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One-Year Marketing Strategy

Every organization should put together a one-year marketing strategy every year to guide its marketing activities and to ensure that every employee understands the organization’s key marketing activities.

Before you put together your marketing strategy, you should conduct an environmental scan, or analysis of strengths, weaknesses, opportunities and threats (SWOT) to make sure that you are looking outside your organization and to provide data for your marketing strategy. This can also help you determine where your best opportunities are and where you might be wasting your time and money.

Environmental Scan:

Strengths:

- What can your organization do that others cannot?
- At what is your organization better than others?
- How are you valuable to your customers, or what is your “value proposition?”

Weaknesses:

- What do others do that your organization does not?
- Where can others do better than your organization?

Opportunities:

- What is going on that is to your organization’s advantage?

  • In the overall economy, globally, etc.
  • In your organization’s industry
  • With your current and potential customers
  • With your current and potential competitors

- What can your organization do to improve its position?

Threats:

- What is going on that could hurt your organization?

  • Overall
  • In your industry
  • With your current and potential customers
  • With your current and potential competitors

One-Year Marketing Strategy:

Using the data from your environmental scan, you can put together your marketing strategy. Start with your mission and your vision. Your values can help you filter your priorities. Your strategy is most effective if you keep it simple, so everyone can understand what your organization is going to do and what their role will be. You should include time frames and measures, so that all are working toward the same deadlines and goals.

Mission: What does your organization do?

Vision: What does your organization want to do or achieve?

- Long-term
- Current year goal

Values: How does your organization want to treat your stakeholders – employees, customers, others – on a daily basis?

Product: (include time frames and measures (costs, etc.)

- What does your organization want to do to improve its existing products/services?
- What new products/ services does your organization want to develop?

Price: What does your organization want to charge for your products/services? (include expected results – units sold, revenues, etc.)

Place: How does your organization want to distribute your products/services? (include costs, expected results, etc.)

Promotion: (include time frames and measures (costs, expected results, etc.)

- How does your organization want to promote itself?

  • Message

- Vehicles

  • Media advertising
  • Direct sales
  • Direct mail
  • Email
  • Website
  • Blogs
  • Public Relations
  • Newsletters
  • Networking
  • Other

While your overall marketing strategy can be as long as necessary, you should try to put together a one-page version of your marketing strategy, including time frames and measures, that you can distribute to all of your employees. In this way, everyone can understand what their role is and can easily refer to the strategy on an ongoing basis.

Contact us for help in developing your one-year marketing strategy and other ways Van Allen Associates can help you grow.

 
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