Communication and Marketing Award 2009

Marketing the suggestion programme is vital to its success and a Marketing Plan should be drawn up identifying how marketing activities will assist with the delivery of the overall Business Plan.

All plans should of course be regularly reviewed, analysed and outcomes reported to management. This award is based on an assessment of your Marketing Plan and the effective communication of your programme.

To enter for this Award you must submit FOUR copies of your Marketing Plan, and all supporting documentation including reviews, outcomes, results and management reports to ideasUK by 31 July 2009.

An independent panel of judges, appointed by the ideasUK Executive Committee, will evaluate submissions based on the above criteria.

All ideasUK Organisational Members are eligible to participate. Entrants must attend the ideasUK Annual Conference 11th & 12th November 2009, where Awards will be presented, and display information relating to their entry for the benefit of Conference delegates (this does not form part of the judging).

Points to consider in your marketing plans:

Executive Summary (Where are we now and how did we arrive here?)

Current situation (include last 12 months of data that supports the description of your current situation e.g. a graph showing current position of suggestions submitted and any fluctuations).

Overview of marketing activity (describe recent activities and their results).

Targeting of specific segments of your organisation or the organisation as a whole.

Marketing Strategy and Objectives (Where do we want to be 1, 2 or 3 years time?)

Business Plan – identifying aims and objectives of programme in relation to the organisation’s strategic plan. (It could be useful to project results that are more than just suggestion scheme related e.g. A strategic direction could be for a company to expand and open up more stores over the next year. One could run a communications campaign that was designed to increase suggestions targeted at this goal. The expected results would be not just reporting of an increase in suggestion numbers BUT also what effect did those suggestions have on the strategic goal of increasing stores. More stores, less time to get more stores, better and more efficiently run new stores, etc).

Marketing Strategy – identifying the role that marketing will play. (Include any information relative to other areas of the business that you will interact with in your marketing strategy e.g. finance for expenditure approvals, human resource for company wide promotions. Knowledge of and assisting with the delivery of other quality initiatives etc.) Need to show that marketing/communications do not operate in a vacuum.

Marketing Objectives – identifying actions required in next 12 months. (Show any contingencies such as mergers, infusion of capital.)

Marketing Plans (How do we intend to get there?)

Identify specific activities and consider what, when, where and how these will be delivered. For each activity identify – Key tasks, priorities and responsibilities: Targets, timetable and budget implications: Promotional and communication tools to be used: Monitoring and risk assessment, considering external constraints. (Also include any rational of why you chose the specific activities and why you rejected any. e.g. I chose to run a poster campaign because I networked with people from ideasUK who had a similar organisation and was impressed with their results and methods).

Measuring and Reporting (What happened, where are we in relation to our goals? What do we do now?)

The outcomes of the Marketing Plan should be reviewed quarterly in tandem with the Business Plan. Assess how targets have been achieved and what adjustments are necessary to ensure continued success. All activities and outcomes should be included in management reports.In developing the Marketing Plan it is important to undertake a SWOT analysis to identify Strengths, Weaknesses, Opportunities and Threats. It is also essential to consider the needs and expectations of customers (i.e. the people in your organisation who use or have a stake in the suggestion scheme). Be sure to ask them what they want and regularly review.


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