Major Objectives
October 4, 2002
Topics
Linkage of Objectives
Objective Setting Guides
Major Objectives for Segments & Divisions
Communication Planning Guidelines
Intended Outcomes
Strategic focus
Helps you set priorities
Drive strategy
Intended Outcomes
Budget Planning
Strategic
Marketing
Planning Response Mktg Plan
Marcom Planning
Financial Objectives
Strategic Objectives
SMLF
Leverage TLR Assets Marketing Objectives
Communication Objectives
Lead the Market and knowledge
Define new sales Financial Objectives
Put the customer at LLF Strategic Objectives
the center model and strategy
Marketing Objectives
Drive non-content Communication Objectives
Focus on our
Premium businesses
Financial Objectives
Define long-term Strategic Objectives
print strategy Govt
Marketing Objectives
Communication Objectives
Maintain competitive
edge Financial Objectives
Strategic Objectives
Corp Marketing Objectives
Communication Objectives
Major Objectives Logic Flow
Strategic Supporting
Segments
Marketing Initiatives
Financial Objectives Westlaw Solo
Strategic Objectives Analytical Linking
SMLF
Marketing Objectives Trial Cases
Leverage TLR Assets Communication Objectives West KM
and knowledge
Financial Objectives West KM
Define new sales LLF Strategic Objectives No-Low Growth
model and strategy Marketing Objectives Intellectual Property
Communication Objectives SO Retention
Drive non-content
businesses
Financial Objectives West Pack: Print Retention
Define long-term Strategic Objectives Sub-segmentation
Govt
print strategy Marketing Objectives Case Mgt Systems: ProLaw
Communication Objectives Tech Solutions: West KM
Maintain competitive
edge Financial Objectives Grow Compliance Market
Strategic Objectives Grow Corp Counsel Market
Corp Marketing Objectives Leverage 3rd Party Content
Communication Objectives
Major Objectives Logic Flow
Segments Supporting Tactical Plans
Initiatives
Financial Objectives Westlaw Solo
Strategic Objectives Analytical Linking
SMLF
Marketing Objectives Trial Cases
Communication Objectives West KM
Strategic Objectives
(Big Picture Strategy to deliver
Financial Objectives)
Market Share
Product Development
Etc.
Marketing Objectives
What is the desired customer behavior that
will yield the Strategic Objectives?
Communication Objectives
What messages will yield the
Marketing/Strategic Objectives?
Guides to Writing Objectives
Purpose: Characteristics:
To define the intent, the means and Specific
the expected results of a Quantifiable
strategy or initiative Time bound
Consistent with Company strategy
Aligned with Segment/Division
strategy
Business performance-oriented
Drives strategic decisions
Guides to Writing Objectives
Comm. Objectives:
Objective #1
Objective #2
Objective #3
LLF Segment Objectives
Financial Objectives:
Objective #1
Objective #2
Objective #3
Supporting Initiatives:
West KM
Strategic Objectives:
No-Low Growth
Objective #1
Objective #2 Launch Intellectual Property
Objective #3 SO Retention
Marketing Objectives:
Objective #1
Objective #2
Objective #3
Comm. Objectives:
Objective #1
Objective #2
Objective #3
Govt Segment Objectives
Financial Objectives:
Objective #1
Objective #2
Objective #3
Supporting Initiatives:
Print Retention: West Pack bundling
Strategic Objectives:
Sub-segmentation
Objective #1
Objective #2 Align Strategic Focus on: Technology, Core
Objective #3 Content & Alternate Channels
Case Management Systems: ProLaw
Technical Solutions: West KM
Marketing Objectives:
Objective #1
Objective #2
Objective #3
Comm. Objectives:
Objective #1
Objective #2
Objective #3
Corporate Segment Objectives
Financial Objectives:
Objective #1
Objective #2
Objective #3
Supporting Initiatives:
Grow Compliance sectors: Energy, Insurance
Strategic Objectives:
Grow Corporate Counsel business
Objective #1
Objective #2 Leverage 3rd Party content in key verticals
