Elements of a Marketing Plan

Every organisation would love to enjoy the success of a viral marketing campaign such as the ALS Ice Bucket Challenge, but these types of campaigns intentionally follow a plan that was laid out in advance. Likewise, think of your marketing plan as a roadmap that’s going to guide you to a chosen destination.

As with any journey, you begin with your destination in mind, and then start by charting your route from your starting point.  There is no sense in beginning unless you know where you want to finish.
Before you start to create a marketing plan, put your communications into perspective. Frame your perspective on your overall communications strategy with a simple statement.

For example:
• Our goal is increasing sales. Our marketing communications will relay our USPs
• Our goal is fundraising. Our marketing communications are donor communications.
• Our goal is member services. Our marketing communications are intended to nurture member engagement.
• Our goal is recruitment. Our marketing communications help manage volunteer experience.
• Our goal is trust. Our marketing communications will contribute to building trust between us and our constituents.
• How Do You Attract, Inform, Inspire, and Engage Your Intended Audience?

Imagine that your goal is more than marketing. Instead, imagine that your goal is to build relationships through engagement, ultimately arriving at engagement. Marketing becomes a means to that end.

Marketing is too often a one-way, short-term, transactional exercise; relationships are built through conversations and interactions to engage your audience. Marketing may tend to drive one-time interaction; relationship-building encourages long-term engagement. Marketing has the potential to be superficial; engaging your intended audience over the long run helps to develop deep affinity and meaningful relationships.

Marketing is just one component of your comprehensive communications strategy. The most successful organisations focus on nurturing relationships; employing a marketing plan and applying it to specific campaigns helps you attract, inform, inspire, and engage potential customers.
It is likely that as you implement your plan, you will find what you consider to be “marketing” will actually decrease, while your relationship-building will increase.

But….how Much Will my marketing Cost?
The “cost” of any marketing plan must be measured in personnel time, creative investment, print, online and media expenses. How much will vary depending on the extent of your marketing plan.  Do not forget to consider the value of your investment as you evaluate your ROI (return on investment) and ROE (return on engagement) as marketing is very much an investment.

Whatever you decide and whatever your marketing objectives, one option could be that before you get overwhelmed with creating a comprehensive marketing plan for your organisation, consider the establishment of micro-plans that help you focus on specific goals to achieve. These micro-plans can be campaign-specific or audience-specific; together they will form a complete marketing plan.

Hope this helps.