I’m in the process of finalizing the LecoursDesign Marketing Plan so I’d like to share my thoughts on the subject.

1. Why Have a Marketing Plan?
A Marketing Plan helps your firm shape its destiny by proactively defining what you want. Marketing plans are necessary for the same reason builders have plans: to know why, how, what, where, and when to build. This document is a declaration to the outside world and to internal staff. There is something powerful about sharing a written plan that makes it real and makes you accountable. In short, failing to plan is planning to fail.

2. Start with a Strategic Plan
Your Marketing Plan is a 1 year segment of your strategic plan which should include:
Mission – Why are you taking this journey?
Vision – Where are you headed?
Target Markets & Clients – Who will join you?
Positioning – Compelling reason for clients to join you
Goals – Specific, Measurable, Time-based Milestones

3. What to Include in Your Marketing Plan
Budget – Healthy firms typically invest 10- 15% of total operating revenues in marketing.
Staffing – Who will do what and by when. I’ve found that marketing plans often fail when the people tasked with implementing the plan are not involved in creating the plan.
Timeline – Prioritized sequencing of implementation because you can’t do it all at once.
Marketing Mix – Allocation of marketing budget to these possible marketing tools: branding, brochure, project sheets, direct mail, advertising, event sponsorship, PR, public speaking, expert writing, holiday promo, web site, professional organization networking, community involvement, trade shows, newsletters, e-mail blasts, video. I know a great consultant that can help with this!

It’s best to start creating your marketing plan about three months before implementation begins. To help you get started, click here for a FREE .pdf map that we’ve created to guide you through the process.

What Do You Think?
Was this helpful for creating your Marketing Plan?
Does your firm have a Marketing Plan and who creates it?

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LecoursDesign is a branding and digital marketing agency helping A/E/C* firms attract clients and talent.
* A/E/C = Architecture / Engineering Construction (but you already knew that)
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