Winning Marketing Plans
How do you create a marketing plan? What are the key components of a successful marketing plan, and how can you create an action plan with buy-in from all key parties? This presentation encompasses the various elements that are required for a successful plan that implements a strategic plan: situational analysis, evaluation of previous goals, target markets, SWOT analysis, market penetration and diversification, advertising and public relations, research, and business development. Scott is the author of several marketing articles published in national trade publications, including the publications of the Society for Marketing Professional Services, Professional Services Management Journal, and National Electrical Contractors Association. He is also author of the book Marketing in the Building Industry. Scott is able to tailor this presentation for (1) architecture/engineering/construction firms, (2) non-profit organizations. He is a Certified Professional Services Marketer (CPSM) through the Society for Marketing Professional Services (SMPS).
Scott has previously given versions of this presentation to the Society for Marketing Professional Services National Conference in San Diego, Society for Marketing Professional Services – Philadelphia, Society for Marketing Professional Services – Central PA, and Leadership York “Communicating Your Cause” Workshop. Scott also recently moderated roundtables on this topic at the SMPS 2010 Build Business Convention in Boston.
