Download Agenda for Marketing Planning Workshop

Commercial in Confidence
Agenda for Marketing Planning Workshop
Prepa red for [name] | Workshop Scheduled for [date]
PO Box 798 Edge Hill QLD 4870
E [email protected] | www.burnttoast.com.au
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Agenda for Marketing Planning Workshop | [date]
Item and Estimated Timeframe
1. Opening and overview
Commence 9.00am
2. Review of marketing activity and competitive
environment
Action
Outline reasons for having the workshop and the key outcomes to be addressed:
o
Review of the brand – what do we stand for?
o
Review of key target customers.
o
Review of key competitors (and the opportunities they create).
o
Review of past and current marketing activities.
o
Discussion of future marketing activities.
This will be achieved by working through the questions on the following pages. Includes short breaks
as required throughout the morning.
Commence 9.15am
Break for Lunch – 12.45pm to 1.30pm
3. Marketing Planning
1.30pm to 4.30pm
4. Summary
4.30pm until meeting close (approx. 5.00pm)
PO Box 798 Edge Hill QLD 4870
E [email protected] | www.burnttoast.com.au
Initial creation of your marketing action plan. Will involve scheduling events, identifying actions, and
identifying how to measure planned activities.
o
Any other considerations for marketing?
o
Summarise key outcomes of the day.
o
Review key milestone dates for next stages.
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Overview
Core topics of discussion for the day:
o
Core marketing goals and objectives, including goals for market penetration
o
Desired brand personality – review of current positioning
o
Target market attributes plus likely wants and needs
o
Current and desired client base
o
Current sales and marketing activities
o
Details of opportunities already identified
o
Key project dates for marketing calendar
o
Marketing activity budget allocations
o
The preferred structure for managing the marketing function long-term
Supplementary topics – for information gathering purposes:
o
Overall business goals and objectives
o
Details of strategic alliances and the opportunities they represent
o
Operational factors that may impact on marketing outcomes
o
Product / service mix and pricing strategy
o
Competitors or emerging competitors
o
Competitors that you admire
o
Internal capabilities for implementation of marketing
Preparation Required
o
Details of events run in the past – how did they perform?
o
Details of current suppliers / supply chains
o
Samples of current marketing activity (i.e. collateral, print advertisements)
o
Details of key events and opportunities for next 18 months
PO Box 798 Edge Hill QLD 4870
E [email protected] | www.burnttoast.com.au
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