Strategy and Planning
Strategy and planning works at a number of different levels. A lot depends on the starting point and sometimes that means we get involved with business planning too. We are happy to do that – it helps ensure that the strategic or tactical plan is properly lined up with business objectives.
- Strategic planning helps inform the ‘what’ and the ‘why’ that drives marketing activity. Based on clear business objectives such as raising brand awareness, new customer acquisition, building more valuable relationships with your customers or simply driving more sales this type of plan defines the shape of campaign that is required to deliver those objectives. It covers the medium to longer term. Specifically it defines the channel mix and brand strategy that, at the campaign level, informs media planning and creative development.
- Tactical planning is generally concerned with the short to medium term – it defines the ‘how’ – an integrated tactical plan that delivers specific campaign objectives. Getting it right requires a creative and analytical approach – that’s the left and right hand side of the brain bit. The plan needs to be based on a clear understanding of the customer – customer insight must be at the heart of everything. At the same time an element of top down planning helps ensure that the tactical plan actually does deliver on business objectives – and the approach to measurement supports this.
We take a structured approach to strategy and planning by applying the SOSTAC® model. There are six steps;
- Situation Analysis – where are we now?
- Objectives – where do we want to be?
- Strategy – what do we need to do?
- Tactics – how are we going to do it?
- Actions – who does what and when?
- Control – how are we going to measure it?
We will develop a plan that you can take forward and we will address the different delivery options as part of the planning process. We are happy working with internal teams, external agencies and we can help you develop an agency and supplier structure appropriate to your needs so that you get the expertise and structure you really need to make things happen.
