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Your One-Year Marketing Plan

Your One-Year Marketing Plan. Lifelong Learning 2007 Presented by Greg Marsello. The Three Most Essential Marketing Practices To Do. Think Marketing Have a Written Plan Everyone Executes Plan. Why You Need a One-Year Marketing Plan.

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Your One-Year Marketing Plan

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  1. Your One-Year Marketing Plan Lifelong Learning 2007 Presented by Greg Marsello

  2. The Three Most Essential Marketing Practices To Do • Think Marketing • Have a Written Plan • Everyone Executes Plan

  3. Why You Need a One-Year Marketing Plan • Financial pressures and increased accountability and competition mean you can’t afford to just do it. • Increased capability in database, target, market mapping, relationship and Internet marketing have changed the game. • Five- or ten-year plans focus on vision, while a one-year plan focuses on action and today’s customers.

  4. A One-Year Marketing Plan… • Is a blueprint for action • Is more than dates, numbers and dreams • Integrates all the different aspects of your organization • Must involve all in creation • Must be used by all in planning and acting

  5. One-Year Marketing Plan Timeline • Start 6 months prior to the start of your next fiscal/program year • The Plan should be complete and approved 3 months prior to the start of your next fiscal/program year • End-of-Year Report to be completed 3 months after the completion of your fiscal/program year

  6. Whose Role is it tobe the Marketing Leader CEO/DIRECTOR

  7. One-Year Marketing Plan Report • Executive Summary • Annual Objectives (tied to budget) • Unit/Division Objectives   1. # events   2. new vs. old   3. kinds/market niches • By Session/Quarter • Promotion Strategy • Timeline • Who

  8. Executive Summary • Organizational Goals • Redesign Brochure • Add Online Registration • Revamp Pricing Strategy • Start Capturing Demographic Information • Define 7 Primary Market Segments

  9. Annual ObjectivesBudget & Benchmarks • Budget • Income $300,000 100% • Promotion $45,000 15% • Production $135,000 45% • Direct Costs $180,000 60% • Operating Margin $120,000 40% • Administration $105,000 35% • Net $15,000 5%

  10. Annual ObjectivesBudget & Benchmarks • Benchmarks 01. New Programs 20% 02. Operating Margin 40% 03. Cancellation Rate 15% 04. Staffing Percentage 20% 05. Program Divisions 8 06. Participant Evaluations 4+ 07. Repeat Rate 50% 08. Net/Surplus 5% 09. Customer Surveys 6 10. Brochure:Participant Ratio 50:1

  11. Unit/Division Objectives • Income - Operating Margin Budgets per Unit/Division • Total Events to be Offered per Unit/Division (LERN Key Formulas) • New vs. Old Events to be Offered per Unit/Division • Specific Market Segments to be Targeted

  12. By Session/Quarter • Income per Session/Quarter • Total Events per Session/Quarter • New vs. Old Events per Session/Quarter • Specific Market Segments to be Targeted per Session/Quarter

  13. Promotion Strategy • Promotions to be Developed: Brochures, Flyers, E-Zines, E-mails, Web-based, Advertisements, PR • Distribution Strategies: Mail, Street, Radio, TV, Internet • Retention Strategies: Tracking, Newsletters, Benefits, Gimmicks

  14. Timeline • Production/Promotion Schedule • Production/Promotion Start Date • Information Prepared by Date • Promotion to Printer Date • Promotion Distribution Dates • Other Promotion Strategy Dates • Event Start/Date

  15. Staffing Structure CEO/Director ProgrammingProfessional OperationsProfessional PromotionsProfessional SalesProfessional Operations Staff SalesStaff Programming Staff Instructors Information Specialist Front Line Staff Who

  16. End-of-Year Report • One-Year Marketing Plan Final Report Executive Summary • End-of-Year Financial Statement • Timelines (Did you meet?) • Promotion Performance Analysis (against plan) • End-of-Year Statistics

  17. Detailed Elements of One-Year Marketing Plan End-of-Year Report • Executive Summary: 2 Pages • Listing of Goals in Final Report Executive Summary • Evaluation of Success/Failure Reaching Goals • End-of-Year Financial Statement: 1 Page and 1 Page per Unit/Division • Actual/Budget/Last Year • Total and by Unit/Division

  18. Timeline: 1 Page. On-Time ReportComparing Programming and Operations. Promotion Performance Analysis: 4 Pages per Promotion & 1 Page for Chart Promotion Analysis Report Profit/Loss Report Half-Life Report Participant Analysis Report: Demographics End-of-Year Statistics: 3 Pages. Report on All End-of-Year Statistics.

  19. Good Luck!marsello@lern.org

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