Marcom planning tools & templates
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Transcript of Marcom planning tools & templates
Marketing CommunicationsMajor Objectives
October 4, 2002
Topics
• Linkage of Objectives• Objective Setting Guides• Major Objectives for Segments &
Divisions• Communication Planning Guidelines
Intended Outcomes
Strategic focus
Helps you set priorities Drive strategy
Intended Outcomes
Consistent measurement & analysis
Tools to inform strategic decisions Consistent assumptions/approaches
enable real ROI analysis across the organization
Intended Outcomes
Effective budget planning & management
ROI analytics will inform the budget planning process
Framework for rational budget management decisions (i.e LE)
Intended Outcomes
More efficient resource allocation
Enables better planning for Creative Services resources
Marcom plans will enable CSRs to write all Creative Briefs
Intended Outcomes
Provide customer view of West communications
Marcom roll-up will provide company-wide views of communications seen by the customer
Enable customer-centered strategy
Impacts on Planning Today
Budget Planning
Marcom Planning
Product Planning
Channel Mgt Plan
Segment Mktg Plan Division Mktg
Plan
Strategic Marketing Planning Response Mktg
Plan
Objectives Tie Plans Together
Major Objectives Logic Flow
Strategic Marketing
Leverage TLR Assets and knowledge
Define new sales model and
strategy
Drive non-content businesses
Define long-term print strategy
Maintain competitive
edge
SegmentsCEO“Big Three”
Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives
Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives
SMLF
LLF
Gov’t
Corp
Lead the Market
Put the customer at the center
Focus on our Premium
Major Objectives Logic Flow
Strategic Marketing
Leverage TLR Assets and knowledge
Define new sales model and
strategy
Drive non-content businesses
Define long-term print strategy
Maintain competitive
edge
Segments Supporting Initiatives
Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives
Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives
SMLF
LLF
Gov’t
Corp
Westlaw SoloAnalytical LinkingTrial Cases West KM
West KMNo-Low GrowthIntellectual PropertySO Retention
West Pack: Print RetentionSub-segmentationCase Mgt Systems: ProLawTech Solutions: West KMGrow Compliance MarketGrow Corp Counsel MarketLeverage 3rd Party Content
Major Objectives Logic FlowTactical PlansSegments Supporting
Initiatives
Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives
Financial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication ObjectivesFinancial ObjectivesStrategic ObjectivesMarketing ObjectivesCommunication Objectives
SMLF
LLF
Gov’t
Corp
Westlaw SoloAnalytical LinkingTrial Cases West KM
West KMNo-Low GrowthIntellectual PropertySO Retention
West Pack: Print RetentionSub-segmentationCase Mgt Systems: ProLawTech Solutions: West KMGrow Compliance MarketGrow Corp Counsel MarketLeverage 3rd Party Content
Major Objectives Logic FlowFinancial Objectives Revenue Growth Profitability Budget
Strategic Objectives
(Big Picture Strategy to deliver Financial Objectives)
Market Share Product Development Etc.
Communication ObjectivesWhat messages will yield the
Marketing/Strategic Objectives?
Marketing ObjectivesWhat is the desired customer
behavior that will yield the Strategic Objectives?
Guides to Writing Objectives
Purpose:To define the intent, the means
and the expected results of a strategy or initiative
Characteristics: Specific Quantifiable Time bound Consistent with Company
strategy Aligned with Segment/Division
strategy Business performance-oriented Drives strategic decisions
Guides to Writing Objectives
Establishing Specifics: What sales performance
have we achieved historically?
What is possible to achieve?
What are the corporate expectations?
