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Developing and Executing a Marketing Plang
SMPS Coordinator’s ClubSMPS Coordinator s ClubFebruary 24, 2010
Presented by:Michael Recchio, CPSM
Director of Business Development Services, Waterp ,AECOM
O i i Y Th htOrganizing Your Thoughts
Corporate Culture
Marketing Audit
Strategy DevelopmentStrategy Development
Execution Strategy
Measurement
Corporate Culture
Given the culture of your Given the culture of your company and it’s target markets, what type of plan has , yp pthe best chance of being executed successfully?y
Marketing Audit
A dit Q tiAudit Questions
What is working?g
What isn’t?
What can be fixed?
What should be dropped?
What do we need to What do we need to evaluate?
Existing Marketing PlanMgmt. Commitment
Press ListPress Releases
BudgetMarketing teamDatabase
Article PublicationPress coverageMarket ResearchDatabase
NewsletterBrochuresP l L tt
Market ResearchClient SurveysWeb siteS l d BD St t iPersonal Letters
Post CardsDirect mail
Sales and BD StrategiesProposalsPresentations
Plan Development
Y h tiYou have options
Comprehensive marketing planSector plansSector plansMarket plansCli t lClient plans
Regardless of the type, collaboration is essential
Do your homework before Do your homework before you start the plan
Review historical financial performanceIdentify top clientsIdentify top clientsConduct SWOT analysisIdentify top competitors in each target Identify top competitors in each target marketConduct/review client surveyyReview hit ratesPerform market analysis
The front end should deal The front end should deal with the big picture
Target Markets
Mission
Perception
Vision for moving forwardVision for moving forward
T t M k t Target Markets
Target market is not…Civil Engineering
Target market is…Higher EducationC g ee g
GeotechnicalArchitecturePublic sector
g e duca oHealthcareLocal / MunicipalResidential Public sector
Private SectorResidential Development
Mission statements should Mission statements should answer…
What groups of clients does the firm wish to attract?attract?
Which functions does the business wish to perform?perform?
How will the needs of the clients be satisfied?
Understand the perception Understand the perception of your firm
Objective feedbackRecent hires data importantRecent hires data importantThird party may be best for initial surveyMultiple formats for surveysp y
WrittenOn-lineIn personIn personTelephone
Impacts PR strategy
Vi i St t t l k t th Vision Statement looks to the future
What is the firm trying to become and when?
How large do we plan to become (offices, staff)?
What new services (if any) will it offer and when?
What geographic locations will it operate in?
Strategy Development
Develop strategies and measurable goals that address your markets and
services
Look at your marketing mix
Identify where you will get the most “bang for your buck”
Develop quantifiable goals
List action items and who is responsible for List action items and who is responsible for carrying them out
Production Business Development Image and Branding Resources and Tools
Sample Marketing Mix
SOQ’s
Proposals
Presentations
News Releases
Advertising
Articles
Direct Selling
Client Meetings
Debriefs
National Directors
Training
Plan FacilitationPresentations
Brochures
Award Submittals
Articles
Conf. Presentations
Client Education Opportunities
W b Si
Debriefs
Pre Proposal Mtgs.
Conferences
Local Assoc. Events
Plan Facilitation
Opportunity Tracking
Client Surveys
ResearchWeb SiteLocal Business Events
Community Support
Prof. Assoc Participation
Career Fairs
Targeted Institutional Targeted Institutional Advertising
Program:Implement a modest but consistent national advertising campaign that is primarily image driven but targeted at very specific audiences;
Place advertising in the AWWA, Journal, WE&T, and American City and County magazine. ¼ page color, quarterly, staggered.
Justification:A modest image advertising campaign will compliment our public A modest image advertising campaign will compliment our public relations efforts as well as our professional association participation. It will help strengthen the brand awareness necessary for successful recruiting.
Cost: $35,000
Measurement: 15% increase in awareness of participation in these organizations by top managers surveyed in previous FY
Execution Strategy
E ti St tExecution Strategy
What can we to do in the next 30/60/90 days that will have the biggest impactdays that will have the biggest impactBuild momentumActions plansActions plans
What WhoWhoWhen
Production Business Development Image and Branding Resources and Tools
Sample Marketing Mix
SOQ’s
Proposals
Presentations
News Releases
Advertising
Articles
Direct Selling
Client Meetings
Debriefs
National Directors
Training
Plan FacilitationPresentations
Brochures
Award Submittals
Articles
Conf. Presentations
Client Education Opportunities
W b Si
Debriefs
Pre Proposal Mtgs.
Conferences
Local Assoc. Events
Plan Facilitation
Opportunity Tracking
Client Surveys
ResearchWeb SiteLocal Business Events
Community Support
Prof. Assoc Participation
Career Fairs
Where we can help this year
Production Business Development Image and Branding Resources and Tools
SOQ’s
Proposals
Presentations
News Releases
Advertising
Articles
Direct Selling
Client Meetings
Debriefs
National Directors
Training
Plan FacilitationPresentations
Brochures
Award Submittals
Articles
Conf. Presentations
Client Education Opportunities
W b Si
Debriefs
Pre Proposal Mtgs.
Conferences
Local Assoc. Events
Plan Facilitation
Opportunity Tracking
Client Surveys
ResearchWeb SiteLocal Business Events
Community Support
Prof. Assoc Participation
Career Fairs
Current Year Focus
Measuring Success
Key Questions Regarding the Key Questions Regarding the Overall Plan
Is our marketing long term or short term?
Are we achieving the desired level of growth?
Are the expectations reasonable?
How have we positioned the marketing How have we positioned the marketing function within the firm?
M i St t i SMeasuring Strategic Success
Look at the numbers – are we meeting our goals
Gauge the attitude of mgmt and staff toward the program
Evaluate the degree that the program leads and guides firm towards goalsa d gu des o a ds goa s
Measure the efforts of staff with marketing ibilitresponsibility
Th k f ti d Thank you for your time and good luck with your plan!