Marketing Plan Portfolio

Using the vision, situational analysis, objectives and goals from a company's business plan is the most effective way to develop marketing strategy and tactics.

The marketing planning process provides benefits such as creating and putting key messages into action, reducing risks and costs by evaluating opportunities thoroughly on paper before implementation occurs, creating a method for good decision-making, establishing the basis from which a sound marketing budget can be built, and providing methods to measure, then tweak, marketing efforts.

Please request a free consultation or quote to develop your marketing plan.

Marketing plans developed for clients 

Here are a summaries for selected marketing plans: 

• Law Firm: Developed and wrote a hybrid business/marketing plan for a commercial law firm. The five-year plan, which was updated in year two, gave the firm a unified direction for all marketing efforts. As a result, the firm accomplished big objectives with a marketing budget that remained relatively static four consecutive years and managed to come in under budget by 10 percent to 20 percent each year. The lawyers were very pleased, as was the accounting department.
      
• Online Construction & Real Estate Service: The client already spent money on a business plan that concluded the company was as a commodity online service and pricing should reflect commodity positioning. After reviewing the plan, I developed a hybrid business/marketing plan proving the basic assumptions of the original business plan were not the most profitable position the company could take. The marketing plan gave the company a fully supported premium position in the online marketplace and included messaging for its sales force.  

• Gourmet Meal Delivery: Created a marketing plan for a gourmet home meal replacement service that delivered three balanced meals directly to customers each day. Through the marketing planning process, the company defined its challenges, outlined attainable objectives and goals, developed a sensible growth strategy, and built a three-phase implementation program for its marketing communications programs.    

• Automotive Aftermarket Product: Developed a comprehensive marketing and communications plan for an auto parts manufacturer moving into aftermarket distribution. The communications plan explored barriers to success, objectives and goals and then outlined a three-pronged approach to support the new distribution channel. The programs targeted the company's sales force, the aftermarket trade audience and consumers.
      
• Elastomeric Cement Manufacturer:After several years manufacturing a cement product, the company made the decision to better understand its marketing and distribution potential. Through the marketing planning process, a licensing program was developed along with a pricing strategy, a sales strategy, and advertising tactics.
      
• Non-Profit: Developed two plans for a non-profit association. The first was a sponsorship plan to help the organization develop targeted programs to attract more and stronger corporate sponsors to boost its fund-raising efforts. The second marketing plan outlined an award show and CD project to increase the non-profit's awareness on a national level and generate a new source for fund raising.
      
• OE Industrial Product: A manufacturer of original equipment for the industrial marketplace needed a marketing plan to clarify and focus its vision and a purposeful way to implement the new ideas generated from the plan. In a somewhat unorthodox marketing plan, the client was educated on how to identify and align market segments, create sales controls, educate and communicate with its end users, and educate internal audiences with training programs.