• Snow B. Designs

It's 2020. Let's Talk About Your Marketing Plan!

Updated: Jan 23

Top-notch marketing should be organized, meaningful, and in line with the heart of your business. Done well, marketing provides an inspiring message that makes your customers fall in love and your employees feel proud.

With Heart of the Rose we started with a two-hour discovery meeting with the alternative healing center's two founders to gain info for logo design and branding. After finalizing the new logo, we developed a style guide which defined the company's mission statement and tone direction for marketing copy, logo standards, a color palette, fonts, and stylized photography direction. From there, marketing deliverables such as social media posts, website design, and print collateral can be designed with a consistent look.

Step 1: Develop Your Brand

Taking the time to get clear on your company's core values and purpose will set the tone for your brand's aesthetic. Through discovery meetings, we can help you define your purpose and gain clarity on the positive values that drive your team. These insights are then translated in a number of ways. Visually, they influence your logo, fonts, and color usage, which are organized into a style guide that gives clear instructions to graphic designers who may work with your company. A consistent aesthetic is immensely powerful for your branding.

Verbally, they expand to bodies of copy that describe your business and define the voice to use throughout your marketing materials. Eventually, this work will also lead into the marketing plan we develop and will help you to choose where and how to advertise your services. Good branding allows the heart of your company to shine.

Print collateral, style guides and digital ad strategy documents for SBD clients.

Step 2: Lay Out Your Options

After reviewing different advertising options for your industry and getting your feedback about what resonates with your business and budget, we'll create a presentation that allows you to clearly see your options and where your dollars are going. This part of the process helps you to make decisions about where focus should be increased or decreased. Do you need more attention on event marketing? Are you doing community-related activities that make sense with your company's values? Once these decisions are made, we organize steps, costs and timelines into a project management system which allows us to work as a team to make it all come together.

After vetting project management software, we settled on Monday.com for its ease of use and extensive, time, budget and notification features. Here is an example of a client board showing some deliverables for their marketing plan.

Step 3: Define Creative Themes to Flow Through Ad Campaigns

To keep a cohesive message throughout your materials, themes are an excellent tool. Themes can be developed by choosing just three words to define the overall tone of your brand, which can then be applied to trimesters or quarters. These words are consistently referred back to as we design your marketing, and this will result in campaigns that work together throughout the year to strengthen your key messaging.

Step 4: Outline Marketing Goals

In order to organize your plan further and increase success rate of your campaigns, we break out marketing goals for each campaign and for your overall marketing plan into three categories: high-level goals, mid-level goals, and action items. You can set goals based on tracking data you've already gathered from previous campaigns or define new goals starting from scratch. Below are a few examples of marketing goals by category.

High Level Goals

- Customer loyalty through understanding and relating to the brand’s core messages defined in your branding stage

Mid-Level Goals

- A complete rebrand/revamp of a specific department of your company

- More referrals from past clients

Action Items (support your long and mid-term goals)

- Add 500 new eNews subscribers

- Add 5 new projects to the website

- Hold 3 company sponsored events

- Get 8 new customer reviews on Google by 2020

- Launch a customer loyalty program

(Clockwise from left): Creative director, Snow Blackwood works with David Papazian on a photo styling project for Mobius Home; meeting with ARCIFORM's co-owner and principal designer, Anne De Wolf and Dan Volkmer on blog development; on stage at the Anniversary and Website Launch Party for ARCIFORM.

From there, we set the advertising schedule and decide what type of paid and non-paid support each promotion will get—whether it’s through PR outreach, email marketing, print, digital, or radio and broadcast support. As a general strategy, we keep these items in mind:

- Identify your goals

- Target the audience

- Set a budget

- Brainstorm keywords

- Build the creative assets and optimize for the specific platform

- Create a landing page for the website

- Monitor the campaign in real time

- Rinse and repeat for the next campaign

In Summary: Planning Is Power, But Flexibility Is Key

In working with our clients, we keep in mind that flexibility is needed with every marketing plan. There will be changes throughout the year, and that might mean quickly pulling together a last minute ad. But with a plan set in place, precise brand guidelines, and clear communication, these last-minute decisions are easy to achieve.

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