公关英语撰写市场营销推广计划Word文档格式.docx
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公关英语撰写市场营销推广计划Word文档格式.docx
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understandandsupport.
•Isakeycomponentinobtainingfundingtopursuenewinitiatives.
Amarketingplanincludestheseelements:
•SummaryandIntroduction
•MarketingObjectives
•SituationAnalysis
•TargetMarkets
•Strategies
•TrackingandEvaluation
HowdoIbegin?
WheredoIstart?
SummaryandIntroduction
Yourmarketingplanshouldstartwithanexecutivesummary.Thesummarygivesaquickoverviewofthemainpointsoftheplan.Itshouldbeasynopsisofwhatyouhavedone,whatyouplantodo,andhowyouaregoingtogetthere.
Althoughtheexecutivesummaryappearsatthebeginningoftheplan,youshouldwriteitlast.Writingthesummaryisagoodopportunitytocheckthatyourplanmakessenseandthatyouhaven’tmissedanyimportantpoints.
MarketingObjectives
Yourmarketingobjectivesshouldbebasedonunderstandingyourstrengthsandweaknesses,andthebusinessenvironmentinwhichyouoperatein.Theyshouldalsobelinkedtoyouroverallbusinessstrategy.
Forexample,supposeyourbusinessobjectivesincludeincreasingvisitationby10percentoverthenextyear.Yourmarketingobjectivesmightincludetargetingapromisingoremergingnewmarketsegmenttohelpachievethisgrowth.
Aswithanystrategicinitiativeamarketingplanshouldstartwithobjectives.Yourmarketingobjectiveswillguideyourentiremarketinginitiativeandbeusedforevaluation.Withoutobjectivesyoumaygetoff-trackandwillnotknowwhenyouhavereachedyourultimategoal.
Yourobjectivesoftenfocusonyourspecifictargetmarket(s).Objectivesmust:
•Bemeasurableinquantitativeterms,suchasnumberofvisitors,salesvolume,andsoforth.Byhavingquantitative
objectives,youwillhaveacleartargettostrivetowardandwillknowwhentheobjectivehasbeenachieved.
•Beframedwithinaspecifictimeperiod.
•Beoutcomebased.Inotherwords,whatistheendresultyouarelookingfor?
Example:
TheoverallgoalofBisbee’stourismmarketingprogramistocreateenhancedpublicawarenessthroughacomprehensivemarketingcampaignthatwillresultinincreasedovernightvisitation.Bisbeehas290roomsinvarioushotels,motelsandbed&
breakfastestablishments;
theywouldliketoseea10percentincreaseinoccupancy.Thecityalsohasapproximatelyfivedozenretailandservicemerchants,aswellasmorethan30lodgingandbarandrestaurantestablishments;
theyanticipateanincreasedeconomicimpactmeasuredthroughtaxrevenues,oranadditional$500,000.Bisbee’smarketingprogramhasthefollowingobjectives:
•Increaseovernightvisitationfromleisuretravelersthuspositivelyimpactingtaxrevenuesonanannualbasis;
increase
visitationby10percent.
•IncreasethelengthoftimevisitorsstayinBisbeeandconvertdaytripvisitorstoovernightvisitorsthuspositively
impactingbedtaxrevenues;
increaselengthofstayfrom½
daytooneovernight.
•Promotethecommunityasaviableandworthydestinationofchoiceintheoff-season(MaythroughDecember),especiallycapitalizingonsummertraffic.
•MaximizelimitedmarketingdollarstoenhanceBisbee’sdesirabilityasanovernightdestinationtotargetedaudiencesduringthehigh-season(JanuarythroughApril).LeveragemarketingdollarsthroughtheTEAMprogramandidentifyonenewfundingsource.
SituationAnalysis
Asituationanalysisdetailsthecontextforyourmarketingefforts.Inthissectionyouwilltakeacloselookattheinternalandexternalfactorsthatwillinfluenceyourmarketingstrategy,thisiscalledaSWOTanalysis.ASWOTanalysiscombinestheexternalandinternalanalysistosummarizeyourStrengths,Weaknesses,OpportunitiesandThreats.
Astrengthisanassetoraresourcethatcanbeusedtoimproveacommunity’scompetitiveposition,suchasanaturalattraction,historicbuildings,orastrongretailbase.Aweaknessisjusttheopposite,aresourceorcapabilitythatmaycauseyourcommunitytohavealesscompetitiveposition,whichcanadverselyaffecttourism.Forinstance,emptycommercialspaceorunattractivevacantbuildingsarecategorizedasweaknesses.Opportunitiesaredevelopedfromatouristdestination’sstrengths,orsetofpositivecircumstances,andcanincludetouristoverflowfromanearbymetropolitancityortheopportunityforspecialeventswithinyourcommunity.Threatsareviewedasproblemsthatfocusonyourweaknessesandwhichcancreateapotentiallynegativesituation.Depressedcommercialactivityoracompetingtouristdestination’sgrowingsummermusicfestivalareexamplesofthreats.
