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As a community marketing plan example we are highlighting one of the six communities who has moved forward with their planning since the end of the research project. The boom of the automobile and road drastically changed the town of Underwood since it was further away from circulation and the new market place built by US Hwy 83 than neighboring towns.
During the 1970s the population of Underwood grew significantly due to the openings of the Coal Creek power plant and the Falkirk lignite mine, but the population steadily declined from its 1980 peak of 1,329 residents.
An active and engaged City Council, who together with the Underwood Area Economic Development Council, is focused on Underwood's growth. A strong employer base in the energy park south of town, which includes the Falkirk Mine, Great River Energy's Coal Creek Station, and Blue Flint Ethanol. An active Park Board that is interested in improving existing recreational facilities, including an outdoor pool, tennis courts, playgrounds, and volleyball courts. Underwood is a growing community attractive to all who want to be part of a compassionate, caring and accepting place. We are a diverse and vibrant business community that excels in quality and service from the perfect T-Bone steak to the best medical care.
To promote, encourage and assist in the development and advancement of business prosperity and economic well-being of this community; to stimulate growth of new and existing businesses which will in turn maintain the economic stability of this community and provide employment possibilities in this area.
Goal 3: Increase levels of acceptance to instill a sense of belonging and pride by all community residents. Goal 4: Partner with the Underwood School to achieve and maintain world class status in helping students and community members lead full lives and reach their potential.
Goal 5: Retain and expand the quality and variety of retail, recreational, and human services to help diversify the local economy and respond to global change. Branding: includes community words and images with a specific message that have meaning to new residents and represent community. Leadership Training: helps reinforce the "energized" brand-suggest all public officials, community leaders and business leaders participate. Buy Local Campaign: regionalize outreach and buy local efforts, create a "sustainable community". Underwood is currently working on a strategic plan for 2012 that will provide an in-depth focus on leadership training, entrepreneurship and the Buy Local campaign. 2010 Marketing Plan Powerpoint (pdf) This was presented to the Underwood Community in anticipation of creating a usable marketing plan. 2010 Marketing Plan Draft Underwood is currently working on completing their official 2012 marketing plan. The photo is an outline of the marketing plan Underwood presented to the community in 2010. Underwood residents were invited (see invitation) to participate in a discussion on test-marketing a powerpoint presentation developed by NRI for marketing Underwood.
Becky Bowen was nominated as Professional Developer of the Year and Underwood was awarded Entrepreneurial Community of the Year by Market Place Ideas for their work in successfully re-developing the Underwood Community. Launched the First Annual Underwood Mid-Summer Classics: along with car owners, enthusiasts, and community members, this show attracted over 300 bikers. Plan to hold a series of community meets, starting in January, to prepare a new strategic plan. January 19 Underwood will be hosting a region-wide meeting to discuss how to prepare for the expected oil impact. T-Bone's Steakhouse and Lounge: Opened August 1, 2010-Scott and Dawn Sackman purchased an old Cafe, tore everything out and started new.
Preparation for the air vacation is actually the beginning of the trip, because when you start planning, it gives you a thrill of anticipation.
She tackles marketing in a way I really love, because I think it addresses the fears many freelance writers have about the actual act of selling their writing services. So to pick up on the topic Angela brought up--planning your marketing campaign--I'm going to give you a brief step-by-step you can follow if you haven't formally done this yet. Before thinking about specific marketing campaigns, it's important that you have an overall marketing plan.
Think about your target market, and jot down a few specifics in your plan - what type of businesses, what size of business or publication, what niche or industry, etc.? Now you can think about tactics - the specific things you'll do within those strategies to reach your goals. Jot down a quick list of the products and services you'll be offering, how you intend to price them (even if not specifically), where you intend to sell them (such as through your own professional site), and your general value statement (what value will you be promoting to prospective buyers?). When you have a yearly marketing plan to work with (an abbreviated one page marketing plan or a full marketing plan), it should serve as your guide in planning specific marketing campaigns. Now that you know that, you'll actually map out the specific tactics for that single campaign.
