7-Sentence Marketing Plan Worksheet

 

A 7-Sentence Marketing Plan answers the following questions:

 

Sentence 1: What is the purpose of your marketing?

Sentence 2: How will you accomplish your purpose?

Sentence 3: Who is your target market?

Sentence 4: What is your niche in the marketplace?

Sentence 5: What tools and tactics will you use to carry out your marketing?

Sentence 6: What is your business identity?

Sentence 7: How will you measure success and allocate time and budget?

 

Create a Plan

 

Using this worksheet and the slide presentation, create a 7-sentence marketing plan for the following scenario.

 

You have been hired by a book publisher to promote the assigned book. The publisher would like you ensure people know about the title, that they find it appealing and engage in some way (i.e., share it on Facebook, add it to their shelf on Goodreads, recommend it to others or take some other action that suggests they are considering reading/buying the book), and of course actually buy the book.

1. The purpose of our marketing is:

  1. a) Provide a basic description of what you want to do and why
  2. b) Identify the goals for your campaign.

 

 

  • Reach a new audience
  • Promote an event
  • Build excitement prior to event
  • Get people to take a particular action (contest entries, voting, download file, buy, sign-up)
  • Draw traffic to a particular URL
  • Build your email list
  • Solicit (donations, ideas, etc.)
  • Get supports to solicit for you
  • Recruit volunteers
  • Establish author as an expert on a cause/issue
  • Get your audience to talk to each other
  • Keep supporters updated on happenings
  • Build a community around an event/topic
  • Disseminate information on an issue/topic
  • Recruit new members, advocates, patrons
  • Tell stories about your work
  • Get press coverage
  • Connect with other like-minded organizations
  • Gather photos/video from supporters
  • Change people’s hearts/minds on particular issue
  • Understand what people are saying about you
  • Keep updated on a particular issue
  • Get sales
  • Drive people into a store (special offers, coupons)
  • Other ….

 

 

Your goals must:

  • Align with the assignment.
  • Be clear and specific.
  • Have a reasonable estimate (#,%, or other measurement value).

For example, a non-profit holding a fundraising event in three major cities might have any of the following goals:

  • Build excitement prior to event to sell 75% of ticket in advance.
  • Get 1500 people to sign a petition.
  • Increase traffic to the event URL by 300% over the next three days.
  • Build up the email list by 10%.
  • Solicit (donations, ideas, etc.) from 20 people at the event.
  • Get 10% of supports to refer a friend.
  • Recruit 5 new volunteers at the event.
  • Get 25 press mentions.
  • Gather 100 photos/video from supporters.

2. I will accomplish my goals by:

Based on your top three goals, give a clear overview of what marketing actions you will use to reach each goal. You will provide full details on the tools and specific tactics in Sentence 5. This is an overview.

  • Each goal must have associated actions (often 3–5).
  • Offer an explanation of why you think these marketing actions will help achieve the goal.
  • As this is an online marketing course, focus on online marketing actions or on the integration of online/offline actions.

Our non-profit example might look like this:

Goal 1: Promote a fundraising event in three major cities.

  • Outreach and publicity to influential bloggers who can spread the word to their fan base because that will increase the number of people we can reach.
  • Post the event on Facebook because it offers an easy way for people to share the event with friends who might not already know about the event.
  • Encourage people to RSVP to the event and on the Thank You page prompt them to Add the event to their calendar (so they remember to come), and/or share it on Facebook or tweet it, because if it’s easy to share, people are more likely to take that action, and they most likely want their friends to know about it and to come. This helps us spread the word.

Goal 2: Get 1500 people to sign a petition.

  • [insert bullet points]

Goal 3: Build up the email list by 10%.

  • [insert bullet points]

 

In the second draft of this assignment, you also will provide a grid.

 

GoalsActions That Will Achieve the GoalWhyDesired Audience ResponseKPIs
goal 1marketing tools and tactics used to achieve goal 1why these tools and tactics are appropriate for achieving goal 1list all desired customer responses to the marketing actions associated with goal 1list the metrics associated with each response
goal 2marketing tools and tactics used to achieve goal 2why these tools and tactics are appropriate for achieving goal 2list all desired customer responses to the marketing actions associated with goal 2list the metrics associated with each response
goal 3marketing tools and tactics used to achieve goal 3why these tools and tactics are appropriate for achieving goal 3list all desired customer responses to the marketing actions associated with goal 3list the metrics associated with each response

 

A portion of our non-profit example might look like this:

 

GoalActionResponseKPI
10 mentions from influential blogs per city.Publicity and blogger outreach.Open email.

Click through to event.

Share event.

Write story about event.

Request interview.

# email opens.

% email CTR.

