Your One-Year
Marketing Plan
Lifelong Learning 2007
Presented by Greg Marsello
The Three Most Essential
Marketing Practices To Do
1. Think Marketing
2. Have a Written Plan
3. Everyone Executes Plan
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.
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
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
Whose Role is it to
be the Marketing Leader
CEO/DIRECTOR
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
Executive Summary
Organizational Goals
–
–
–
–
–
Redesign Brochure
Add Online Registration
Revamp Pricing Strategy
Start Capturing Demographic Information
Define 7 Primary Market Segments
Annual Objectives
Budget & Benchmarks
Budget
–
–
–
–
–
–
–
Income
Promotion
Production
Direct Costs
Operating Margin
Administration
Net
$300,000
$45,000
$135,000
$180,000
$120,000
$105,000
$15,000
100%
15%
45%
60%
40%
35%
5%
Annual Objectives
Budget & Benchmarks
Benchmarks
01. New Programs
02. Operating Margin
03. Cancellation Rate
04. Staffing Percentage
05. Program Divisions
06. Participant Evaluations
07. Repeat Rate
08. Net/Surplus
09. Customer Surveys
10. Brochure:Participant Ratio
20%
40%
15%
20%
8
4+
50%
5%
6
50:1
Unit/Division Objectives
A. Income - Operating Margin Budgets per
Unit/Division
B. Total Events to be Offered per
Unit/Division (LERN Key Formulas)
C. New vs. Old Events to be Offered per
Unit/Division
D. Specific Market Segments to be Targeted
By Session/Quarter
A.
B.
C.
D.
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
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
Timeline
Production/Promotion Schedule
A.
B.
C.
D.
E.
F.
Production/Promotion Start Date
Information Prepared by Date
Promotion to Printer Date
Promotion Distribution Dates
Other Promotion Strategy Dates
Event Start/Date
Who
Staffing Structure
CEO/Director
Operations
Professional
Promotions
Professional
Operations
Staff
Front Line
Staff
Information
Specialist
Sales
Professional
Programming
Professional
Sales
Staff
Programming
Staff
Instructors
End-of-Year Report
1.
2.
3.
4.
5.
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
Detailed Elements of One-Year
Marketing Plan End-of-Year Report
A. Executive Summary: 2 Pages
–
–
Listing of Goals in Final Report
Executive Summary
Evaluation of Success/Failure
Reaching Goals
B. End-of-Year Financial Statement:
1 Page and 1 Page per Unit/Division
–
–
Actual/Budget/Last Year
Total and by Unit/Division
C. Timeline: 1 Page. On-Time Report
Comparing Programming and Operations.
D. Promotion Performance Analysis:
4 Pages per Promotion & 1 Page for Chart
–
Promotion Analysis Report
–
Profit/Loss Report
–
Half-Life Report
–
Participant Analysis Report: Demographics
E. End-of-Year Statistics: 3 Pages.
Report on All End-of-Year Statistics.
Good
Luck!
marsello@lern.org