Marketing Plan

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

Overview

This assignment aims to familiarize you with the planning process and facilitate the

hands-on application of campaign development. First and foremost, for any

successful event/campaign/business, it is to get clarity, and from a clear vision comes

efficient and effective objectives. You will develop a campaign-oriented marketing

plan - with the potential for execution, so you’ll want to prepare it to be visually and

technically informative.

Industry Partnership

For this assignment, we’re honored to be able to partner with The Walt Disney Company

and their Latin America Partnerships and Advertising Department. Their department

works as a consulting arm of the organization advising partner clients to align their

products with upcoming movie releases.

An example of this is here with Patene Pro V and the release of the Rapunzel film. As you

can see here there are there’s a combination of movie footage, and a relevant industry

product partner that ties in with the film.

The purpose of the partnership is to serve the industry product partner’s interests while

promoting the film. For this assignment, you’ll pick a upcoming Disney movie release

(these will be released on Week 2), and the geographic area in Latin America to focus on.

You’ll want to think about the target audience in these areas and the regular products they

use on a daily basis to create the best results.

What to Include in Your Marketing Plan

For this assignment, you should include the following sections as a guide to

articulate your strategies and resources in achieving your revenue objectives. You

are to prepare and submit your Marketing Plan in a format as if you are presenting

this to a prospective client/decision-maker.

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

You are to submit in PDF and make sure you have the following:

Assignment Timeline

• Week 2 – Pick movie and geographic area to focus on and think through product partnership that will fit

• Week 3 - Research industry product partner organization

• Week 3-4 – Disney Executive to interact with class and deliver case

study presentation

• Week 5 – Fine tune marketing plan draft

• Week 6 – Submit marketing plan draft and receive your feedback and apply it to your final draft

• Week 7 - Prepare document and submit

TITLE PAGE

A. Your name (and company, if applicable) B. Campaign title C. Table of Contents (just section titles)

I. EXECUTIVE SUMMARY

This section introduces and highlights the overall plan. It’s designed to provide an

“abstract” style view or the quick read for the decision-maker. In the Executive

Summary, you’ll want to address these areas:

A. Professional overview of person/website/company:

a. Key mission

b. Industry

c. Key Product/services offered

d. A highlight of history and revenue projections for the company

e. Company Value Proposition

Title Page and Table of Contents I. Executive Summary

II. Market Research

III. Strategy

IV. Execution Calendar

V. Analytics

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

B. Goals (Write this section at the end)

a. Current goal/objective of this plan

b. The time frame for this campaign

c. Performance/Revenue goals

d. Key marketing objectives and KPIs

II. MARKET RESEARCH/Situational Analysis

The Market research section shares the background information you gathered to

prepare your marketing plan. This section is essential in gathering the right details

for a successful plan or campaign. The following areas need to be covered:

A. SWOT analysis

Strengths Weaknesses

Opportunities Threats

B. Competitive Landscape

a. Industry landscape (Market size, potential market share)

b. Competitive Landscape (Blue Ocean)

*Make sure to present an overview of each competitor

*Keep in mind that competitors must compete on the same category

Competitor Main product focus Distribution channels

Company A

Company B

Company C

C. Buyer Persona (who should be targeted in your plan) See Examples so you

can create your own buyer personas infographics.

Here are some of the questions you want to answer when creating your buyer

personas:

a. Psychographic details (what’s their “individual culture”)

b. What searches are they conducting to solve their “problem” - what

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

Potential Keywords would they be using that would potentially connect

with your campaign

c. Communication Channels - what channels would they be consuming

that you would want to utilize?

d. Who are their Key Influencers - who would they follow, what content

are they influenced by?

e. Why type of research did you do?

f. How did the research help you with your plan? What insight did

you gather?

You don’t need to state these questions in your plan as they are simply to guide

you.

STRATEGY Present your Objective/s, KPIs and Tactics as they were taught in class. This chart will set the structure for your strategy. The strategy section provides details of the marketing, the Mix (4 P’s), to show the strategic vision of how and why your campaign is being developed. In other words, what steps are you going to recommend? Below are some questions that can help you to come up with your strategy:

a. Based on the Market Research/Intelligence what insights and objectives

did you find that needed more focus? (introduce their current strategy

and your general suggestions)

b. What Target Segmentation insights did you find and will you advise

adjusting it?

c. Considering the company, the goals, their service/product - how will

that impact the Marketing Mix (4 P’s)? Speak about the 4 P’s on your plan

and if your strategy is addressing any of them specifically.

d. Marketing/sales funnel - what kind of marketing/sales/brand awareness

activity will you recommend. In layman terms, what tactics do you suggest

they use? Make sure you mention what KPI is that tactic feeding.

e. Objectives and KPIs based upon original goal - What steps and

measurements are needed?

III. Marketing Budget

This section highlights the various costs that will be involved in implementing

your marketing plan. Your budget may cover both development and promotion

costs. Developmental covers the costs associated with developing content,

website, graphics, freelancers, etc. The Promotional budget highlights the costs

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

anticipated for promoting ads, media, print, social media, etc.

Examples October November December Totals

Prof Headshot

$200

Website update

$500 $500

This is the section where you will also add your anticipated Break-

even/Contribution Margin “goals” for your campaign plan. If you are designing a

campaign for building your future website, then guesstimate potential revenue from

any services you might consider offering such as consulting or ads on your site.

Sales revenue

Cost per product

Variable Costs

Contribution Margin Goal

Breakeven Goal

IV. EXECUTION CALENDAR

This section highlights the details of your timeline. What tasks need to be

completed and by when and how long they will each take. The idea is to pick your

execution date and then work backward for when each task needs to be designed,

formatted, tested, approved, etc. You can use the following chart as a base version or

design one of your own to capture your details:

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

Actions Quarter 1 Quarter 2 Quarter 3 Quarter 4

Product Development/ Improvement

Distribution Channel

Pricing/Financials

Sales Enablement Tools

Communication

Metrics Measurement

V. ANALYTICS

A. Metrics

a. Based on your type of plan and the KPIs you developed, what metrics do

you anticipate recommending to monitor? (leads, sales, ROI, Loyalty, etc)

B. Monitoring and Evaluation Dashboard – a. How will your metrics be monitored/evaluated? Manually, via Dashboard:

Google Analytics, Excel, Tableau, etc? Expand on that.

VI. CONCLUSION

What would a successful campaign look like for you/your organization?

If you were to “pitch” this plan to somebody, try posting a “soft close” to conclude.

Be specific on how you will be reaching your goal.

Formatting recommendations:

● Single Spaced - business format ● 12-point font - Times, Arial or similar

● Visual charts and graphs help tell the story even better, then add paragraphs/bullet points to indicate your rationale

● This should be detailed enough, that if it is shared with your company, then someone from that company could put the plan into action.

● Please note we’ll offer some feedback on your plan, then you’ll want to edit it

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Marketing Plan Assignment

MAR6805 | Prof. San Luis

again, before you share it with the company.