Strategic

1
Strategic Marketing Planning How Do We Get
There From Here?
2
If You Can Plan a Trip, You Can Plan A Marketing
Strategy

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

3
Where Are You Now?

• Where are you on the map?
• Gainesville
• Drive or fly
• Alone or with others
• What to pack
• Etc., etc.
• Make a list of the things you need to do
• before leaving

4
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?

5
What is thebest route?

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

6
Most EfficientRoute

• Highest average
• speed
• Fewest delays
• Least traffic

7
Identify your waypoints before starting your trip
8
(No Transcript)
9
Anticipate Potential Hazards!
Be Prepared For Detours, But Avoid Side Roads
10
(No Transcript)
11
(No Transcript)
12
How Does The JourneyLook In Marketing Terms?
13
Where are you now?(Situation Analysis)

• Business model?
• Products
• Target audiences
• Buying motives/influences
• Channels of distribution
• Competition
• Trends
• SWOB analysis
• (Strengths/Weaknesses/Opportunities Barriers)

14
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?

15
What is the best route?

• Quickest?
• Most efficient?
• Best with limited resources?

16
Most Efficient Route

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

17
Planning Your Route(Where The Rubber Meets The
Road)

• Sales Strategy
• Communications Strategy
• Budget
• Progress Assessments

18
Progress AssessmentsHow Will You KnowIf You
Are StayingOn Course?
19
Identify your waypointsbefore 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

20
Things To Remember

• Strategize everything and check often to make
  sure everything is on-strategy.
• Know your audience, your market, your competition
  and the trends that could effect you. Do the
  research.
• 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)

21
Youve ArrivedSuccessfully!And you
shouldalready have a strategy in place for your
next destination!