Marketing planning

Priority activities that engage and activate key audience segments

Marketing planning is where your customer and offer meet

Marketing planning is essential for every brand, communicating how your offer fulfil the needs of, and provides benefit to, existing clients and target segments. In a marketing plan, message, timing and channel align to activate your brand and engage your clients in a way that’s clear, authentic and efficient. 

And not every business has a marketing team! We get that. Sometimes it’s one of many hats you have to wear. That’s where we can help, by crafting strategic and tactical marketing plans that can be deployed by internal resources, marketers and non-marketers alike.

A robust marketing plan:

  • Connects to clients and customers where they are
  • Drives brand awareness
  • Uses channels purposefully
  • Creates impact against competitor activity
  • Aligns marketing messages to client need
  • Prioritises activity and spend.

An overview of our marketing planning services

At BrandMatters, we bring our expertise to marketing planning, setting out a clear path of activities to engage and activate key audience segments.  

Our marketing planning services include:

Marketing strategy

Determining and confirming your key audiences, channels, media and messaging priorities.

Marketing tactics

Identification and prioritisation of high impact activities aligned to inhouse resources and available budgets.

Marketing deployment

Work with your inhouse resources to schedule and deploy marketing activities against an approved plan and calendar.

How we help you activate external channels

Marketing strategy

Every client segment has their own unique requirements. Knowing who they are and where they are is critical as the first part of marketing strategy planning. We work with our clients to map their services against the channels where their clients live and source information – where else best to engage!

  • Goals and objectives: Articulating marketing strategy goals that align to and support both business objectives and brand objectives.
  • Audience segmentation: Breaking your client audience into manageable and priority segments, targeting those segments that provide the greatest opportunity to migrate down the sales funnel.
  • Persona development: Portraits of your key clients, their needs, drivers and buying behaviours. By knowing how your clients think enables you to target them more effectively.

Marketing tactics

You can’t do it all – even though you may want to! As marketers, resources, time and budget are always stacked against us. Here, marketing tactics drive can the maximum impact possible.

  • Channel identification: Determining the media and locations where your clients are most receptive to receiving marketing messages and content.
  • Activity prioritisation: Tiering marketing opportunities, prioritising critical actions that will drive greater engagement against second priority or nice-to-haves.
  • Marketing messaging: Honing messaging platforms per segment, persona, channel and prioritisation in order to engage authentically and substantially with key audiences.

Marketing deployment

Our marketing professionals can help guide you through kicking off your marketing plan, even if you’re not a marketer! 

  • Calendar development: We collaborate with our clients to build realistic marketing calendars and activity timetables that can be deployed by internal resources.
  • Investment ROI: Working to available budgets and setting realistic ROI expectations that evidence effectiveness and alignment to business and brand goals.
  • Review and adjustment: Periodical review of activities against goals and investment.

Marketing planning that creates impact

At BrandMatters, our reputation is built on our ability to create marketing plans that help launch and build momentum for new and existing brands.

Our latest thinking

Explore our marketing planning insights from our team of brand strategists.

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Contact us to discuss your marking planning needs.

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