Marketing Plan

Marketing-as-a-Service (MaaS)

A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years.

A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.

• Marketing plan includes brand positioning, leveraging of resources and ability to scale the enterprise.
• Marketing plan includes utilizing current industry contacts and prospects for web deployment and emailing each with an announcement, introduction, tour and invitation to a presentation.
• Marketing plan includes email capture incentives (e.g., free newsletter, downloads), broadcast email and news to build prospect base and unique website viewers, affiliate programs (e.g., discounts, referrals or credits; LinkShare www.linkshare.com ), banner ads and sponsors, reciprocal links and search engine optimization and collaborative marketing efforts (e.g. Daily Om www.dailyom.com , Conscious One, Pass Along Networks, Daily Bite) with groups that have huge email lists.
• Marketing plan include Channel Marketing via EQ.TV and Waking Giant, viral marketing through blogs (e.g., WordPress) and video aggregators (e.g., YouTube).
• Marketing plan includes Google ADSense and ADWords
• Marketing Plan Template

Campaigns and Vertical/Niche Markets

• Marketing campaigns focus on person-to-person and social networks via the Internet (e.g., Ning, FaceBook and MySpace), experiential marketing (e.g., Pacific Domes) and cause marketing (e.g, Ben & Jerry’s) through trade shows, festivals, concerts and community events.
• Marketing campaigns include limited use of traditional print advertising, direct mail, flyers and telemarketing except where clear markets for customers are identified.

Vertical/Niche Markets

• Start-ups, entrepreneurs and enterprises
• Business consulting, coaching and services
• Web designers and developers
• Schools, educators and trainers
• Publishing and content management
• Film producers and record companies
• Digital distribution and marketing
• Live webcasts for events, concerts and seminars
• Internet broadcasting
• Manufacturing and bamboo construction
• Renewable energy and "green" building
• Health and wellness professionals
• Musicians, nightclubs, dance studios and performing artists
• Foundations, non-profits and community organizations

Documentation

• Brand Strategy for Companies and Websites
• Market Research and Demographics
• Marketing and Website Objectives
• Marketing Materials
• Strategic Marketing Process

Marketing Resources

• You Tube Advertising Channel

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