Developing and Executing a
Marketing Plan
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SMPS Coordinator’s Club SMPS Coordinator s Club February 24, 2010 Presented by: Michael Recchio, CPSM Director of Business Development Services, Waterp , AECOMO
i i
Y
Th
ht
Organizing Your Thoughts
Corporate Culture
Marketing Audit
Strategy DevelopmentStrategy Development
Execution Strategy
Given the culture of your
Given the culture of your
company and it’s target
markets, what type of plan has
,
yp
p
the best chance of being
A dit Q
ti
Audit Questions
What is working?g
What isn’t?
What can be fixed?
What do we need to
What do we need to
evaluate?
Existing Marketing Plan
Mgmt. Commitment Press List Press Releases Budget Marketing team Database Article Publication Press coverage Market Research Database Newsletter Brochures P l L tt Market Research Client Surveys Web site S l d BD St t i Personal Letters Post Cards Direct mail
Sales and BD Strategies
Proposals
Y
h
ti
You have options
Comprehensive marketing plan
Sector plans
Sector plans
Market plans
Cli t l
Client plans
Regardless of the type, collaboration is essential
Do your homework before
Do your homework before
you start the plan
Review historical financial performance
Identify top clients
Identify top clients
Conduct SWOT analysis
Identify top competitors in each target
Identify top competitors in each target
market
Conduct/review client surveyy
Review hit rates
The front end should deal
The front end should deal
with the big picture
Target Markets
Mission
Perception
T
t M k t
Target Markets
Target market is not…
Civil Engineering
Target market is…
Higher Education C g ee g Geotechnical Architecture Public sector g e duca o Healthcare Local / Municipal Residential Public sector Private Sector Residential Development
Mission statements should
Mission statements should
answer…
What groups of clients does the firm wish to
attract? attract?
Which functions does the business wish to
perform? perform?
How will the needs of the clients be
Understand the perception
Understand the perception
of your firm
Objective feedback
Recent hires data important Recent hires data important
Third party may be best for initial survey Multiple formats for surveysp y
Written On-line In person In person Telephone Impacts PR strategy
Vi i
St t
t l
k t th
Vision Statement looks to the
future
What is the firm trying to become and when?
How large do we plan to become (offices, staff)?
What new services (if any) will it offer and when?
Develop strategies and measurable
goals that address your markets and
services
Look at your marketing mix
Identify where you will get the most “bang
for your buck”
Develop quantifiable goals
List action items and who is responsible for
List action items and who is responsible for
Production Business Development Image and Branding Resources and Tools Sample Marketing Mix
SOQ’s Proposals Presentations News Releases Advertising Articles Direct Selling Client Meetings Debriefs National Directors Training Plan Facilitation Presentations Brochures Award Submittals Articles Conf. Presentations Client Education Opportunities W b Si Debriefs Pre Proposal Mtgs. Conferences
Local Assoc. Events
Plan Facilitation Opportunity Tracking Client Surveys
Research Web Site
Local Business Events Community Support Prof. Assoc Participation Career Fairs
Targeted Institutional
Targeted Institutional
Advertising
Program:Implement a modest but consistent national advertising campaign that is primarily image driven but targeted at very specific audiences;
Place advertising in the AWWA, Journal, WE&T, and American City and County magazine. ¼ page color, quarterly, staggered.
Justification:
A modest image advertising campaign will compliment our public A modest image advertising campaign will compliment our public
relations efforts as well as our professional association participation. It will help strengthen the brand awareness necessary for successful recruiting.
Cost: $35,000
Measurement: 15% increase in awareness of participation in these organizations by top
E
ti
St t
Execution Strategy
What can we to do in the next 30/60/90
days that will have the biggest impact days that will have the biggest impact
Build momentum Actions plans Actions plans What Who Who When
Production Business Development Image and Branding Resources and Tools Sample Marketing Mix
SOQ’s Proposals Presentations News Releases Advertising Articles Direct Selling Client Meetings Debriefs National Directors Training Plan Facilitation Presentations Brochures Award Submittals Articles Conf. Presentations Client Education Opportunities W b Si Debriefs Pre Proposal Mtgs. Conferences
Local Assoc. Events
Plan Facilitation Opportunity Tracking Client Surveys
Research Web Site
Local Business Events Community Support Prof. Assoc Participation Career Fairs
Where we can help this year
Production Business Development Image and Branding Resources and Tools
SOQ’s Proposals Presentations News Releases Advertising Articles Direct Selling Client Meetings Debriefs 9 9 9 9 9 9 9 9 National Directors Training Plan Facilitation Presentations Brochures Award Submittals Articles Conf. Presentations Client Education Opportunities W b Si Debriefs Pre Proposal Mtgs. Conferences
Local Assoc. Events
9 9 9 9 9 9 9 9 Plan Facilitation Opportunity Tracking Client Surveys Research Web Site
Local Business Events Community Support Prof. Assoc Participation Career Fairs
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9
Key Questions Regarding the
Key Questions Regarding the
Overall Plan
Is our marketing long term or short term?
Are we achieving the desired level of
growth?
Are the expectations reasonable?
How have we positioned the marketing
How have we positioned the marketing
M
i
St t
i S
Measuring Strategic Success
Look at the numbers – are we meeting our goals
Gauge the attitude of mgmt and staff toward
the program
Evaluate the degree that the program leads
and guides firm towards goals a d gu des o a ds goa s
Measure the efforts of staff with marketing
ibilit responsibility
