Journal For Marketing Plan
Introduction
The purpose of the journal is to give a brief description of the processes that were involved in the creation of the marketing plan. This paper will be an evaluation of the collaborative methods involved in the project research. Additionally, results on the self monitoring process will be examined. All these issues will be presented against the background of organizational functions and roles.
Description of the processes
The first step in the process of creating the marketing plan was to identify the goals of the research. These were done in two steps i.e. clarifying the overall ones and the specific ones. In order to do this, it was necessary to examine the mandate of the project. Besides this, it was necessary to examine the mission statement of the organization because it gave a clear indication of the limits which the project could accomplish. (Herron, 2003)
After an examination of the mission statement, it was then essential to look at some of the key issues that needed to be changed in order to improve the current situation within the organization. This was done by looking at the epidemiological repercussions of the current scenario. In other words, the overall goals were determined by examining some of the problems or negatives that arose out of a lack of the project's advantages.
The goals also had to be made in accordance with the marketing approaches that would later be used to achieve those goals. For instance, business policies within the organization were one example. Secondly, advocacy would also form an important of this plan and so would mobilization. All these items were taken into consideration while identifying goals of the project.
The most central part of the goal creation process was identification of the target audiences. These were divided into two categories i.e. the internal audience and external audience. It was crucial to collaborate with the internal audience in order to ask them whether they could carry out the goal of the project. It was also necessary to ask this internal audience what they thought about the situation at present within the organization and also what they think needs to get done. By collaborating with the internal tem, it was possible to create goals that were indeed relevant to the major players within the organization. Examples of members of the internal audience included employees, other project members, board members and major decision makers within the organization. (Capko, 2004)
External audience members were also consulted in the process of goal creation. This entailed asking them about their take on the issue and whether they would actually perform the proposal's suggestions. Care was taken to be specific about the major requirements. The goal setting process was done within a specified timeline. Since this would govern the overall direction which the marketing plan could take, then it took up ten percent of the entire project making time. It was also the first process involved in creating the marketing plan.
The second process was conducting an audience analysis for the marketing plan. Audience analysis was important in clarifying those individuals who had already accessed the proposals in the marketing plan and those who had not. Market research formed a crucial part of this phase of the marketing plan. First of all, the available materials on the subject matter were sought. Additionally, it was important to look at similar projects conducted by other organizations. Here, some in-house databases were consulted. The data bases specified issues such postal codes, consumer habits among others. Demographic data was also essential in understanding the type of audiences for the plan. Interviews and focus group information conducted by other researchers were useful resources here.
In the second step, it was crucial to inform the media because they would be some of the major outlets for the marketing plan. This was done by calling sales persons in those media outlets and asking them about the readership or audience profiles of their major consumers. A profile of members who had attended similar events in the past was also analyzed. Although funds were a bit limited, it was imperative to include expertise knowledge by delegating some work to commercial market researchers (a consulting group). This group was given the task of preparing questionnaires for audience interviews and evaluation of the responses. (Capko, 2004)
The results of the market research were used to create a table of three major issues that would assist in understanding the audience. These included a demographic profile, a lifestyle profile and a behavioral profile as shown in the three tables below
Behavioral profile lifestyle profile
Those who adopted actions
Those who haven't
Fundamental beliefs
Media habits(tv, radio, newspapers, email, telephone
Locations(event, supermarkets,offices,schools
Those who adopted actions
Those who haven't
Current behaviors
Current attitudes
Perceived benefits
Barriers to plan
Demographic profile
Those who adopted actions
Those who haven't
No. of audience members
Age
Level of education
Family income
All the individuals who have already been exposed to the actions in the market proposals were encouraged to continue while those who had not were encouraged to consider the actions. Overly, the audience analysis was done within a period of two weeks. There was a need to obtain approval from the organization's head to involve an external party. There was also a need to seek approval from the company's marketing team about creation of an audience profile. They were asked about their opinions on the audiences and whether they thought that this could fall in line with the mission statement of the team.
