Section 1: Introduction - Tourism Queensland

INTRODUCTION | Writing your marketing plan
Once you start writing the plan, it’s a good idea to avoid making it into some dreary
document that sits on a shelf gathering dust. Below are some simple tips that will
help you keep your plan real and relevant.
Planning tips
1. Be realistic Consider what you can achieve in a 12-month period and
what resources you need and can commit to bring your
plans to life. Resources include financial capacity, time and
energy, and staff capability
2. Keep it
simple
Be concise. Your plan should be short, easy to follow and to
the point
3. Prioritise Decide what you must do first and let the rest follow
4. Cover your
bases
Set goals so you cover improvements to all key areas of
the business. One goal for each part of the marketing mix
might be a good way to start
5. Include
quick wins
Set your goals so you achieve some quick wins as well as
mid and longer term results
The plan in detail
So far, we’ve covered the concepts of a marketing plan from a high-level
perspective. Now we’ll go through each stage and more fully explain the terms
and their meanings, and how to apply your knowledge to create a plan that’s
meaningful to your everyday operations.
Business Profile
This section is the preamble to your
planning. It sets the parameters for
your Action Plan.
Describe your business and what
services you deliver. Keep it brief and
to the point – a few sentences should
do it. This will be followed by your
Mission or Vision Statement, Goals and
Competitive Advantages.
The Vision or Mission is a very short
affirmation statement, not usually more
than 10 words. An example might be:
‘SceneXtreme is the Number One tour
experience in Queensland’
You can use the statement to guide
what activities you take on by asking,
‘Will this activity help SceneXtreme
Tours to become the number one tour
experience in Queensland?’ If the
answer is no, you know not to do it
and to spend your resources on other
activities that will help you to achieve
your Mission or Vision.
Once you have a clear Vision of
where you’re taking the business, you
can develop some goals to help you
get there.
Your Goals should focus on improving
your marketing advantage across all
key aspects of the business. A helpful
way to start might be to look at the five
Ps and develop one goal for each P.
The Goals underpin the Action Plan.
Later in the plan you will develop
strategies, activities, measures and
allocate a budget to achieve each goal.
THE BIG MARKETING GUIDE
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