First figure out how much of your budget will go towards the campaign--you'll need to know that before committing to paid marketing options. Always keep your target market and your strengths in mind--that goes for your value proposition too. List every marketing tactic that could work to reach your target market within your budget. Offer to write guest posts on finance blogs, or other blogs your audience might frequent (for example, you may write for a parenting blog to appeal to people about family budgeting). Join several new communities, participate actively (without spamming), and put a link in your signature. Buy a few banner ads on relevant sites for the length of your campaign (and include tracking code so you know where the clicks are coming from).
Launch a podcast on the topic to bring people in for free, and promote the various products on the show. Make sure your tactics are measurable - you need to have some way to know if a tactic is working.
So that's it in a nutshell--a simple step-by-step way to go from an idea to a real marketing campaign for your freelance writing services, informational products, or even your income-generating websites and blogs. Jenn has over 15 years experience writing for others, over 11 years experience in blogging, and 9 years experience in indie e-book publishing.
Subscribe to the All Indie Writers newsletter to get personal updates from Jenn in your inbox. This Marketing Activities Template is created to help corporate managers and marketers in their need to introduce and promote their companies, brands and products in a better possible way.
A marketing audit is an analysis of marketing activities and operations of a business company to determine problems related to products and customers and to generate recommendations for soling those problems. Marketing Automation Template is composed to help you in appraising a degree to which your marketing processes are automated (hence are more profitable to organization). Marketing budget is a planning tool that helps ensure that a given marketing campaign is realistically estimated and financed. This Marketing Campaign Template is likely to be a necessary guide for those people who are going to plan a new event for promoting and advertizing a product or service.
The more time a company spends on proper marketing collateral, the less effort and the fewer resources it will have to spend on selling its products and services. If you want your firm to be flourishing and successfully operate in the market you need to understand how to establish good rapport with your target audience. This marketing event template is designed for all potential marketing event planners who would like to organize and manage arrangements for promoting and advertising their companies, services or products. This Marketing Letter Template will be helpful for those people who wonder what components are included in a typical marketing letter and how to write the letter content.
For reaching the customer audience the marketing department of your company should know which marketing materials are best for current campaigns and scheduled promotion events.
This Marketing Mix Template will be helpful to those managers who need inventing their own marketing mixes to promote their companies, brands and products. This Marketing Plan template will be helpful to everyone who needs to approach prospective sponsors or investors, as this template provides you with a general review of essential marketing plan elements.
This Marketing Project Template is composed to help marketers and business owners in their efforts at promoting their products, brands or companies.
This Marketing Proposal Template is created to be helpful for business executives who are in charge of searching some new opportunities for improving their current marketing policies. If you want to know how your business can best sell products or services, you need to learn to research and investigate your markets and customers. The content of this Marketing Skills Template includes brief descriptions of basic skills required for successful marketing, sales and advertizing. Writing a marketing strategy is one of the most challenging and exciting aspects of product development and launching. The following Marketing Tactics Template will help you understand basic methods and techniques of tactical marketing. Marketing Techniques Template is composed for business marketers and salespersons who want to improve and intensify their sales by mastering better marketing techniques.
Market assessment is an analytical process that provides start-up healthcare and life scenarios for companies.


Market opportunity analysis enables a business to identify opportunities within an existing or new market and to thoroughly understand the segment structure, competitive landscape, customer needs and technologies. How do you think how to define the need for a penetration strategy and what criteria to use in selecting a market for entry? When a market survey is coming to an end, there is a need to write a report that summarizes the research data and provides some recommendations for consideration.
The concept of market segmentation generally determines how a product or service can be best promoted among a targeted group of customers. Market share analysis helps explore the percentage of all sales within a given market that is held by one product or service of a company.
Sizing the market is a necessary activity for business and marketing planning as it determines the market potential for an organization and helps figure out whether this organization can reach its target audience.
