Marcom planning tools & templates

transcript

Marketing CommunicationsMajor Objectives

October 4, 2002

Topics

• Linkage of Objectives• Objective Setting Guides• Major Objectives for Segments &

Divisions• Communication Planning Guidelines

Intended Outcomes

Strategic focus

Helps you set priorities Drive strategy

Intended Outcomes

Consistent measurement & analysis

Tools to inform strategic decisions Consistent assumptions/approaches

enable real ROI analysis across the organization

Intended Outcomes

Effective budget planning & management

ROI analytics will inform the budget planning process

Framework for rational budget management decisions (i.e LE)

Intended Outcomes

More efficient resource allocation

Enables better planning for Creative Services resources

Marcom plans will enable CSRs to write all Creative Briefs

Intended Outcomes

Provide customer view of West communications

Marcom roll-up will provide company-wide views of communications seen by the customer

Enable customer-centered strategy

Impacts on Planning Today

Budget Planning

Marcom Planning

Product Planning

Channel Mgt Plan

Segment Mktg Plan Division Mktg

Strategic Marketing Planning Response Mktg

Objectives Tie Plans Together

Major Objectives Logic Flow

Strategic Marketing

Leverage TLR Assets and knowledge

Define new sales model and

strategy

Drive non-content businesses

Define long-term print strategy

Maintain competitive

SegmentsCEO“Big Three”

Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives

Gov’t

Lead the Market

Put the customer at the center

Focus on our Premium

Major Objectives Logic Flow

Strategic Marketing

Leverage TLR Assets and knowledge

Define new sales model and

strategy

Drive non-content businesses

Define long-term print strategy

Maintain competitive

Segments Supporting Initiatives

Gov’t

Westlaw SoloAnalytical LinkingTrial Cases West KM

West KMNo-Low GrowthIntellectual PropertySO Retention

West Pack: Print RetentionSub-segmentationCase Mgt Systems: ProLawTech Solutions: West KMGrow Compliance MarketGrow Corp Counsel MarketLeverage 3rd Party Content

Major Objectives Logic FlowTactical PlansSegments Supporting

Initiatives

Gov’t

Westlaw SoloAnalytical LinkingTrial Cases West KM

West KMNo-Low GrowthIntellectual PropertySO Retention

West Pack: Print RetentionSub-segmentationCase Mgt Systems: ProLawTech Solutions: West KMGrow Compliance MarketGrow Corp Counsel MarketLeverage 3rd Party Content

Major Objectives Logic FlowFinancial Objectives Revenue Growth Profitability Budget

Strategic Objectives

(Big Picture Strategy to deliver Financial Objectives)

Market Share Product Development Etc.

Communication ObjectivesWhat messages will yield the

Marketing/Strategic Objectives?

Marketing ObjectivesWhat is the desired customer

behavior that will yield the Strategic Objectives?

Guides to Writing Objectives

Purpose:To define the intent, the means

and the expected results of a strategy or initiative

Characteristics: Specific Quantifiable Time bound Consistent with Company

strategy Aligned with Segment/Division

strategy Business performance-oriented Drives strategic decisions

Guides to Writing Objectives

Establishing Specifics: What sales performance

have we achieved historically?

What is possible to achieve?

What are the corporate expectations?

Quantitative Measures: Share of market/wallet New sales revenue Ancillary usage revenue Upsell/Cross-sell revenue Retention rates/revenue Profitability (ROI; marketing cost of

sale) Category preference Brand: agreement with attributes Others

SMLF Segment Objectives

Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:

Launch Westlaw Solo Analytical Linking Launch Trial Cases West KM West Pack bundles Launch Intellectual Property Develop SLF Solutions (ProLaw)

Strategic Objectives:

Objective #1 Objective #2 Objective #3

Marketing Objectives:

Comm. Objectives: Objective #1 Objective #2 Objective #3

LLF Segment Objectives

West KM No-Low Growth Launch Intellectual Property SO Retention

Gov’t Segment Objectives

Print Retention: West Pack bundling Sub-segmentation Align Strategic Focus on:

