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Marketing Plan Formulation

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Based on research and interviews, what is the client’s overall goal? This is about their needs and desires, not about fancy marketing language, so say it like they would.

Name up to six reasons you believe the client wants to meet this goal. These are the personal or professional benefits the client imagines he or she would realize.


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With the reasons stated above, what two or three marketing related accomplishments would signify progress toward the goal?




Congratulations! You’ve just set your Objectives

Now, make your Objectives SMART.

Objective Specific Measurable Attainable Realistic Time-bound
Example More traffic to the website 10,000 visitors Yes Yes 6 months
Objective 1
Objective 2
Objective 3

For now, we will not take a deep dive into the various tactics and actions you want to recommend in order to meet the objectives you’ve set. You will need more time to think about those because they involve such things such as specific content proposals, digital or social networks, posting schedules, and perhaps even non-digital, or traditional marketing ideas. However, we can start down that path by giving thought to what an indication of success would be for each Objective.


Begin by identifying KPIs (Key Performance Indicators) for each objective above. Remember, these are the action steps that show that the marketing team is working toward successfully meeting an Objective. There can be more than one KPI for each Objective, and ample space is provided for that below. You’ll need to be sure there is a “home” to discuss them within your plan (sometimes in more than one place).


Example KPI for an Objective If Objective is 25 media mentions in 90 days, KPI might be number of press events held, press releases sent out, or interviews given KPI for Objective 2
KPI for Objective 1 KPI for Objective 2
KPI for Objective 1 KPI for Objective 2
KPI for Objective 1 KPI for Objective 3
KPI for Objective 1 KPI for Objective 3
KPI for Objective 2 KPI for Objective 3


Good job! Now, all of the above should be influenced by the following factors:

What are the two or three personas (fictional but representative “customer”) you want to attract? Build them using your target market segments as shown. See a review of personas in Presentation 3.5 in the Week 1 Lesson.


Name Your Persona Geographic Demographic Psychographic Benefits sought
What is her/his name? Where does s/he live? How old is s/he? (See Our Client Activity) What is s/he like? What doess/he like? What does s/he get from the product/svc?


How would you name the campaign and specify the message for each of the personas above?

Persona 1.

Persona 2.

Persona 3.

Finally, let’s look at the client’s website (or other digital presence if none). This is per the “Websites Description” topic in your Week 1 lessons. When you run a search, how does the website description look? Does it work in your opinion? Does the search engine simply scrape the first few dozen words from the front page of the site and use that as the description, or is there a dedicated description?


Answer here:

And lastly, imagine you are one of the personas you’ve created as a representative “customer” or “fan” of the client. Per the “User Stories” topic in your Week 1 lessons, write a user story that describes their experience on the website. A couple of paragraphs should be enough.

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