Create a bespoke marketing plan that you can action
Why do you need a written marketing plan?
- You’ve reached that stage of growth where you feel your organisations needs to project a more professional image.
- You have lots of ideas about marketing, but don’t know where to start.
- You are suffering from doing too many marketing activities and don’t know where to focus.
- You are frustrated that your marketing isn’t working and you’re only getting the occasional referral from word-of-mouth contacts.
- Time isn’t on your side. You have colleagues, clients, prospects, investors all impatient to get to the next level and wanting results fast.
- If you had unlimited time for research, more people, and funds, then you could probably do this yourself. You need a quicker, practical and affordable solution.
- You need a clearly defined plan which shows immediate next steps to drive the right type of leads.
Whichever reason, your organisation is probably suffering from inconsistent marketing, inconsistent messaging and wasted time, money and energy.
Which means that it’s not attracting enough of the right kind of leads, investment or partners.
You don’t want a cookie cutter approach; you need a tailored plan tailored. One you can communicate with clear next steps, without the jargon. To clearly instruct your team, set clear goals, reassure stakeholders and attract more of the right business opportunities.
Over the years we worked with many owners, MDs and CEOs in the same position. They are busy people who want to see results quicker and easier than doing it on their own.
The ‘Six Step Marketing Plan’ is designed to do just that. At the end of this programme you will have a written, bespoke marketing plan that gives you marketing focus to communicate, with actionable next steps.
Results you can expect
At the end of the Six Step Marketing Plan programme you will have :
- A bespoke written marketing communications plan – created more quickly and easily than doing it yourself or with your senior team.
- Two / three practical and realistic marketing strategies – tailored to your unique organisation and growth stage, not a cookie-cutter plan.
- A roadmap of marketing tactics – bespoke to your organisation for immediate implementation.
- The confidence to direct your team – to reduce your marketing workload.
- The rationale behind your marketing decisions – to explain to stakeholders.
- Access to an experienced strategic and tactical marketer, specialised in your sector –for independent feedback and focus.
Programme Delivery
If you have read this far, you’ll be asking ‘how do you do this?’ and ‘how much of my time is this going to take?’
Delivery is via online sessions, typically one per week, delivered by CEO, Su Copeland.
To help you, you will have access to easy-to-use templates, blueprints, and short-cuts to speed up the process.
You have the option of either 1-2-1 or group delivery.
1-2-1 Programme: Online delivery typically 6 x 60 minute or 4 x 90 minutes. However as this is 1-2-1 we can be flexible.
If you choose to enrol on the 1-2-1 programme sessions are confidential, and we can adjust the pace and delivery and more tailored progress will be made within each meeting.
Group Programme: Online delivery 4 x 90 minutes.
If you choose to join the group programme, the pace of sessions will be determined by available schedules and the group. There is likely to be more homework between each session to personalise to your organisation. However you will benefit from interaction with other CEOs and MDs, which can produce strong future contacts and combined lightbulb moments.
Your choice will come down to the level of investment and your preferences regarding confidentiality, pace and depth of support.
Each session will include a mixture of
- Instruction
- Practical work
- An opportunity for questions and answers
- Provision of the tools to progress to the next stage
There will be ideas and real-life case studies based on knowledge of your sector
Pre-Programme
Before we start the sessions, we will email you a pre-programme questionnaire. This is a quick, confidential set of questions designed to ensure we get the most out of our time together. It will not be shared with other delegates if you have joined the group programme. It must be completed a minimum of 48 hours before the first session.
For both the 1-2-1 and group programmes you will be given the option of a private 1-2-1 call to discuss any specific requirements prior to beginning the programme.
The Six Steps
STEP ONE: in an ideal world
Following introductions, we will start by setting the scene. Step One is to become really clear about who your ideal client is and why this is critically important.
Using our ‘ideal client’ template, you will be guided on how to identify and adapt this template for your organisation. Expect tips on how to narrow your focus and to decide what is important and what is irrelevant in your marketing.
OUTPUT – Ideal Client Profile specific to your organisation to make your marketing easier and more effective
STEP TWO: the messaging formula
In this step, we will move on to how to create your unique marketing message.
You will learn the formula for creating your own unique marketing message and how to begin to tailor this formula for different sales and marketing channels and media.
OUTPUT – Messaging Formula to adapt to your specific organisation from 30 seconds to 30 minutes
STEP THREE: why people act
By now you will already be beginning to form your unique marketing strategy.
The next step is to examine why your potential ideal clients would be motivated to engage with you in the first place. Commonly called pain points or triggers, we will remove the jargon and examine why your, specific, ideal clients act
OUTPUT – Clarity on the unique triggers that make your ideal clients look for help, to make your marketing more targeted and effective
STEP FOUR: how people act
There are a bewildering number of marketing tactics you could use to attract your ideal client.
Often people approach marketing by considering all the activities they could do and ask questions such as ‘should I update my website?’ ‘should I focus on partner referral?’ or ‘should I do social media?’. Because we are now clear about your ideal client, key messaging and ‘triggers’ we can turn our attention to how your ideal clients prefer to be contacted, in order to logically narrow down the choices.
OUTPUT – Clarity on the unique activities your ideal clients prefer to take when looking for help, to allow you to confidently include and exclude certain marketing activities.
STEP FIVE: marketing communications plan
You now have the key ingredients to start to compile your unique marketing plan. This session will provide you with the marketing communications plan template and explain how to construct your bespoke plan using the knowledge you have gained.
OUTPUT – Clarity on how to construct your bespoke marketing plan for your organisation and a template to make it easy for you to complete.
STEP SIX: your unique marketing communications plan
In this final session you will finesse your bespoke marketing plan, consider metrics and I will review your marketing plan to ensure you have two or three clear strategies.
OUTPUT – Your Bespoke Marketing Communications Plan
ADDED VALUE: before, during and after the programme
When you chose to enrol on one of these programmes you will be given automatic access to a wealth of further resource. Recorded sessions to access for your ongoing reference.
After programme sessions have concluded you:
- Qualify for a bonus 1-2-1 consultancy session to ensure that you have a workable plan from which to start implementing.
- Gain access to our network of STEM-sector marketing specialists – potentially saving you time and energy when you look for support.
- Gain access to our qualified network of STEM-sector business support associates (e.g. finance, procurement, legals & IP, recruitment, insurance)