Transcript Easy Steps to Developing a Marketing Plan

Virginia Association of
Soil and Water Conservation Districts
Easy Steps
to
Developing
a
Marketing
Plan
Virginia Association of Soil & Water Conservation Districts
7308 Hanover Green Drive, Suite 100
Mechanicsville, Virginia 2311
Office 804.559.0324/Toll 800.727.6354/Fax 804.559.0324
www.vaswcd.org – Follow us on Facebook
“Begin with the end in mind.”
What end result do you envision?
Marketing is about
“wants” and “needs.”
First, we have to find out what our
customers want and need and give
it to them!
Deliberate research and
planning will increase
your opportunity for
success
• Identify correct product/service to
meet wants/needs
• Delivery the right message
• To the right audience
• At the right time
Include “Authentic
“Marketing Plan”
Components
1. Understanding Your Market
2. Understanding Your Customers
3. Develop a Timetable or Calendar of
Events
4. Set Goals
To Your Success!
5. Develop a Budget
6. Summary
Understand Your Market
• What, Who and Where? What do I already
know? What do I need to know?
• What can I glean from my “Business Plan?”
• What are my organizations Strengths,
Weaknesses, Opportunities & Threats?
(SWOT)
• What’s my organization’s mission/vision?
• Make a list of what you find and what you
already know.
Understand Your
Customer
• Who are they? Where are they? What
do they want/need?
• What motivates them?
• What can I glean from my “Business
Plan?”
• Make a list of what you find and what
you already know.
Develop a Timetable or
Calendar of Events
First, write what you want to achieve!
What end results do you envision?
Set Goals
Set goals to achieve desired outcomes.
• Realistic
• Measurable
• Achievable
Develop a Budget
• Avoid financial surprises & crisis!
• Be creative!
Summarize
• Write your summary last
• Use as a guide
• State your organization’s mission
Write Your Marketing Plan
• Who/what is out there competing for your market
share
• List the various features of your customers, and their
wants and needs
• Establish a calendar of events/timeline/milestones
• Establish a budget
• Set realistic, measurable and achievable goals
• Write your summary
You are well on your way to writing a
Marketing Plan!
Marketing Mix – The Four
“P’s” of Marketing
1.
2.
3.
4.
Product,
Price,
Place,
Promotion.
Marketing is
more than any
“one” of the
marketing
components.
Marketing Mix
1. Product: This is what you are
marketing. It may be tangible or
intangible
2. Price: This is the cost to the customer. It
may be dollars, time, or other resources
3. Place: This is the place/location of the
project, event, etc. Where will it happen?
4. Promotion: What promotional
methods will you use?
Other Worthy Elements
• Brainstorming -Marketing Mix
Chart
• Budget - Spreadsheet
• Pilot – Pre-test
• Evaluation
• SWOT Analysis