Developing a Marketing Plan October 2011

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

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. Distinguish Your Chapter in the Marketplace

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?

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?