6

Optional and Enrichment Activities

Module 6

Create a Marketing Map Handout

Align your marketing objectives with strategies, tactics, and actions. Directions Develop your marketing objectives, strategies, tactics, and actions and create a marketing map to illustrate them. Step 1 Develop your marketing objectives. Review your Marketing Objectives on p. 225 of the Entrepreneur Manual. Write your objectives below, making sure they are measurable and clear. a.

b.

c.

d.

e.

Step 2 Identify 1 or 2 strategies to achieve one of the above objectives. Write your strategies below, referring to the marketing strategies you identified on p. 226 of the Entrepreneur Manual. a.

b.

Step 3 Create a marketing map. Select one of your marketing strategies and fill in the blank Marketing Map. See example of Marketing Map on the next page. Tips for using the Marketing Map: Write your marketing objective at the top of the page. In the center circle, write a strategy that supports the objective. Strategies explain how you are going to accomplish the objective. In each triangle, write a tactic that supports the strategy. Tactics define the marketing message and the way it should be communicated. Write two or more activities flowing from each tactic. Activities are the specific actions and events that are implemented for the tactics to be successful. Check to make sure all the components of your Marketing Map align with each other and with your overall goals and strategy for your business.
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2006 Ewing Marion Kauffman Foundation. All Rights Reserved.

Module 6

Optional and Enrichment Activities

Create a Marketing Map Handout continued

Marketing Map for Johnson Security Systems
Objective: Increase sales by 3% by end of new fiscal year.
Activity Co-market with architects, developers, and high-end realtors. Activity Network at professional associations. Activity Recognize clients and partners accomplishments. Activity Serve strategically on boards, committees, and task forces. Activity Participate in/ Sponsor community events.

Tactic

Activity Participate in regional and local trade shows.

Tactic

Activity Participate actively in selected organizations.

Johnson Security Systems is a strong strategic alliance partner.

Johnson Security Systems is an integral part of the community.

Strategy Maintain high visibility and be seen as a security expert by architects, developers, and homeowners who value safety and security.

Activity Write articles for publications our target markets read.

Tactic Johnson Security Systems is an expert in our field.

Activity Develop brochures with safety tips for neighborhood associations in selected zip codes. Activity Send out quarterly press release touting our accomplishments.
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Activity Present at local and regional conferences.

2006 Ewing Marion Kauffman Foundation. All Rights Reserved.

Optional and Enrichment Activities

Module 6

Create a Marketing Map Handout continued

Objective: __________________________________________________________
Activity Activity Activity Activity

Tactic

Tactic

Strategy

Activity

Tactic

Activity

284

2006 Ewing Marion Kauffman Foundation. All Rights Reserved.