Everything up to this point in the last few days' blog posts is the foundation of your Marketing Strategic Plan.
Now. Build in it. Formulate your action plan.
· F1. What are you trying to accomplish with your marketing?
· F2. What is the focused message content your marketing must convey?
· F3. How will your on-air product evolve to achieve your objectives?
· F4. Very Important: How will your "packaging" achieve your objectives? Be as specific as possible.
· F5. Where are your current or prospective diary-keepers located? (detailed Zip Code +4 mapping not just by In-Tab Distribution but by Listening Value too.)
· F6. How can you best reach them?
· F7. How can you best motivate them?
· F8. How will your on-air promotions reinforce your objectives?
· F9. How will your promotions and advertising be integrated to reinforce each other?
· F10. How much do you have in your marketing budget to accomplish your objective?
· F11. What is the best advertising medium to use to convey your message? Why?
· F12. How will your television advertising help achieve your objectives?
· F13. How will your telemarketing help achieve your objectives?
· F14. How will your direct mail help achieve your objectives?
· F15. How will your outdoor advertising help achieve your objectives?
· F16. How will your social media and other advertising help achieve your objectives?
· F17. How much time have you allotted for each marketing element?
· F18. What station personnel will handle the implementation of each marketing element? (In whole or in part)
· F19. What return do you realistically expect for each of the above?
· F20. How will you share this plan with your department, other departments, and maintain confidentiality?
With all these questions answered, you are now ready to start spending money and taking action.
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