Situational Analysis

As you begin to understand more about your company’s identity and purpose, you will want to begin comparing it with your competitive landscape to understand what opportunities are available/needed.

Week 3 - Questions to ask:

1. Intel

1. What’s happening in the Industry Landscape

2. What’s the current brand strength/messaging? (brand audit/map)

2. SWOT Analysis

1. Describe key strengths/opportunities for designed goal

2. Describe potential improvements needed and barriers to your goal

1. Target Audience

1. Description based on goal, who is the ideal target audience to focus on?

2. What interests them? (individual culture)

3. What are they looking for? (what keywords would they be using that you might include in your content/promotion)

4. What Communication Channels are they using?

2. Problem/Symptoms 

1. What is needed/missing to move forward?

3. Outcomes 

4. What is the main desired outcome?  Real goal/objective

Week 4

Objectives/KPIs  

Based on the previous steps, you can begin to determine a specific objective and key performance indicator (% increase/decrease) for your goal.  

1. What two objectives will you need to accomplish?  These can be tactical or strategic.

2. What key performance indicators (KPI) will you need for benchmarking your success of each objective?

1. What are the minimum requirements?

2. What measurable outcomes do you need?

3. How will you manage KPIs to make sure they align with goal/objectives and keep them on track for meeting the outcomes deadline?

How Will We Get There

Strategy

This section is designed to set up the tactics for accomplishing and evaluating your desired goals and KPIs.

Week 5

The Marketing Mix 1

1. What product are you focusing on?

2. How will we price it?

3. What is the desired ROI?

4. What is your breakeven point?

Week 6

The Marketing Mix 2

1. How will we distribute – what channels?

1. What Physical Channels will we use? ex: supply chain logistics

2. What Digital Channels will we use?  Ex: Download, subscriptions

3. What Service Channel will we use? Ex: in person

1. How will we promote it – what channels?

1. What Media Channels will we use? – TV, Radio, etc

2. What Digital Channels will we use? – SEO Content, Ads, inbound marketing, etc.

3. What Direct Channels will we use? – sales team, outbound marketing,

Week 7

Execution Timeline  

This section highlights the details of your objectives/KPIs timeline, showing periodic performance expectations for each KPI during the length of your timeline.  The idea is to pick your “launch/goal” date and then work backward for when each task needs to be designed, formatted, tested, approved, etc.  What tasks need to be completed and by when and how long they will each take.  

1. What are the progress outcomes throughout the time period for your KPIs?

Budget

Describe or list any anticipated marketing budget items involved in completing the desired outcomes and determine a projected ROI based upon the goal.

1. Discuss the following as applicable: LTV, ROI, Ad Spend

Metrics

1. Based on your goal, what metrics do you anticipate needing to monitor?  (leads, likes/shares, Loyalty, etc)

2. How will you track?  Excel, Google Analytics, Ads, Pixel, Tableau, etc.