Developing Your Marketing Strategy’s “Master Plan”
No doubt C-level executives are increasingly looking to their marketing leaders to maximize their marketing investments—whether to build brand awareness, generate qualified leads, drive sales, or increase their customers’ “lifetime value” (LTV). It’s all about ROI, whether the marketing investment involves traditional or response media, interactive or social media, experiential or POS. Unknown Object Over time, the agency has developed and refined a marketing strategy process that is both innovative and pragmatic. Perhaps most important, it fosters inclusion of best practices and tactics that are on the cutting edge of the marketing-communications industry. The agency’s approach, called Strategy MasterPlan and RoadMapping,™ includes case studies with major B-to-C and B-to-B clients the demonstrate how effective the program can be in generating ROI and growing your audience(s).
Critical to The Kern Organization’s approach is a structured process:
- Begins with setting clear goals and success metrics
- Proceeds through review of past learning, then joint strategic planning and ideation
- Includes visual “mapping” of key strategies to achieve objectives
- A year-long roadmap of prioritized implementation plans
- Campaign/creative briefs with results projections
- And finally, closed-loop results analysis to refine plans and optimize marketing investments
The key to The Kern Organization’s process is a visual roadmap that aligns strategies and tactics directly with achievement of given objectives. Another crucial element is a clear, practical framework to follow throughout the business cycle. The plan also incorporates sufficient flexibility to adapt and revise based on changing business needs and marketplace opportunities and/or threats.
The Kern Organization has served a diverse set of clients, including satellite TV and entertainment, wireless communications, financial services, and Internet services through its Strategy MasterPlan and RoadMapping™ process, and has discovered that its structure keeps companies’ marketing efforts focused and on track. Ultimately, it delivers the ROI goals that are at the heart of any marketing plan.
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Tags: Strategic Marketing Blog, Strategic Planning, Strategic Planning Process
Categories: Strategic Marketing
