# data[].attributes.body
At the end of the training you will be able to:

•Understand what a marketing plan is

•Understand the Ansoff’s Matrix and it’s purpose

•Understand the different types of marketing plans

•Be able to conduct a thorough marketing plan using SOSTAC

•Identify different types of competitors and be able to conduct a comprehensive competitor analysis using a variety of tools

•Be able to conduct an environment scan using multiple tools

•Understand budget-setting methods

•Understand different market research methods

•Understand how to create marketing briefs

•Evaluate potential marketing suppliers

# data[].attributes.body
Post your name / company name and the following -

Name of competitors / type / how they are a competitor

Screenshots of Google map entries of top competitors

# data[].attributes.body
Name, background, target market, price, marketing, distribution, USP

# data[].attributes.headline
Conduct an analysis of your competitors for their marketing activities

# data[].attributes.subject
Conduct an analysis of your competitors for their marketing activities

# data[].attributes.body
Name, social channels, followers, how often do they post? What is their main content type? Do they post ads?

# data[].attributes.headline
Complete the website analysis for your competitors

# data[].attributes.subject
Complete the website analysis for your competitors

# data[].attributes.body
Name, Domain strength, Speed test, Content, reviews from other sites, google review, keywords they rank for

# data[].attributes.body
•What is the best benefit of your product from your customer’s view?

•How is your product/service completely unique?

•Why would a customer buy from you and not your competition?

•When will the customer be better off buying from someone else?

•List attributes and categorise them as appealing to the logic or emotion of customer

•How hard is it to understand the attribute?

# data[].attributes.headline
Identify new keywords for your company / product / service

# data[].attributes.subject
Identify new keywords for your company / product / service

# data[].attributes.body
Use Google Trends & Answer the Public

https://trends.google.com/trends/

https://answerthepublic.com/

# data[].attributes.headline
Analyse the internal elements of your company

# data[].attributes.subject
Analyse the internal elements of your company

# data[].attributes.body
•Resources

•System and processes

•Skills/people

# data[].attributes.attachment_link.readable_text
For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you've suggested.

Now, your boss wants you to write and present a content marketing plan, but you've never done something like that before. You don't even know where to start.

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign's mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you'll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started.

To learn more about how to create your marketing plan, keep reading or jump to the section you're looking for:

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies: a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business's main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For example, if your business's mission is "to make booking travel a delightful experience," your marketing mission might be "to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform."

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission's progress. To do so, you need to decide on your key performance indicators (KPIs).

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is "to attract an audience of travelers," we might track website visits using organic page views. In this case, "organic page views" is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.

Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section, I like to stipulate:

Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.

How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.

The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.

The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.

Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with this kit of 8 free marketing budget templates.

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of ten free competitive analysis templates.

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who's doing what. I don't like to delve too deeply into my employees' day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it's time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That's why there are many helpful resources that can support your first steps. We'll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Types of Marketing Plans

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

Executive Summary

Target Customers

Unique Selling Proposition

Pricing & Positioning Strategy

Distribution Plan

Your Offers

Marketing Materials

Promotions Strategy

Online Marketing Strategy

Conversion Strategy

Joint Ventures & Partnerships

Referral Strategy

Strategy for Increasing Transaction Prices

Retention Strategy

Financial Projections

Best For

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall's content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you'll learn how he:

Applied his business objectives to decide which marketing metrics to track.

Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.

Created buyer personas to figure out which channels his audience would prefer to consume his content.

Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.

Calculated how much earned and paid media could cut down the amount of content he had to create and post.

Designed his process and workflow, built his team, and assigned members to tasks.

Analyzed content performance metrics to refine his overall content strategy.

Best For

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

At HubSpot, we've built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we've learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

In this comprehensive guide for modern marketers, you'll learn:

What exactly content marketing is.

Why your business needs a content marketing strategy.

Who should lead your content marketing efforts?

How to structure your content marketing team based on your company's size.

How to hire the right people for each role on your team.

What marketing tools and technology you'll need to succeed.

What type of content your team should create, and which employees should be responsible for creating them.

The importance of distributing your content through search engines, social media, email, and paid ads.

And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

Best For

This is a fantastic resource for content teams of any size - whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you'll implement to promote a new product. And if you're searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product:

After reading this plan, you'll learn how to:

Validate a product

Write strategic objectives

Identify your market

Compile a competitive landscape

Create a value proposition for a new product

Consider sales and service in your marketing plan

Best For

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour's Growth Marketing Plan Template:

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

Best For

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

In my opinion, this marketing plan is a masterclass for companies in the tourism industry. It's a comprehensive game plan that covers key strategies for events, tourism programs, meetings, and conventions.

