Session 11 - Creating your marketing plan

In our first session, we had a look at the definition of marketing and read a few articles on why we should create a marketing plan. The reason we create a marketing plan is to get clear objectives as to what we want  to achieve with a particular marketing campaign and be able to measure our success.

Today we are going to create our marketing plan with the second stage being to create the marketing material defined in our plan.

You may use a template to create your marketing plan (see link from week 1) or you use the headings in the Our Community website link.

Week 1 link - Australian Government Business.gov.au
http://www.business.gov.au/business-topics/templates-and-downloads/Pages/marketing-plan-template-and-guide.aspx

Our Community - Not for profit organisations
http://www.ourcommunity.com.au/marketing/marketing_article.jsp?articleId=1510

Assessment Task 1 - GROUP TASK

Your Assessment Task is to create a Marketing Plan and then produce marketing materials for a particular scenario. Your marketing plan should include details of at least 4 print based materials, which you will each have to create for Assessment Task 2, plus 2 other items of promotional material, which we will look at next week. You are to choose from one of the scenarios below.

Decide as a group which scenario you would like to do and work on creating the marketing plan in SMALL GROUPS using a shared document on Google Drive, or any other approved sharing tool. 

DO NOT DELETE ANOTHER PERSONS WORK - Just add your ideas underneath. Once everyone in the group has contributed, you can decide on what needs to stay to finalise your marketing plan.

1.     You work in a primary school library. The State Government has allocated funds and built the school a new resource centre. In typical Government style, they built the centre, but did not provide sufficient funds to adequately resource the new centre. You need to create a marketing plan and promotional material that will allow you to raise funds for the resource centre. You initial aim is to raise $20,000. You may make any reasonable assumptions about the organisation and goals.

2.    You work for a public library located in a growth corridor of Melbourne. Although the library is quite successful, you have noticed that there has been a drop in the number of young people who have been using the library. You need to create a marketing plan and promotional materials to promote the library as a fun place to visit.

3.    You work for a public library located in a growth corridor of Melbourne. Although the library is quite successful, you have noticed that there has been a drop in the number of older people who have been using the library (60+). You need to create a marketing plan and promotional materials to promote the library as a place where older community members are welcome and catered for.

4.    You work in a Secondary College library in what would be considered a disadvantaged area. The problem is that the culture of the demographic is that it is extremely “uncool” to visit the library, and students who regularly stay to study there have been the victims of some bullying and name calling. You need to create a marketing plan and promotional material to change this attitude and increase the popularity of the library.

5.    You work in the library of a well-known and respected University that has a large number of International students. Your job is to create a marketing plan and promotional material that can be included in a “welcome pack” for new students. It needs to have a focus on International students, but should also be suitable for all new students.

To start with, you will need to come up with a name for your organisation and some fictional background information (fictional, but must sound real).