Strategic Marketing Plan Creation

The CMO Outsource creates Strategic Marketing Plans utilizing a disciplined and comprehensive approach as invented and documented by Roman G. Hiebing Jr. and Scott W. Cooper in their book “The Successful Marketing Plan.”  Their concept, based on proven marketing principles maintains that if followed correctly, the “plan itself quantitatively locks objectives, strategies, and tactics together so that it can be effectively executed, be accurately evaluated and, most important, achieve up-front sales objectives.”

Our Strategic Marketing Plan entails very specific actions that take place and depending on the size of the company, can take from ten hours to one hundred hours to complete.

We begin with Research

• Conduct a thorough Business Review including the business scope and review of the business plan.
• Demographic information for your target market including needs and wants
• Competitors and their marketing efforts and performance as it relates to your business
• Evaluation of your products and/or services from the market’s viewpoint as it relates to product maturity, uniqueness, price elasticity and demand
• Review of all current marketing efforts including: brochures and collateral, ads, promotions, loyalty programs, signage, brand identity, slogans, public relations communication, and social media efforts
• Analysis of existing tracking reports and data collected
• Customer Service and Sales Operations efforts and resources
• Articulation of current Problems and Opportunities

We then move to the plan Construction

• Establishing the marketing objectives where the desired behavior of the target market is defined
• Creating specific marketing and communications goals that we believe will achieve the marketing objectives
• Relating marketing objectives to sales goals
• Setting the mix of tactical marketing disciplines needed to complete the plan along with estimated budgets
• Conducting payback analysis for determining forms of measurement and prioritization
• Formulating a marketing calendar which is the schedule for the tactical actions to take place and timeframes for analysis of results

We conclude the Strategic Marketing Plan with specific recommendations for any necessary changes in advertising direction, scope, message and creative direction. 

To Strategic Marketing Plan Execution ►