Mission Statement

Vision and objectives

Situational Analysis FactorWhat’s HappeningImpactTermOption Moving Forward Political Economic Social Technological Environmental Legal

Porter’s Five Forces ForceWhat’s HappeningPressureImpact Competitive rivalry Bargaining power of customers Bargaining power of suppliers Threat of new entrants Threat of substitute products

Target Market and Buyer Persona Persona 1Persona 2Persona 3 Socio-Economic Group Gender Buyer Behaviour How they Access the Web TargetTarget Market 1Target Market 2Target Market 3 Target Description

Customer Touch Points Touch PointDepartmentDoes it meet the customer expectations or need Competitive Edge Website Social Media Telephone

Competition Who are TheyBrandWhat Marketing Mix are they using What potential competitive advantage do they have Competitor 1 Name: Product Place Price Promotion Competitor 2 Name: Product Place Price Promotion Competitor 3 Name: Product Place Price Promotion

SWOT Analysis ThreatsOpportunities Strengths Weaknesses

Organisation & Marketing Objectives ObjectiveStrategy Organisational – Profit Marketing – Social Media Aspirational – Mission

Marketing Mix Marketing mix Product Place Price Promotion

Strategy Statement Increase Brand Engagement Increase Conversion/Loyalty Increase ‘Sticky’ traffic to your website Increase Conversion/Loyalty Increased Sales

Resources TitleOccupantResponsibilities

Budget Annual CostPer Annum Year 1Per Annum Year 2Per Quarter Social Media - PPC marketing Website Once-Off Total

Activity Plan – Marketing Mix ObjectiveStrategyAction Product Placement Price Promotion

Digital Marketing Campaign I CampaignLines of BusinessStrategy Generate xxxx new customersNewGoals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

Digital Marketing Campaign 2 CampaignLines of BusinessStrategy Generate xxxx new customersNewGoals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

Digital Marketing Campaign 3 CampaignLines of BusinessStrategy Generate xxxx new customersNewGoals: 600 leads required (380 in 2010) Target:All target markets Key messages: Affordable products Placement:Social Media Evaluate:No of leads

SOCIAL MEDIA - Twitter ToolTargetAction Twitter-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page

SOCIAL MEDIA - Facebook ToolTargetAction Facebook-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page

SOCIAL MEDIA – LinkedIn ToolTargetAction LinkedIn-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page

SOCIAL MEDIA - YouTube ToolTargetAction LinkedIn-Today’s audiences (as well as tomorrow’s) -Professionals -Targeted marketing by location, sector, job title, groups -Set Up Company Page Facebook Twitter Youtube

Marketing Tone of messages and content Keywords Call to actions Content of “From” and "Subject" lines

Marketing Promotions/incentives offered Length of Campaign themes Timing and frequency of your s

Social Media Strategy- Control and Evaluation EvaluationMeasureTools KeywordsRank Well in Top KeywordsGoogle Adwords Brand AwarenessNumber of Likes ion FacebookCount