Attachment_3_-_Marketing_Plan_and_Summary_Template.docx

[date]

[State logo] fy17 marketing plan

01 Jun 17

Submitted To:

National Guard Bureau [Date]

Submitted By:

[Name] [Title]

Point of Contact:

[Name] [Title] [Email] [Phone]

Executive Summary Brief summary of the marketing plan, which should address strengths and weaknesses from prior year’s plans as well as the most important information in this year’s plan. A good Executive Summary provides background information and the conclusion, including the budget requested and the mission priorities, marketing objectives and strategies.

Swot Analysis Complete the chart depicting the strengths, weaknesses, opportunities, and threats and provide a brief analysis describing how these findings have shaped the mission goals and marketing objectives.

· Ex. 100% Tuition Assistance at State Colleges and Universities

WEAKNESSES

· Ex. Officer accession rate

· Ex. No State-funded scholarship program

THREATS

· Ex. Aggressive competition from active component at 4-year colleges

Mission Priorities Brief list of goals that relate to the mission; Include end-strength mission numbers and any other statistics that relate to deficiencies that will be addressed with the marketing plan. This should primarily be detailed, measurable, mission goals.

· Mission Priority #1 (ex. Improve Officer accession rate by 5% to achieve >85% benchmark)

· Mission Priority #2

· Mission Priority #3 Primary areas of focus for fy17 Brief summary or bullet points of other areas of focus. May include Commander’s Intent and/or strategies and tactics that don’t fit in with the objectives above or are not measurable.

· Area of Focus #1 (ex. Focus on College Market)

· Area of Focus #2

· Area of Focus #3 overall marketing and advertising objectives for fy17 Bullet point overview of objectives; Each objective should have bullets listing out strategies for meeting that objective. The objectives and strategies should correspond to and help achieve the mission priorities as well as taking into consideration the Commander’s Intent or Areas of Focus.

· Marketing Objective #1 (ex. Increase the number of qualified leads for Officer accessions)

· Supporting Promotional Strategy (ex. Expand college marketing efforts through digital and social media marketing )

· Supporting Creative Strategy (ex. Highlight educational benefit information in messaging to College students and Recent College graduates)

· Supporting Strategy- (ex. Implement internal marketing strategies to ARNG Soldiers that have recently graduated from college and are OCS eligible)

· Marketing Objective #2

· Supporting Promotional Strategy

· Supporting Creative Strategy

· Supporting Strategy

· Marketing Objective #3

· Supporting Promotional Strategy

· Supporting Creative Strategy

· Supporting Strategy Budget Brief description of the overall budget and any changes from the previous year. This should be the amount you are requesting from NGB based on the needs of your market plan.

Insert pie chart showing budget breakdown below

Current Budget for FY17: $_______

· State allocation: $_______

· State Media Services allocation: $_______

· Strength Readiness Center allocation: $_______

Brief description of marketing mix related to the budget and any significant changes to the mix from previous year (in percentages)

Marketing and Media Summary of Current Marketing and Advertising Activities for FY17 Brief description of overall marketing plan and strategy. Briefly mention what information and/or research helped develop the plan. The first column should include the Mission Priority and the corresponding Marketing Objective, the second column details the overall strategy, creative and promotional strategies, and the final column identifies some of the media elements that will support the strategy. An example is provided in the first row.

· Highlight educational benefit information in messaging to college students and recent college graduates

· Implement internal marketing strategies to ARNG Soldiers that have recently graduated from college and are OCS eligible.

· Facebook ads

· Email blast campaigns

· Mobile ad campaigns

· Direct Mail

Briefly explain any components to the marketing strategy or media elements that are new. In the charts below showing a breakdown of SMSP and State funds, please refer to guidance in NGR 601-1, 7-6, b. for more detailed information on the types of elements that should be integrated into the overall marketing strategy, for example, print, outdoor, out of home, etc. These categories should also be used to create the charts below.

State Media Services Program (optional) This chart may vary from state to state, based on level of planning at this stage. Could be the media calendar re-interpreted in chart form with detailed project costs or a general overview of the types of media that will be purchased and cost expressed as a percentage of the total budget.

State Funds This chart may vary from state to state, based on level of planning. Should be detailed or broken into general categories and estimate projected cost. Recommend providing a pie chart or some other visual representation of budget breakdown.

Analyzing the Effectiveness Brief description of how the state will project and track ROI and the plan for making changes to the marketing plan based on these findings.

Annex(es) The Annex should include a Marketing Plan Summary (including the coversheet), following the template provided below. Most of the information in the Marketing Plan Summary can be copied/pasted from the actual plan. The purpose of the summary is to provide a snapshot of the State Marketing Plan for use by NGB and leadership. Be sure to indicate where more detailed information is provided in the Marketing Plan throughout the summary for quick reference. The Marketing Plan Summary is mandatory.

Recommend including the elements identified in NGR 601-1, 7-6, State Marketing Plan that are not covered in the marketing plan in the annex as well. This could include a detailed market analysis, identification of target audiences, advertising strategy, creative strategy, media plan, and promotional strategy. Refer to NGR 601-1, 7-6 for additional guidance. This may also include any additional information the state would like to provide, including projects, unfunded requests, and justification for certain elements of the marketing plan.

[STATE] ARMY NATIONAL GUARD

[year] marketing plan SUMMARY

Budget To accomplish the marketing objectives and strategies in the plan, the [XX]ARNG is requesting a budget of $XXX,XXX. This amount is/is not comparable to the amount the [XX]ARNG received in FY[XX] including initial and plus-up amounts. Additional budget information is provided on page X of the Marketing Plan.

Requested Budget for FY[XX]: $_______

· State allocation: $_______

· State Media Services allocation: $_______

· Strength Readiness Center allocation: $_______

SWOT Analysis The mission priorities and marketing objectives in the [XX]ARNG Marketing Plan are based on the strengths, weaknesses, opportunities and threats identified in the SWOT Analysis. Briefly describe the most important strengths, weaknesses, opportunities and/or threats. The SWOT Analysis chart is provided on page X of the Marketing Plan.

Marketing and Media

Mission Priority #1:

Creative Strategy for #1

Additional Strategy for #1

Elements for #1

Mission Priority #2:

Creative Strategy for #2

Additional Strategy for #2

Elements for #2

Mission Priority #3:

Creative Strategy for #3

Additional Strategy for #3

Elements for #3

Target Markets

Analyzing the effectiveness For information regarding how [XX]ARNG plans to analyze effectiveness of the plan and return on investment for individual elements please refer to the Marketing Plan as well as SMSP Media Buy information.

Funding Source Budget SMSP State SRSC 395500 449450 10000

FY17 Budget by Category Sales Event High School College RPI General Contingency Current Members Prior Service 100 100 100 100 100 100 100 100

FY17 Budget by Category General Media High Schools Colleges RPI Current Members Contingency 25 22 15 20 8 10 [State] Army National Guard [Year] Marketing Plan image2.jpeg image1.png image4.jpg image3.jpg