A marketing plan outlines future marketing activities along with the rationale for their selection. A marketing plan for architects, engineers, accountants, naturopaths or other professional practices, would include the following components:
- Marketing objectives
- Budget
- Market research
- Positioning
- Target marketing
- Competitive analysis
- Strength, Weakness, Opportunity and Threat (SWOT) analysis
- Marketing activity chart
- Key performance indicators
The marketing activity chart is a key component of the marketing plan. It includes a schedule of marketing activities and the reach, frequency and impact of each marketing vehicle.
Marketing Plan – Examples
Examples of marketing vehicles that would be included in a marketing plan for a professional practice include:
- Signage
- Internet marketing (websites, blogs, social media plans)
- Print advertising
- Direct mail
- Brochures
- Business presentations
- Newsletters
- Public relations
- Speaking engagements
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