ࡱ > '` (# bjbj"9"9 BH @S @S d 8 Ы | G l l X İ İ İ $ ' h R P P P İ İ @ @ @ P X İ İ @ P @ @ İ ` `?!C X : 0 G 4 t L b p > ݱ , @ $ - # ^ G P P P P ] e E e [insert your company logo here] [insert your company name here] Marketing Plan [insert date here] [insert your company name] Marketing Plan [insert date] Contents Part 1: Review - Where Are We Now? page3 Part 2: Objectives - Where Do We Want To Be? page4 - 5 Part 3: Strategy - How Do We Get There? page6 - 8 Part 4: Budget - How Much Will It Cost? page 9 Part 5: Implementation - Who Does What/When page 10 Part 6: Evaluation - What Is The Measurement For ROI? page 11 Part 1: Review - Where Are We Now? Current Turnover ???? Percentage change on last year ??% Current Gross Profit ???? Percenatge change on last year ??% [insert company name] Historic Turnover & Gross Profit200920102011TurnoverIncrease Increase %Cost of SalesOverheadsGross Profit [optional] List other relevant information about your company, your competitors, your market share and your current position in the market. List your companys strengths and weaknesses and the opportunities and threats in the market Perceptual Map: See Perceptual Map Template and Glossary of Construction Marketing for explanation. SWOT Analysis: See SWOT Analysis Template and Glossary of Construction Marketing for explanation. Part 2: Objectives - Where Do We Want To Be? Short-Term Objectives (over the next 12 months) Financial Objectives Increase Turnover by ??% to ????? by [insert date] Increase Gross Profit by ??% to ????? by [insert date] [to justify the growth you have indicated above, summarise your companys performance over the last three years and list at least three reasons the growth you have targeted is achievable, e.g. growth forecasts in your target market, increased market share, new products/services, new markets, improved sales and marketing focus, increased capacity etc.] Short-Term Objectives Turnover & Gross Profit2009201020112012TurnoverIncrease Increase %Cost of SalesOverheadsGross Profit Other Objectives [list any Other Objectives for the next 12 months, e.g. target specific customers, target new markets etc. optional] [list the reasons these Other Objectives are important for you to achieve] Medium-Term Objectives (next 2 to 4 years) [NB Year 1 is covered in Short-Term Objectives] Financial Objectives Increase Turnover by ??% to ????? by [Yr 2- insert date] Increase Gross Profit by ??% to ????? by [Yr 2 - insert date] Increase Turnover by ??% to ????? by [Yr 3- insert date] Increase Gross Profit by ??% to ????? by [Yr 3 - insert date] Increase Turnover by ??% to ????? by [Yr 4- insert date] Increase Gross Profit by ??% to ????? by [Yr 4 - insert date] [NB the 2012 figures are carried forward from your Short-Term Objectives] Medium-Term Objectives - Turnover2012201320142015TurnoverIncrease Increase %Cost of SalesOverheadsGross Profit [list the reasons the growth you have targeted is achievable] Other Objectives [optional] [list any other objectives for the next 2-4 years] [list the reasons these objectives are important for you to achieve] Part 3: Strategy - How Do We Get There? Mission Statement [optional]: [insert your company Mission Statement here] Client Benefits: [list the three key benefits your product/service offers your clients/customers] Company USPs [list your companys three key USPs] Elevator Pitch [optional] [insert your elevator pitch incorporating your most important USP and your biggest client benefit. Max 40 seconds / 120 words] Pricing Strategy: Price new work on the following basis: Target margin: ??% Competitive margin: ??% Break-Even margin: ??% Client Attraction Price(s): [your Client Attraction Price is like an introductory offer for the first order only. This will encourage potential clients/customers to try out your company and get them into the habit of buying from you] Target Client Checklist: [look at your best client/customers and list at least five key criteria for your ideal client/customer, e.g. good relationship with senior management, based in the local area, prompt payers etc] ( ( ( ( ( Client Acquisition Strategy: [list up to 10 tactics to attract and retain new clients/customers e.g. networking, referrals, email marketing, website enquiries, CPD seminars etc. Dont just focus on generating leads, include ideas to improve your efficiency to convert those leads into sales] Strategy To Achieve Short-Term Objectives [using the information above, list up to 10 key tactics to achieve your Short-Term Objectives. Dont just focus on new business, include tactics to retain and upsell) to your existing clients/customers e.g. CRM, corporate entertainment, annual rebate, tender/quotation follow-up] 1e.g. Create a quarterly e-mailshot to make existing customers aware of additional products/services we can offer them and thereby increase sales with existing customers 2345678910 Strategy To Achieve Medium-Term Objectives 12345678910 Part 4: Budget - How Much Will It Cost? Budget To Achieve Short-Term Objectives ActionCOST1Four (Quarterly) e-Mailshots to Existing Customers3,2002345678910 Budget To Achieve Medium-Term Objectives [optional] ActionCOST12345678910 Part 5: Implementation - Who Does What/When? Implementation Plan Budget To Achieve Short-Term Objectives ActionWHODEADLINE1Four (Quarterly) e-Mailshots to Existing CustomersKeystone CM10th Jan/Apr /Jul/Oct2345678910 Implementation Plan Budget To Achieve Medium-Term Objectives [optional] ActionWHODEADLINE12345678910 Part 6: Evaluation - What Is The Measurement For ROI? Evaluation Of Short-Term Strategy ActionRESULTTARGETACTUAL1Four (Quarterly) e-Mailshots to Existing Customers80 leads100 leads2345678910 Evaluation Of Medium-Term Strategy [optional] ActionRESULTTARGETACTUAL12345678910 PAGE MARKETING PLAN TEMPLATE.v01 09/12 page PAGE 10 of NUMPAGES 11 020 8680 5275 | HYPERLINK "mailto:info@KeystoneCM.co.uk" info@KeystoneCM.co.uk | HYPERLINK "http://www.KeystoneCM.co.uk" www.KeystoneCM.co.uk Keystone Construction Marketing Ltd | Acorn House, 74-94 Cherry Orchard Road, Croydon CR0 6BA ! " # $ & ' . E F G U V W X _ i ϼϭϼπqbS@@ %hP h?U B*CJ( OJ QJ aJ( ph hP h1j CJH OJ QJ aJH hP h? 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