Thursday, February 13, 2014

What is a marketing plan?

There are many people in the industry that cannot distinguish between a marketing plan, a communications plan and a media plan. Just this past week, we got an invite to a pitch (which we of course do not do) which included in the five liner brief, “…to map out a 1 year marketing plan.” Isn’t that the client’s job?

In a separate occasion, when asked for a marketing plan in order for us to map out the communication plan for the year, we were given a laundry list of sampling activities in different locations and mediums they plan to use. That’s hardly a marketing plan. 

Understand your role and responsibilities. Educate yourself on your role. That’s how you can be better.

What is a communications plan?

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