A market survey is a great way to research a given market and gain insight into customers and competition. This Market Study Template is created for marketers who need to start a new study on different aspects of the market where their companies operate. The following Market Visit Report Template explains what information should be included in a typical market report. Commercial organizations conduct various advertising campaigns aimed to involve people in purchasing as much as possible.
Competitive analysis process is a critical part of your marketing plan because it allows you to find out what makes your product or service unique and how to excel your competitors in more loyal customers. Competitive environment analysis template is created to help business managers who want to clarify needs of their customers, investigate situation within market, research existing competitors and find out competitive advantages that will help to overcome them. Email is one of the most powerful and convenient marketing tools available for small companies.
When your organization is ready to launch a new campaign in a new market, it\'s critical to develop a go-to-market plan that explains how to act in the market and what key issues to solve.
PEST analysis (also called STEP) is well-known method of researching macro-environmental factors that influence business. Developing a route to market means knowing where you will market your product or service, who will purchase it, and how to reach the target audience.
This SWOT analysis template is dedicated to popular method allowing business managers to analyze external and internal environment of their organizations and projects. Through implementing a targeted advertising strategy your business is able to focus on a selected audience which consists of loyal customers who are ready to purchase your products and services. The term 'viral marketing' is a buzzword that means the development of a marketing campaign that creates a network of people to transfer ad messages to individuals within their sphere of influence. VIP Quality Software team continues working on new versions of CentriQS, small business management software that features enterprise-level functionality for task management and database customization.
Marketing Campaign Model Canvas (MC2) is an aid for marketers to articulate and consolidate their campaign planning, quickly and easily. Before you start talking, find out who you’re talking to. Is your offering aimed at the everyman end-user whose concerns are unlikely to extend beyond issues of personal relevance such as convenience and usability?
Getting a good handle on the target audience will let you make your moves with confidence later in the game, so you want to be as accurate as possible. More often than not, dig enough and you’ll find some that are shared by all levels – all personas. Everybody has problems they need solving, and aligning your offering to those is key to generating appeal. If your offering can save their users time spent on routine tasks, freeing up that time to use on more crucial things (or even to get the job done and knock off earlier – thumbs up for staff morale!), call it out.
As marketing strategist David Meerman Scott put it, are you going to earn your way in, or buy, beg, and bug your way in? This is inbound versus outbound marketing – getting found through strong branding and content marketing, versus finding folks and showing them what you’ve got. Useful, compelling content is the meat and potatoes of your campaign. This is the thing that makes people even want to take a look at your offering, much less put it on the shortlist to their shortlist. The only sure way to success in any campaign is working on what you can quantify. But first you need to define what those are. Additionally, consider: what can you afford to do in-house? What can and should you outsource? And do you have reserves? Creative marketing plan swot template - ustyleit., All you need to develop a comprehensive and creative marketing plan, swot, or competitive analysis.
Now like the Marketing Calendar template you can use these special templates for marketing campaign. You just need to distribute among your team members who are dealing with campaigning so that everybody follows same routine.
Underwood, North Dakota has effectively designed and implemented their community marketing plan and strategic plan. The presence of the railroad and the construction of Garrison Dam in the 1950s contributed to Underwood's early growth but with the introduction of US Hwy 83, the region's main trade corridor, the town began to experience a change in its growth patterns. As a result, "shotgun growth" emerged east of the railroad, while the downtown corridor slowly lost a significant amount of its retail business.
According to the 2000 US Census, Underwood had a population of 812, but the 2009 number was closer to 750. Through its efforts, as well as the actions of the Underwood City Council, and several private citizens and benefactors, Underwood began its initial stage of "re-energizing", which was fortified in 2004 through the completion and creation of several projects and developments. Then the Underwood Area Economic Development Corporation, through its participation in the Northwest Area Foundation's Horizons Program, developed a two-year Strategic Plan for the City of Underwood focusing on five goals and specific areas. This trio of employers hosts a monthly roundtable for discussion of both employer and community issues for Underwood and Washburn. We provide recreation and services for those who want to grow, prosper and retire in a place they can call home.
It provides world class education and activities in a dynamic learning environment for youth and adults.
