As the Romans Do: Marketing Planning

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As the Romans Do Marketing Planning

• Presented by
• Carol Ann Waugh
• Xcellent Marketing
• February 21, 2008

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Benefits of a WrittenMarketing Plan

• Planning ahead to meet deadlines (tell story
  about catalog mailed November 18th)
• Tighter rein on budget
• Records what was done and when for year to year
  comparisons
• Allows for some understanding of what efforts
  affect revenues
• ? Helps stabilize company knowledge so it doesn't
  walk out the door
• ? Establishes benchmarks for measurement

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Elements of a Successful Plan

• ? Company Background
• o History
• o Products and services
• o Major events

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Elements of a Successful Plan

• ? Revenue History and Forecast
• o Revenues for past 5 years and projections for
  the next 2 years
• o Marketing expenses expressed in dollars, of
  gross sales and pre-tax profit
• o Break out revenues and expenses into market
  niches (Pre-K, Elementary, Middle, High School)
  or by subject (Math, Reading, Science)

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Elements of a Successful Plan

• ? Strategic Issues
• o Discussion of current business environment
• o Internal and external issues affecting the
  future
• o Major new product introductions
• o New distribution opportunities
• o New company expertise

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Elements of a Successful Plan

• ? Funding Market Trends
• o NCLB
• o Key state initiatives
• o The Buzz

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Elements of a Successful Plan

• ? Competition
• Who are your competitors?
• o Strengths and weaknesses
• o Why are you better?

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Elements of a Successful Plan

• ? Pricing
• o History of pricing strategies for new products
  and backlist
• o Pricing strategies for next year
• o Affect of pricing on revenue

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Elements of a Successful Plan

• ? Positioning Statement
• Tag line to use in all marketing efforts

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Elements of a Successful Plan

• ? Marketing Objectives
• o List 3-4 achievable and measurable objectives

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Elements of a Successful Plan

• ? Marketing Strategies
• o For each objective stated above, list the
  strategies you will use to achieve these
  objectives

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Elements of a Successful Plan

• ? Marketing Budget
• o Chart showing breakout of expenses by marketing
  channel
• ? Past 3 years and next year
• o Chart of revenue produced by marketing channel
  (Web Site, Direct mail, Telesales, Advertising,
  Public Relations, Exhibits, etc.)
• o Discussion of changes from past investments to
  future investments

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Elements of a Successful Plan

• ? Marketing Channels
• o For each channel listed above
• ? Write overview
• ? Set objectives and strategies
• ? Detail timing and expenditures

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Elements of a Successful Plan

• ? Monthly Calendar and Expenses

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What's New in Marketing Today?

• ? Research requirements of NCLB
• o White papers
• o Thud Books
• o University affiliations
• o Real-time research studies
• o Case Studies

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What's New in Marketing Today?

• ? Teachers increasing use of the Internet to find
  and buy products
• ? Contacting educators via e-mail
• ? Key word advertising (Google) to draw people to
  your web site
• ? Webinars
• ? More marketing integration

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• Questions?