A Strategic Marketing Outline: Integrated Marketing Plans

An integrated marketing plan brings together the components of a traditional, print based, marketing plan with the digital elements of an internet marketing strategy. This approach is effective because the components reinforce the marketing message in the media context that your customers choose to interact within.

Use this outline as a template to develop a plan for your business. If you take the time to develop & organize your plan according to the headings below you will be on your way toward an effective marketing & advertising approach.

A Strategic Marketing Plan Includes 6 Components

• Marketing Research and Analysis
• Customer Retention
• Public Relations
• Strategic Marketing
• Database Marketing
• Direct Marketing

Think about theses as you fill in the integrated marketing outline below:

I. SWOT Analysis

1. Identify your product/business potential

A. Strengths

B. Weaknesses

C. Opportunities

D. Threats

II. Market Research / Market Overview

1. Determine supply and demand

A. Identify main competitors

B. Establish value proposition = clear, distinct and non-arguable

2. Identify distribution options

A. Establish distribution channels

III. Internet Marketing

1. Perform web site marketability analysis

A. Web Site Optimization

1. Align site with keyword and key phrase demand by developing a list of the top relevant keywords and key phrases based on their competitiveness on the internet

a. Recommend changes to site architecture

b. Recommend content changes

B. Search Engine Marketing

1. Identify search engine presence and position(s) if any

2. Submit site to the top search engines and directories

3. Recommend changes to increase search engine profiles

C. Pay Per Click Advertising

1. Develop bidding strategy for relevant keywords, key phrases and
establish monthly budget

2. Execute keyword and key phrase bidding campaign

IV. Media Marketing Strategy

1. Integrate market knowledge gained from the market research and
internet marketing stages into online and offline media campaigns

A. Develop online public relations campaign

1. Establish online press strategy

2. Identify relevant online press outlets

3. Develop press release for online distribution

4. Execute online press campaign

B. Develop off line public relations campaign

1. Establish off line press strategy

2. Identify relevant off line press outlets

a. Newspapers

b. Magazines

c. Radio / Television

3. Develop press release for off line distribution

4. Set up a schedule & execute off line press campaign

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