A Strategic Plan for Marketing

Strategic Planning is a management tool that helps an organization focus its energy, to ensure that members of the organization are working toward the same goals, to assess and adjust the organization’s direction in response to a changing environment. In short, strategic planning is a disciplined effort to produce fundamental decisions and actions that shape and guide what an organization is, what it does, and why it does it, with a focus on the future. (Adapted from Bryson’s Strategic Planning in Public and Nonprofit Organizations)

The process is strategic because it involves preparing the best way to respond to the circumstances of the organization’s environment, whether or not its circumstances are known in advance; nonprofits often must respond to dynamic and even hostile environments. Being strategic, then, means being clear about the organization’s objectives, being aware of the organization’s resources, and incorporating both into being consciously responsive to a dynamic environment.

The process is about planning because it involves intentionally setting goals (i.e., choosing a desired future) and developing an approach to achieving those goals. The process is disciplined in that it calls for a certain order and pattern to keep it focused and productive. The process raises a sequence of questions that helps planners examine experience, test assumptions, gather and incorporate information about the present, and anticipate the environment in which the organization will be working in the future.

Finally, the process is about fundamental decisions and actions because choices must be made in order to answer the sequence of questions mentioned above. The plan is ultimately no more, and no less, than a set of decisions about what to do, why to do it, and how to do it. Because it is impossible to do everything that needs to be done in this world, strategic planning implies that some organizational decisions and actions are more important than others – and that much of the strategy lies in making the tough decisions about what is most important to achieving organizational success.

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Okay, I’ve got a website, why do I still need to advertise?

In the today’s business world the saying “If you build it they will come.” doesn’t always work for websites. If your target market doesn’t know about you or website, its going to be pretty hard to find you. Don’t take the chance that your target will find you by accident.

Even if you use all the proper keyword and promote your site on Google and Bing (Yahoo); that doesn’t mean you will be on the first page of a browser. Today you must be active on social media accounts to drive your site ranking.

Your website should be a resource for your customers to use. A website should showcase your products or services. Don’t depend on it to do your sales too.

There are many ways to let people know of your site.

  • Business Cards
  • Flyers, rack and line cards
  • Ads
  • Mailers
  • Billboards
  • Social Media / Google Adwords

These are a few of the most common methods.

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