Developing & executing Strategic Marketing Plans for two websites
One of our clients wanted to improve the marketing on two of their online brands (websites). After an initial audit, we determined that the right starting point was to create Marketing Strategy Templates for each of the brands that would clarify the marketing choices on the brand and serve as a key reference tool for the program managers for several years to come.
The template applied best practices from the Consumer Packaged Goods industry modified to suit a much smaller organization with scarce marketing resources. It included:
- Targeting
- Brand Equity Messages: Benefit/Unique Selling Proposition, Brand Character, Taglines
- A Tactical Advertising Plan with a focus on online media, specifically Google AdWords and Facebook and the purchase of ad space in opt-in email newsletters.
We then executed the marketing plan including buying the media and then optimized the campaigns through test and roll-out period. So far the programs that are running as a result of these Strat-Plans have acquired new registrants at the lowest cost yet seen by the client.
Tags: marketing plans, strategy