Guide to Creating An Effective Marketing Plan
May 1, 2007
Guide to Creating an Effective Marketing Plan

Guide to Creating an Effective Marketing Plan

TABLE OF CONTENTS
INTRODUCTION .....................................................................................................1
What does marketing have to do with highways .................................................... 1 What does marketing really mean ........................................................................... 2 The key to an effective plan ........................................................................................ 3
SECTION ONE: PRELIMINARY TASKS ................................................................4
1.1 Building your team and plan your retreat ............................................................ 4 1.2 Identify your target audience(s) ........................................................................... 5 1.3 Market research ..................................................................................................... 6 1.4 Develop innovation description and mission ..................................................... 6 1.5 Background development ..................................................................................... 7 1.6 Brainstorm marketing strategy and tactics ......................................................... 7 1.7 Brainstorm marketing goals ................................................................................. 8 1.8 Identify methods of monitoring/measuring progress and measurable milestones .............................................................................................................. 8 1.9 Determine budget/availability of marketing funds .............................................. 9
SECTION TWO: BUILD YOUR OUTLINE......................................................................... 9
2.1 Sample outline ........................................................................................................9

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