1-year marketing strategy plan.pptx
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1-YearStrategic Marketing Plan
California Management Review
Haas School of Business
University of California, Berkeley
Table of Contents1. Purpose of the Plan 2. Executive Summary3. Situation Analysis4. Marketing Overview
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Purpose of the plan
1-Year Strategic Marketing Plan
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Purpose of the Plan
� The 2015-2016 Strategic Marketing Plan is a comprehensive plan created to guide CMR’s marketing platforms for the next year, aiming to increase social media traffic and participation and to increase product awareness.
� The Strategic Marketing Plan (SMP) serves as a roadmap for annually developed work plans that detail the specific tactics designed to advance CMR’s key marketing mission and objective:
● Marketing Mission: Promote the Journal’s publications by establishing personal and social networks with individuals in the local, state, national, and international domains
● Marketing Objective: Develop an Increase in Traffic and Engagement for the following Social Media Channels:○ LinkedIn
Social Media Channels• LinkedIn
• Professional platform to allow informal blogging and increase journal reputation in the professional and academic field
• Low Advertisement
• Twitter• Microblogging platform to
allow up to date news on currently trending business and management issues
• Medium Advertisement
• Facebook• Most popular social media
platform to allow heavy discussions, up to date news, and day to day updates of the journal
• High Advertisement
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Executive summary
1-Year Strategic Marketing Plan
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Executive Summary
Executive SummaryCMR’s 1-Year Strategic Marketing Plan is a comprehensive framework designed to guide the organization’s efforts to maintain and increase media traffic on our social media platforms in a way that optimizes product and topic awareness, promotes insightful discussions, and helps increase publication sales.
California Management Review’s primary source of market derives from UC Press, who serves as liaison for CMR to established institutions around the nation and world in places such as libraries, businesses, and business schools. They are focused on three primary goals:
• Growing CMR’s institutional subscriber base• Building international visibility via global marketing and consortia sales• Driving usage of content in order to protect against subscription
cancellation
“These goals are pursued through an integrated marketing program characterized by aggressive renewal marketing, regular communications to library stakeholders, and representation at key library and academic meetings.”
A second component of CMR’s marketing derives from its own staff members, including the Online Editor and Editorial Assistant. CMR’s marketing entails mass-email marketing, social media platforms, video promotions, and blogs.
Currently, publication sales have been decreasing over the years. Institutional subscriptions have decreased 10.53% between 2012-2014 and individual subscriptions have dropped 16% in the same time period. Electric only institutional subscriptions increased 65%, however. Online aggregate usage is mixed: with the Table of Contents decreasing 32.7% but article downloads and summary increasing 25.8% and 20.2% respectively.
• 46,901 total downloads in 2014 vs. 48,532 total downloads in 2013• 705 institutional subscriptions in 2014 vs. 788 institutional descriptions in 2013
As a result, the new marketing strategy for CMR will incorporate media social media campaigns to help drive the increase in online subscriptions and usage that seems to be the current major factor in sales production. By increasing awareness of the publications, the issue topics, and the people of CMR, we hope to provide greater transparency and attract more interest in our issues through online communication, social media participation, and student input throughout our social media platforms.
Background
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Executive Summary
Moving Forward
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Research Analytics
ObjectivesStrategy
Tactical PlansMeasurement
Input and Planning Strategic Planning Execution
Marketing Mission: Promote the Journal’s publications by establishing personal and social networks with individuals in the local, state, national, and international domains
Marketing Objective: Develop an Increase in Traffic and Engagement for the following Social Media Channels: LinkedIn, Facebook, Twitter
Situation Analysis
1-Year Strategic Marketing Plan
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
OverviewMost popular social media platform to allow heavy discussions, up to date news, and day to day updates of the journal
High Advertising platform
Total Page likes: 1, 18506/12/14 – 06/10/15: 83.22%
Highest Post Reaches: Shares, Comments, Likes• Nov. 2014 – 204• Apr. 2015 – 130• Dec. 2014 – 84
Total Reaches since June. 2014
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Situation Analysis: Social Media
OverviewMost popular social media platform to allow heavy discussions, up to date news, and day to day updates of the journal
High Advertising platform
Page Visits: (since June 2014)
Demographics of people who Liked the page
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Situation Analysis: Social Media
Situation Analysis: Social Media
Tweets: 116Followers: 38Following: 91
Favorites: � Median number of favorites of tweet: 0� Highest number of favorites of tweet: 6
Retweets:� Median number of retweets of tweet: 0� Highest number of retweets of tweet: 1
Comments:� Median number of comments of tweet: 0� Highest number of comments of tweet: 0
OverviewMicroblogging platform to allow up to date news on currently trending business and management issues
Medium Advertising platform
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Situation Analysis: Social Media
Reach: Nothing to ReportEngagement: Nothing to ReportUpdates: Nothing to Report
Total Followers: 19Follower Demographics:
OverviewProfessional platform to allow informal blogging and increase journal reputation in the professional and academic field
Low Advertising Platform
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Situation Analysis: Social Media
Visitors
OverviewProfessional platform to allow informal blogging and increase journal reputation in the professional and academic field
Low Advertisement
General upward trend of page views from senior, entry, and director positions. Monthly unique visitors quite small in numbers.
