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Shelton Associates will run our stimulating, practical session at your premises to review the marketing of your business and to generate the ideas for the marketing plan itself (Up to 5 people). We will then build on this session and develop the results into a formal written Marketing Plan for your organisation-crucially with an Action Plan outlining Activities to be achieved, Responsibilities, Timescales and Costs-remember if you don't have a written document, you don't have a plan! This resource centre is packed with marketing gems to help you implement your marketing plan which you will have full access to for the next 12 months FREE of charge- after completing your plan. We want to help you embed marketing within your business by also developing the marketing skills of you and your colleagues.
Together we spent time discussing our ongoing and future projects and, with Andrew's help, we are now able to see which projects are priority, which need more marketing and which to leave for the future. The advice we have been given has enabled us to move in a direction that benefits the staff and company. Click on the buttons below to use our secure payment system where you can pay for the plan in full for 12 months or pay monthly. Shelton Associates has been assisting small businesses with their marketing for the past 20 years. Christina Boyle on KODAK HIRES LAW FIRM FOR RESTRUCTURING ADVICE, IS THE END NEAR FOR THIS 131-YEAR OLD COMPANY, OR IS BANKRUPTCY NEXT? If you are the founder of a new startup or an existing business it's highly recommended that you develop a roadmap that will get you from where you are today to where you want to be tomorrow, six months from now, or a year or longer down the road.
A marketing plan should be a formal written document, not recalled from memory or something scribbled on a napkin. Segmentation, Targeting and Positioning - This three stage process involves analysing which distinct customer groups exist and which segment the product best suits before implementing the communications strategy tailored for the chosen target group. SOSTAC® - This acronym stands for Situation, Objectives, Strategy, Tactics, Actions and Control and is a very popular classic marketing planning framework for creating marketing plans. Ansoff's Growth Strategy Matrix - Ansoff’s Growth Strategy Matrix identifies alternative growth strategies by looking at present and potential products in current and future markets. For my money, the SOSTAC® marketing planning model is the model I use the most when developing marketing plans. SOSTAC® is a marketing planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who together with Dave Chaffey co-authored Emarketing Excellence. You can see it gives a logical order for tackling your plan (with iterations) and a great way to summarise the main elements of each. SOSTAC® has become very popular since it’s simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan.

Here are some tips on how to use SOSTAC® based on Chaffey's experience applying the model in companies and in academia. Use SOSTAC® to review your process - Before looking at how you apply SOSTAC® at each step to create a marketing plan, use it to review your planning process and how you manage your marketing.
Integrate the different elements of your SWOT Analysis -  Oftentimes in a plan or report there isn’t good flow relating sections. Where Are You Today - You must know where you are today in order to develop a roadmap to where you want to be in the future.
Know Your Strengths and Weaknesses - Take an inventory of your individual and management teams strengths and weaknesses.
Organizations - Describe them by number of employees, sales, geographic location, and industry. SWOT Analysis - Identify your competitive strengths and weaknesses, business opportunities and potential threats.
Management Team - List the key members of your present management team and very brief description of their business and industry experience and education. Milestones Accomplished - Elaborate on significant milestones that have accomplished to date. Your marketing strategies answer the big question:  HOW do you get from where you are today to where you want to be tomorrow? Core Marketing Message - Your core marketing message is a short description of your business, products and services, employees, core values, business philosophy, mission and value proposition you bring to the customer relationship. Define Your Brand - Your brand isn’t just your corporate identity like your logo, tag line, motto or its visual associations such as unique design, colors or packaging, but the relationship you have with your customers. Pricing Model - Describe the methodology you will use to set prices for your products and services. Distribution Strategy - Describe the distribution channels you will utilize to get your product or service to your target market (e.g. Advertising and Promotions Strategy - Determine what media channels you will use to market and promote your products and services to your target market (e.g.
Public Relations Strategy - Describe the methods you will utilize to inform, communicate and educate your public (e.g. Strategic Alliances - Describe the nature and type of third-party alliances you anticipated will be needed in order to compete effectively in the marketplace.
Word-of-Mouth -  Describe how and the methods you will utilize to create word-of-mouth.

When calculating your marketing budget, make sure you start by aligning your marketing goals with your company's strategic goals and vision for growth.
Armed with your goals and a budget, you can now get into the nitty-gritty of developing a tactical plan to transform your marketing dreams into reality!
Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. You will therefore receive direct on-line access to our skills development video 'Develop a Marketing Plan in a Day' which supports this programme. SOSTAC is more comprehensive and borrows elements of several of the other popular marketing planning models. The four growth strategies include: market penetration, market development, product development and diversification. Include major new customers, revenues, no of unique visitors, downloads, new patents, major personnel additions and awards. Will you be using inside sales personnel, inbound or outbound sales personnel, outside sales personnel, manufacturer's representatives, independent salespeople or network marketing personnel. If you plan to grow by 20%, but only want to invest enough in marketing to get new business cards for everyone in your company, you're probably going to be disappointed with the results of your investment!It's important to develop a written marketing strategy that is agreed upon by the executive team, the sales team, and the marketing team.
Develop logo and branding standards, icon design, copywriting, marketing research, conference promotion; 5) 2005 - May 2011. Consult clients on design needs, develop design concepts, and supervise project from start to finish. Don't think in terms of what other organizations or individuals have done, but how you are going to get it done.
Perhaps you’re not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them?
It displays the percentage of their marketing budget that was allocated to each area of their marketing plan.
You may decide to spend more or less based on what your direct competitors are spending, what industry you are in, and your specific goals. Ideal for companies who have ambitious plans to grow and increase market share (20% or more annual growth).

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