Mission Statement

Vision and objectives

Situational Analysis

Factor What’s Happening Impact Term Option Moving Forward

Political

Economic

Social

Technological

Environmental

Legal

Porter’s Five Forces

Force What’s Happening Pressure Impact

Competitive rivalry

Bargaining power of customers Bargaining power of suppliersThreat of new entrants

Threat of substitute products

Target Market and Buyer Persona

Persona 1 Persona 2 Persona 3Socio-Economic GroupGender Buyer Behaviour How they Access the Web

Target Target Market 1 Target Market 2 Target Market 3

Target Description

Customer Touch Points

Touch Point Department Does it meet the customer expectations

or need

Competitive Edge

Website

Social Media

Telephone

Competition Who are They Brand What Marketing

Mix are they using What potential

competitive advantage do they

have

Competitor 1Name:

Product Place PricePromotion

Competitor 2Name:

Product Place PricePromotion

Competitor 3Name:

Product Place PricePromotion

SWOT Analysis

Threats Opportunities

Strengths Weaknesses

Organisation & Marketing Objectives

Objective Strategy

Organisational – Profit

Marketing – Social Media

Aspirational – Mission

Marketing Mix

Marketing mix

Product PlacePricePromotion

Strategy Statement

• Increase Brand Engagement• Increase Conversion/Loyalty• Increase ‘Sticky’ traffic to your website• Increase Conversion/Loyalty• Increased Sales

Resources

Title Occupant Responsibilities

Budget

Annual Cost Per Annum Year 1 Per Annum Year 2 Per Quarter

Social Media - PPC

E-mail marketing

Website

Once-Off

Total

Activity Plan – Marketing Mix

Objective Strategy Action

Product

Placement

Price

Promotion

Digital Marketing Campaign I

Campaign Lines of Business Strategy

Generate xxxx new customers New Goals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

Digital Marketing Campaign 2

Campaign Lines of Business Strategy

Generate xxxx new customers New Goals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

Digital Marketing Campaign 3

Campaign Lines of Business Strategy

Generate xxxx new customers New Goals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

SOCIAL MEDIA - Twitter

Tool Target Action

Twitter -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups

-Set Up Company Page

SOCIAL MEDIA - Facebook

Tool Target Action

Facebook -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups

-Set Up Company Page

SOCIAL MEDIA – LinkedIn

Tool Target Action

LinkedIn -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups

-Set Up Company Page

SOCIAL MEDIA - YouTube

Tool Target Action

LinkedIn -Today’s audiences (as well as tomorrow’s)-Professionals-Targeted marketing by location, sector, job title, groups

-Set Up Company Page

Facebook

Twitter

Youtube

Email Marketing

Tone of messages and content

Keywords

Call to actions

Content of “From” and "Subject" lines

Email Marketing

Promotions/incentives offered

Length of email

Campaign themes

Timing and frequency of your emails

Social Media Strategy- Control and Evaluation

Evaluation Measure Tools

Keywords Rank Well in Top Keywords Google Adwords

Brand Awareness Number of Likes ion Facebook Count