02 — Strategic planning

Create a plan

Use the market information and your own vision of the organization to build one.

The work

Plans are necessary, and far less complicated than people expect.

  • Define your target audiences, including the rationale for each segment and the results it will bring
  • Articulate the most appropriate messaging for each audience
  • Determine the channels that reach those audiences
  • Establish the marketing calendar and budget
  • Identify a database management system that reflects the marketing priorities

Results

The Blende Dental Group

Created a strategic marketing plan that included a new way of branding the business, a clear prioritization of target audiences, and new approaches to traditional channels. The plan led to a website redesign, a doubling of new patients arriving from the internet during the promotional period, and a 6% increase in professional referrals.

Lucille's List

For an online search engine serving people seeking homes for the elderly, created the marketing plan driving the calendar, budget, public relations strategy, and development of marketing collateral.

Lucile Packard Foundation for Children’s Health

Invited by the Stanford Alliance for Food Allergy Research board to create a strategic plan. Tested SAFAR’s hypothesis on the viability of corporate sponsorship with 85 local, national, and international food and beverage companies, and launched the social media presence.

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