Here is the outline I would like to share with you.
(download the Strategic Marketing Map by clicking the thumbnail below)
- Benchmarks – Assessment of where we are at right now. What are our challenges and victories with tangible and intangible assets?
- Unique Value Proposition – What attributes make you memorable, useful, and valuable?
- Competitive Advantage – Business concept describing the attributes that allows a business to outperform its competitors.
- Mission – Declares the purpose of your business and defines the reason for the company’s existence.
- Vision – An aspirational description of what your business would like to achieve or accomplish in the future. It is intended to serve as a clear guide for choosing current and future courses of action.
- Theme – A brand requires a consistent marketing message. We use themes to help maintain that consistency.
- Customer Segments – Who is your ideal client? Develop Personas. Mass or Niche market, Segmented, or Diversified.
- Customer Relationships – What type of relationship does each of our customer segments expect us to establish and maintain? Which ones have we established?
- Competitor Analysis – What are your competitors currently doing in the industry to create value? How can you jump their current trend to a new ideal?
- Challenges – What are the items that are holding you back? Budgetary, available resources? How can you capitalize on those challenges and make them a solution?
- Content Strategy – We are all about content marketing. How are you developing content that can be used across all channels? Where does your content come from? Content from your customers assure you are speaking to their needs.
- Key Resources – What resources (physical, intellectual, human, procedural) does our Unique Value Proposition require? What resources are required for our distribution channels and customer relationships?
- Key Activities – What needs to be done to perform our Unique Value proposition? What activities are needed for our channels and customer relationships?
- Accountability – Who will be working on and managing the progress of these goals?
- Channels – Through which channels do our Customer Segments want to be reached? How are we reaching them? How are our Channels integrated? Which ones work best? Which ones are most cost efficient? How are we integrating them with customer routines?
- SMART Goals – Specific, Measurable, Attainable, Realistic and Timely projections of the future.
- Calendar – Schedule activity to reach your goals. How do the activities interact? Set Contingency plans.
- Metric Reporting – How will we know if these concepts are working? Measuring the program helps to ensure the viability of the budget and resources as well as give you the knowledge needed to expand or delete parts of the program.
