WorkIt! Workbook designed by SusieAllen

A WORK PLAN WORKBOOK FOR DEVELOPING
YOUR TACTICS, PHILOSOPHIES AND
METHODS BEHIND THE MADNESS FOR YOUR
STRATEGIC MARKETING EFFORTS.
PRODUCED BY JESSICA WALDEN, COMMUNICATIONS CONSULTANT

EVER HEARD OF THE “FIVE P’S”?
P ROPER PREPARATION PREVENTS POOR PERFORMANCE.
SO, PROPERLY PREPARE BY MAKING A PLAN.
It doesn’t set anything in stone.
But it does create a path for your focus to follow.
MEET A NEW SET OF “FIVE P’S”
FOR DEVELOPING YOUR MARKETING STRATEGY:
1
2
3
4
5
PROGRAMS
PROJECTS
PEOPLE
PRIORITIES
PURPOSE: THE PLAN
IN THIS WORKBOOK, YOU WILL:
MAKE NOTES. TAKE NAMES. CREATE TACTICS.
Produce a plan.

LOOSEN UP.
1 Let’s get started..ẆORK IT ! | 1
Just because it’s a plan doesn’t mean you can’t be creative.
Take five minutes to artistically interpret — cocktail napkin style —
what your organization’s mission and vision currently look like to you.
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2
NOW!
PROGRAMS:
What are your organization’s current programmatic efforts?
This is the place for events that happen.
2 | WORK IT!

3
FUTURE
PROGRAMS:
What are your organization’s future programmatic efforts?
This is the place for events that will or could happen in the next 12 to 18 months.
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4
NOW!
PROJECTS:
What are your organization’s current undertakings?
This is the place for initiatives currently in motion.
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5 FUTURE
PROJECTS:
What are your organization’s future undertakings?
This is the place for initiatives that will or could
happen in the next 12 to 18 months.
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6
PEOPLE
PART ONE:
The ones you serve are the ones to tell your story.
For each project, list one to three people who stand out in your mind.
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7
PEOPLE
PART ONE:
• Pick six different people from six different projects.
• Craft a “ghost post” from each person as if they were
updating social media on their specific project.
Meet your Storybank, i.e. cast of characters, for your marketing efforts.
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8
PEOPLE
PART TWO:
This time, it’s your audience. Who are you trying to reach?
How have you reached them before? How will you reach them now?
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9
PEOPLE
PART TWO:
CREATE YOUR AUDIENCE MATRIX:
AUDIENCES CURRENT VEHICLES NEW VEHICLES OUTCOMES:
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10
PRIORITIES:
What is important to know about your organization?
List them. Even if you don’t think it’s that important.
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11
PRIORITIES:
From your list, circle your top five priorities. List them here.
Define each of them by crafting a key message for each Top Five.
1
KEY MESSAGE:
2
KEY MESSAGE:
3
KEY MESSAGE:
4
KEY MESSAGE:
5
KEY MESSAGE:
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12
PURPOSE:
Create Yr Plan.
Now it’s time to take those notes, names and
creative tactics and create your plan.
HERE’S WHERE TO START:
OVERALL COMMUNICATION OBJECTIVE:
WHAT ARE YOUR KEY MESSAGES?
DO THEY FIT INTO THE PURPOSE OF YOUR PLAN?
12 | WORK IT!

THE PLAN
A TEMPLATE FOR YOUR TACTICS
OVERALL OBJECTIVE
I. Priority:
Communications & Marketing YEAR
Key Message: What are you trying to achieve for that priority?
Target Audience: See Audience Matrix
Challenge: What are any challenges YOU WANT TO OVERCOME with your key messages?
Marketing Budget: Total estimated budget of all marketing efforts listed below, combined.
Projects: What projects falls under this priority and by what means will they be marketed?
Project A: BUDGET TOTAL
• Billboards, March-July: $2,500
• Constant Contact, January-December: $108
• Print Collateral: $3,000
• Print Advertising: $5,000
> Macon Magazine
> 11th Hour
> Macon Telegraph
Programs: What programs fall under this priority and by what means will they be marketed?
Program A: BUDGET TOTAL
• Radio, February-May: $1,000
> GPB
> I Heart
• Television, April: $2,500
> Cox
> WGXA 24
• Social Media, May: $250
> Facebook
> Instagram
People: Who are the people in your Storybank who can help tell this key message
in your marketing efforts?
Storybank:
• Name, initiative, role
• Name, initiative, role

© Jessica Walden 2016
Designed and printed by Imedia Group, a Macon Made print and design firm
and preferred vendor of Jessica Walden’s communications efforts.