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry

The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand

Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

Colleges have a broad target audience, including prospective students, international students, parents, alumni, faculty, and staff. This marketing plan does an effective job of outlining strategies for each group as they move through different stages in the funnel.

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors - thus entering the consideration stage - the emails will focus more on the college application process and other exploratory content.

Why This Marketing Plan Works

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization's strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

Why This Marketing Plan Works

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals, deadlines, action steps, long-term objectives, target audiences, core marketing messages, and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization's strategic direction for its upcoming marketing efforts.

Why This Marketing Plan Works

Wright County Economic Development's plan drew our attention because of its simplicity, making it good inspiration for those who'd like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who'd like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative - which is critical information to include for upper-level managers and other stakeholders.

Why This Marketing Plan Works

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county's cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That's a critical piece of information to include for those who might not know. If you're addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

Why This Marketing Plan Works

Uses quality design and images to support the goals and priorities in the text

Separate pages for each big idea or new strategy

Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals

Defines strategies and tactics for each channel for easy skimming

Cabarrus County's convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county's target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau's staff members, so that it's easy for stakeholders to contact the appropriate person for a specific query.

Why This Marketing Plan Works

Visit Billing's comprehensive marketing plan is like Cabarrus County's in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization's prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets - a good move to imitate if your primary audience would not need this information highlighted at the forefront.

Why This Marketing Plan Works

Marketing Plan FAQs

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

Strategies

Objectives

Target audience

Tactics

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

Featured resource: Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

Clear analysis of the target market

A detailed description of the product or service

Competitive analysis

Strategic marketing mix details (such as product, price, place, promotion)

Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource: Value Proposition Templates

What are the most important parts of a marketing plan?

When you're planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It's literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

Marketing goals

Executive summary

Target market analysis

Competitive analysis

Marketing strategies

Tactics

Budget

Metrics

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you're stuck or want to make sure you've included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

Who is my target audience?

What are their needs, motivations, and pain points?

How does our product or service solve their problems?

How will I reach and engage them?

Who are my competitors? Are they direct or indirect competitors?

What are the unique selling points of my product or service?

What marketing channels are best for the brand?

What is our budget and timeline?

How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource: Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

Business summary

Business initiatives

Target market

Market strategy

Budget

Marketing channels

Marketing technology

Sample Marketing Plan

Let's create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template.

1. Create an overview or primary objective.

2. Determine the KPIs for this mission.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

3. Identify your buyer personas.

Use the following categories to create a target audience for your campaign.

For more useful strategies, consider creating a buyer persona in our Make My Persona tool.

4. Describe your content initiatives and strategies.

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.
Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience's valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.
Then, determine any omissions.

5. Define your marketing budget.
We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform]. The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.
6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

Which platforms do they use the most?

How does their branding differentiate?

How do they talk to their audiences?

What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.
Our content pillars will be: [X, Y, Z].

Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

This marketing plan won't be focusing on the following areas of improvement: [A, B, C].

Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.
Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.
Marketing will manage the content plan, implementation, and community interaction to reach the KPIs. Sales will follow the line of the marketing work while creating and implementing an outreach strategy. Customer Service will nurture clients' relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

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What is a Marketing Plan & How to Write One [+Examples]

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Learn how to write the perfect marketing plan, and check out real examples that are rooted in data and produce real results for their business.

# data[].attributes.attachment_link.title
The Ansoff Matrix Explained with Example

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Marketing in Two Minutes: APIC Marketing Planning Model

