Strategic

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Strategic Marketing Planning How Do We Get
There From Here?
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If You Can Plan a Trip, You Can Plan A Marketing
Strategy

• Where are you now on the map?
• Where do you want to go?
• How will you get there?

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Where Are You Now?

• Where are you now on the map?
• Point of departure
• Traveling alone or with others?
• Mode of transportation?
• Things to do before leaving
• Etc., etc.

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Where do you want to go?

• Why do you want to go there?
• Business? Personal? Beach? Shopping?
• How will it look when you arrive?
• Big buildings? A river? Expressways?
• What are your expectations ?
• Productive? Fun? Exciting? Relaxing?

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You know where you are and where you are going
now you must select them best route

• Fastest route?
• Shortest route?
• Most scenic
• route?
• Best route to
• the beaches?

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You Will Probably Choose the Most EfficientRoute

• Highest average
• speed
• Fewest delays
• Least traffic

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Landmarks along the way keep you on course
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You anticipate Potential Hazards!
Be Prepared For Detours, But Avoid Side Roads
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Signs along the way should indicate progress
toward your destination
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Not away from it!
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And with proper planning and attention to detail,
you arrive successfully!
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How Does The JourneyLook In Marketing Terms?
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Where are you now?(Situation Analysis)

• Do you have a business model for managing
  operations?
• What products do you offer?
• Target audiences (who buys, or might buy them?)
• Buying motives/influences (why do they purchase
  your products and what influences their
  decision?)
• Channels of distribution (how is the product
  delivered?)
• Competition (who else offers the same or similar
  products, and what are their strengths and
  weaknesses?)
• Trends (what trends could effect your marketing
  positively and negatively?)

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Where do you want to go?

• Why do you want to go there?
• Growth? Revenue? Enrollment? Funding?
• How will it look when you arrive?
• More students? New audiences? New curricula?
• What are your expectations?
• Profitability? Leadership? Recognition?

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What Is The Most Efficient Route?

• Best use of capital and staff resources
• Fewest potential roadblocks to success
• Manageable risk levels

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Planning Your Route(Where The Rubber Meets The
Road)

• Sales Strategy
• Communications Strategy
• Budget
• Progress Assessments

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Sales Strategy

• Pricing
• Staffing Support
• Training
• Sales pitches
• Channels of distribution

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Communications Strategy

• Advertising
• Public Relations
• Support materials
• Trade shows, conventions

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Budget
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Progress AssessmentsHow Will You KnowIf You
Are StayingOn Course?
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Identify your landmarksbefore starting your trip

• Identify short-term ways to measure your progress
• Mark them on the calendar
• Be diligent the most common failure of
  strategic plans is getting off track

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Things To Remember

• Strategize everything and check often to make
  sure everything is still on-strategy.
• Know your audience, your market, your competition
  and the trends that could effect you. Do the
  research and keep it current.
• Know your route and keep your eyes on the road.
  Side roads are almost always dead ends.
• Dont worry be happy! (Having a strategy in
  place takes a lot of the pressure off)

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Stay On TrackAnd You Will ArriveSuccessfully!A
nd you shouldalready have a strategy in place
for your next destination!