# shares.

# story mentions.

# requests.

 

 

3. The author’s target audience (or audiences) is:

  • Who are the people you want to reach (make a list of primary audience information: what kind of people are they, types of shared characteristics, demographics, etc.)
  • Who are the people you could reach online (of those in your primary group, who uses social media, email, etc.)
  • What social media channels does your audience use?

 

In addition to the broad strokes above, develop a persona.

  • A persona is a person who is representative of a primary audience member (see the worksheet mentioned in the Persona Assignment)
    • Professional and personal background.
    • Technical background.
    • Favourite websites (three URLs and why they like each site).
    • Needs/wants.

4. The author’s niche in the marketplace is:

  • Use the SPHERE acronym to explain why the audience will care about the author, event, or thing you are promoting. In particular, consider:
    • What makes the author special? Why does your target audience like this author?
    • What’s the hook? Catch phrase? Or one-line sales pitch?
    • What makes the author stand out? What do they do better than the others do?
    • Why should someone choose your author’s book over someone else?
  • Provide 3 comp titles. These are titles published within the last 3 years that are similar or in direct competition with the title you are promoting. List the Title, Author Name, Publisher, Publication Date, List Price from the Publisher Website (not from Amazon) and the Binding (Hardcover, Paperback, eBook, etc).
  • Include 1-2 sentences for each comp title on why someone who likes that title would also consider buying yours.
  • Research the comp authors. Including name, author website URL (if applicable) and what tools or tactics they are using (i.e., Facebook page, Twitter, blog, email. Where applicable note the follower numbers or how frequently they post updates.

5. The tools and tactics I plan to employ are:

  • Based on Sentences 1 and 2, list all the possible tools or tactics that could be used to meet your desired goals. See the Conversation Prism.
    • You must clearly align the goals, actions and tools/tactics
    • Identify how you will use the tools to meet the goal, and be clear if the tool is already in use by the author or publisher (i.e., Facebook, Twitter, blogging, photo sharing, video sharing, email newsletter)
    • Consider what assets are available for promoting the event (before, during, and after): photos, videos, email?

Our non-profit example might look like this:

Goal 1: Promote a fundraising event in three major cities:

  • Outreach and publicity to influential bloggers who can spread the word to their fan base because that will increase the number of people we can reach
    • Blogger outreach: Four weeks before the event, I will send out emails to bloggers (for example [insert blogurl], [blogurl], [blogurl]) inviting them to come to the event and asking if they would share the event with their followers. I’ll include links to the following:
      • A press release on PRWeb.
      • Media resources page with photos, videos, and links for bloggers to easily re-purpose in their posts.
      • A Facebook event page and RSVP page.
    • Post the event on Facebook because it offers an easy way for people to share the event with friends who might not already know about the event.
      • Facebook event posting with Who, What, When, Where. With images and a map. (insert screenshot of sample event page)
      • Get the charity (who already has a Facebook account with ### followers) to share the event and post about it.
      • Use my personal Facebook profile to share the event.
    • Third action here.
      • Add tools and tactics (be as detailed as possible)

Goal 2: Get 1500 people to sign a petition:

  • [insert bullet points]

Goal 3: Build up the email list by 10%:

  • [insert bullet points]

6. The identity or positioning for this title/promotion is:

  • Describe in a few sentences the feelings the publisher and author want to evoke with the book cover design and book description. (Does the cover design look like it’s focusing on a male audience or female audience or both? What feelings are evoked by the description: knowledge, excitement, controversy.)
  • Explain how your marketing actions will also evoke similar traits. For example, if the book is a murder mystery, how will the author events also convey a sense of mystery. If you are running a contest, how will the artwork use elements of the cover design?

Our non-profit example might look like this:

The Five-Star Charity Drive awards five scholarships to deserving high school students who show remarkable determination in battling bullying, abuse, illness, or other adversity. These are students with hearts of gold.

The event will be inspirational, chicken-soup-for-the-soul style of evening with warm-hearted stories.

The marketing materials will be kind, gentle, and sensitive. Professional, with soft colours, like those used by many inspirational blogs and publications such as Bentlilly.com and NamastePublishing.com.

Attendees with come to the event anticipating a celebration and they will leave feeling happy and light hearted. They will want to share their experience and ideally will offer a donation to the non-profit to support our on-going work.

We will encourage conversation, collaboration, and community as noted in [insert relevant points from plan].

 

In Draft 2, you will also include a Sales Handle.

  • This is a 25-40 word description of the book that frames the title in the mind of the book buyer, media reviewer, bookseller, blogger, etc.
  • It answers what is it, who is it for and what’s noteworthy or special about the title. See unit 8 supplement on Pitching Media.

7. The resources I plan to devote to this marketing are:

  • How much time and money will you spend on marketing/communication tasks for each goal?
  • Provide a cost breakdown for all tactics identified in #5.
  • TIP: Make sure the info here is in the same order as the grid view in #2 and accounts for all activities described in #5.

