Marketing Plan for Campus to Corporate
A marketing plan is a strategic roadmap that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.
Campus to corporate is a life-changing transformation, and while it is possible that you may go back to studying for a while, it marks the beginning of your adulthood. It is a life transition that is exciting because you get to work in your dream job, earn money and enjoy spending it as you wish.
State your Business's Mission
Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business's main mission statement. Be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.
Determine the KPIs for this Mission
Every good marketing plan describes how the department will track its mission's progress. To do so, you'll need to determine your key performance indicators (KPIs). KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.
Identify your buyer Personas
A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. Therefore, all business leaders must agree on your buyer personas.
Describe Your Content Initiatives and Strategies.
Here's where you'll include the main points of your marketing and content strategy. Because there is a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.
A content strategy should stipulate:
Which types of content you'll create. These can include blog posts, YouTube videos, infographics, and ebooks.
How much of it you'll create. You can describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on your workflow and the short-term goals you set for your content.
The goals (and KPIs) you'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
Clearly define your plan's omissions.
A marketing plan explains the marketing team’s focus. It also explains what the marketing team will not focus on. If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.
Define your marketing budget.
Your content strategy might leverage many free channels and platforms, but there are several hidden expenses a marketing team needs to account for. Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.
Identify your Competition.
Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one. Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.
Outline your plan's contributors and their responsibilities
With your marketing plan fully fleshed out, it's time to explain who's doing what. You don't have to delve too deeply into your employees' day-to-day projects, but it should be known which teams and team leaders are in charge of specific content types, channels, KPIs, and more.
Manisha Rewani [MBA]
Manager Mktg
AirCrews Aviation Pvt. Ltd
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