公关英语-撰写市场营销推广计划.doc

How to Write a Marketing Plan
What is a Marketing Plan
A marketing plan provides direction for your marketing activities. Marketing plans need not be long or cost a lot to put together. Think of it as a road map, with detailed directions on how to get to your destination. Sure there may be a few bumps in the road, perhaps a diversion or two, but if the marketing plan is carefully researched, thoughtfully considered and evaluated, it will help the organization achieve its goals. The marketing plan details what you want to accomplish with your marketing strategy and helps you meet your objectives.
The marketing plan:
• Allows the organization to look internally in order to fully understand the impact and results of past marketing decisions.
• Allows the organization to look externally in order to fully understand the market in which it chooses to compete.
• Sets future goals and provides direction for future marketing efforts that everyone in the organization should
understand and support.
• Is a key component in obtaining funding to pursue new initiatives.
A marketing plan includes these elements:
• Summary and Introduction
• Marketing Objectives
• Situation Analysis
• Target Markets
• Strategies
• Tracking and Evaluation
How do I begin? Where do I start?
Summary and Introduction
Your marketing plan should start with an executive summary. The summary gives a quick overview of the main points of the plan. It should be a synopsis of what you have done, what you plan to do, and how you are going to get there.
Although the executive summary appears at the beginning of the plan, you should write it last. Writing the summary is a good opportunity to check that your plan makes sense and that you haven’t missed any important points.
Marketing Objectives
Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment in which you operate in. They should also be linked to your overall business strategy.
For example, suppose your business objectives include increasing visitation by 10 percent over the next year. Your marketing objectives might include targeting a promising or emerging new market segment to help achieve this growth.
As with any strategic initiative a marketing plan should start with objectives. Your marketing objectives will guide your entire marketing initiative and be used for evaluation. Without objectives you may get off-track and will not know when you have reached your ultimate goal.
Your objectives often focus on your specific target market(s). Objectives must:
• Be measurable in quantitative terms, such as number of visitors, sales volume, and so forth. By having quantitative
objectives, you will have a clear target to strive toward and will know when the objective has been achieved.
• Be framed within a specific time period.
• Be outcome based. In other words, what is the end result you are looking for?
Example:
The overall goal of Bisbee’s tourism marketing program is to create enhanced public awareness through a comprehensive marketing campaign that will result in increased overnight visitation. Bisbee has 290 rooms in various hotels, motels and bed & breakfast establishments; they would like to see a 10 percent increase in occupancy. The city also has approximately five dozen retail and service merchants, as well as more than 30 lodging and bar and restaurant establishments; they anticipate an increased economic impact measured through tax revenues, or an additional $500,000. Bisbee’s marketing program has the following objectives:
• Increase overnight visitation from leisure travelers thus positively impacting tax revenues on an annual basis; increase
visitation by 10 percent.
• Increase the length of time visitors stay in Bisbee and convert day trip visitors to overnight visitors thus positively
impacting bed tax revenues; increase length of stay from ½ day to one overnight.
• Promote the community as a viable and worthy destination of choice in the off-season (May through December), especially capitalizing on summer traffic.
• Maximize limited marketing dollars to enhance Bisbee’s desirability as an overnight destination to targeted audiences during the high-season (January through April). Leverage marketing dollars through the TEAM program and identify one new funding source.
Situation Analysis
A situation analysis details the context for your marketing efforts. In this section you will take a close look at the internal and external factors that will influence your marketing strategy, this is called a SWOT analysis. A SWOT analysis combines the external and internal analysis to summarize your Strengths, Weaknesses, Opportunities and Threats.
A strength is an asset or a resource that can be used to improve a community’s competitive position, such as a natural attraction, historic buildings, or a strong retail base. A weakness is just the opposite, a resource or capability that may cause your community to have a less competitive position, which can adversely affect tourism. For instance, empty commercial space or unattractive vacant buildings are categorized as weaknesses. Opportunities are developed from a tourist destination’s strengths, or set of positive circumstances, and can include tourist overflow from a nearby metropolitan city or the opportunity for special events within your community. Threats are viewed as problems that focus on your weaknesses and which can create a potentially negative situation. Depressed commercial activity or a competing tourist destination’s growing summer music festival are examples of threats.
You need to look for opportunities that play to your strengths. You also need to decide what to do about threats to your business and how you can overcome important weaknesses.

INTERNAL EXTERNAL
+ Strengths Opportunities
- Weaknesses Threats

Example:
• Strength: A destination with amazing natural assets;
• Weakness: Hiking paths are in disrepair; creek is dry during summer months;
• Opportunities: Initiate a volunteer tourism program where visitors can help build and maintain trails.
• Threats: Target market also views another town with more dollars to have similar assets.
Your SWOT analysis might help you identify the most promising customers to target. You might decide to look at ways of integrating adventure tourism or volunteer tourism into your marketing programs and use pod casts on the Internet to reach customers. And you might start to investigate ways of raising additional investment to overcome your financial weakness.
This section also considers:
• The rationale for your marketing efforts.
• The resources available within your organization and how these might facilitate or inhibit your marketing strategies
• A review of your past marketing efforts; what was successful and what was not successful. This will help you make decisions regarding your current efforts..
• Trends and recent changes, nationally and regionally, that might influence your marketing strategy. This includes demographic, social, and economic trends.
• Competition analysis. Who are your primary competitors, who are their target markets, what are they offering their visitors? Most importantly, how are you different? Differentiation can be based on numerous factors: price, product, service quality, location, and many others. In this section also consider who are your partners and allies and how can you work with them to achieve your marketing objectives.

