Questions to answer before beginning a marketing plan

It is challenging to write a marketing plan that is ambitious yet still attainable. Reviewing these questions will give you a good start toward creating an effective unit marketing plan.

Vision

This is a statement of your long-term goals, something you want to pursue but which likely cannot be accomplished in a short time frame. The vision statement answers the question: If there were no obstacles, where would you want to see your unit in ten years?

Mission

This is a statement that defines your unit, its purpose, and its goals.

What is the current mission of your unit? What are the goals?
Where do you see things going?
Where would you like to be in five years?

S.W.O.T analysis (Strengths, Weaknesses, Opportunities, Threats)

Current analysis: examine the capabilities of your organization

Strengths

What are your successes?
What makes them successes?
What factors (people, products, systems, etc.) contributed to the success?
What would your clients say are your strengths?

Weaknesses

What are your weaknesses?
What could you improve?
What factors (people, products, systems, etc.) contributed to the weaknesses?
What would your clients say are your weaknesses?
What changes are you prepared to make to improve the situation?

Competitive analysis: examine the opportunities and threats from external forces

Opportunities

What are some realistic opportunities of which your unit is aware?
What changes or trends in the marketplace could be an opportunity?
How can you take advantage of these opportunities?

Threats

Who do you use as a benchmark?
Who is your competition?
What is your competition doing that works?
What are the similarities and differences between your unit and the competition?
Are the required specifications for your job, products, or services changing?
Do you have budget problems?
Could any of your weaknesses seriously threaten your unit?

Programs and services

What programs, services, and benefits do you provide to key constituents?

Constituents

Using your list of programs, services, and benefits as a guide, ask: Who are key constituents?
Are there others who benefit from your programs and services who do not appear on this list?
Are there others who care about or offer support to your programs, services, and benefits who are not listed?
Why do these constituents choose your programs, services, and benefits? What benefit do you provide, or what need do you fulfill?

Communication channels

How do you communicate with your constituents?
List all of the methods your unit uses to communicate with constituents (publications, web site, e-mail, advertising, special events, direct mail, etc.)
What is the basic message that you would like to send to your constituents?

Contact Bridget Jamieson with questions or comments