The third process entailed creating a context for the marketing plan. In this phase, organizational considerations were imperative. Decision making processes within the organization were important governing factors. In order to asses this, help from co-workers was necessary. The latter groups were also consulted about the long term marketing objectives for the company so as to ensure that everything fell in place. This process involved a consideration of the current partners working with the organization and this information was obtained from coworkers too. The production capacity for the company was also considered and some of the resources present in the organization were also analyzed. The process involved consulting with the financial department, the human resource department and the procurement section of the organization in order to place the marketing plan in context. Members of these teams were involved. (Herron, 2003)
Overly, the steps involved in the third phase of the marketing plan were imperative in determining the strengths of the organization and how one could build on them, they were also crucial in understanding its weaknesses and how these could be overcome. Opportunities were identified and methods sought to utilize them. Lastly the steps assisted in minimizing organizational threats.
The fourth step in creating the marketing plan was in defining the objectives. These were largely determined by the context and audience analysis carried out earlier. Care was taken to minimize the objectives so as to create a sense of focus in the marketing plan. It was imperative to realize that certain objectives entailing behavioral change could take years before achievement. Consequently, these had to be minimized. This process involved a formula as shown below
By date (…), the (Demographic/ psychological segment) in the (market) will be aware of/ believe that … Those parts of the formula that were left unfilled were the parts that made the marketing plan unique to the organization because a large number of the organization's members were involved in filing these blanks. (Capko, 2004)
The fifth phase entailed identification of tactics and strategies for implementing the marketing plan. This phase involved making adjustments to suit the respective audience members. This was done by creating a step by step process. Consumers were consulted in this step. Thereafter, it was necessary to examine the positioning strategy of the organization. This was possible by looking at the competing ideals in the consumer's life and then bringing out the message that the marketing proposal would complement these ideals. In order to do this, the consulting groups were involved in the process. Also, consumers were involved because their feedback was necessary.
A method for delivering the message had to be identified. This was done by examining some of the media habits of the audience members, their daily living habits and their influences. Such information had already been collected through the audience analysis phase.
In order to come up with the best delivery message, some useful tools were used such as incorporating high quality; an aspect ensured by the marketing team of the organization and the media outlets chosen, incorporating humor; an aspect conducted by members of the marketing team, ensuring that the information was in the right format; this was done by obeying media outlet directives. Also, there was a lot of personal contact with the media outlets in order to ascertain that they would bring out the marketing plan in the right manner. This aspect also involved message development which was done by involving creative members of the organization to keep it relevant and actionable.
The sixth part of the marketing plan was the monitoring and evaluation phase. Here, a number of issues were ascertained. First of all, it was necessary look at all the actions specified in the latter portions of the marketing plan and see if they were completed. This process involved collaboration with co workers, media outlets, consulting group members and temporary staff. The next step involved evaluating whether the tasks were done on time and if they had not been completed on time, reasons for not doing so were identified. Also, there was an analysis of the various resources (i.e. the human, financial and material resources allocated) and whether these were all befitting of the task. Evaluation and monitoring also involved analyzing some of the members who had been reached by the message and their profile created. This profile was then compared to the intended audience to see if the objectives had been reached. The tasks were classified into those that had been well implemented and those that had not. Lastly, recommendations were made on what had been learned from the process. (Herron, 2003)
The last step of the marketing plan was to create a marketing budget. In order to do this, a schedule was set for all the activities where dates were assigned to all of them. For instance, audience analysis was to be covered in certain time frames, positioning and message development, pretesting the message, finalizing message delivery and implementation. All the latter were fitted into a timetable.
Drawing up the budget involved outlining all the possible expenses that included; taxes, mailing and distribution, research, events, training, management committees and media activities. Lastly, the possible revenue outlets were also specified and some of them included; the organization and sponsorships.
Conclusion
The steps involved in creation of the marketing plan entailed interdisciplinary efforts, timeline specification, budgetary considerations, resource capacity and intended outcomes. Through seeking approval and working with others, it was possible to achieve the outcomes of the marketing plan.