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7-Sentence Marketing Plan Worksheet

 

A 7-Sentence Marketing Plan answers the following questions:

 

Sentence 1: What is the purpose of your marketing?

Sentence 2: How will you accomplish your purpose?

Sentence 3: Who is your target market?

Sentence 4: What is your niche in the marketplace?

Sentence 5: What tools and tactics will you use to carry out your marketing?

Sentence 6: What is your business identity?

Sentence 7: How will you measure success and allocate time and budget?

 

Create a Plan

 

Using this worksheet and the slide presentation, create a 7-sentence marketing plan for the following scenario.

 

You have been hired by a book publisher to promote the assigned book. The publisher would like you ensure people know about the title, that they find it appealing and engage in some way (i.e., share it on Facebook, add it to their shelf on Goodreads, recommend it to others or take some other action that suggests they are considering reading/buying the book), and of course actually buy the book.

1. The purpose of our marketing is:

  1. a) Provide a basic description of what you want to do and why
  2. b) Identify the goals for your campaign.

 

 

  • Reach a new audience
  • Promote an event
  • Build excitement prior to event
  • Get people to take a particular action (contest entries, voting, download file, buy, sign-up)
  • Draw traffic to a particular URL
  • Build your email list
  • Solicit (donations, ideas, etc.)
  • Get supports to solicit for you
  • Recruit volunteers
  • Establish author as an expert on a cause/issue
  • Get your audience to talk to each other
  • Keep supporters updated on happenings
  • Build a community around an event/topic
  • Disseminate information on an issue/topic
  • Recruit new members, advocates, patrons
  • Tell stories about your work
  • Get press coverage
  • Connect with other like-minded organizations
  • Gather photos/video from supporters
  • Change people’s hearts/minds on particular issue
  • Understand what people are saying about you
  • Keep updated on a particular issue
  • Get sales
  • Drive people into a store (special offers, coupons)
  • Other ….

 

 

Your goals must:

  • Align with the assignment.
  • Be clear and specific.
  • Have a reasonable estimate (#,%, or other measurement value).

For example, a non-profit holding a fundraising event in three major cities might have any of the following goals:

  • Build excitement prior to event to sell 75% of ticket in advance.
  • Get 1500 people to sign a petition.
  • Increase traffic to the event URL by 300% over the next three days.
  • Build up the email list by 10%.
  • Solicit (donations, ideas, etc.) from 20 people at the event.
  • Get 10% of supports to refer a friend.
  • Recruit 5 new volunteers at the event.
  • Get 25 press mentions.
  • Gather 100 photos/video from supporters.

2. I will accomplish my goals by:

Based on your top three goals, give a clear overview of what marketing actions you will use to reach each goal. You will provide full details on the tools and specific tactics in Sentence 5. This is an overview.

  • Each goal must have associated actions (often 3–5).
  • Offer an explanation of why you think these marketing actions will help achieve the goal.
  • As this is an online marketing course, focus on online marketing actions or on the integration of online/offline actions.

Our non-profit example might look like this:

Goal 1: Promote a fundraising event in three major cities.

  • Outreach and publicity to influential bloggers who can spread the word to their fan base because that will increase the number of people we can reach.
  • Post the event on Facebook because it offers an easy way for people to share the event with friends who might not already know about the event.
  • Encourage people to RSVP to the event and on the Thank You page prompt them to Add the event to their calendar (so they remember to come), and/or share it on Facebook or tweet it, because if it’s easy to share, people are more likely to take that action, and they most likely want their friends to know about it and to come. This helps us spread the word.

Goal 2: Get 1500 people to sign a petition.

  • [insert bullet points]

Goal 3: Build up the email list by 10%.

  • [insert bullet points]

 

In the second draft of this assignment, you also will provide a grid.

 

GoalsActions That Will Achieve the GoalWhyDesired Audience ResponseKPIs
goal 1marketing tools and tactics used to achieve goal 1why these tools and tactics are appropriate for achieving goal 1list all desired customer responses to the marketing actions associated with goal 1list the metrics associated with each response
goal 2marketing tools and tactics used to achieve goal 2why these tools and tactics are appropriate for achieving goal 2list all desired customer responses to the marketing actions associated with goal 2list the metrics associated with each response
goal 3marketing tools and tactics used to achieve goal 3why these tools and tactics are appropriate for achieving goal 3list all desired customer responses to the marketing actions associated with goal 3list the metrics associated with each response

 

A portion of our non-profit example might look like this:

 

GoalActionResponseKPI
10 mentions from influential blogs per city.Publicity and blogger outreach.Open email.

Click through to event.

Share event.

Write story about event.

Request interview.

# email opens.

% email CTR.

# shares.

# story mentions.

# requests.

 

 

3. The author’s target audience (or audiences) is:

  • Who are the people you want to reach (make a list of primary audience information: what kind of people are they, types of shared characteristics, demographics, etc.)
  • Who are the people you could reach online (of those in your primary group, who uses social media, email, etc.)
  • What social media channels does your audience use?