Quantitative Measures: Share of market/wallet New sales revenue Ancillary usage revenue Upsell/Cross-sell revenue Retention rates/revenue Profitability (ROI; marketing cost of
sale) Category preference Brand: agreement with attributes Others
SMLF Segment Objectives
Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:
Launch Westlaw Solo Analytical Linking Launch Trial Cases West KM West Pack bundles Launch Intellectual Property Develop SLF Solutions (ProLaw)
Strategic Objectives:
Objective #1 Objective #2 Objective #3
Marketing Objectives:
Objective #1 Objective #2 Objective #3
Comm. Objectives: Objective #1 Objective #2 Objective #3
LLF Segment Objectives
Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:
West KM No-Low Growth Launch Intellectual Property SO Retention
Strategic Objectives:
Objective #1 Objective #2 Objective #3
Marketing Objectives:
Objective #1 Objective #2 Objective #3
Comm. Objectives: Objective #1 Objective #2 Objective #3
Gov’t Segment Objectives
Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:
Print Retention: West Pack bundling Sub-segmentation Align Strategic Focus on:
Technology, Core Content & Alternate Channels
Case Management Systems: ProLaw Technical Solutions: West KM
Strategic Objectives:
Objective #1 Objective #2 Objective #3
Marketing Objectives:
Objective #1 Objective #2 Objective #3
Comm. Objectives: Objective #1 Objective #2 Objective #3
Corporate Segment Objectives
Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:
Grow Compliance sectors: Energy, Insurance
Grow Corporate Counsel business Leverage 3rd Party content in key
verticals
Strategic Objectives:
Objective #1 Objective #2 Objective #3
Marketing Objectives:
Objective #1 Objective #2 Objective #3
Comm. Objectives: Objective #1 Objective #2 Objective #3
Academic Segment Objectives
Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:
Determine Lifetime Value of New Attorneys
Develop Customer Lifetime Tracking Re-launch Rewards Program Re-launch Summer Associate
Program
Strategic Objectives:
Objective #1 Objective #2 Objective #3
Marketing Objectives:
Objective #1 Objective #2 Objective #3
Comm. Objectives: Objective #1 Objective #2 Objective #3
Divisional Marketing Objectives
Financial Objectives: Objective #1 Objective #2 Objective #3 Supporting Initiatives:
TBDStrategic Objectives:
Objective #1 Objective #2 Objective #3
Marketing Objectives:
Objective #1 Objective #2 Objective #3
Comm. Objectives: Objective #1 Objective #2 Objective #3
Communication Planning
Guideline Validation
1. Benchmarking Research
Marketing Leadership Council studies:
Trends in the Media Mix, July, 2000
Measuring Marketing Performance, August, 2001
Marketing Investment & Impact Benchmarks, July, 2002
2. West Best Practices Internal experts from functional
specialty areas
Communication GuidelinesMedia Purpose Measures Baselines* % of
Budget**
Advertising (Print) Build BrandProduct AwarenessTargeting Customer Segments
FavorabilityReachFrequency% of Media BuyCPM
TBD.90%Varies< 25%$125
14%
Direct Mail Direct OrderLead GenerationTargeting Customer Segments
Response RateAverage OrderCost/SaleCost/Piece
.3%$16548%.50
4%
Trade Shows Product AwarenessBuild BrandGenerate Leads
Cost/EventNumber of LeadsNumber of EventsRevenue/EventCost/Lead
$3500Not Available
270Not Available
8%
Sponsorships Build BrandProduct AwarenessTargeting Customer Segments
Cost/EventReach/EventRPA
4%
Public Relations/Publicity Build BrandProduct Awareness
Number of ReleasesNumber of ExposuresNumber of Events
10/MonthNot AvailableNot Available
4%
Sales Collateral Product AwarenessProduct Information
Product Line CoverageCollateral Usage
38%TBD
6%
Email Marketing RetentionRelationship BuildingDrive Web Sales
Click RateOrdersAverage Order Size
4%.62%$140
1%
Internet Direct OrdersLead GenerationProduct InformationAccount Services
Hits/WeekUnique Visitors/WeekNew Visitors/WeekOrders/WeekLeads/Week
47,00029,00022,000
403600
6%
*West historical data**Percent of marketing budget allocated to communications. Benchmarks from B2B study by Marketing Leadership Counsel, July, 2002
Communication Guidelines
Media Purpose
Advertising (Print) Build BrandProduct AwarenessTargeting Customer Segments
Direct Mail Direct OrderLead GenerationTargeting Customer Segments
Trade Shows Product AwarenessBuild BrandGenerate Leads
Sponsorships Build BrandProduct AwarenessTargeting Customer Segments
Public Relations/Publicity
Build BrandProduct Awareness
Sales Collateral Product AwarenessProduct Information
Email Marketing RetentionRelationship BuildingDrive Web Sales
Internet Direct OrdersLead GenerationProduct InformationAccount Services
Tactical mix: media & purpose
Communication Guidelines
Media % of Budget: MLC Study
Advertising (Print) 14%
Direct Mail 4%
Trade Shows 8%
Sponsorships 4%
Public Relations/Publicity
4%
Sales Collateral 6%
Email Marketing 1%
Internet 6%
Tactical mix: Budget allocations
% of Budget: West 2002
12%
16%
6%
Not Available
Not Available
5%
Not Available
2%
Marketing Leadership Council findings:76 % of marketing budget allocated to Communications
30% of those Communications not part of the West mix (i.e. Radio/TV broadcast, Outdoor, etc.)
