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Congratulations!

By downloading this template, you’re already on your way to developing a winning marketing strategy for 2015.

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Executive summary

This document was developed for three reasons:

1.  Align your marketing programs to your business or product objectives

2.  Obtain executive buy in for your marketing strategy

3.  Develop metrics to measure success (marketing accountability)

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How to use this template

1.  Read the slides labeled “instructions” for insight on how to fill out the next slide.

2.  Once complete, delete the instruction slides.

3.  Present to your executive team for buy in (suggested date – first week of December)

NOTE: This template is ‘one size fits all’, so feel free to customize as you see fit!

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Current Situation: 2014 Highlights

This slide puts you in good graces to start the presentation. By showing successes from the past year, it shows you are capable and focused on producing quality results for your business. Content Examples: •  New product launches •  Sales/Revenue Goals exceeded

Current Situation: 2014 Highlights

One sentence overview of your highlights.

•  Highlight #1 •  Highlight #2 •  Highlight #3

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Current Situation: 2014 Challenges

This slide shows that though you accomplished much, there were still big hurdles to jump in order to move forward – helping to set the stage for the rest of the presentations. Content Examples: •  Lack of defined budget •  Another Example here

Current Situation: 2014 Challenges

One sentence overview of your challenges. •  Challenge #1 •  Challenge #2 •  Challenge #3

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Marketing Goals

Your goals should align with the overall Business or Product. There should be no more than 3 goals, and they should be quantifiable and specific. Examples of marketing goals:

–  To increase revenue from marketing by 10% –  To deliver 15 qualified leads for most profitable product –  To launch a new corporate identity –  To open a new geographical market or industry –  To shorten sales cycle by 10%

Marketing Goals

Goal #1: Goal #2: Goal #3:

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Strategy Statement

Explain in one sentence how you plan to reach your goal. Examples of strategy statements:

–  Lead generation: develop an email campaign to all our website leads offering refreshed web content and SEO for 2015

–  Website traffic: develop an online campaign using a mix of organic and paid search campaign to target new startups in the NYC

–  Brand awareness: develop a media plan that includes traditional and online media outlets targeted at the healthcare industry

Strategy Statement

Insert your strategy here.

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Tactics

Tactics are a series of steps, actions and/or tasks to put your strategy into action. The output of this is referred to as your “marketing mix”. Example tactics include: •  Marketing research •  Online media •  Sales collateral development •  Email marketing •  Events

Tactics

•  Tactic 1 •  Explanation or description

•  Tactic 2 •  Explanation or description

•  Tactic 3 •  Explanation or description

•  Tactic 4 •  Explanation or description

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Success Metrics

Metrics will answer the question, “what does success look like?” You can group metrics as quantitative vs. qualitative and/or strategic vs. programmatic. If possible, for each metric have a: –  Baseline: where you are today –  Target: where you want to be at the end of the

campaign –  Benchmark: an industry average result per metric

Success metrics

Success Metric #1 •  Baseline •  Target •  Benchmark

Success Metric #2 •  Baseline •  Target •  Benchmark

Success Metric #3 •  Baseline •  Target •  Benchmark

Success Metric #4 •  Baseline •  Target •  Benchmark

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Marketing Budget

Your budget should provide you with all the funds you need for the coming year to accomplish your strategy.

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Marketing Budget Guidelines

•  30% of companies spend between 3-5% of revenue on marketing, with 45% spending over 6% (most of those between 6-10%).

•  Approximately 5% of that going to labor (either for a department, or outsourcing to a marketing firm).

•  34% of entire marketing program spend (excluding labor) should be spent on Digital Marketing.

Source: (a) CMO Council

Marketing Budget Tactic Direct Cost Timeframe

PPC $4,000 Monthly CES event $20,000 One time - January Content development $5,000 Monthly Website $10,000 One time - March !

17%

28% 41%

14%

Marketing Spend by Mix

PPC

Events

Content

Website

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Prepared by Red Bamboo Marketing

Red Bamboo is a team of global marketing experts who help growing companies grow faster with performance-driving marketing strategies. Contact us today for a free 30 minute strategy consultation.

Jennifer  Garcia,  CEO  p:  732-­‐977-­‐2429  e:  sales@redbamboomarke5ng.com  www.redbamboomarke5ng.com