# data[].attributes.headline
List who is your company's microenvironment and how they impact your business. 

# data[].attributes.subject
List who is your company's microenvironment and how they impact your business. 

# data[].attributes.body
•Suppliers

•Intermediaries

•Competitors

•Publics

•Customers

# data[].attributes.headline
Apply the PESTEL analysis to your company

# data[].attributes.subject
Apply the PESTEL analysis to your company

# data[].attributes.body
•Political

•Economic

•Societal forces

•Technology

•Legal

•Environment

# data[].attributes.headline
Create your own SMART objective for a marketing task you currently conduct

# data[].attributes.subject
Create your own SMART objective for a marketing task you currently conduct

# data[].attributes.headline
Create your own marketing strategy using the TOPSEED framework

# data[].attributes.subject
Create your own marketing strategy using the TOPSEED framework

# data[].attributes.body
Target Markets

Objectives

Positioning

Processes

Partnership

Sequence

Experience

Engagement

Data

# data[].attributes.headline
Using the budgets below, research and present your findings

# data[].attributes.subject
Using the budgets below, research and present your findings

# data[].attributes.body
% of Sales

Objective & Task

Competitive Parity

Zero Based Budgeting

Incremental Budgeting

# data[].attributes.headline
Create a survey on the customer experience of your company website

# data[].attributes.subject
Create a survey on the customer experience of your company website

# data[].attributes.body
The survey is aimed at getting feedback on your company website. You're allowed up to 5 questions.

# data[].attributes.headline
Your company has an upcoming event in your local area to promote your product/services alongside similar companies

# data[].attributes.subject
Your company has an upcoming event in your local area to promote your product/services alongside similar companies

# data[].attributes.body
They have been given a budget of £2000 to create a stand

Using the 9 evaluation methods, compare three potential suppliers.

Cost evaluation, quality of service, social media presence, experience and expertise, scalability, technology, financial stability, cultural fit, reviews.

# data[].attributes.attachment_link.title
SOSTAC - how to write the perfect plan (in 4 minutes)

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Market Mapping / Market Positioning Map | Marketing

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Earned media vs. paid media vs. owned media EXPLAINED

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SWOT Analysis - What is SWOT? Definition, Examples and How to Do a SWOT Analysis

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Porter's 5 Forces Explained | External Analysis Course

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Setting SMART Marketing Objectives and Goals

# data[].attributes.body
Your name

Company / Industry

Your role

Name your favorite marketing tool

An interesting fact about you

# data[].attributes.body
GeoSmart - Environmental consultancy

Marketing apprentice

Canva

i enjoy rollerblading

# data[].attributes.body
Priors Hall Dental/ dental practice

Content creator & Marketer

Canva, Premier Pro, Photoshop

I enjoy chess :)

# data[].attributes.body
Sirius A Corporation - Engineering/Manufacturing

Marketing Executive

Canva

I have been Vegan for 5 years

# data[].attributes.body
Lily & Roo - Jewellery Industry

Marketing Apprentice

Canva + CapCut

Will come back with an interesting fact still thinking!

# data[].attributes.body
Clear Smiles/ primary competitor/ because they offer similar services in the same geographic area, targeting the same types of patients.

# data[].attributes.body
-Geosmart

-FPS and Gavia Environmental

-environmental consultancies

-They provide FRA, SUDS and other risk assessments like we do all over the UK targeting same audience in the same markets.

Primary competitors.

# data[].attributes.headline
Parul - Sirius Manufacturing Group (SMG)

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Parul - Sirius Manufacturing Group (SMG)

# data[].attributes.body
WEC Group - organisation of 9 sites across the UK, offering the same services as SMG.

Targeting the same industries and customers

# data[].attributes.body
Lily & Roo

Some brand we use for Inspo/ competitors

Astrid & Miyu-

give a minimalist and trendy view to jewellery focusing on layering

Missoma-

modern & accessible jewellery, big TikTok presence

Monica Vinader-

focuses on fine jewellery, using gold an diamonds creating same aesthetic of timeless jewellery

Mejuri-

direct emphasis on online direct-to-consumer shopping

# data[].attributes.body
WEC Group - group of engineering companies

45 years + experience

Target Markets - Niche (Nuclear, Aerospace, Rail, Defence)

Price - pricing is not stated in this type of industry but it would be competitive

Distribution- direct from own facilities

Marketing- online and offline - LinkedIn, Brochures, Events

USP- offer all services in house - nothing is subcontracted

# data[].attributes.body
Astrid and Miyu:

Founded in 2012 in the UK with an aim to create affordable modern jewellery.

Primarily targeting fashion conscious millennials and Gen Z women. Appealing to a younger audience who enjoy layering jewellery.

Pricing typically ranges between £35-250 depending on the materials used.

Their marketing strategy is to use a strong online presence using influencer marketing and collaborations.

Although based in the UK they do ship internationally because of their global customer base.

The brands key USP is the ability to mix and match jewellery to create your own unique look.

