ahead of the meeting gives everyone time to gather thoughts and may make your meeting more productive. Tip #2 Plan at least a few hours of uninterrupted time to work through the big picture – parts of the marketing plan with the team, then follow up with a second session to determine tactics and messaging. You might assign teams to tackle a tactics proposal for each marketing communications goal prior to your next meeting. Tip #3 Use this worksheet to guide discussions. After it is complete, one person should – be responsible for distilling the marketing plan into a single page with simple language. The template included in this packet is recommended. Tip #4 Hang on to these worksheets, but treat the single-page document as your – formal marketing plan. The document should be referenced frequently, particularly as you measure performance and report against your goals. Setting Your Goals are three types of goals. Business goals are the overarching goals that will drive success for your county center. Marketing goals show how you will achieve the business goal, specifically. Marketing Communications goals tie to your campaign call-to-action and should be measurable through selected tactics. In the example below, all marketing tactics will drive traffic to program pages of the website. Business Goal example: In 2018, participation in Extension’s Adams County Center programs will increase by 15%. Marketing Goal example: In 2018, 50 new participants (individuals who have not participated in programming before) will attend FCS programs. Marketing Communications Goal example: Website visits to FCS program pages will increase 5% each month through the end of 2018. EXERCISE Business Goal What single, overarching goal success for your county center in 2018? Drive awareness of the N.C. Cooperative Extension brand in Urbana County. Briefly how this goal supports the brand promise:
ahead of the meeting gives everyone time to gather thoughts and may make your meeting more productive. Tip #2 – Plan at least a few hours of uninterrupted time to work through the big picture parts of the marketing plan with the team, then follow up with a second session to determine tactics and messaging. You might assign teams to tackle a tactics proposal for each marketing communications goal prior to your next meeting. Tip #3 – Use this worksheet to guide discussions. After it is complete, one person should be responsible for distilling the marketing plan into a single page with simple language. The template included in this packet is recommended. Tip #4 – Hang on to these worksheets, but treat the single-page document as your formal marketing plan. The document should be referenced frequently, particularly as you measure performance and report against your goals. Setting Your Goals are three types of goals. Business goals are the overarching goals that will drive success for your county center. Marketing goals show how you will achieve the business goal, specifically. Marketing Communications goals tie to your campaign call-to-action and should be measurable through selected tactics. In the example below, all marketing tactics will drive traffic to program pages of the website. Business Goal example: In 2018, participation in Extension’s Adams County Center programs will increase by 15%. Marketing Goal example: In 2018, 50 new participants (individuals who have not participated in programming before) will attend FCS programs. Marketing Communications Goal example: Website visits to FCS program pages will increase 5% each month through the end of 2018. EXERCISE Business Goal What single, overarching goal success for your county center in 2018? Drive awareness of the N.C. Cooperative Extension brand in Urbana County. Briefly how this goal supports the brand promise:
Urban_Sample-Local-Marketing-Plan_NCCE.docx