The marketing plan condensed into one page
Posted: Thu Dec 05, 2024 10:06 am
Creating and managing the marketing plan is a critical aspect of any successful business operation.
It provides clarity and direction on where to focus resources; what strategies to implement; what actions and activities will be undertaken; and how results will be measured to understand success.
An effective marketing plan is essential for any business that wants to attract list of ghana whatsapp phone numbers customers, build relationships, create brand advocates and ambassadors. However, this doesn't mean spending hours typing like crazy to generate slides one after another in PowerPoint, or pages and pages in a Word document.
The planning process needs to be informed, considered, and fast so that it can be tested, optimized, and gain traction.
The one-page marketing plan is a tool for salespeople, marketers, business owners and entrepreneurs who want to move in an agile, flexible and 'always on' way.
It is a plan that is easy to consume and understand. This means that it can be implemented quickly, obtaining results that can then be adapted to improve business performance.
It also serves to share information throughout the company and externally to partners in order to obtain acceptance, support and mobilization.
The One Page Marketing Plan
Why just one page?
The tools currently available to marketers and entrepreneurs that enable efficient and focused marketing planning are limited.
If you do a search, you'll find tons of marketing plan outlines that are nothing more than simple lists with open-ended section headings. Many are ambiguous and unhelpful; leaving the planner to their own judgment when it comes to what and how much to include.
The one-page marketing plan is based on simplicity and specificity.
It is designed to include only the main components that make up an effective marketing plan and, crucially, to restrict the amount of space available for inputs.
Why? A marketing plan needs focus , and the exercise of distilling your thinking onto a page provides the discipline needed to ensure your content is filtered, relevant and clear.
Steve Jobs said, “I’m as proud of many of the things we haven’t done as of the things we have done. Innovation is saying no to a thousand things.” In any plan, what you DON’T include is just as important as what you DO include… if not more so.
Having just a one-page plan means that:
a) You have to REALLY think about what you SHOULD be doing, and get clear on what you're not doing.
b) You move fast - you're not just creating slides for the sake of it.
c) You can revise and rewrite at will, testing and iterating to refine and improve over time.
The One Page Marketing Plan
How a One Page Marketing Plan Works
The one-page marketing plan takes the building blocks that make up a traditional marketing plan and aligns them on a single page using a storyboard or canvas, much like the business model canvas (CANVAS).
The One Page Marketing Plan template is divided into three (3) main pillars:
1. Outline the AUDIENCE you want to target.
2. Outline the STRATEGIES you will adopt to interact with that audience.
3. Outline the ACTIVITIES you will use to achieve those strategies.
Each pillar builds on the previous one, using the inputs from the previous pillar as a basis for defining the next one.
You need to have a complete picture of your audience BEFORE you start defining your strategies; and you need to have strategies in place to identify their activities.
The pillars are divided into three subsections or cells where you enter your input, thoughts and ideas.
The intention here is NOT to fill in boxes, but to put only the information required and considered in each question or subsection.
So, the one-page marketing plan breaks down as follows:
It provides clarity and direction on where to focus resources; what strategies to implement; what actions and activities will be undertaken; and how results will be measured to understand success.
An effective marketing plan is essential for any business that wants to attract list of ghana whatsapp phone numbers customers, build relationships, create brand advocates and ambassadors. However, this doesn't mean spending hours typing like crazy to generate slides one after another in PowerPoint, or pages and pages in a Word document.
The planning process needs to be informed, considered, and fast so that it can be tested, optimized, and gain traction.
The one-page marketing plan is a tool for salespeople, marketers, business owners and entrepreneurs who want to move in an agile, flexible and 'always on' way.
It is a plan that is easy to consume and understand. This means that it can be implemented quickly, obtaining results that can then be adapted to improve business performance.
It also serves to share information throughout the company and externally to partners in order to obtain acceptance, support and mobilization.
The One Page Marketing Plan
Why just one page?
The tools currently available to marketers and entrepreneurs that enable efficient and focused marketing planning are limited.
If you do a search, you'll find tons of marketing plan outlines that are nothing more than simple lists with open-ended section headings. Many are ambiguous and unhelpful; leaving the planner to their own judgment when it comes to what and how much to include.
The one-page marketing plan is based on simplicity and specificity.
It is designed to include only the main components that make up an effective marketing plan and, crucially, to restrict the amount of space available for inputs.
Why? A marketing plan needs focus , and the exercise of distilling your thinking onto a page provides the discipline needed to ensure your content is filtered, relevant and clear.
Steve Jobs said, “I’m as proud of many of the things we haven’t done as of the things we have done. Innovation is saying no to a thousand things.” In any plan, what you DON’T include is just as important as what you DO include… if not more so.
Having just a one-page plan means that:
a) You have to REALLY think about what you SHOULD be doing, and get clear on what you're not doing.
b) You move fast - you're not just creating slides for the sake of it.
c) You can revise and rewrite at will, testing and iterating to refine and improve over time.
The One Page Marketing Plan
How a One Page Marketing Plan Works
The one-page marketing plan takes the building blocks that make up a traditional marketing plan and aligns them on a single page using a storyboard or canvas, much like the business model canvas (CANVAS).
The One Page Marketing Plan template is divided into three (3) main pillars:
1. Outline the AUDIENCE you want to target.
2. Outline the STRATEGIES you will adopt to interact with that audience.
3. Outline the ACTIVITIES you will use to achieve those strategies.
Each pillar builds on the previous one, using the inputs from the previous pillar as a basis for defining the next one.
You need to have a complete picture of your audience BEFORE you start defining your strategies; and you need to have strategies in place to identify their activities.
The pillars are divided into three subsections or cells where you enter your input, thoughts and ideas.
The intention here is NOT to fill in boxes, but to put only the information required and considered in each question or subsection.
So, the one-page marketing plan breaks down as follows: