special Thanks to all the Veterans for your courage, strength, and service to our great nation this veterans day
strategic plans that grow your business
 The last few months of the year are generally the months when businesses work on strategic planning and budgeting for the upcoming calendar year. Planting seeds so to speak. And for many business owners and managers, the task can seem overwhelming!
Strategic Planning helps save money when you set solid goals and develop your plan with checklists for your target markets, brand messages and budget. By setting up these checklists, you have an easy decision making guide process to follow and you will be less likely to make impulsive decisions or follow paths that will draw you away from goal conversion.
The overall strategic plan is supported by sub-plans for each functional area. The strategic marketing plan will define how the marketing department will support the overall plan and aid in accomplishing the stated goals. These sub-plans cannot be created in silos, but rather all departments must coordinate their efforts to ensure the plans are integrated and working toward the same end. As an example, if the overall plan includes the introduction of a new product in 2011, marketing must work with operations to learn product features and the timetable for release so that it may create packaging, sales materials, update web content, plan advertising campaigns, etc. Marketing must also coordinate with finance to ensure that funds are available for these programs.
In its’ supporting role, the strategic marketing plan should include the following elements:
1. A clear definition of the target markets. These targets may be different by product or service and may be narrow or broad, depending on your needs. You may also define secondary and/or tertiary markets, if appropriate. Consider geography, demographics, preferences/”likes” and behavioral restrictions. The majority of marketing efforts should focus on this group (or groups) and use the appropriate messages and channels for the group. Generally, the more defined your target is, the higher the conversion rate will be.
2. A detailed list of action items to accomplish the plan.
3. Assign budget dollars to each task or set of tasks and assign a team member to be responsible for managing to the budget.
4. Resources and due dates must be assigned, and teams built to coordinate efforts.
5. Define measurement & review checkpoints to keep the project on track.
A strategic marketing plan is a living document, like a plant. Results should be reviewed on an ongoing basis and tasks, focus and budget adjusted to ensure goals are met. Integration and coordination are key to an effective plan. A well thought out strategic plan is an asset and should help you manage to the bottom line and grow your business.
We’re Getting Warmer!!
 The vitalink coats and blankets drive to support the Raleigh Rescue Mission officially started on Monday, November 8 and runs through the end of November. We’ve already collected a number of coats and blankets, as well as some cash donations, but we still need your help. Please drop off your donations to our office or one of our partners!
We now have seven partners helping us to meet the needs of the homeless this winter and encouraging their employees, clients and vendors to support the Raleigh Rescue Mission or their local shelter. A huge THANK YOU to the following folks:
• The News & Observer
• Ingleside Farm
• David Allen Company
• Catalyst Group
• Leone Noble & Seate
• Fearrington Plastic Surgery
• dermatech aesthetics
Read more about the coats and blankets drive to see how you can help!
Thanksgiving bits & Bites
The first Thanksgiving was held in 1621 by the pilgrims to give thanks to God for their survival in a harsh new country. According to historical records, the celebration lasted three days and included 53 pilgrims and 90 Native Americans.
Thanksgiving, as we know it, was officially made a national holiday in 1863. Over the years, the holiday has evolved and new traditions have begun. According to About.com, there are five traditions we Americans enjoy:
1. Turkey and pumpkin pie! Almost 95% of Americans eat turkey and the trimmings.
2. Football. Need we say more?
3. Parades: local parades are popular, as is the Macy’s parade. This parade started in 1924 and now draws 46 million viewers.
4. Fighting over the wishbone – greasy as it may be, lots of folks still want to break the bone to get their wish!
5. And, of course, giving thanks – that’s what the holiday is all about.
We hope you have a great Thanksgiving!
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