Professional Documents
Culture Documents
1. Executive Summary
Provide a brief description of key strategic objectives and marketing
communication programs that you will be implementing for the next calendar
year (2-3 pages max)
2. Strategic Business Objectives
o Setup a new database storing system
o Launch new products/ services
o Grow revenues by x %
o Identify target sales/ units
3. Market Segmentation, Profiling and Positioning
a. Market research analysis
Provide market research exercise/ report to support market sizing,
potentiality and segmentation
b. Market segmentation and customer profiles
o use your market segmentation tool to determine market
segment sizes based on surveys and other external data (i.e.
market research)
o define market segments and develop customer profiles
c. Competitive positioning
Analyze market segments behavior against our competitive product
positioning to develop required positioning statement
4. Marketing Communication Strategy Plan
a. Marketing program activities
List your proposed actionable marketing activities
b. Marketing program prioritization
Insert marketing communication priority index for scheduling the
communication of the proposed initiatives
c. Lead generation strategy plan
Initiatives KPI’s Target Cost
# of leads 20 leads/ month
CTR (click through Average 5% CPT $
E-mail marketing
rate) 100,000 by 2011
Subscribers list size
Dials/ day 100 dials/day/rep
$
Outsourced call center Appointments 3
generated appointments/day
Webcast attendees 100/ event
Webcast series $
Leads generated 10/ event