Technology, Core Content & Alternate Channels

Case Management Systems: ProLaw Technical Solutions: West KM

Corporate Segment Objectives

Grow Compliance sectors: Energy, Insurance

Grow Corporate Counsel business Leverage 3rd Party content in key

verticals

Academic Segment Objectives

Determine Lifetime Value of New Attorneys

Develop Customer Lifetime Tracking Re-launch Rewards Program Re-launch Summer Associate

Program

Divisional Marketing Objectives

TBDStrategic Objectives:

Communication Planning

Guideline Validation

1. Benchmarking Research

Marketing Leadership Council studies:

Trends in the Media Mix, July, 2000

Measuring Marketing Performance, August, 2001

Marketing Investment & Impact Benchmarks, July, 2002

2. West Best Practices Internal experts from functional

specialty areas

Communication GuidelinesMedia Purpose Measures Baselines* % of

Budget**

Advertising (Print) Build BrandProduct AwarenessTargeting Customer Segments

FavorabilityReachFrequency% of Media BuyCPM

TBD.90%Varies< 25%$125

Direct Mail Direct OrderLead GenerationTargeting Customer Segments

Response RateAverage OrderCost/SaleCost/Piece

.3%$16548%.50

Trade Shows Product AwarenessBuild BrandGenerate Leads

Cost/EventNumber of LeadsNumber of EventsRevenue/EventCost/Lead

$3500Not Available

270Not Available

Sponsorships Build BrandProduct AwarenessTargeting Customer Segments

Cost/EventReach/EventRPA

Public Relations/Publicity Build BrandProduct Awareness

Number of ReleasesNumber of ExposuresNumber of Events

10/MonthNot AvailableNot Available

Sales Collateral Product AwarenessProduct Information

Product Line CoverageCollateral Usage

38%TBD

Email Marketing RetentionRelationship BuildingDrive Web Sales

Click RateOrdersAverage Order Size

4%.62%$140

Internet Direct OrdersLead GenerationProduct InformationAccount Services

Hits/WeekUnique Visitors/WeekNew Visitors/WeekOrders/WeekLeads/Week

47,00029,00022,000

403600

*West historical data**Percent of marketing budget allocated to communications. Benchmarks from B2B study by Marketing Leadership Counsel, July, 2002

Communication Guidelines

Media Purpose

Advertising (Print) Build BrandProduct AwarenessTargeting Customer Segments

Direct Mail Direct OrderLead GenerationTargeting Customer Segments

Trade Shows Product AwarenessBuild BrandGenerate Leads

Sponsorships Build BrandProduct AwarenessTargeting Customer Segments

Public Relations/Publicity

Build BrandProduct Awareness

Sales Collateral Product AwarenessProduct Information

Email Marketing RetentionRelationship BuildingDrive Web Sales

Internet Direct OrdersLead GenerationProduct InformationAccount Services

Tactical mix: media & purpose

Communication Guidelines

Media % of Budget: MLC Study

Advertising (Print) 14%

Direct Mail 4%

Trade Shows 8%

Sponsorships 4%

Public Relations/Publicity

Sales Collateral 6%

Email Marketing 1%

Internet 6%

Tactical mix: Budget allocations

% of Budget: West 2002

Not Available

Marketing Leadership Council findings:76 % of marketing budget allocated to Communications

30% of those Communications not part of the West mix (i.e. Radio/TV broadcast, Outdoor, etc.)

