This is the second of a two-part DIY series. In the first part, we discussed market/office specific business development plan. In this article, we discuss the corporate marketing plan.
Corporate Marketing Plan
Even if you are a single marketing department of one, it is imperative that you develop a corporate plan to support the brand awareness and market positioning for your firm. You might outsource many parts of the corporate marketing functions (communications, PR, etc.), but you will still need an overall strategy to convey to your consultants.
I suggest completing the corporate marketing plan after your office/market sector business development plans have been drafted. The corporate marketing plan should support the growth and positioning to achieve the business development objectives outlined in each of your BD plans.
The simple outline is below.
- Executive Summary
- Goals and Objectives
- Historical Overview
- Market Summary and Analysis
- SWOT Analysis
- Objectives
- Short-Term
- Long-Term
- Action Plan (Marketing Mix)
- Training & Professional Development
- Organizational Involvement
- Marketing Budget
- Department Organization & Responsibilities
- Reporting
Template
If you need to develop an office/market specific business development plan, click here.
Have you had to develop a corporate marketing plan from nothing before? What tips/advice would you give to a new marketer? Leave your thoughts in the comments below.
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