Marketing Plan, Media Plan and Creative execution for a business app (capstone)
nuexiepan
CapstoneMarketingPlansPowerpoint.pptx
INTG1-GC4000 Capstone: The Business Plan
Weeks #8, #9, #10
Professor Monaco
Tonight's Agenda
This Weeks learning:
Giving feedback to your peers
Understanding the Marketing Plan section of the Business Plan
Analysis of the Strength of a Marketing Plan
Presentations and Feedback
Suggested Format for Business Plan
Cover page
Table of Contents
Executive Summary
2-3 pages
Snapshot of the entire plan
Funding Request
Captures attention and interest
Most important part of plan
Business Description
Products & services
Mission Statement
Business model
Goals
Legal Status/Ownership
Industry Analysis
Industry Size & Growth rate
Trends
Industry Structure
Market Analysis
Market Size and potential sales
Marketing Strategy
Differentiation
Competitive Advantage
Market Segmentation
Target market & Customer profile
Competitor Analysis
SWOT Analysis
Marketing Plan, Media Plan and Creative execution
Brand Positioning
Campaign Strategy & Objectives
Product, Price, Promotion, Distribution
Customer Acquisition Plan
CRM & Lifetime Value
Media Plans & Budget
Creative execution
Measurement & Analytics
INTG1-GC4000
3
3
Suggested Format for Business Plan
Operations Plan
Approach to Operations
Back stage & Front Stage
Database Plan
Supply Chain Issues
Management Team & Company Structure
Description and credentials of team
Company Structure
Board of Advisors
Board of Directors (corporations)
Financial projections
Assumptions
Income Statement
Balance Sheet
Cash Flow
Breakeven Analysis
Risk Factors & Exit Strategy
How to mitigate risks
Buyout by management
Acquisition by another Company
Initial Public Offering
Attachments
Full Financial statements
INTG1-GC4000
4
Suggested Format for Marketing Plan, Media Plan and Creative Execution
Brand Positioning
Campaign Strategy & Objectives
Product, Price, Promotion, Distribution
Customer Acquisition Plan
CRM & Lifetime Value
Media Plans
Budget
Creative execution
Measurement & Analytics
KPI’s
5
Suggested Format for Marketing Plan, Media Plan and Creative Execution
Brand Positioning
Positioning Map
Positioning Statement
Brand Laddering – Attributes, Benefits, Values
Brand Identity
Colors
Typeface
Logos & Symbols
Tagline
Tone
Brand Mantra
Nike: Authentic, Athletic, Performance
Disney: Fun, Family, Entertainment
6
Suggested Format for Marketing Plan, Media Plan and Creative Execution
2. Campaign Strategy & Objectives
Quantifiable Goals
Market Share
# of Customers
Sales
Profits
3. The 4 P’s: Product, Price, Promotion, Distribution
What
How
How much
Where
7
Suggested Format for Marketing Plan, Media Plan and Creative Execution
4. Customer Acquisition Plan
Customer Purchase Funnel
Acquisition Strategy
5. CRM & Lifetime Value
CRM Policies
Use of Customer Database
Retention Plan
Loyalty Program
LTV Calculation
8
Suggested Format for Marketing Plan, Media Plan and Creative Execution 6. Media Plans
Offline Media
Newspapers
Magazines
Radio
Direct Mail
Guerilla Marketing
Events
Flyers
OOH –Out of House
PR
Product Placement
Box-Inserts
Online Media
Website
Mobile App
Rich Media Banners
SEO/SEM
Social Media
Bloggers
Youtube
Tumblr
Pintrest
Vine
9
Suggested Format for Marketing Plan, Media Plan and Creative Execution
7. Media Budget
Cost by Media - should include metrics - impressions, clicks, conversion, customers, etc.
Media Budget Allocation: Pie Chart
Cost per Acquisition
Marketing Flight Plan
Please compare cost per acquisition to acceptable LTV – see “Sample student Marketing Plan with Metrics” - NYU Classes Week #8
8. Creative Execution
Execution of Creative for Media Choices
Actual Promotions
INTG1-GC1011
10
Suggested Format for Marketing Plan, Media Plan and Creative Execution
9. Measurement & Analytics
Analytical Tools
Google Analytics
Facebook Insights
Google Adwords
IBM Cognos
10. Key Performance Indicators/Dashboards
Visits
Conversions
Impressions
CTR’s
Bounce rates
Engagement
Virality (likes, comments)
Followers
Share of Voice (SOV)
11
Summary
At the end of the course you will have integrated all the knowledge from your entire degree into your BPlan
You will have an in-depth knowledge of all the parts of a business plan both the art and the science
You will have a business plan that you can be proud of and possibly use to start your own business
You will be comfortable presenting to different audiences with confidence, persuasiveness and eloquence
You will be prepared to work with your peers in the business world collaboratively and considerately
You will have worked hard and hopefully had some fun too
INTG1-GC4000
12
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