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Context

Expand, restate or refer to the relevant contextual analysis already provided in your business plan.

Internal – include networking skills and contacts (e.g. Board members and volunteers, etc).

External – include any trends in the social, technical, environmental, economic, political, legal or arts environment which may affect the direction that your organisation chooses to take ((e.g. changes to tax laws affecting philanthropy: growing trend for people to want to interact with or co-create the art they engage with; growing use of online social networking)

Includes any market research.

SWOT, TOWS matrix, Porters’ Five Forces, plus any other tools you want to use.

Market

Expand, restate or refer to the relevant contextual analysis already provided in your business plan.

Who are our current markets?

Consider: funding bodies, sponsors, philanthropists, visitors, audiences, participants, clients, referrals, members and volunteers etc.

Define the separate socio / demographics of the markets you are currently attracting (defining the largest possible ‘groups’ of audiences/clients in a way that is useful to the organisation (e.g. peers; media; 18 - 45 year olds with an interest in innovation, design and new media; women aged 40 - 55 with an interest in writing; single ticket buyers etc).

Competitor analysis

Expand, restate or refer to the relevant contextual analysis already provided in your business plan.

Brand statement

What is it we offer people? Why do they come to us? Define what audiences ‘get’ from experiencing what your organisation delivers.

This is how your creative vision translates into something to offer people that no-one else can offer. This is the reason why certain types of people are attracted to your organisation. It should be a really simple statement saying what it is you give to customers/ audiences/ participants/ members from their point of view - that is in terms of the emotional, physical, social benefits and value you deliver to them. For example a social benefit can be “a great chance to socialise with my friends”; or an emotional or spiritual benefit can be “a chance to have a laugh and feel I have done some good in the world”.

This should be based on market research/market perception where possible, not assumptions from the organisation. The shorter and simpler the statement is the better (i.e. easier to communicate to new audiences). Bear in mind, your organisation may represent a slightly different benefit to different markets (e.g. clear information and a good cafe to first time visitors; innovative, demanding or potentially controversial shows for some audiences).

Strategic marketing goals

Describe your overall marketing goals and objectives for the next year, and the next 3 years. (You can use SWOT/TOWS for this). This should fit in directly with the Goals.

Target markets

Expand, restate or refer to the relevant contextual analysis already provided in your business plan.

This is a process of selecting which segments of market/clients are worth pursuing with the resources available. This will probably include existing markets, but may also include some new markets, or deeper penetration of existing markets. This is a simple statement that reinforces the Goals and need only be one or two sentences.

Marketing strategies for target markets

This includes developing any new programs, initiatives or products for certain target markets. Consider distribution and partners (e.g. if you want to reach more people interstate or overseas, consider what strategic partners you are working with to deliver this, and how you are going to handle your relationship with these partners). This includes any pricing strategies, product strategies, artistic strategies, distribution strategies, people strategies and also any philanthropy or sponsorship strategies.

Each strategy should be specific, measurable and achievable and should have a specific KPI over a specific time.

This action plan comprises specific activities for each strategy above, which will achieve each of the strategies above:

who you are targeting;

what medium you are using;

what message are you sending;

how are you delivering it (promotional plans and program);

who is responsible for it;

how much you have budgeted for it; and

how you will measure success, KPIs.

If applicable, you may need to develop separate action plans for marketing communications (or promotion and outreach), sponsorship and philanthropy.

 

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Publication Date: 03-23-2020

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