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Situation Analysis: JournalA publications organization within the Haas School of Business of the University of California, Berkeley
Organization:
Number of Workers: 6
Marketing Personnel: 2Online Media Editor: 1
Editorial Assistant: 1
Editor-in-Chief
Managing Editor
Online Media Editor
Editorial Assistant
Case Writer
Senior Editor
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Position:Impact Factor: 1.944 (2013)• MIT SMR: 1.803• Harvard Business Review: 1.831Frequency: Quarterly
Marketing overview
1-Year Strategic Marketing Plan
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Marketing Objectives
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Objective 1: PlatformTake advantage of CMR’s academic platform at the local, national, and international level that promotes the journal and creates a platform that drives and supports the publications
Strategies:
1. Innovative Marketing: Build a digital platform that utilizes the technical capabilities of advertisement to its maximum
2. Research: Provide meaningful research products to assist directing and supporting CMR’s publication plans and editorial calendar
Objective 2: EngagementDeepen relationships with subscribers to actively engage with them and potential subscribers during every stage of the publication process
Strategies:
1. Content: Bring CMR’s issues to life online through the use of compelling content and video assets
2. Distribution: Distribute content through the multiple social media channels in order to reach subscribers
3. Social Media Campaigns: Develop campaigns to inspire frequent visitors to share the contents to others
Objective 3: PartnershipsDevelop professional relationships with campus and local organizations to increase resources and social networks to drive awareness
Strategies:
1. Campus Organization Partnerships: Work with student business organizations from UC Berkeley and UC San Francisco to help provide content for blogs
2. Conferences and Events: Correspond with Haas Business School Association for upcoming events and conferences
Marketing Strategy
Social Media Vitality
Consistent CommunicationContinuously promote
marketing products to the general public
Productive Tech UseUtilizing the diverse range of technology to
manifest ideas into marketing products
Creative ConceptionsDeveloping inspiring and innovational ideas
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Tactical Marketing
Social Media Vitality
Consistent Communication
Productive Tech Use
Creative Conceptions
Creative Conceptions1. CMR Snippets:
Short 30-45 second clips briefly summarizing or introducing the articles of the most recently published issues to be featured on Facebook, Twitter, and LinkedIn
2. CMR Infographics:Simple yet bold pictures that would briefly explain a particular concept from the articles to be featured on Facebook and Twitter
3. CMR Highlights:Highlighting a particular author(s) with their experience, their titled manuscripts, and the issue they were featured on Facebook, Twitter, and LinkedIn
4. CMR-Student Partnership:Partnering with student business organizations from UC Berkeley to write articles to be featured on LinkedIn, Twitter and Facebook
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Tactical Marketing
Social Media Vitality
Consistent Communication
Productive Tech Use
Creative Conceptions
Productive Tech Use1. Adobe Premier Pro
2. Adobe After Effects
3. Adobe Photoshop
4. Adobe Lightroom
5. Salesforce
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Tactical Marketing
Social Media Vitality
Consistent Communication
Productive Tech Use
Creative Conceptions
Consistent Communication:1. Twitter:
• Tweet/Retweet 2-3 times a day2. Facebook:
• Update major statuses 3-5 times a week• Advertise all marketing products to Facebook (first priority)• Link CMR blogs and LinkedIn blogs to status updates
3. LinkedIn:• Upload 2-3 Blogs and updates a day• Begin discussion of trending topics covered in issues
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
Marketing Measurement
Social Media Vitality
Consistent Communication
Productive Tech Use
Creative Conceptions
Social Media Vitality: by Spring 20161. Twitter:
• 500 Followers2. Facebook:
• 4000 Likes• Average Likes: 50+• Average Shares: 5+
3. LinkedIn:• 3000 Followers
Table of Contents – Purpose of the Plan – Executive Summary – Situation Analysis – Marketing Overview
1-Year Strategic Marketing Plan