Additional Information on Trends
Some of the following trends should be considered as you develop targeted promotions and programs.
• Shorter Trips, Closer to Home: Even more than six years after the events of 9/11, people are still taking shorter trips closer to home, a trend also related to the rising gasoline prices.
• Gen X and Extreme Gen X Markets: Target audiences in these markets are typically coming from short haul destinations or Arizona’s neighboring states. While these travelers do not spend as much money and travel as far as our established affluent Baby Boomer market, they have the potential to do so as they grow into their careers and family lives. By establishing Arizona as a premier travel destination with them now, they will continue to look at vacations in Arizona as they grow older and move into a higher income bracket.
• Empty Nesters and Affluent Boomers: As the Baby Boomer population begins to turn 60, the leisure time they have available for travel increases. This group is the wealthiest, most educated and most well-traveled generation in U.S. history.
• Wellness Travel: In response to this growing domestic trend, AOT has made Arizona’s wellness product offerings more visible to consumers, including advertising featuring spas and outdoor recreation.
• Increased International Travel: Research and visitation numbers show that France, Belgium and the Netherlands present an emerging opportunity for Arizona. In addition to these new markets, China continues to grow in importance as the tourism market of the future. While it is not a primary international market for FY08, it is on the radar screen for future international marketing development. • Culinary Tourism: Culinary travelers, defined as those who travel for unique and memorable eating or drinking experiences, make up roughly one-fifth of the U.S. leisure traveling population. Compared to the average leisure traveler, wine and culinary travelers are more affluent, better educated, and take part in more activities while traveling, making this a large, active, and lucrative market for destinations and other travel marketers.
• Web-Based Travel Research and Planning: More and more travelers turn to the Internet for information on travel destinations, room rates and availability, booking and other travel options.
Target Markets
The concept of target markets is one of the most basic, yet most important aspects of marketing. There is no such thing as the “general public.” It is unrealistic to think that you can attract everyone. Defining your target market helps you decide where to commit resources and what kinds of promotional methods and messages to use. Define your target market(s) specifically in terms of:
• demographics: age, income, marital status, employment status.
• psychographics: reads magazines, attends sporting or cultural events, dines out once a month, member of a frequent
flyer club.
• residence: where does your market live?
• social group: affluent couples without children, affluent families with one or more kids, young families with one or more children, singles.
• activities: what do they want to do, includes vacation versus business travelers, visiting friends and family versus strictly vacation travel, as well as specific activities such as visiting cultural sites, resort visits, and golf
• motives or benefits: what are people trying to get out of their trip, what are they looking for?
• past experience: have the people in your market visited your area before (i.e., repeat visitors) or are they first time visitors?
• planning frame: how far in advance do people in your market plan their trips; one week, one month, or are they spontaneous?

Example:
The following are examples of selection of target markets based on demographics, residence (geographic location), and activities.
With limited resources Bisbee plans to target in-state metropolitan markets with an emphasis on Tucson and Phoenix. Tucson is only 90 minutes from Bisbee and Phoenix is three hours. Bisbee plans to target the lucrative niche markets of the historic heritage and cultural arts traveler. According to a study conducted by Northern Arizona University, 70 percent of the visitors have an annual household income above $50,000 and an average age of 52 years, and 36 percent are from Arizona.
Kingman focuses primarily on the domestic market. Their out-of-state markets tend to be within the Western region, mostly the neighboring states of Nevada, California, Utah and New Mexico – visitors mainly travel by automobile. They specifically target residents and visitors in the Colorado River region of Arizona and Nevada with a winter campaign. They also incorporate a few advertising projects that reach a national audience with an emphasis on reaching culture and heritage travelers and automobile enthusiasts. In addition, they also target the in-state drive markets with an emphasis on Route 66 oriented travel.
Prescott targets cultural heritage tourists, outdoor enthusiasts, and climate-conscious travelers who match their demographic profile. Prescott area lodging organizations estimate that more than 75 percent of their visitors come from the Phoenix metro area. The area is also accessible for those traveling by automobile from the contiguous states of California, New Mexico, Nevada, Colorado and Texas. They target mature travelers with time and discretionary income.
Strategies
Strategies are simply action plans that detail how the marketing variables of product, price, place and promotion (commonly referred to as the four Ps of marketing) are used to attain the marketing plan’s annual objectives and overall strategies.
Your marketing plan is how you put your marketing strategy into practice. It’s worth highlighting the main points of your strategy in your marketing plan.
To understand the market well, you will need to break it down into different segments – groups of similar customers or travelers. For example, you can break the business market down into businesses of the same size and in the same sector.
For each segment, you need to look at what customers want, what you can offer and what the competition is like. You want to identify segments where you have a competitive advantage. At the same time, you should assess whether you can expect high enough sales to make the segment worthwhile.
Often the most promising segments are those where you have existing customers. If you are targeting new customers, you need to be sure that you will be able to reach them.
Once you have decided what your target market is, you also need to decide how you will position yourself in it. For example, you might offer a high quality product at a premium price or a flexible local service. Some businesses try to build a strong brand and image to help them stand out. Whatever your strategy, you want to differentiate yourself from the competition.
Plan your marketing tactics
Once you have decided what your marketing objectives are, and your strategy for meeting them, you need to plan how you will make the strategy a reality.
This section should incorporate your target markets, especially those that are primary. Consider the four Ps:
• Product: specifically define what you are offering your visitors, and how it is different from what is offered by others.
•