This presentation and meeting were designed to help identify the marketing strategies that best suited Underwood specifically. This is particularly important because Underwood is a "fringe area" community in terms of the oil expansion western North Dakota is experiencing. Try CentriQS complete task management solution for planning, tracking and reporting tasks, projects, and schedules. The checklist focuses on describing basic components and also shows a series of key tips on planning a successful marketing campaign. You need to define what you try to achieve (goals) through conducting your campaign and how you will know when your goals are achieved. Considering the prioritized goals, you need to start conducting marketing research aimed at investigating your market, competitors and barriers. Monitoring responses means receiving customer feedback and using metrics to see if the campaign is successful and delivers expected results. At this step you need to analyze the work done and see what results have been achieved and why. Once the analysis is finished it’s time to make a summary of the campaign and see whether your goals have been achieved. This marketing campaign tip teaches you to understand what the targeted customers like to read, watch and listen to.
See what the trends are in that target market - is everyone downsizing (could be good if it means hiring more freelancers; could be bad if publications are completely shutting their doors).
A strategy for earning $50k per year, for example, might be to release several of your own informational products. For example a tactic might be to release white papers or free reports to promote the sale of your information product. Everyone has weaknesses (less experience, no tested marketing ability, no funding for paid advertising, etc.). Looking at your marketing tactics laid out monthly, you've established that January would be a good time to launch and promote the e-books, because people are thinking about getting out of debt, making more money, creating a family budget, etc. If you don't have an end date, where you'll start a new campaign, you'll have a difficult time measuring results and adapting the plan to improve sales. Being a technical writer is such a niche market that I’ve got to figure out a way to get my name out there to people who would require my services. With a help of this template you can learn how to design a workable solution for your company. Use the given below market analysis template to find out how to investigate and analyze your market. With a help of this template you can inspect which methods suit your company to make the marketing processes much more efficient.
A person responsible for budget development and cost projection can use this Marketing Budget Template to plan and estimate marketing expenses. The following template demonstrates a series of marketing campaign guidelines that help you set goals, develop a strategy and summarize your campaign. Use this Marketing Communications Template to learn key steps for building communications with your customers.


The given marketing event plan template contains tips and recommendations that will be helpful in order of organizing and managing any arrangements in the sphere of marketing, including marketing event management, facilities, PR etc. With a help of this effective Marketing Plan template you can study reviews of the sections usually included into a typical marketing plan structure. Using this template you will answer a series of questions which will help you to build up your project. In this template you will find ideas and suggestions on how to elaborate a marketing strategy matching the current situation. The given below marketing strategy template was designed to help marketing professionals and business managers consider this aspect and create an effective marketing strategy plan . It explores seven marketing tactics (such as Networking, Website, Collateral, others) that can be utilized by almost any business. In this template you can find a list of basic marketing techniques which are principal to each specific marketing method. Such a strategy proposes the best method(s) of delivering a product or service to a new market.
Read this Market Opportunity Analysis Template to explore the basic steps of performing the analysis.
This Market Readiness Template will help you to determine whether you are ready to service customers. Read this Market Report Writing Template to find out how to create a typical report for market research. It allows using simple questions and questionnaires to find out what respondents think about the market. Well organized advertising campaign should inspire people to active actions, cause the emotional response and induce them to buy the goods or services. PEST analysis Template is created to help business managers with environmental scanning within company strategic management and includes a range of macro-environmental factors (Political, Economical Social and Technological factors) that should be carefully researched and analyzed. This method requires building SWOT analysis diagram to outline Strengths, Weaknesses, Opportunities and Threats to analyze their impact on your business and to adjust your long and short-term planning with real situation. Read this Target Audience Analysis Template to find out how to indentify the target audience of your company.
Read this Viral Marketing Template to find out how you can use viral marketing for your business.
With new reporting solution users can access and integrate information from all departments or business functions to present data in visually compelling formats without any additional software tools. Or does it target, say, 5-10 man companies, who would typically be more concerned about flexibility and cost savings? Now would be a good time to call in support from your comrades on the ground, and look deep into the profiling. These universal pain points bear as much attention as the big hurts that afflict only, say, IT staff or large enterprises.
