Download - Writing a Marketing Plan
![Page 1: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/1.jpg)
WRITING A MARKETING
PLAN
Sports and Entertainment Marketing
![Page 2: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/2.jpg)
WHAT IS A MARKETING PLAN
A formal, written document that directs a company’s activities for a specific period of time
Outlines the goals and objectives and how the business plans to achieve them
![Page 3: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/3.jpg)
WHY IS A MARKETING PLAN IMPORTANT?
Provides a “road map” for how a product will enter the market, be advertised, and sold
Helps monitor a company’s performance
![Page 4: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/4.jpg)
SWOT ANALYSIS Assessment that list and
analyzes the company’s strengths and weaknesses
Lists everything that can foster success or lead to failure of a business
START WITH….
![Page 5: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/5.jpg)
STENGTHS AND WEAKNESSES
Both are internal factors that affect business operation
Centers around the 3 C’s Company – what does the company do
well, where does it struggle, and the 5 P’s Customers – who is the customer, how
do they rate the quality Competition – what is the market share,
advantages and disadvantages over competition
![Page 6: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/6.jpg)
OPPERTUNITIES AND THREATS Both are external factors that affect
business operation Competition – What are they
doing, changes in financial situation
Political Changes – government involvement (new laws and regulations)
Economic Factors – recession vs. prosperity
Socio-Cultural Factors – (demographics) diversity, health issues, current events
Technology – may help some industries but hurt others ex: digital photography
![Page 7: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/7.jpg)
WRITING A MARKETING PLAN Parts of a Marketing Plan
Executive Summary
Description of Company/Organization – situation analysis
Objectives
Schedule of Events – marketing strategies/implementation
Responsibility Sheet
Budget
Statement of Benefits – evaluation and control
![Page 8: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/8.jpg)
EXECUTIVE SUMMARY Brief overview of the entire plan This should be written LAST Can only be one page
![Page 9: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/9.jpg)
DESCRIPTION OF COMPANY
Explain company background
Take stock of where company has been
Where is it now – where is it headed
Discuss SWOT analysis here
![Page 10: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/10.jpg)
OBJECTIVES What will you accomplish? Must be
Single minded Specific Realistic Measurable Have a time frame
![Page 11: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/11.jpg)
SCHEDULE OF EVENTS What is the time frame of your
campaign? Remember 1-3 months
How are you going to promote the campaign? Special events – fashion shows, theme
nights, etc. Advertising – print, online, on TV Display – in store signage, layout Publicity – press releases, positive buzz
![Page 12: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/12.jpg)
RESPONSIBILITY SHEET Who is responsible for
each aspect of the promotional plan? Only focus on THIS
campaign, not overall Create a chart for this
section Include all aspects of the
campaign
![Page 13: Writing a Marketing Plan](https://reader035.vdocuments.us/reader035/viewer/2022062411/5681688f550346895ddf16c6/html5/thumbnails/13.jpg)
BUDGET How much will your plan
cost? Create a spreadsheet that
includes ALL aspects of the campaign Don’t leave anything out Find realistic prices for what
you want to do