Even though it takes time to write a grocery list, most would agree that it is an investment that pays off. When we plan ahead, we stick to what we really need, avoiding distractions and saving money. A marketing plan serves the same purpose, but is so much more.
A marketing plan is a written document that outlines the work your marketing department wants to accomplish in the year (or two, or three) ahead, and is directly tied to your co-op’s overall business goals. Planning toward specific business goals allows you to think strategically about your efforts, and helps you identify and let go of tactics that are not serving the co-op well. Instead of striving to do more of everything (events, ads, press releases, outreach) each year, you can focus in on what gets the results your co-op needs.
No matter what size your co-op is, or how large your marketing budget, the overall goal of a marketing plan is to increase sales and improve profitability while staying true to your mission. This means that in addition to guiding what you will do, the plan also gives you permission to say no to ideas that deviate from your stated goals. Marketing departments rarely have a shortage of rainy day ideas, calls from advertising reps, community requests and suggestions from co-workers. Staying focused on existing plans is easier when you have committed them to paper and shared them with your colleagues.
A great bonus of having a written marketing plan is that it also prompts you to celebrate your successes and analyze your opportunities. Base your plan on specific, measurable goals in order to track how successful your efforts are in a given year. Making sure each goal is measurable may seem like a daunting task, but measuring results provides invaluable feedback. When you reach the average basket size you’ve been aiming for, celebrate! When you fall short on an equity drive, you know when it’s time to change your approach.
Whether you are a seasoned marketing plan writer or you are embarking on your first one, check out NCG’s ready-to-use Marketing Plan Template. The template walks you through all the necessary components of a professional marketing plan, with plenty of room to customize it to meet your unique needs. NCG also provides a variety of Marketing Preferred Practices, including one on planning and budgeting.
Last but not least, be sure to share your marketing plan with staff beyond the marketing department. Not only does it lend professional credibility to your department’s work, it also helps to build staff support for your store’s business goals.