Reference
Herron, D. (2003): Marketing services, San Fransisco, Jossey Bass Publishers, p 98-122
Capko, J. (2004): Nine steps to a strategic marketing pan, The American Academy of family physicians Journal, 12, 3, 69-77
The purpose of the journal is to give a brief description of the processes that were involved in the creation of the marketing plan. This paper will be an evaluation of the collaborative methods involved in the project research. Additionally, results on the self monitoring process will be examined. All these issues will be presented against the background of organizational functions and roles.
Description of the processes
The first step in the process of creating the marketing plan was to identify the goals of the research. These were done in two steps i.e. clarifying the overall ones and the specific ones. In order to do this, it was necessary to examine the mandate of the project. Besides this, it was necessary to examine the mission statement of the organization because it gave a clear indication of the limits which the project could accomplish. (Herron, 2003)
After an examination of the mission statement, it was then essential to look at some of the key issues that needed to be changed in order to improve the current situation within the organization. This was done by looking at the epidemiological repercussions of the current scenario. In other words, the overall goals were determined by examining some of the problems or negatives that arose out of a lack of the project's advantages.
The goals also had to be made in accordance with the marketing approaches that would later be used to achieve those goals. For instance, business policies within the organization were one example. Secondly, advocacy would also form an important of this plan and so would mobilization. All these items were taken into consideration while identifying goals of the project.
The most central part of the goal creation process was identification of the target audiences. These were divided into two categories i.e. the internal audience and external audience. It was crucial to collaborate with the internal audience in order to ask them whether they could carry out the goal of the project. It was also necessary to ask this internal audience what they thought about the situation at present within the organization and also what they think needs to get done. By collaborating with the internal tem, it was possible to create goals that were indeed relevant to the major players within the organization. Examples of members of the internal audience included employees, other project members, board members and major decision makers within the organization. (Capko, 2004)
External audience members were also consulted in the process of goal creation. This entailed asking them about their take on the issue and whether they would actually perform the proposal's suggestions. Care was taken to be specific about the major requirements. The goal setting process was done within a specified timeline. Since this would govern the overall direction which the marketing plan could take, then it took up ten percent of the entire project making time. It was also the first process involved in creating the marketing plan.
The second process was conducting an audience analysis for the marketing plan. Audience analysis was important in clarifying those individuals who had already accessed the proposals in the marketing plan and those who had not. Market research formed a crucial part of this phase of the marketing plan. First of all, the available materials on the subject matter were sought. Additionally, it was important to look at similar projects conducted by other organizations. Here, some in-house databases were consulted. The data bases specified issues such postal codes, consumer habits among others. Demographic data was also essential in understanding the type of audiences for the plan. Interviews and focus group information conducted by other researchers were useful resources here.
In the second step, it was crucial to inform the media because they would be some of the major outlets for the marketing plan. This was done by calling sales persons in those media outlets and asking them about the readership or audience profiles of their major consumers. A profile of members who had attended similar events in the past was also analyzed. Although funds were a bit limited, it was imperative to include expertise knowledge by delegating some work to commercial market researchers (a consulting group). This group was given the task of preparing questionnaires for audience interviews and evaluation of the responses. (Capko, 2004)
The results of the market research were used to create a table of three major issues that would assist in understanding the audience. These included a demographic profile, a lifestyle profile and a behavioral profile as shown in the three tables below
Behavioral profile lifestyle profile
Those who adopted actions
Those who haven't
Fundamental beliefs
Media habits(tv, radio, newspapers, email, telephone
Locations(event, supermarkets,offices,schools
Those who adopted actions
Those who haven't
Current behaviors
Current attitudes
Perceived benefits
Barriers to plan
Demographic profile
Those who adopted actions
Those who haven't
No. of audience members
Age
Level of education
Family income
All the individuals who have already been exposed to the actions in the market proposals were encouraged to continue while those who had not were encouraged to consider the actions. Overly, the audience analysis was done within a period of two weeks. There was a need to obtain approval from the organization's head to involve an external party. There was also a need to seek approval from the company's marketing team about creation of an audience profile. They were asked about their opinions on the audiences and whether they thought that this could fall in line with the mission statement of the team.
