Annual Marke

ting

Strategy Pla

nning

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What’s Covered:

Why do it?PreparationProper implementation stepsFollow up

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The Basics

Typically want to start around late fall if your fiscal year aligns with the calendar yearWrite out goals and objectives which align with business’s big ideasSimplicity and alignment are keyTry to keep as short as possible

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Why Do This?

Creates a timeline for annual, bi-annual, or quarterly goals

Each company chooses period of time for which to plan, can plan for shorter then a yearWe recommend bi-annually: offers more flexibility

Helps businesses decide exactly what activities need to be done for each set of goals, as well as amount of time needed for each activityHelps with budget creationDetermines if additional investments need to be made on things such as technology, media or staffing

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Preparation

Conduct an employee survey - what should the company stop doing, start doing and continue to do Employees list top three issues that need to be addressed, review these before the session beginsGather customer feedbackSWOT analysis

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The Process Of Creating the Strategic Plan: Phase 1

Lock yourself in a room and don’t come out until the strategic plan is finished! Start by looking at the company as a whole

What are the core values and beliefs? Are these reflected in your company’s work?

Decide on core purpose: reason you get up and go to work everyday; what you are ultimately trying to accomplish

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The Process Of Creating the Strategic Plan: Phase 2

This is where you set goals to contribute the company’s purpose

Look three to three to five years down the road and decide where the business should be

Determine desired revenues and profitsWhat are your priorities to reach these goals

Can explore lead generation, lead nurturing, infrastructure, branding etc.

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The Process Of Creating the Strategic Plan: Phase 3Break things down a little bit furtherDecide on quarterly tactics for each goal

Work out details from activities to timing Create two documents with results

1st is a 1-2 page word document to share with executive leadership to help guide their decisions2nd is a project plan

Enter all data into Microsoft project, Excel, Base Camp or some other tool to help manage projects and create a calendar for the employees to ensure execution

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Follow-Up

Strategic plan is not set in stone – review it every quarter and adjust it where it’s neededIt is a live document and should thus be able to accommodate changeSet up weekly meetings to talk about how the plan is progressing/any changes necessary

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Call to Action

Full article: http://crunk.starrtincup.com/annualplanningWilliam TincupW: www.starrtincup.comE: tincup@starrtincup.comP: 817-204-0400