West 2002 Planned Budget
Mix Guidelines
Marcom Deliverable:
Lead Generation
Communication Mix
Direct MailTelemarketingInternetTrade Show promo/demo
Mix Guidelines
Marcom Deliverable:
Lead Generation
Product Support
Communication Mix
Direct MailInternetTrade Show promo/demoTelemarketingEmail Marketing
Mix Guidelines
Marcom Deliverable:
Lead Generation
Product Support
New Product Launch
Communication Mix
Direct MailPublicity/PR
Sales CollateralInternetTrade Show promo/demoTelemarketing
Mix Guidelines
Marcom Deliverable:
Lead Generation
Product Support
New Product Launch
Brand Equity Enhancement
Communication Mix
AdvertisingTrade Show
SponsorshipsInternetPublicity
Mix Guidelines
Marcom Deliverable:
Lead Generation
Product Support
New Product Launch
Brand Equity Enhancement
Retention/Loyalty
Communication Mix
Email MarketingSponsorshipsDirect Mail
Mix Guidelines
Marcom Deliverable:
Lead Generation
Product Support
New Product Launch
Brand Equity Enhancement
Retention/Loyalty
Corporate Launch
Communication Mix
AdvertisingPublicityTrade ShowsSponsorshipsSales CollateralInternet
Components of Final Marcom Plan
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOT
Insights from ’02 marcom
Note:Marcom Plan is a subset of the Marketing Plan.
Components of Final Marcom Plan
Competitive Summary
Strengths
Weaknesses
Forecast of competitive activity
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOT
Components of Final Marcom Plan
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Components of Final Marcom Plan
Key Customers
Trends/Insights for:
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Components of Final Marcom Plan
Key Messages
Brand
Customer/Grass Roots
Product
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Strategy check: Strategic priorities vs. budget allocation
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Strategy check: Strategic priorities vs. budget allocation
Transactions
%
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Strategy check: Strategic priorities vs. budget allocation
TransactionsLead Generation
%
%
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Strategy check: Strategic priorities vs. budget allocation
TransactionsLead GenerationRetention
%
%
%
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Strategy check: Strategic priorities vs. budget allocation
TransactionsLead GenerationRetentionAcquisition/Up Sell
%
%
%
%
Components of Final Marcom Plan
Budget % of marcom $Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Direct Mail % of total spend
Public Relations % of total spend
Trade Shows % of total spend
Sales Collateral % of total spend
Advertising % of total spend
Email Marketing % of total spend
Internet % of total spend
Sponsorships % of total spend
Strategy check: Strategic priorities vs. budget allocation
TransactionsLead GenerationRetentionAcquisition/Up SellBrand/Category Awareness
%
%
%
%
%
Components of Final Marcom Plan
Implementation Strategy
Direct Mail Plan
Advertising Plan
PR/Publicity Plan
Trade Show Plan
Strategic Relations Plan
Internet/Email Plan
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Budget
Components of Final Marcom Plan
ScheduleSituation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Budget
Implementation Strategy
Direct Mail Plan
Advertising Plan
PR/Publicity Plan
Trade Show Plan
Strategic Relations Plan
Internet/Email Plan
Components of Final Marcom Plan
Metrics
Cost: benchmarks & targets
Revenue: benchmarks & targets
Brand: agreement with attributes
Other: return on objectives
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOTCompetitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Budget
Implementation Strategy
Direct Mail Plan
Advertising Plan
PR/Publicity Plan
Trade Show Plan
Strategic Relations Plan
Internet/Email PlanSchedule
Components of Final Marcom Plan
Metrics
Cost: benchmarks & targets
Revenue: benchmarks & targets
Brand: agreement with attributes
Other: return on objectives
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations Assessment
Technology/Product Overview
SWOT
Competitive Summary
Marcom Objectives
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Budget
Implementation Strategy
Direct Mail Plan
Advertising Plan
PR/Publicity Plan
Trade Show Plan
Strategic Relations Plan
Internet/Email PlanSchedule
Next Steps for Planning
Phase I
Deliverable Owner Due
Market Assessment
DOMs, Segment Mktg
Write Objectives DOMs, Segment Mktg
Identify key initiatives
DOMs, Segment Mktg
Complete
Next Steps for Planning
Phase II
Deliverable Owner Due
Feed Marcom Plan: Market Assessment, Competitive Summary, Key Customers/Messages Budget, Schedule
Segment/Division Mktg
Communication Recommendations template
DOMs, Communication Planning Team
Roll up/validate marcom plans
BMMS 10/31
Contacts
John G. Olson
Carrie Olson
Marketing Communication Planning & Analysis