The third process entailed creating a context for the marketing plan. In this phase, organizational considerations were imperative. Decision making processes within the organization were important governing factors. In order to asses this, help from co-workers was necessary. The latter groups were also consulted about the long term marketing objectives for the company so as to ensure that everything fell in place. This process involved a consideration of the current partners working with the organization and this information was obtained from coworkers too. The production capacity for the company was also considered and some of the resources present in the organization were also analyzed. The process involved consulting with the financial department, the human resource department and the procurement section of the organization in order to place the marketing plan in context. Members of these teams were involved. (Herron, 2003)
Overly, the steps involved in the third phase of the marketing plan were imperative in determining the strengths of the organization and how one could build on them, they were also crucial in understanding its weaknesses and how these could be overcome. Opportunities were identified and methods sought to utilize them. Lastly the steps assisted in minimizing organizational threats.
The fourth step in creating the marketing plan was in defining the objectives. These were largely determined by the context and audience analysis carried out earlier. Care was taken to minimize the objectives so as to create a sense of focus in the marketing plan. It was imperative to realize that certain objectives entailing behavioral change could take years before achievement. Consequently, these had to be minimized. This process involved a formula as shown below
By date (…), the (Demographic/ psychological segment) in the (market) will be aware of/ believe that … Those parts of the formula that were left unfilled were the parts that made the marketing plan unique to the organization because a large number of the organization's members were involved in filing these blanks. (Capko, 2004)
The fifth phase entailed identification of tactics and strategies for implementing the marketing plan. This phase involved making adjustments to suit the respective audience members. This was done by creating a step by step process. Consumers were consulted in this step. Thereafter, it was necessary to examine the positioning strategy of the organization. This was possible by looking at the competing ideals in the consumer's life and then bringing out the message that the marketing proposal would complement these ideals. In order to do this, the consulting groups were involved in the process. Also, consumers were involved because their feedback was necessary.
A method for delivering the message had to be identified. This was done by examining some of the media habits of the audience members, their daily living habits and their influences. Such information had already been collected through the audience analysis phase.
In order to come up with the best delivery message, some useful tools were used such as incorporating high quality; an aspect ensured by the marketing team of the organization and the media outlets chosen, incorporating humor; an aspect conducted by members of the marketing team, ensuring that the information was in the right format; this was done by obeying media outlet directives. Also, there was a lot of personal contact with the media outlets in order to ascertain that they would bring out the marketing plan in the right manner. This aspect also involved message development which was done by involving creative members of the organization to keep it relevant and actionable.
The sixth part of the marketing plan was the monitoring and evaluation phase. Here, a number of issues were ascertained. First of all, it was necessary look at all the actions specified in the latter portions of the marketing plan and see if they were completed. This process involved collaboration with co workers, media outlets, consulting group members and temporary staff. The next step involved evaluating whether the tasks were done on time and if they had not been completed on time, reasons for not doing so were identified. Also, there was an analysis of the various resources (i.e. the human, financial and material resources allocated) and whether these were all befitting of the task. Evaluation and monitoring also involved analyzing some of the members who had been reached by the message and their profile created. This profile was then compared to the intended audience to see if the objectives had been reached. The tasks were classified into those that had been well implemented and those that had not. Lastly, recommendations were made on what had been learned from the process. (Herron, 2003)
The last step of the marketing plan was to create a marketing budget. In order to do this, a schedule was set for all the activities where dates were assigned to all of them. For instance, audience analysis was to be covered in certain time frames, positioning and message development, pretesting the message, finalizing message delivery and implementation. All the latter were fitted into a timetable.
Drawing up the budget involved outlining all the possible expenses that included; taxes, mailing and distribution, research, events, training, management committees and media activities. Lastly, the possible revenue outlets were also specified and some of them included; the organization and sponsorships.
Conclusion
The steps involved in creation of the marketing plan entailed interdisciplinary efforts, timeline specification, budgetary considerations, resource capacity and intended outcomes. Through seeking approval and working with others, it was possible to achieve the outcomes of the marketing plan.
Reference
Herron, D. (2003): Marketing services, San Fransisco, Jossey Bass Publishers, p 98-122
Capko, J. (2004): Nine steps to a strategic marketing pan, The American Academy of family physicians Journal, 12, 3, 69-77
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