Write a marketing plan
Help write a basic marketing plan for an interactive agency. I will provide some data. You will need to search the web and find data too. Plan needs to include: I. Executive Summary: II. Opportunities, Risks and Critical Issues. III. Business Overview: · Market/Industry sector(s)/segmentation description(s), size, growth, trends, regulatory etc.: · Customer Analysis—changing customer needs/profiles: decision makers, customers, influencers, end-users · Economic requirements; pricing/margins; cost analysis, net contribution etc. · Competitive Analysis · Differentiators---positioning, such as recent cable article on turn (provided) · Demographic/geographic concentration. · Major trends · Critical Success Factors · Critical Issues IV. Marketing Program: · Objectives—Lead generation and conversion being primary. Long range sales volume. · Services/products defined—Features and Benefits/characteristics and proof sources--Results, testimonials etc. · Research – secondary data. · Target audience(s), by market segments 1) channel 2) communications, primary and secondary targets/profiles · Primary and secondary market(s) size, by geographic area, % penetration, gross revenues · Distribution objectives/policies. · Promotional objectives; direct marketing e-mail and direct mail, webinars, media and PR—white papers, speeches etc. · Customer support required. · Sales support requirements · Strategies –methods used to reach target audiences by market segment; Web Plan summary/timeline/budget; PR; etc. · Total market unit sales by service offerings and gross revenues over the balance of 2010 and 2011. · Roll-out plan · Financial analysis—ROI, tracking such as CPR/L; CPS; CPB V. Competitive Analysis Matrix and buying patterns · Broad view of competitor participants, profiles and strategies · Substitution · Market size and composition · Strengths and weakness by types of competitors · Competitive edge VI. Summary of the Marketing Program A. TAP (Tactical Action Plan) -- Work Plan—annual calendar of activities and tasks assigned, by month. B. Promotional budget. Collaterals, list budget such a C. E-mails, telesales, webinars, sales penetration by segments Keywords: Business Plans & Marketing Strategy, plan, marketing, writing, SEO, SEM
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