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January 22, 2003
How to create a successful marketing plan for your firm
By PING CHING and and DEE YOUNG
Special to the Journal
Young
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A thorough marketing plan for your A/E/C firm is an essential component of your organization’s business plan. A marketing plan is an excellent tool to help organize and guide your marketing initiatives throughout the year. It will help position your firm more competitively and your programs more precisely to clients and the community.
A marketing plan will strengthen your knowledge of your industry, its conditions and its outlook -- all of which will need to be clearly addressed in order for your plan to be successful. And a good plan will facilitate the processes for prioritizing and budgeting specific marketing activities. It will also serve as an instrument to open the lines of communication and decision-making between the company’s executives and the marketing department. A marketing plan, by definition, should be a roadmap of a firm’s business development strategies.
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Previous columns:
- In tough times, inspiring marketers lead the way, 10-16-2002
- Careful event planning prevents nightmares, 08-21-2002
- Should A/E/C marketers uphold a code of ethics?, 07-24-2002
- Flying solo in marketing, 05-22-2002
- Writing from the ground up, 04-24-2002
- When layoffs are near, keep resume ready, 02-13-2002
- Web sites as marketing tools, 11-21-2001
- Marketing quality programs, 08-01-2001
