Marketing Plan
“Become travelers’ first choice for weekend getaways” is this broad level of a marketing plan.
Goal
note: A goal is what we want to achieve; a strategy is how we plan to achieve it.
Buying sponsored placement in search results uses this approach.
SEM (search engine marketing)
A company purchases software for its employees to use. Are the employees consumers or customers?
Consumers
A troubleshooting tutorial earns shares by helping people solve a problem. This STEPPS principle explains why.
Practical Value
“Save this for later” is an example of this caption element.
CTA (call to action)
“Add 80 email subscribers by November 1” is this planning component.
Objective
A social media platform’s new recommendation algorithm falls under this PESTLE category.
Technological
The buying decision process begins at this stage, when a consumer notices a gap between their current situation and what they want.
Problem (or need) recognition
A brand connects its social posts to “Taco Tuesday” so each Tuesday brings it to mind. In STEPPS, Tuesdays serve as these.
Trigger
According to our class-created style guide, we should strive to put this group at the center of the content whenever possible.
students
A skilled in-house photographer belongs in this SWOT category.
Strength
Views, clicks, and registrations are all examples of these measurable numbers.
Metrics
In AIDA, downloading a guide or completing a sign-up can represent this stage.
Action
Amusement, astonishment, and anger can all encourage sharing through this STEPPS principle.
Emotion
An Instagram guide to preparing for interviews stays useful long after it’s posted and is not considered time-sensitive. This type of content is called this.
Evergreen
The “who is responsible", the timeline, and the budget parts of a campaign belong in this part of the plan.
Implementation and budget
These 2 approaches seek organic visibility in traditional search results and AI-generated answers, respectively.
SEO and GEO
A business tracks how many existing customers are still buying a year later to measure this.
Customer Retention
In STEPPS, this principle embeds a brand’s message in a memorable plot people want to share.
Stories
A brand keeps its voice but adjusts this for a celebration versus a customer complaint.
Tone
Marketers use this starting performance measure to judge whether results have improved.
Baseline
note: which we can establish via an audit
In the microenvironment, platforms that connect a business with its audience fill this role.
Intermediaries
This measure estimates a customer’s profit contribution over the entire relationship.
Customer Lifetime Value (CLV)
These two principles concern the sharer’s image and the visibility of others’ behavior, respectively.
Social currency & public
Size, spacing, placement, and contrast work together to create this.
Visual hierarchy