Include any information that is considered to be important to know, but has not yet been obtained.
Marketing Objectives and Goals
The marketing objectives and goals are clearly related to the company/organization mission.
Objectives and goals are clearly stated and appropriately quantified according to the culture. (i.e., can be measured)
Example of objective: To increase brand sales by 15% among Hispanic millennials by December 31, 2018.
Example of goal: To increase web traffic by 10% for sub-brand among Hispanics aged 18-35 by March 2, 2019.
Target Market and Positioning, both based on consumer insights, part of which could be from personal interviews
Who are you marketing to?
As you know, saying “Hispanics” is too broad.
Identify and explain the potential benefits or conflicts arising from human differences within the current national or international landscape.
Based on the marketing strategy and situational analysis, the target markets are appropriately identified and described.
A positioning statement for each target market is identified and explained, and reasonable.
Example positioning statement: For Hispanic millennials who like craft beer, Proof’s Mango Wit Beer provides the right balance of flavor, alcohol content, and price. Proof’s beer-crafting technology is unrivaled in Tallahassee, using state of the art tools (such as nitro brewing) to deliver the best beer possible.
Marketing Strategy
The marketing direction that will frame marketing tactics of the marketing plan is clearly and specifically stated in 3-5 sentences.
The marketing strategy is logically linked to the culture, marketing objectives and goals
The strategy will also highlight cultural patterns and respond accordingly to the needs of the consumer.
Media Planning and Testing. Test of message and media approaches, which could be based on focus groups, personal interviews, etc
Include information from surveys/interviews here.
Information about customers’ media consumption is thoroughly and clearly reported.
Cultural values must be addressed.
The source of data is clearly reported (i.e., secondary or primary data)
Company information and new data collected for the development of this plan is presented cohesively.
For new data that has been collected, include:
The method of collection, including sample size
Description of the sample
Data collection instrument used (Qualtrics, phone interview, etc.)
Include any information that is considered to be important to know, but that has not yet been obtained. (What would be helpful to know but you don’t have the resources to currently identify?)
Suggestions for the Evaluation of Effectiveness
How will you measure the success of your plan? If you are in a corporate board room, how will you tell your manager that the marketing plan was successful?
Do you know that your plan has worked?
How and when do you evaluate the success of your marketing campaign?
What options will you have to address in terms of concerns or ineffectiveness in the plan?
Organization – 5 points
Written work is well organized and easy to understand
Sections of the plan are marked with appropriate headings
Tables and charts are appropriately used and easy to understand and contribute to the ease of reading the plan
Grammar, spelling, formatting – 10 points
Please note that if there are excessive errors regarding grammar, spelling, and formatting, more than ten points will be deducted from the final grade
The plan has been thoroughly spell-checked and proofread
There are very few to none grammatical or spelling errors
There are no formatting errors
Proper Citations – 5 points for correct citation of sources
Information is appropriately placed in either the main text or an appendix
Appendices are documented and referenced in the text.