West 2002 Planned Budget

Mix Guidelines

Marcom Deliverable:

Lead Generation

Communication Mix

Direct MailTelemarketingInternetTrade Show promo/demo

Mix Guidelines

Marcom Deliverable:

Lead Generation

Product Support

Communication Mix

Direct MailInternetTrade Show promo/demoTelemarketingEmail Marketing

Mix Guidelines

Marcom Deliverable:

Lead Generation

Product Support

New Product Launch

Communication Mix

Direct MailPublicity/PR

Sales CollateralInternetTrade Show promo/demoTelemarketing

Mix Guidelines

Marcom Deliverable:

Lead Generation

Product Support

New Product Launch

Brand Equity Enhancement

Communication Mix

AdvertisingTrade Show

SponsorshipsInternetPublicity

Mix Guidelines

Marcom Deliverable:

Lead Generation

Product Support

New Product Launch

Retention/Loyalty

Communication Mix

Email MarketingSponsorshipsDirect Mail

Mix Guidelines

Marcom Deliverable:

Lead Generation

Product Support

New Product Launch

Retention/Loyalty

Corporate Launch

Communication Mix

AdvertisingPublicityTrade ShowsSponsorshipsSales CollateralInternet

Components of Final Marcom Plan

Situation Analysis

Market Assessment

Customer/Sales Trends

Channel/Operations Assessment

Technology/Product Overview

Insights from ’02 marcom

Note:Marcom Plan is a subset of the Marketing Plan.

Competitive Summary

Strengths

Weaknesses

Forecast of competitive activity

Situation Analysis

Market Assessment

Marcom Objectives

Financial Objectives

Marketing Objectives

Communication Objectives

Situation Analysis

Market Assessment

SWOTCompetitive Summary

Key Customers

Trends/Insights for:

Sub Segments

Local Zones

Practice Areas

Functional Areas

Technology/Channel Users

Situation Analysis

Market Assessment

Marcom Objectives

Key Messages

Customer/Grass Roots

Product

Situation Analysis

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Budget % of marcom $Situation Analysis

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Direct Mail % of total spend

Public Relations % of total spend

Trade Shows % of total spend

Sales Collateral % of total spend

Advertising % of total spend

Email Marketing % of total spend

Internet % of total spend

Sponsorships % of total spend

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Strategy check: Strategic priorities vs. budget allocation

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Transactions

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

TransactionsLead Generation

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

TransactionsLead GenerationRetention

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

TransactionsLead GenerationRetentionAcquisition/Up Sell

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

TransactionsLead GenerationRetentionAcquisition/Up SellBrand/Category Awareness

Implementation Strategy

Direct Mail Plan

Advertising Plan

PR/Publicity Plan

Trade Show Plan

Strategic Relations Plan

Internet/Email Plan

Situation Analysis

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Budget

ScheduleSituation Analysis

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Budget

Direct Mail Plan

Advertising Plan

PR/Publicity Plan

Trade Show Plan

Internet/Email Plan

Metrics

Cost: benchmarks & targets

Revenue: benchmarks & targets

Brand: agreement with attributes

Other: return on objectives

Situation Analysis

Market Assessment

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Budget

Direct Mail Plan

Advertising Plan

PR/Publicity Plan

Trade Show Plan

Internet/Email PlanSchedule

Metrics

Cost: benchmarks & targets

Revenue: benchmarks & targets

Brand: agreement with attributes

Other: return on objectives

Situation Analysis

Market Assessment

Competitive Summary

Marcom Objectives

Key Customers

Sub Segments

Local Zones

Practice Areas

Functional Areas

Key Messages

Product

Budget

Direct Mail Plan

Advertising Plan

PR/Publicity Plan

Trade Show Plan

Internet/Email PlanSchedule

Next Steps for Planning

Phase I

Deliverable Owner Due

Market Assessment

DOMs, Segment Mktg

Write Objectives DOMs, Segment Mktg

Identify key initiatives

DOMs, Segment Mktg

Complete

Next Steps for Planning

Phase II

Deliverable Owner Due

Feed Marcom Plan: Market Assessment, Competitive Summary, Key Customers/Messages Budget, Schedule

Segment/Division Mktg

Communication Recommendations template

DOMs, Communication Planning Team

Roll up/validate marcom plans

BMMS 10/31

Contacts

John G. Olson

Carrie Olson

Marketing Communication Planning & Analysis

Marcom planning tools & templates

Documents