Objective #3
Marketing Objectives:
Objective #1
Objective #2
Objective #3
Comm. Objectives:
Objective #1
Objective #2
Objective #3
Academic Segment Objectives
Financial Objectives:
Objective #1
Objective #2
Objective #3
Supporting Initiatives:
Determine Lifetime Value of New Attorneys
Strategic Objectives:
Develop Customer Lifetime Tracking
Objective #1
Objective #2 Re-launch Rewards Program
Objective #3 Re-launch Summer Associate Program
Marketing Objectives:
Objective #1
Objective #2
Objective #3
Comm. Objectives:
Objective #1
Objective #2
Objective #3
Divisional Marketing Objectives
Financial Objectives:
Objective #1
Objective #2
Objective #3
Supporting Initiatives:
TBD
Strategic Objectives:
Objective #1
Objective #2
Objective #3
Marketing Objectives:
Objective #1
Objective #2
Objective #3
Comm. Objectives:
Objective #1
Objective #2
Objective #3
Communication Planning
Guideline Validation
1. Benchmarking Research
Marketing Leadership Council studies:
Trends in the Media Mix, July, 2000
Measuring Marketing Performance,
August, 2001
Marketing Investment & Impact
Benchmarks, July, 2002
Sales Collateral 6% 5%
Internet 6% 2%
Lead Generation
Product Support Advertising
New Product Launch Trade Show
Brand Equity Enhancement Sponsorships
Internet
Publicity
Mix Guidelines
Lead Generation
Product Support
New Product Launch
Brand Equity Enhancement Email Marketing
Retention/Loyalty Sponsorships
Direct Mail
Mix Guidelines
Lead Generation
Product Support
New Product Launch Advertising
Brand Equity Enhancement Publicity
Retention/Loyalty Trade Shows
Sponsorships
Corporate Launch
Sales Collateral
Internet
Components of Final Marcom Plan
Situation Analysis
Market Assessment
Customer/Sales Trends
Channel/Operations
Assessment
Technology/Product Overview
SWOT
Insights from 02 marcom
Note:
Marcom Plan is a subset of the Marketing
Plan.
Components of Final Marcom Plan
Situation Analysis
Weaknesses
Forecast of competitive activity
Components of Final Marcom Plan
Situation Analysis
Marketing Objectives
Communication Objectives
Components of Final Marcom Plan
Situation Analysis
Marcom Objectives
Local Zones Financial Objectives
Strategic Objectives
Practice Areas Marketing Objectives
Communication Objectives
Functional Areas
Technology/Channel Users
Components of Final Marcom Plan
Situation Analysis
Marcom Objectives
Product Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Components of Final Marcom Plan
Situation Analysis
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis
Key Customers
Strategy check:
Sub Segments
Strategic priorities vs. budget allocation
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Retention % Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Retention % Brand
Customer/Grass Roots
Acquisition/Up Sell % Product
Components of Final Marcom Plan
Situation Analysis
Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas
Retention % Brand
Customer/Grass Roots
Acquisition/Up Sell % Product
Brand/Category
Awareness %
Components of Final Marcom Plan
Situation Analysis Budget
Marcom Objectives
PR/Publicity Plan Financial Objectives
Strategic Objectives
Trade Show Plan Marketing Objectives
Communication Objectives
Sub Segments
Internet/Email Plan Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis Budget
Financial Objectives
Strategic Objectives
Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis Budget
Strategic Objectives
Other: return on objectives Marketing Objectives
Communication Objectives
Key Customers
Sub Segments
Local Zones
Practice Areas
Functional Areas
Technology/Channel Users
Key Messages
Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis Key Messages
Communication DOMs,
Recommendations Communication
template Planning Team
John G. Olson
Carrie Olson
Marketing Communication Planning & Analysis