Is it time for a marketing plan tune-up for your organization? If so, a Marketing Action Plan (MAP) may be just the tool you have been searching for. Reading time: 3 minutes
Is it time for a marketing plan tune-up for your organization? If so, a Marketing Action Plan (MAP) may be just the tool you have been searching for.
All organizations exist with a constantly evolving set of customers, influencers, staff, contractors, suppliers, and more. And, with the ability of each of these stakeholders to have more and more influence on your success, it is more important than ever to have a deliberate plan for your organization’s marketing processes.
A Marketing Action Plan (MAP) is a proven process that will define and prioritize the Who, What, Why, and How of a successful marketing plan. Following a MAP ensures that your organization is taking an organized and well-thought-out approach to executing a successful marketing program. While we’d love to help facilitate the creation of your MAP, below are several resources including the step-by-step process we go through with our clients that can help you (and your team) create this plan on your own.
Step 1 is listing the WHO.
Who are the Targets that can influence your organization's success? When you think target audiences, your immediate thought is likely customers. But your staff also has a big impact on your long-term success. And don't forget about architects, engineers, suppliers, etc.
Step 2 is defining the WHAT.
Think about the Roles that each target group you have identified can play in the success of your firm.
Step 3 is determining the WHY.
What Beliefs do each target group need to possess about your firm in order for them to accomplish the roles that will result in your success?
Step 4 is identifying the HOW.
Processes make up the foundation of your marketing plan. What should you do to communicate and/or reinforce the (required) Beliefs that each Target group must possess in order for them to accomplish the Roles that will result in your success? Examples could include wearables, vehicle graphics, your website, PR efforts, collateral pieces, direct mail, a social media plan, etc.
Once these Targets, Roles, Beliefs, and Processes have been identified, make sure to prioritize them from most to least important. This will help you clearly evaluate if your current marketing plan is communicating effectively to the appropriate Target groups, is developed to get them to act with the desired Roles and conceived so the targets believe what you need them to in order for you to have success with them. The desired end result is to ensure that you maximize the impact of your organization’s marketing efforts, and ultimately maximize your marketing budget.
It’s important to remember that Marketing Action Plans are never completely done. We often find ourselves saying that the MAP is a living, breathing document—returning often to add processes or reorganize the priority.
Over the last 10 years, Stamp has facilitated the development and annual re-assessment of 100s of Marketing Action Plans for clients. In addition to plan development, our team has also developed a Marketing Action Planning seminar and leads Marketing Action Planning development how-to sessions at meetings and conferences. If you would like to discuss Stamp facilitating the development of a MAP directly with your organization, please contact Susan Bryan.