 

In addition to the broad strokes above, develop a persona.

  • A persona is a person who is representative of a primary audience member (see the worksheet mentioned in the Persona Assignment)
    • Professional and personal background.
    • Technical background.
    • Favourite websites (three URLs and why they like each site).
    • Needs/wants.

4. The author’s niche in the marketplace is:

  • Use the SPHERE acronym to explain why the audience will care about the author, event, or thing you are promoting. In particular, consider:
    • What makes the author special? Why does your target audience like this author?
    • What’s the hook? Catch phrase? Or one-line sales pitch?
    • What makes the author stand out? What do they do better than the others do?
    • Why should someone choose your author’s book over someone else?
  • Provide 3 comp titles. These are titles published within the last 3 years that are similar or in direct competition with the title you are promoting. List the Title, Author Name, Publisher, Publication Date, List Price from the Publisher Website (not from Amazon) and the Binding (Hardcover, Paperback, eBook, etc).
  • Include 1-2 sentences for each comp title on why someone who likes that title would also consider buying yours.
  • Research the comp authors. Including name, author website URL (if applicable) and what tools or tactics they are using (i.e., Facebook page, Twitter, blog, email. Where applicable note the follower numbers or how frequently they post updates.

5. The tools and tactics I plan to employ are:

  • Based on Sentences 1 and 2, list all the possible tools or tactics that could be used to meet your desired goals. See the Conversation Prism.
    • You must clearly align the goals, actions and tools/tactics
    • Identify how you will use the tools to meet the goal, and be clear if the tool is already in use by the author or publisher (i.e., Facebook, Twitter, blogging, photo sharing, video sharing, email newsletter)
    • Consider what assets are available for promoting the event (before, during, and after): photos, videos, email?

Our non-profit example might look like this:

Goal 1: Promote a fundraising event in three major cities:

  • Outreach and publicity to influential bloggers who can spread the word to their fan base because that will increase the number of people we can reach
    • Blogger outreach: Four weeks before the event, I will send out emails to bloggers (for example [insert blogurl], [blogurl], [blogurl]) inviting them to come to the event and asking if they would share the event with their followers. I’ll include links to the following:
      • A press release on PRWeb.
      • Media resources page with photos, videos, and links for bloggers to easily re-purpose in their posts.
      • A Facebook event page and RSVP page.
    • Post the event on Facebook because it offers an easy way for people to share the event with friends who might not already know about the event.
      • Facebook event posting with Who, What, When, Where. With images and a map. (insert screenshot of sample event page)
      • Get the charity (who already has a Facebook account with ### followers) to share the event and post about it.
      • Use my personal Facebook profile to share the event.
    • Third action here.
      • Add tools and tactics (be as detailed as possible)

Goal 2: Get 1500 people to sign a petition:

  • [insert bullet points]

Goal 3: Build up the email list by 10%:

  • [insert bullet points]

6. The identity or positioning for this title/promotion is:

  • Describe in a few sentences the feelings the publisher and author want to evoke with the book cover design and book description. (Does the cover design look like it’s focusing on a male audience or female audience or both? What feelings are evoked by the description: knowledge, excitement, controversy.)
  • Explain how your marketing actions will also evoke similar traits. For example, if the book is a murder mystery, how will the author events also convey a sense of mystery. If you are running a contest, how will the artwork use elements of the cover design?

Our non-profit example might look like this:

The Five-Star Charity Drive awards five scholarships to deserving high school students who show remarkable determination in battling bullying, abuse, illness, or other adversity. These are students with hearts of gold.

The event will be inspirational, chicken-soup-for-the-soul style of evening with warm-hearted stories.

The marketing materials will be kind, gentle, and sensitive. Professional, with soft colours, like those used by many inspirational blogs and publications such as Bentlilly.com and NamastePublishing.com.

Attendees with come to the event anticipating a celebration and they will leave feeling happy and light hearted. They will want to share their experience and ideally will offer a donation to the non-profit to support our on-going work.

We will encourage conversation, collaboration, and community as noted in [insert relevant points from plan].

 

In Draft 2, you will also include a Sales Handle.

  • This is a 25-40 word description of the book that frames the title in the mind of the book buyer, media reviewer, bookseller, blogger, etc.
  • It answers what is it, who is it for and what’s noteworthy or special about the title. See unit 8 supplement on Pitching Media.

7. The resources I plan to devote to this marketing are:

  • How much time and money will you spend on marketing/communication tasks for each goal?
  • Provide a cost breakdown for all tactics identified in #5.
  • TIP: Make sure the info here is in the same order as the grid view in #2 and accounts for all activities described in #5.

Leave a Reply

Your email address will not be published. Required fields are marked *