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Crafting a Comprehensive Marketing Plan for Distinctive Organizational Positioning

This guide outlines the essential steps to develop a successful marketing plan that sets your organization apart in the marketplace. It emphasizes understanding your intellectual property, the markets served, and leveraging the experiences of your members and leaders. The plan should clearly define your goals, target market, unique value proposition, marketing tactics, and budget. It emphasizes the importance of measuring success and reflecting on past experiences to enhance future strategies. Build a distinctive presence with a well-structured marketing plan.

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Crafting a Comprehensive Marketing Plan for Distinctive Organizational Positioning

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  1. Developing a Marketing Plan October 2011

  2. Distinguish Your Organization in the Marketplace • What is the “intellectual property” of your chapter? • What market/industry do you currently serve and what has it taught you? • What is the work experience of your members, organizational leaders and instructors and what have they learned? • What sector/s should you focus on? • mature, low-growth, highly competitive markets • higher-growth, less saturated markets

  3. Distinguish Your Chapter in the Marketplace • Will you focus on business or consumer sales? • Business sales: • You have to be rigorous in defining the value proposition, however... • The factors that influence the “buy” decision tend to be predictable. • Consumer sales: • Price is a more weighty consideration in consumer sales. • It is difficult to predict all the factors influencing the “buy” decision for consumers.

  4. Develop a Marketing Plan • Goals: how will you define success? • Targets: who/what is your target market? • Position: how will you position your organization to drive benefits to your customers? • Niche: how is your service different and unique?

  5. Define Your Organization in the Marketplace • Tactics: what marketing tactics will you use to reach your targets? • Identity: if successful, how will your organization be seen in the market? • Budget: what budget is needed to achieve this plan? • Schedule: what is the roll-out of the plan? • Metrics: how will you measure your success? • Review: what would you do differently next time?

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