Course content
In this course we explore how to implement your marketing plan, and how it enables clear decision-making in your organisation. Marketing plans help you define objectives and goals, so developing one provides you with the opportunity to align your marketing activities with your organisational goals and strategies.
Before you design and implement a marketing plan it’s crucial that you understand your organisation and your market. A marketing plan helps define what you do, your target audience and who your competitors are. Your plan will put you in control of key aspects like day-to-day operations, monitoring of resources, and how the team, and overall organisation, are performing. If you’re seeking financial support, presenting a sound and detailed marketing plan will give potential investors and donors confidence in your ability to achieve your goals.
Before you design and implement a marketing plan it’s crucial that you understand your organisation and your market. A marketing plan helps define what you do, your target audience and who your competitors are. Your plan will put you in control of key aspects like day-to-day operations, monitoring of resources, and how the team, and overall organisation, are performing. If you’re seeking financial support, presenting a sound and detailed marketing plan will give potential investors and donors confidence in your ability to achieve your goals.
Hi and welcome to Lumin. So you’re implementing a marketing plan – big tick! But before you do, you need to be sure you’re dotting all the i’s and crossing the t’s.
I’m Jesse Northfield, a Director here at Lumin. I have over thirteen years experience that I want to share with you, working in marketing and communications and for Federal Ministers, a former Attorney General and the South Australian Premier.
Before you design and implement a marketing plan, it’s crucial that you, and everyone else in your organisation, understand why you need one. I’ll take you through the key reasons.
It helps you fully understand your organisation and your market.
Now some might dismiss that notion, thinking “of course we understand our market – we wouldn’t exist if we didn’t.” That’s probably true, but never underestimate the value of defining:
- what you do;
- your target audience; and
- who your competitors are.
It really helps focus on planning effective activities. It also reinforces what makes you unique – what sets you apart from competitors, and where your organisation is positioned. A marketing plan enables clear decision-making, assisting you to constantly answer questions, like:
- which tactics and channels are working and which aren’t?
- are we meeting our customers and clients needs?
- are we priced appropriately?
Marketing plans include objectives, and writing them gives you the opportunity to ensure they align with your organisational goals and strategies.
Your plan puts you in control of key aspects like day-to-day operations; monitoring of resources; and how the team, and overall organisation, are performing. It also prevents impulsive decisions being made, and provides the foundation for turning ideas into a reality. A marketing plan assists with establishing tasks and deadlines – helping you to break them down into manageable chunks. If you’re seeking financial support, presenting a sound and detailed marketing plan will give potential investors and donors confidence in your ability to achieve your goals. Finally, it’s important for all staff and volunteers to be across the organisation’s marketing, and the marketing plan is a really useful tool to achieve this. Next, we’ll look at tactics and channels.
I’m Jesse Northfield, a Director here at Lumin. I have over thirteen years experience that I want to share with you, working in marketing and communications and for Federal Ministers, a former Attorney General and the South Australian Premier.
Before you design and implement a marketing plan, it’s crucial that you, and everyone else in your organisation, understand why you need one. I’ll take you through the key reasons.
It helps you fully understand your organisation and your market.
Now some might dismiss that notion, thinking “of course we understand our market – we wouldn’t exist if we didn’t.” That’s probably true, but never underestimate the value of defining:
- what you do;
- your target audience; and
- who your competitors are.
It really helps focus on planning effective activities. It also reinforces what makes you unique – what sets you apart from competitors, and where your organisation is positioned. A marketing plan enables clear decision-making, assisting you to constantly answer questions, like:
- which tactics and channels are working and which aren’t?
- are we meeting our customers and clients needs?
- are we priced appropriately?
Marketing plans include objectives, and writing them gives you the opportunity to ensure they align with your organisational goals and strategies.
Your plan puts you in control of key aspects like day-to-day operations; monitoring of resources; and how the team, and overall organisation, are performing. It also prevents impulsive decisions being made, and provides the foundation for turning ideas into a reality. A marketing plan assists with establishing tasks and deadlines – helping you to break them down into manageable chunks. If you’re seeking financial support, presenting a sound and detailed marketing plan will give potential investors and donors confidence in your ability to achieve your goals. Finally, it’s important for all staff and volunteers to be across the organisation’s marketing, and the marketing plan is a really useful tool to achieve this. Next, we’ll look at tactics and channels.
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About the instructor
Jesse Northfield
Jesse brings 13 years of management and leadership experience spanning advertising, public relations, communications and professional advisory at state and federal levels. He has worked for Federal Ministers, a former Attorney General and the South Australian Premier. He is passionate about creating change in the community and social change sectors and his unique skill set provides a valuable tool for clients.