Developing a Marketing Plan

1. Developing a Marketing Plan October 2011

2. Distinguish Your Organization in the Marketplace • What is the “intellectual property” of your chapter? • What market/industry do you currently serve and what has it taught you? • What is the work experience of your members, organizational leaders and instructors and what have they learned? • What sector/s should you focus on? • mature, low-growth, highly competitive markets • higher-growth, less saturated markets

3. Distinguish Your Chapter in the Marketplace • Will you focus on business or consumer sales? • Business sales: • You have to be rigorous in defining the value proposition, however... • The factors that influence the “buy” decision tend to be predictable. • Consumer sales: • Price is a more weighty consideration in consumer sales. • It is difficult to predict all the factors influencing the “buy” decision for consumers.

4. Develop a Marketing Plan • Goals: how will you define success? • Targets: who/what is your target market? • Position: how will you position your organization to drive benefits to your customers? • Niche: how is your service different and unique?

5. Define Your Organization in the Marketplace • Tactics: what marketing tactics will you use to reach your targets? • Identity: if successful, how will your organization be seen in the market? • Budget: what budget is needed to achieve this plan? • Schedule: what is the roll-out of the plan? • Metrics: how will you measure your success? • Review: what would you do differently next time?