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Clear Smiles

Founded by Dr Chetan Sharma in 2022

Target Market - client base that is seeking cosmetic treatments, and premium care and prioritises aesthetics

Price £2 995 - £3 995

Marketing - heavily on social media

Distribution - directly delivered through the private clinic with online options too

USP - the combination of luxurious and modern tech.

Ruh Dental

Founded in 2028
Target Market - clients seeking advanced cosmetic treatments like Invisalign, veneers, and bonding.
Price - Composite bonding starts at £400 per tooth, while porcelain veneers are priced from £850 per tooth .
Marketing - Ruh Dental actively uses social media and online reviews to enhance its reputation.
Distribution - directly from their physical clinics.
USP - combining luxury dental experiences with state-of-the-art cosmetic treatments

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Name- FPS

Background- UK established company for 12 years, team of highly-qualified flood risk consultants specialise in accurately assessing and managing risks across the flood, water and environmental sectors.

Target market- UK, developers, architects, councils, asset managers etc

Price- more expensive then our quotes

Marketing- Online and offline mostly linkedin

Distribution- Website

USP- Offer more services including nutrient neutrality, fire water assessment which we do not sell.

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I can only go off price range, not quality as i don't know how deep their expertise are.

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Ruh Dental

Facebook 7k

TikTok 8.3k

LinkedIn 200

Instagram 127k

Posting 3-4 times per week

Main content type is before and after transformations, testimonials, educational content, promo content

Ads, Ruh Dental does promo ads on social media

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Astrid & Miyu-

instagram 589k + TikTok 111k

they are also on Pinterest, Facebook, YouTube, twitter (X) and LinkedIn

posting daily on both platforms such as Instagram and TikTok

posting paid ads using influencer partnerships and collaborations using UGC style content.

Linjer-

instagram 259k + TikTok 5.7k + pinterest 5.9k

instagram being their largest social media platform mainly using model and pack shots rather than UGC style content or influencers.

They post around twice a day on instagram but have not used their TikTok in over a year!

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WEC Group

LinkedIn - 9k followers

Facebook - 2.1k followers

3/4 posts p/w

images/videos - parts, processes, staff, jobs, apprenticeships, networking

no ads

FC Laser

LinkedIn - 5k followers

1 post p/w

images/videos - parts, processes

no ads

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I could only find linkedin social platform

1k

Post a day is 0.3

main content type is image

No Ads

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Astrid & Miyu-

desktop- core web vitals assessment - passed

The desktop version of the site has a score of around 83/100

mobile- core web vitals assessment - failed

The mobile speed score is approximately 49/100

trust pilot reviews- average of 4.5 stars

company always active on these on replying to these reviews good and bad

keywords driving traffic to Astrid & Miyu include 'astrid and miyu,' 'earrings' and 'initial necklace.'

90,500 searches per month using 'Astrid and miyu', contributing to over 26% of their traffic.

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Ruh Dental

Domain - high reputation with an overall google rating of 4.8/5 based over 350 reviews, patient care and professionalism.

Speed - passed

Content - a variety of content including treatment descriptions, testimonials, blog, and a gallery

Reviews other sites - checkup 4.9/5 based on 23 reviews

Google reviews - 4.8/5 based over 350 reviews.

Keywords - dentist London, Invisalign London, teeth whitening London, dental implants London.

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Domain

-Core Web Vitals Assessment: Failed

Overall their performance is 50 on desktop and 26 on mobile phone.

Speed- Failed

-4.7 google stars based off 30 reviews.

-FPS do you have google ads as the website shows up with 'Sponsored'

Keywords- Environmental, risk, assessments

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WEC Group

mobile site - 48

desktop - 91

google reviews 4/5 - 23 reviews

cant find keywords

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-When the buyer receives their report from us the council has requested, they are able to grant the buyer planning permission with our report.

-Fixed pricing, Our own flood data, fixed timescales.

-We have a high level of expertise compared to other consultancies.

-If they need a site investigation with their report.

Emotional

Building their own family house and need a report.

Logical

Having to buy reports for land use for settlements, like asset managers.

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dental care, cosmetic dental treatments, advanced tech

combining 3D scans, digital X rays, and modern tech with personalised patient experience

expert care from a skilled team that prioritises patient comfort, offering membership plans, advanced dentistry, and finance plans

if seeking specialized services like traditional orthodontics - braces

logical - advanced tech and range of services / emotional - comfort, trust and personalised care

easy, a patient values expertise, tech and care quality

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High Quality, offer tailored services

Custom made, Group capacity

years of experience, new technology

if we do not provide the service or if we don't have the capacity

logical and emotional attributes - Price, quality, service, design, features, brand image, social proof, reputation

requires a lot of technical information and proof

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From a customers point of view the best benefit from our products is allowing personalisation and gifting options, our jewellery is durable made of high quality precious materials using ethically sourced fresh water pearls making our jewellery sustainable. we use trendy designs that we know will sell well to our desired target audience and we are committed to our customers experience when shopping with us ensuring they have a smooth and seamless experience.