If it will give cash-strapped companies a means of getting the functionality of expensive solutions on their own terms, underscore it. Nail down what works for yours, and align them with the overall objective. Think about brand awareness. The metrics you collect along the course of the campaign will tell you how you can tweak and adjust your performance to achieve those numbers.
Plan the promotion of your products effectively with these awesome templates and see significant growth in sales figures. Underwood is a community of about 800 people, as of 2011, located near energy resources and development. A sprinkling of businesses currently lines US Hwy 83 near Underwood, but provides little draw into the community itself.
The K-12 Underwood Public School was experiencing an eroding population as well as, a significant economic leakage of business activity from Underwood to larger trade areas. In 2010 Underwood completed their first marketing plan, focusing on the areas established in the strategic plan. Increase productivity of your small business or office by better organizing your employees' tasks and time. It’s about key messages that will be used in advertizing and promotion events to attract customers and create a positive image in their minds.
Considering your goals and expectations regarding sales, you need to set duration for the campaign and develop a schedule that shows timing of key campaign activities. There’s no special kind of analysis dedicated to marketing campaigns, but what you can do is to compare results of the campaign with your expectations. You can use results of the analysis to write a detailed summary and state either successful completion of the goals or failure of the campaign. All information gained from the analysis of your current campaign can be used in planning further campaigns. Interruptions (like lack of finance, changes in the competitive environment) can stop your campaign. When you know this information, you can advertize in mass media that will reach your target market. For example, a goal might be to earn $50k in your next full year freelancing or it might be to get published in two large women's magazines over the course of a year - note that there are numeric goals that can be measured, but that they can also be measured time-wise.
Or you may market your services by pitching op-eds and letters to the editor to publications related to those trade mags you want to write for.
With that information, plus the general length of your campaign, you can choose what you feel will be the most effective marketing tactics to pursue.
Being uncomfortable with one aspect doesn't mean there aren't plenty of others that you'll love (and that will prove wildly successful)! Read the following Market Assessment Template to find out how to carry out the assessment process. Read this Market Entry Template to find out how your business can establish sales in a foreign country.
Read this Market Segmentation Template to find out how to follow the concept in 3 basic steps. Read the following Market Share Analysis Template to find out how to carry out this kind of analysis. The template is designed for ad agents and salespeople who take responsibility for promoting products and services through the method of market visiting. No matter how great your offering, if it doesn’t resonate with them, they’re not likely to spend on it.
Product demo videos, case studies, blog posts filled with helpful tips – you have a lot of choices to present your offerings. You want each activity you run to have a direct and positive impact on how people perceive you and your offerings. Prior to the research project Underwood's main concern was growth due to a decreasing population.
Due to these plans and assistance Underwood has experienced economic and community growth since 2009. It was decided to have a follow-up discussion and each person committed to bringing at least one other community member. Becky Bowen also discussed the two restaurants reopening, the sale of the lumberyard, the new home construction, the highway signage, the new consignment store, and the beautification projects.
VIP Organizer) to create a list of goals for your campaign and then set priorities for the most perspective goals. Then make a list of benefits and use it to determine the target audience (see the step below).
That’s why you should keep track of marketing campaign metrics, measure performance, and be ready to take immediate actions in case of any interruptions.
On my one page marketing plan, I've broken down tactics monthly - think about what tactics work well seasonally (like giving something away for free during the holidays). Identify what matters, and what processes need to be put in place to track and measure them. Underwood is currently (2011) revamping their strategic plan and marketing plan to incorporate these community changes. You’ll need to use cost estimates and spreadsheets to determine the budget required to make your campaign effective. You should define lessons learned from your current campaign and remember about them when planning your next campaign. Just as specializing in writing can lead to higher pay, so can specializing your marketing efforts.
These advertising and marketing necessities do lead to a bit more work needing to be done in the detailed planning, but that’s where working with an experienced advertising and marketing company can help.



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