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Developing a Marketing Plan – Part 3: Strategic Marketing
Table of Contents
Introduction
This final installment in the Marketing Plan series is focused on refining strategies in order to address the SMART goals that were previously set (see last week’s blog).
The 'WHAT'
Break goal language into tangible action steps to be performed. Try to keep each item concrete and finite, with clear starting/ending points.
The 'WHO'
Clarifying each team member’s responsibilities will enable you to make the most of individual strengths and talents and will allow for personal accountability. Attaching tasks to people, either by name or role, also provides a mechanism for time management and recognition for the time and energy required to participate in marketing efforts.
The 'WHEN'
Set specific deadlines for task completion. Knowing in advance when assignments are due helps to motivate team members and leads to a feeling of accomplishment.
Charting Progress
Utilizing a table format will help to keep participants focused on their own assignments and timelines. Using the goals we set last week may result in something like this:
A Practical Example
Monitoring and Managing
Use the monitoring system you built into the goal (in this case, Monthly Management Meetings) to review progress, reassign when needed, and celebrate each success!
A Marketing Plan Is NOT Set In Stone
A marketing plan is not meant to be concrete – it should live and breathe ie be adaptable.
Don’t be afraid to:
Make course corrections (revisions): Things don’t always turn out the way we plan. Be flexible and willing to work out solutions.
Break difficult tasks into smaller, more manageable activities: As we dig into assignments, additional factors and barriers often appear. Don’t allow them to impede your team’s momentum!
Reassign: Use the strengths and talents of your team members. If a Home Manager is the best people-person on your team, send them to the transition fair instead of the Case Manager.
Celebrate! Each accomplishment should be recognized and shared. Build on small successes to improve morale and keep people engaged.
Marketing Wrap-Up
Developing and implementing a marketing plan is very attainable for all organizations, regardless of size or resource limits. Companies who provide services to people with Intellectual and Developmental Disabilities actually possess one very important advantage – the principles you apply to planning for the people you serve are also applicable to marketing. Use analysis to determine what’s important to and important for your organization (outcomes), develop SMART goals, then refine and implement strategies (action plans).
Finally........
Marketing is essential for the success of your business. Just caring for your clients will not cut it anymore. You must promote your company for the benefit of your current and future clients, your staff, your family and yourself. A well thought out marketing plan allows you to present organizational facts in such way that target customers know what you offer and why they should choose you. Remember a big part of any IDD service company’s brand should be their ability to keep up to date with client data, consumer needs as well as project a professional image. Using Focused EHR for the care of your clients will go a long way to helping you show your very best company image to current and potential clients and their families. Ask for Focused Software, the EHR for IDD service providers, by name TODAY!
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Pictures
Goal, Plan, Success – Geralt on Pixabay
Calendar – Photo by Tiger Lily on Pixabay
Charting Success – Geralt on Pixabay