Our products our completely unique as 40% of our jewellery is hand made by our very talented jewellery makers in our office, alongside personalisation options such as engravings, initials and birthstones. Even down to the unboxing experience we use fully recyclable packaging alongside ethically sourced materials making sure we have as little effect on the planet as possible.

Our quality and craftsmanship is incomparable it is very hard to find a sustainable and ethical jewellery company that near half of the jewellery is made to order and is being created as soon as you order your products. We also have a story and a menacing behind the company and why it was created. the affordable luxury of Lily & Roo aligns very well with our customers who want high end quality with a reasonable price tag and that is what we offer.

Those with budget constraints who cannot afford the price tag may have to go to other companies that can offer jewellery at a lower price point but would not be able to give the same quality the same with specific promotions or sales at different times of the year.

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dental referrals

dental beauty corby

dental bonding cost

dental bands

dental disclosing tablets

dental implants uk

dental implants how much

dental implants near me

dental kit for home

dental out of hours

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custom name jewellery

handcrafted fine jewellery

sustainable gemstones

graduation gifts

local jewellery

(nothing much comes up that I haven't come across before)

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flood risk assessments-1900 times a month

contaminated land report-90 times a month

barnet sustainable drainage assessment form

fra report

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Resources

Flood data, software used, laptop VPNs to access drives.

System and Processes

Chain flow of Marketing to sales to reports room. Communicate through laptop phone app to talk up/down the chain.

People/Skills we have a 'huddle' which as a teams call with everyone in the company reporting back on sales, goals etc.. Those specialised in what are in specific rooms.

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resources - the clinic relies on advanced dental equipment like x-rays, and digital scanners

systems and processes - good patient management systems and strict hygiene protocols

skills/people - a team of skilled dentists and support staff delivers specialised care

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Resources

machinery and equipment

technology

software

transport

facilities

Systems and processes

production planning

quality control systems

supply chain management

HSE health safety and environment

skills and people

engineers

HR

IT

Accounts

Managers and supervisors

licensed forklift drivers

operators and skilled labourers

sales team

business development team

marketing

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High quality precious metals and gemstones

highly trained jewellery makers

customer service team

pickers, packers, fulfilment

higher management including CEO's

fobs to enter our office

financial resources + MacBooks

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suppliers

raw materials

machinery

utilities (gas, electricity, water)

parts

all of these suppliers are required to run the day to day operations of the organisation

Intermediaries

logistics and transport providers

they handle the delivery of finished parts to customer

Competitors

other manufacturing companys providing the same services and targeting the same industries

Publics

media

health and safety officers

Auditors

Accreditors

Customers/industries

aerospace

green energy

automotive

MOD

construction

electric vehicles

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suppliers - providing dental materials, tools, and equipment that affect service quality and availability

intermediaries - include dental labs and referral networks, help to complete treatments and expand services

competitors - other local dental clinics influence pricing, and service differences

publics - government health agencies, local community organizations, and media which will impact the reputation

customers - patients look for services and influence business growth through satisfaction and referrals

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startech

laptops

equipment for laptops

If we have technology problems we raise the problem with startech.

intermediaries

ashdown - site investigation before reports we send customer over to them to give us a sale.

competitors - FPS price is lower so can impact us.

Publics- media

accreditations

marketing companies

customers- look for our services when wanting planning permission.

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Ethical material sourcing- reliable suppliers

e-commerces platforms such as, wolf and badger, not on the high street and shopify.

competitors such as:

Astrid & Miyu

Missoma

linjer

Edge of Ember

Mejuri

Media and influencer coverage enhancing the brands social platform

understanding the target market and what is missing in this market

buying behaviour of customers and who has built a strong customer relationship.

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startech

laptops

equipment for laptops

If we have technology problems we raise the problem with startech.

intermediaries

ashdown - site investigation before reports we send customer over to them to give us a sale.

competitors - FPS price is lower so can impact us.

Publics- media

accreditations

marketing companies

customers- look for our services when wanting planning permission.

