Where to Start: Compass Reading

Strategic Marketing and Public Relations Planning
At TonerCom, our goal is to assist your firm in achieving its goals and objectives. We do this by creating and implementing a strategic marketing and public relations plan following a five-step process:

Step One: Situation Analysis & Research.

We create a comprehensive situation analysis using the results of the Business Development Analyzer © and other research methods to detail the current environment in which the client’s firm is operating. An important part of this process is identifying strategic relationships in the marketplace. This type of research is essential to inform and sensitize clients to changes and potential issues that may affect relationships with their clients and stakeholders.

Research methods can include Internet research, library research, interviews of experts and influential participants, focus groups, or structured surveys. Common organizational stakeholder groups that may be the subject of research to formulate the situation analysis include: Media, Industry, Competitors, Equipment vendors (or others that may also be servicing your prospects or clients), Community, Government, Employees, Investors, etc.

Step Two: Facilitate Planning Sessions.

During this phase of planning, TonerCom facilitates planning sessions with clients to receive feedback as to historical marketing and public relations programs, and to introduce and inform clients on new and emerging technologies and strategies that may be effectively employed. An important part of this step is the completion of a ProfitMax Matrix © (see example below), another tool developed at TonerCom to analyze the client’s current customers and services (with revenues and profits) to focus on growth opportunities in areas of maximum profitability. This creates a planning document that includes input and support from all aspects of the organization.

ProfitMax Matrix ©

 

Clients/Revenue & Profit

 

Services

A

B

C

D

Total

1

$/%

$/%

$/%

2

$/%

$/%

$/%

3

$/%

$/%

$/%

Total

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$/%

$/%

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Step Three: Write Final Plan Documentation.

TonerCom will take the information gathered from the first two steps of the planning process and create an attractive, graphic, readable planning document including detailed Gantt charts (see example below) with action items, quantified, assigned and dated. This is intended to be a working document. That is, not a document to be put on a shelf, but a document that is dynamic, that changes and is kept relevant during changing circumstances, to be used as a workbook throughout the year.



Step Four: Implement Programs.

The next step is to implement the strategies and tactics. These may include elements of image management, professional, business and community relations, visual identity, issues management, Internet/Intranet/Extranet counseling, and international trade and investment

Step Five: Monitoring & Evaluation.

TonerCom understands that clients are looking for value from communications programs that show measurable impact. The final step in the process is to provide direct measurable feedback regarding the success of the communications program as measured against stated and quantifiable objectives (new markets penetrated and increased profit margins, etc.) – monitored at regularly scheduled intervals. Evaluation data can be gathered through media placement/coverage /readership (clip file), interviews and focus groups, scientific cross-sectional surveys, and before-after measures. Ultimately, the plans come together with some common elements, including:

  • Assumptions
  • Vision
  • Mission
  • Situation Analysis (SWOT)
  • Quantified Goals and Objectives
  • Strategies and Tactics
  • Budget
  • Scheduled and Monitored Action Items
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