We Serve Counties, Municipalities and other Non-Profits
Our Marketing Planning Process consists of four stages:
- Market research
- Analysis and planning
- Implementation
- Measuring results
Unfortunately, many organizations skip, or skimp, on one or more of these in order to save money.
The problem is, it doesn’t work — all four stages are necessary.
Market Research
We combine quantitative market research (statistical analysis, graphs, charts) and qualitative market research (interviews, articles, opinions) to give you a balanced and accurate picture.
Our market research toolbox includes:
- Surveys (invite respondents, collect results, analyze, report)
- Interviews of customers, employees, executives, business owners, industry experts, etc.
- Focus groups, round tables, and executive forums
- “Blue sky” (brainstorming) sessions on product / service / program possibilities
- In-depth review of articles, databases, websites, statistics, and market research reports
We can help you:
- Assess markets and current market positions (market size and share of market, channels, growth trends, threats and opportunities)
- Identify stakeholder/member needs and determine which market segments hold the most, and least, attractive potential.
- Find out what residents, members or other “customers” think about your customer service procedures, your sign-up process, your new tag-line, etc.
- Identify political, economic, social, technological, legal and environmental trends that could create problems – or opportunities – for your organization.
Analysis and Planning
The next stage is to develop a marketing strategy that serves your organization’s unique needs. We’ll synthesize and analyze findings; differentiate your organization from competitors; determine your target markets; refine your organization’s value proposition; align management and staff to close performance gaps, and help your organization deliver the value you promise.
Once the marketing strategy is in place, we’ll develop a detailed tactical plan for executing the strategy. This includes marketing channel selection, customer segmentation, product/service mix, promotion, processes, and customer service.
Implementation
Then, we’ll help you execute by translating your marketing plan into action.
Measuring Results
To be successful in the long run, you need to establish metrics to track results and continually refine the approach.
Contact Us now to discuss your market research and planning needs.
