Your One-Year

Marketing Plan
Lifelong Learning 2007
Presented by Greg Marsello
The Three Most Essential
Marketing Practices To Do
1. Think Marketing
2. Have a Written Plan
3. Everyone Executes Plan
Why You Need a
One-Year Marketing Plan
Financial pressures and increased
accountability and competition mean you
cant afford to just do it.
Increased capability in database, target,
market mapping, relationship and Internet
marketing have changed the game.
Five- or ten-year plans focus on vision,
while a one-year plan focuses on action
and todays customers.

A One-Year Marketing Plan

Is a blueprint for action
Is more than dates, numbers and dreams
Integrates all the different aspects of your
organization
Must involve all in creation
Must be used by all in planning and acting

One-Year Marketing Plan
Timeline
Start 6 months prior to the start of your next
fiscal/program year
The Plan should be complete and approved
3 months prior to the start of your next
fiscal/program year
End-of-Year Report to be completed 3
months after the completion of your
fiscal/program year
Whose Role is it to
be the Marketing Leader
CEO/DIRECTOR

One-Year Marketing Plan Report
Executive Summary
Annual Objectives (tied to budget)
Unit/Division Objectives
1. # events
2. new vs. old
3. kinds/market niches
By Session/Quarter
Promotion Strategy
Timeline
Who
Executive Summary
Organizational Goals
Redesign Brochure
Add Online Registration
Revamp Pricing Strategy
Start Capturing Demographic Information
Define 7 Primary Market Segments
Annual Objectives
Budget & Benchmarks
Budget
Income $300,000 100%
Promotion $45,000 15%
Production $135,000 45%
Direct Costs $180,000 60%
Operating Margin $120,000 40%
Administration $105,000 35%
Net $15,000 5%

Annual Objectives
Budget & Benchmarks
Benchmarks
01. New Programs 20%
02. Operating Margin 40%
03. Cancellation Rate 15%
04. Staffing Percentage 20%
05. Program Divisions 8
06. Participant Evaluations 4+
07. Repeat Rate 50%
08. Net/Surplus 5%
09. Customer Surveys 6
10. Brochure:Participant Ratio 50:1
Unit/Division Objectives
A. Income - Operating Margin Budgets per
Unit/Division
B. Total Events to be Offered per
Unit/Division (LERN Key Formulas)
C. New vs. Old Events to be Offered per
Unit/Division
D. Specific Market Segments to be Targeted
By Session/Quarter
A. Income per Session/Quarter
B. Total Events per Session/Quarter
C. New vs. Old Events per Session/Quarter
D. Specific Market Segments to be Targeted
per Session/Quarter
Promotion Strategy
Promotions to be Developed: Brochures,
Flyers, E-Zines, E-mails, Web-based,
Advertisements, PR
Distribution Strategies: Mail, Street, Radio,
TV, Internet
Retention Strategies: Tracking, Newsletters,
Benefits, Gimmicks
Timeline
Production/Promotion Schedule
A. Production/Promotion Start Date
B. Information Prepared by Date
C. Promotion to Printer Date
D. Promotion Distribution Dates
E. Other Promotion Strategy Dates
F. Event Start/Date
Who
Staffing Structure
Operations
Professional
Programming
Professional
Sales
Professional
CEO/Director
Programming
Staff
Instructors
Sales
Staff
Operations
Staff
Front Line
Staff
Information
Specialist
Promotions
Professional
End-of-Year Report
1. One-Year Marketing Plan Final
Report Executive Summary
2. End-of-Year Financial Statement
3. Timelines (Did you meet?)
4. Promotion Performance Analysis
(against plan)
5. End-of-Year Statistics
Detailed Elements of One-Year
Marketing Plan End-of-Year Report
A. Executive Summary: 2 Pages
Listing of Goals in Final Report
Executive Summary
Evaluation of Success/Failure
Reaching Goals
B. End-of-Year Financial Statement:
1 Page and 1 Page per Unit/Division
Actual/Budget/Last Year
Total and by Unit/Division
C. Timeline: 1 Page. On-Time Report
Comparing Programming and Operations.
D. Promotion Performance Analysis:
4 Pages per Promotion & 1 Page for Chart
Promotion Analysis Report
Profit/Loss Report
Half-Life Report
Participant Analysis Report: Demographics
E. End-of-Year Statistics: 3 Pages.
Report on All End-of-Year Statistics.
Good
Luck!

marsello@lern.org