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P-Under Section 19 of the Flood and Water Management Act 2010, Lead Local Flood Authorities (LLFAs) must investigate substantial flood incidents, assessing factors like affected properties and transport links. Meaning more enquiries are coming in for us regarding flooding, as its very rainy weather at the moment.

E-Due to inflation rates increasing, we had a Risk Insurance side of the business which we have now had to make those specific people working in that segment redundant, as its too expensive to carry on after October.

S- As population grows, we will see an increase in houses being built in the UK meaning more sales for us, as the council will have to request reports for e.g contaminated land.

T- Technology innovation is hard to keep up with, however we retain our own flood data. However CRM sites are becoming more costly for certain beneficial features competitors are using. Especially with AI, making our own content through AI will benefit us like Midjourney.

E-The UK’s climate is changing, and this will potentially increase the frequency, severity and extent of groundwater flooding. Businesses and individuals should take action to assess vulnerability and improve resilience if they are at risk to groundwater flooding and climate change.

L- Environmental due diligence is the process of assessing and reporting on the environmental conditions of a property in connection with an acquisition. It ensures parties are aware of the potential environmental liabilities, mitigation requirements, and possible costs associated with any risk.

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Strengths

personalisation + customisation

ethical sourcing

online presence on social platforms

high quality products

Weaknesses

limited physical presence (stores)

can be a niche market

higher price point for some

Opportunities

a growing demand for customisation

collaborations + influencer partnerships

growing worldwide

technology advancements within digital marketing + AI

Threats

large competition

changing material costs

customer preference

designs copied by competitors

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S- Increase key accounts

M- by 25%

A- by offering free desktop report when purchasing at least 3 reports and negotiating price.

R- By increasing key accounts we are guaranteed set reports and customer loyalty and good word of mouth to others in the architect/developers/LA industries leading to more sales...

T- By July 2025

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Specific:

to increase sales on new Christmas collection by gifting larger celebrities pieces for free + using smaller influencers and UGC creators for content

Measurable:

objective is to increase the revenue by 20% just by using celebs + influencers

Achievable:

these creators will post engaging content that will allow us to see how sales fluctuate

Relevant:

allows us to grow the brand organically by using what is available to us

Time-Bound:

until new valentines collection comes out in 2025

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Specific: Increase Instagram following to grow online and attract more local patients.
Measurable: Increase followers from 3600 to 4000
Achievable: By posting engaging content 4-5 times per week.
Relevant: This will help increase brand awareness and engagement, driving more potential patients to book appointments.
Time bound: By the end of March 2025.

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Target Markets- Large net, construction companies, architects, developers, councils, asset managers, surveyors. Objectives- To eliminate costs with marketing third party. positioning- The go to company for reports from construction companies. processes- Quicker chain of command. partnership- Partnerships with site investigators Sequence- going ahead with our 5 major campaigns and developing new ways to advertise them. Experience-provide a friendly manner at all times to customer Engagement- Engagement on linkedin, events and on the phone. Data- Data is stored on our CRM system and updated frequently.

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1. percentage of sales

revenue for marketing.
example: if you make £500,000, and use 5%, you’ll spend £25,000.

2. objective and task

set goals (e.g., get 20% more new patients) and figure out the tasks and costs to achieve them.
example: digital ads and social media, costing £30,000.

3. competitive parity

based on what competitors are spending.
example: if competitors spend $40,000 on marketing, you spend the same.

4. zero-based budgeting

justifies every expense based on roi.
example: £5,000 for a veneers campaign bringing in £20,000.

5. incremental budgeting

incremental budgeting adjusts last year’s budget by adding or subtracting small amounts based on expected changes.

example: a company might increase its marketing budget by 5% from the previous year to account for inflation and new advertising opportunities.

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How easy was it to navigate the Lily & Roo website?

How satisfied are you with the design and aesthetics of the website?

Did you find the information (e.g., product descriptions, pricing, policies) on the website clear and helpful?

How satisfied were you with the checkout process (e.g., ease of payment, delivery options)?

Is there anything you think could be improved on the Lily & Roo website? (Please specify)

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1. How easy was it to navigate our website and find the information you needed?

2. Did you find the design of our website visually appealing and professional?

3. Were you able to book an appointment easily through our website?

4. Is there any information or feature you feel is missing or would make the website more useful for you?

5. On a scale of 1-10, how likely are you to recommend our website to others?

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