Marketing Planning
Perception Management
1 Annual plans and budgets are completed each year.
1 Brand look, feel, identity and personality are clear and consistent across channels.
2 Marketing plan is aligned with company business plan with buy-in from top management.
2 Customer experience is consistent with brand identity and brand promise.
3 Revenues and costs are projected by program and media channel.
3 Ad copy is targeted, well-written and easy to understand.
4 Plans address new and existing customers.
4 Messaging speaks to prospects' underlying motivations and emotional drivers.
5 Plans include key metrics to be achieved by marketing.
5 Brand is evident across all touch points: marketing, sales, service, an so on.
Program Planning
Performance Management
1 Programs are developed at least one quarter in advance with timing, budget and revenues.
1 Key metrics are defined, e.g., cost to acquire a customer, customer lifetime value.
2 Programs include messaging and offers appropriate to the targeted audience.
2 Budgets are managed to prevent overages.
3 Programs incorporate appropriate media at effective weights.
3 Programs are implemented with high quality on time.
4 Learnings from programs are used as basis of future program development.
4 Program performance is actively monitored and dollars redeployed as necessary.
5 Programs are coordinated with buying and viewing trends (seasonality).
5 Results are captured in a simple scorecard for periodic review by top management.
