to stand alone and communicate the important directives and conclusions of the plan
goals and objectives
Goals and Objectives
  • Highlights Achievements and time frame
  • Relates achievements to the stakeholders
  • Grow revenues by an average of 20% annually over the next 5 yrs.
  • Control 60% of all Direct Mail Advertising Revenues in the OKC area
situation analysis
Situation Analysis
  • Competitive analysis
  • Market analysis
  • Enviromental analysis
  • Size of current market $25 million
  • Market Share report competitors and estimate of customer expenditures
  • Industry Growth Projections
swot analysis
SWOT Analysis
  • Key strengths and weakness of the organization
  • Key opportunties and threats in the marketplace
  • Strength: contact strength, realitive newcomer
  • Growth industry, players outside the immediate marketplace
mission statement
Mission Statement
  • What do you do and how do you do it
  • Unique?
  • Synergistic advertising contact
  • Analytical and creative expertise
vision statement
Vision Statement
  • What will the business look like
  • Translated into behavior within the organization
  • One contact advertising source
  • Clients needs first resulting in the most effective advertising
businss values
Businss Values
  • Principles governing the business and its relationship with stakeholders (customers, partners, community)
  • Maybe included with the vision or mission statement
additional elements
Additional elements
  • Key Strategies
  • Action Plans
  • Financial Plans
  • Performance Measures (what are the metrics)
message strategy brief
Message Strategy Brief
  • Client
  • Product
  • Project
  • Key Fact
  • Communication Objective
  • Creative Strategy
    • Prospect profile
    • Competition
    • Current/Change Preception
    • Current/Change Behavior
    • Proposition
    • Reason Why
    • Secondary Support
    • Legal & policy factors
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