Strategic. Think about your company and its services. What projects will promote its mission and goals? Are there particular services your company will be launching or services you want to promote? Are there better ways you can connect with your clients and prospects? Think about your team too. Are there projects that will bring your team more visibility and promote its value? Are there processes that need to be revamped or put into place to improve efficiency and balance? Are there new tools and techniques that your team should be using?
Realistic. Your marketing plan should be realistic. Evaluate your budget, your manpower, your team’s capabilities and the company’s culture to determine if some of your proposed projects can realistically be accomplished. Figure out what type of roadblocks you may encounter and whether they can be overcome. Talk to your clients and stakeholders to see its potential of success and how much support you’ll receive.
Comprehensive. Don’t just come up with the idea, figure out it’s scope. How long will it take from start to finish? Who should be assigned the project? Will it require outside vendors or resources? When should the project be initiated and how long will it take to be completed? What will determine the project’s overall success and are they measurable?
Timing. For some marketing efforts, it’s all in the timing. Consider aligning projects with external conferences or events double your exposure and increase its relevancy.
Count the cost. The sky is not the limit, but your budget is. Now that you have a list of projects your department should handle, that doesn’t mean you have the funds to do it. Is there room in the budget to handle project associated costs, can you reallocate funds or get approval from the powers that be?
Once you have developed your marketing plan, use it to promote your team. Let your clients and stakeholders know what your team will be accomplishing throughout the year and the value it adds to the firm overall. Then, it’s time to go to work.