The Marketing Plan is the most important document in guiding the marketing team to achieve the business goals of an organization. The marketing planning process is critical to the success of the entire marketing team. Developing a successful plan is both an art and a science, involving the knowledge of what goes into a plan, how to craft it, and utilizing strong management and collaboration skills to effectively communicate and execute it.
This one-day interactive seminar is ideal for emergent marketing managers — those who are moving up in their organization to a position which requires more strategic thinking and leading a team to implementation. It’s also ideal for those who need a refresher, as they move into the intense marketing planning period of their calendar.
In this seminar you will learn and practice the essentials of what goes into a successful marketing plan and how to approach the challenge of preparing it and sharing it with your team and the organization.
- Overview of the contents and elements of a marketing plan
- Steps involved in developing the plan
- Key components of an effective plan
- Review tools and resources available for marketing planning
- How to summarize the situation analysis and understand the target market and segments
- Approaches to formulate budget allocation and build the marketing forecast
- How to establish the evaluation framework and conditions in order to measure success.
All of the above topics are complimented with examples and exercises for participants to practice approaches and tools.
Rich Content Marketing Communications
Richard Toker is a solutions focused marketing consultant, educator and facilitator. Since launching Rich Content in 2008 he has worked on a diverse range of client projects from direct and digital communications for major restaurant chains, to the development of a customer lifecycle eCRM program for a major global PC manufacturer, marketing planning for a major financial institution, and web site strategy and development for a Toronto non-profit organization.
Prior to starting Rich Content, Richard was Director, Direct & Digital Marketing at Rogers Communications. And prior to that,Richard spent almost 20 years in the advertising business at Ogilvy & Mather, McCann Erickson, Cossette, Draft, and Bimm.
As a consultant he brings insight in consumer and B2B marketing from experience on brands such as American Express, HP, IBM, HSBC, Pitney Bowes, Fuji, Goodyear, Lexus, Bell, Rogers, Telus, Ontario Lottery and Scotiabank.
As an educator Richard has been a member of the CMA Education Committee (currently Chair), author and instructor of the Direct Marketing Certificate program since 2003, and has taught in the CAAP program at the Institute of Communication Agencies for more than 15 years, and at the York University Executive Development Program. He also has spoken at CMA events and has been a judge at the CMA awards – one or two of which he has won over the years.
Dates / Pricing
Date: August 9, 2016
Time: 9:00 a.m. – 4:30 p.m.
The Advocates' Society
250 Yonge Street
CMA Member: $645 | Regular: $845
CMA Member, Team*: $595 | Regular, Team*: $795
*Three or more registrations must be received at the same time.