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An integrated MarComm Plan is a well-researched, highly targeted, closely measured written marketing program that utilizes

• multiple tactics and media,
• coordinated themes and graphics,
• considers database marketing,
• interactive programs,
• direct response vehicles,
• relationship and loyalty building initiatives, and
• includes ways to measure program results.

The integrated MarComm Plan

• tells you what resources need to be devoted to what areas
• helps you add to (or start) your marketing database, where valuable information is captured to enhance existing customer relationships and to develop new customers
• better helps your sales organization achieve their goals
• provides a "baseline" level to evaluate results and helps you plan more successfully with each succeeding year
• helps convince management to "buy into" marketing objectives, strategies, and tactics

The major areas of the plan are as follows:

includes information about your market, company and products, customers and prospects, market size, distribution channels, attitudes, trends, buyer/specifier preferences, strengths, weaknesses, opportunities, threats, competitors, pricing, and past strategies and tactics.

Where can you find information to use during a Situation Analysis?

existing/upgraded database customers sales personnel prospects employees propretary primary research secondary research studies

distributors/dealers media reps and editors competitive sales/financial materials trade associations internet searches government agencies

should be defined related to sales and profitability. Objectives need to be quantified as much as possible (e.g. "we want 50% buyers to be aware of our company name and 35% to have a preference for our brand").

provide overall direction, without going into specifics (tactics). Examples include:

• entering new markets
• changing or expanding product applications
• revising distribution channels
• changing end-user buying habits
• recapture lost customers
• increase sales to small customers
• increase volume to key customers

Tactics encompass all specific programs to help you accomplish your objectives. Examples include direct mail, advertising, sales promotion, relationship marketing, public relations, trade shows, website, newsletters, brochures, post cards, flyers, interactive media, etc.

involves defining WHO is responsible for WHAT, by WHEN, and what it COSTS. Set realistic time frames, budgets, and hold regular meetings (conference calls and net meetings are acceptable) with all concerned, including your Executive Performance account executive, to insure the program is on schedule, and that changes/adjustments can be made, if required, due to evolving market conditions.

by setting measurable benchmarks, you can determine how you did in a given year. Very importantly, this also enables you to create future plans which will be even more productive because you have documented things that work well - and those which have not been as productive. Quantify and qualify inquiries, new business meetings, levels of awareness, cusomter acquisitions and, if possible, sales developed through each specific tactic. Capture this information and profile, classify, and model customers within your database. The information learned here can significantly impact and help you gain new customers in the future.