Global Environment

1. Slide 1 International Marketing 70-480, Session 5 Lloyd Corder, Ph.D. Global Environment Plans

2. Slide 2 Corder’s Questions Why are marketing goals important? What should go in a marketing plan? 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

3. Slide 3 Marketing Goals • Without marketing goals, there is little point to investing in marketing efforts • The fizzier the marketing goal, the less certain the results • Specific goals aid in communication and effectiveness • Setting marketing goals mirrors the process of setting personal goals Failing to plan is planning to fail. 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

4. Slide 4 Goal Achievement Process Values Results Dreams Attitudes Action Plans Written Goals 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

5. Slide 5 Values (Mission Statements) • Describe what the organization believes in or strives to accomplish • Problem • Many or so vague that they don’t mean anything • You could substitute virtually any corporate name for another and it would still work • Very difficult and time consuming to write • May eventually go the way of “TQM” Be honest about what the organization’s values are—you’ll be able to write and live up to a real mission statement rather a lofty or vague one. 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

6. Slide 6 Example Mission Statements HP Goals 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

7. Slide 7 Attitudes Versus Goals Attitudes Goals To increase sales from $50,000 to $80,000 per month by the end of this fiscal year. To increase sales. Abstract Without deadline Hard to define Hard to measure Concrete Have a deadline Defined Easy to measure 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

8. To be happy To make money To graduate To get good/better job To get married To raise a family To buy a house, car or boat To have a satisfying career Slide 8 Typical Attitudes Personal Business • To increase sales • To hire/retain the “best and brightest” • To reduce expenses • To market a product • To satisfy customers • To beat competitors • To be visible • To earn a profit • To stay in business 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

9. Slide 9 7 Secrets to Effective Goals • Reasonable deadlines • Quantifiable and measurable • Eliminates/solves a “pain” (significant problem) • State specific resources (people, supplies, budget) needed to accomplish the goal • Clearly written • Stated positively, focus on accomplishment • Accompanied with an action plan 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

10. Slide 10 5 “SMART” Secrets to Effective Goals S M A R T Specific Measurable Achievable Relevant Time-bound Should be instrumental to the mission of the institution. Identify a target date for completion or frequencies for specific action steps to achieve the goal. Within the staff member’s control and influence. A goal may be a “stretch” but is still feasible. Address the five W’s: Who, what, where, when and why. Use action verbs. Include numeric or descriptive measures that include quantity, quality, cost, etc. Example: “Resolve accounting discrepancies within 48 hours.” Example: “Secure pledges from 10 new donors by the end of each week.” Example: “Obtain the XYZ professional certification within two years.” Example: “Develop and implement a diversity recruitment plan to increase diversity candidates by 10%. Example: “Check the fire alarms and emergency lighting in all buildings every six months.” 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

11. Slide 11 Action Plans • Every goal should have action steps • Tips • Prioritize the steps • Set a deadline date for each step • Focus on the behavior, not the result • Use other people’s brainpower to solve your problems Manage the behavior, not the results! 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

12. Slide 12 Action Plan Template Goals play no favorites. If you set a goal and accomplish the action steps, you will reach that goal. 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

13. Slide 13 Marketing Plans • Overview • Executive summary/current situation analysis • Opportunity/issues analysis • Elements • Objectives • Strategy • Audience • Key Messages • Tactics • Timetable • Marketing ROI • Budget Effective marketing plans help you communicate what you’re trying to do (goals) and how you’re going to do it (action plans). 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

14. Slide 14 Team PA WIB Case History • Objective • Promote Pennsylvania’s stellar workforce initiatives to key opinion leaders and persuade them to actively support the Team PA WIB (Workforce Investment Board) • Target Audience • Primary: Business leaders (including employers, unions, the technology industry, state-wide business groups and their members, local Chambers of Commerce)  • Secondary: Developers/training institutions, colleges and universities, government leaders, local WIBs, non-profits and business media 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

15. Slide 15 Team PA, continued • Strategies • Celebrate workforce development successes to reinforce audience member behaviors, generate additional visibility and build long-term commitment to the Team PA WIB initiatives  • Clearly identify actions audience members can easily take or solutions they can employ to support Team PA WIB initiatives  • Promote Team PA WIB’s benchmarks to showcase Pennsylvania’s innovative workforce development initiatives, locally and globally 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

16. Slide 16 Team PA, continued • Tactics • Leverage Team PA WIB’s sponsorship of the Pennsylvania Workforce Summit 2001 to create visibility and build awareness • Initiate a conversation between Lawrence Weinbach and Governor Ridge regarding the Team PA WIB • Organize a speaker’s bureau to present at local business meetings • Create a Team PA WIB “seal of quality” to recognize companies who are leading the way on workforce development initiatives • Include Team PA WIB literature at CareerLink’s Website • Create a media template • Create a set of graphic standards for the Team PA WIB to be used in all marketing communications • Create a CD with Web links • Select a business spokesperson/personality with high name recognition and credibility for the Team PA WIB 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

17. Slide 17 Corder’s Conclusions • Before you market, set specific goals and develop coherent marketing plans • The more specific your goals (quantifiable, measurable), the easier it will be to market and know whether you reached your target • Marketing plans need not be complicated, but should help clearly guide the organization 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.

18. Slide 18 5. Plans International Marketing 70-480 Lloyd Corder, Ph.D.