Youneedtolookforopportunitiesthatplaytoyourstrengths.Youalsoneedtodecidewhattodoaboutthreatstoyourbusinessandhowyoucanovercomeimportantweaknesses.
INTERNALEXTERNAL
+StrengthsOpportunities
-WeaknessesThreats
•Strength:
Adestinationwithamazingnaturalassets;
•Weakness:
Hikingpathsareindisrepair;
creekisdryduringsummermonths;
•Opportunities:
Initiateavolunteertourismprogramwherevisitorscanhelpbuildandmaintaintrails.
•Threats:
Targetmarketalsoviewsanothertownwithmoredollarstohavesimilarassets.
YourSWOTanalysismighthelpyouidentifythemostpromisingcustomerstotarget.YoumightdecidetolookatwaysofintegratingadventuretourismorvolunteertourismintoyourmarketingprogramsandusepodcastsontheInternettoreachcustomers.Andyoumightstarttoinvestigatewaysofraisingadditionalinvestmenttoovercomeyourfinancialweakness.
Thissectionalsoconsiders:
•Therationaleforyourmarketingefforts.
•Theresourcesavailablewithinyourorganizationandhowthesemightfacilitateorinhibityourmarketingstrategies
•Areviewofyourpastmarketingefforts;
whatwassuccessfulandwhatwasnotsuccessful.Thiswillhelpyoumakedecisionsregardingyourcurrentefforts..
•Trendsandrecentchanges,nationallyandregionally,thatmightinfluenceyourmarketingstrategy.Thisincludesdemographic,social,andeconomictrends.
•Competitionanalysis.Whoareyourprimarycompetitors,whoaretheirtargetmarkets,whataretheyofferingtheirvisitors?
Mostimportantly,howareyoudifferent?
Differentiationcanbebasedonnumerousfactors:
price,product,servicequality,location,andmanyothers.Inthissectionalsoconsiderwhoareyourpartnersandalliesandhowcanyouworkwiththemtoachieveyourmarketingobjectives.
AdditionalInformationonTrends
Someofthefollowingtrendsshouldbeconsideredasyoudeveloptargetedpromotionsandprograms.
•ShorterTrips,ClosertoHome:
Evenmorethansixyearsaftertheeventsof9/11,peoplearestilltakingshortertripsclosertohome,atrendalsorelatedtotherisinggasolineprices.
•GenXandExtremeGenXMarkets:
TargetaudiencesinthesemarketsaretypicallycomingfromshorthauldestinationsorArizona’sneighboringstates.WhilethesetravelersdonotspendasmuchmoneyandtravelasfarasourestablishedaffluentBabyBoomermarket,theyhavethepotentialtodosoastheygrowintotheircareersandfamilylives.ByestablishingArizonaasapremiertraveldestinationwiththemnow,theywillcontinuetolookatvacationsinArizonaastheygrowolderandmoveintoahigherincomebracket.
•EmptyNestersandAffluentBoomers:
AstheBabyBoomerpopulationbeginstoturn60,theleisuretimetheyhaveavailablefortravelincreases.Thisgroupisthewealthiest,mosteducatedandmostwell-traveledgenerationinU.S.history.
•WellnessTravel:
Inresponsetothisgrowingdomestictrend,AOThasmadeArizona’swellnessproductofferingsmorevisibletoconsumers,includingadvertisingfeaturingspasandoutdoorrecreation.
•IncreasedInternationalTravel:
ResearchandvisitationnumbersshowthatFrance,BelgiumandtheNetherlandspresentanemergingopportunityforArizona.Inadditiontothesenewmarkets,Chinacontinuestogrowinimportanceasthetourismmarketofthefuture.WhileitisnotaprimaryinternationalmarketforFY08,itisontheradarscreenforfutureinternationalmarketingdevelopment.•CulinaryTourism:
Culinarytravelers,definedasthosewhotravelforuniqueandmemorableeatingordrinkingexperiences,makeuproughlyone-fifthoftheU.S.leisuretravelingpopulation.Comparedtotheaverageleisuretraveler,wineandculinarytravelersaremoreaffluent,bettereducated,andtakepartinmoreactivitieswhiletraveling,makingthisalarge,active,andlucrativemarketfordestinationsandothertravelmarketers.
•Web-BasedTravelResearchandPlanning:
MoreandmoretravelersturntotheInternetforinformationontraveldestinations,roomratesandavailability,bookingandothertraveloptions.
TargetMarkets
Theconceptoftargetmarketsisoneofthemostbasic,yetmos
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