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Marketing Communications

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

Consistent measurement & analysis


Tools to inform strategic decisions
Consistent assumptions/approaches enable real ROI
analysis across the organization
Intended Outcomes

Effective budget planning & management


ROI analytics will inform the budget planning process
Framework for rational budget management decisions
(i.e LE)
Intended Outcomes

More efficient resource allocation


Enables better planning for Creative Services
resources
Marcom plans will enable CSRs to write all Creative
Briefs
Intended Outcomes

Provide customer view of West communications


Marcom roll-up will provide company-wide views of
communications seen by the customer
Enable customer-centered strategy
Impacts on Planning Today

Segment Mktg Plan


Division Mktg Plan

Budget Planning

Strategic
Marketing
Planning Response Mktg Plan

Marcom Planning

Channel Mgt Plan


Product Planning
Objectives Tie Plans Together
Major Objectives Logic Flow
CEO Strategic Segments
Big Three Marketing

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

Financial Objectives West KM


LLF Strategic Objectives No-Low Growth
Marketing Objectives Intellectual Property
Communication Objectives SO Retention

Financial Objectives West Pack: Print Retention


Strategic Objectives Sub-segmentation
Govt
Marketing Objectives Case Mgt Systems: ProLaw
Communication Objectives Tech Solutions: West KM

Financial Objectives Grow Compliance Market


Strategic Objectives Grow Corp Counsel Market
Corp Marketing Objectives Leverage 3rd Party Content
Communication Objectives
Major Objectives Logic Flow
Financial Objectives
Revenue
Growth
Profitability
Budget

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

Establishing Specifics: Quantitative Measures:


What sales performance have we Share of market/wallet
achieved historically? New sales revenue
What is possible to achieve? Ancillary usage revenue
Upsell/Cross-sell revenue
What are the corporate Retention rates/revenue
expectations? Profitability (ROI; marketing cost of sale)
Category preference
Brand: agreement with attributes
Others
SMLF Segment Objectives
Financial Objectives:
Objective #1
Objective #2
Objective #3
Supporting Initiatives:
Launch Westlaw Solo
Strategic Objectives:
Analytical Linking
Objective #1
Objective #2 Launch Trial Cases
Objective #3 West KM
West Pack bundles
Launch Intellectual Property
Marketing Objectives:
Objective #1 Develop SLF Solutions (ProLaw)
Objective #2
Objective #3

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

2. West Best Practices


Internal experts from functional
specialty areas
Communication Guidelines
Media Purpose Measures Baselines* % of Budget* *
Advertising (Print) Build Brand Favorability TBD 14%
Product Awareness Reach .90%
Targeting Customer Segments Frequency Varies
% of Media Buy < 25%
CPM $125

Direct Mail Direct Order Response Rate .3% 4%


Lead Generation Average Order $165
Targeting Customer Segments Cost/Sale 48%
Cost/Piece .50

Trade Shows Product Awareness Cost/Event $3500 8%


Build Brand Number of Leads Not Available
Generate Leads Number of Events 270
Revenue/Event Not Available
Cost/Lead

Sponsorships Build Brand Cost/Event 4%


Product Awareness Reach/Event
Targeting Customer Segments RPA

Public Relations/Publicity Build Brand Number of Releases 10/Month 4%


Product Awareness Number of Exposures Not Available
Number of Events Not Available

Sales Collateral Product Awareness Product Line Coverage 38% 6%


Product Information Collateral Usage TBD

Email Marketing Retention Click Rate 4% 1%


Relationship Building Orders .62%
Drive Web Sales Average Order Size $140

Internet Direct Orders Hits/Week 47,000 6%


Lead Generation Unique Visitors/Week 29,000
Product Information New Visitors/Week 22,000
Account Services Orders/Week 403
Leads/Week 600

* West historical data


* * Percent of marketing budget allocated to communications. Benchmarks from
B2B study by Marketing Leadership Counsel, July, 2002
Communication Guidelines
Media Purpose
Advertising (Print) Build Brand
Product Awareness
Targeting Customer Segments
Tactical mix:
media & Direct Mail Direct Order
purpose Lead Generation
Targeting Customer Segments

Trade Shows Product Awareness


Build Brand
Generate Leads

Sponsorships Build Brand


Product Awareness
Targeting Customer Segments

Public Relations/Publicity Build Brand


Product Awareness

Sales Collateral Product Awareness


Product Information

Email Marketing Retention


Relationship Building
Drive Web Sales

Internet Direct Orders


Lead Generation
Product Information
Account Services
Communication Guidelines
Media % of Budget: MLC Study % of Budget: West 2002
Advertising (Print) 14% 12%

Direct Mail 4% 16%


Tactical mix:
Trade Shows 8% 6%
Budget
allocations Sponsorships 4% Not Available

Public Relations/Publicity 4% Not Available

Sales Collateral 6% 5%

Email Marketing 1% Not Available

Internet 6% 2%

Marketing Leadership Council findings: West 2002 Planned


76 % of marketing budget allocated to Budget
Communications
30% of those Communications not part of the West mix
(i.e. Radio/TV broadcast, Outdoor, etc.)
Mix Guidelines

Marcom Deliverable: Communication Mix

Lead Generation Direct Mail


Telemarketing
Internet
Trade Show promo/demo
Mix Guidelines

Marcom Deliverable: Communication Mix

Lead Generation Direct Mail


Product Support Internet
Trade Show promo/demo
Telemarketing
Email Marketing
Mix Guidelines

Marcom Deliverable: Communication Mix

Lead Generation Direct Mail


Product Support Publicity/PR
New Product Launch Sales Collateral
Internet
Trade Show promo/demo
Telemarketing
Mix Guidelines

Marcom Deliverable: Communication Mix

Lead Generation
Product Support Advertising
New Product Launch Trade Show
Brand Equity Enhancement Sponsorships
Internet
Publicity
Mix Guidelines

Marcom Deliverable: Communication Mix

Lead Generation
Product Support
New Product Launch
Brand Equity Enhancement Email Marketing

Retention/Loyalty Sponsorships
Direct Mail
Mix Guidelines

Marcom Deliverable: Communication Mix

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

Competitive Summary Market Assessment


Customer/Sales Trends
Channel/Operations Assessment
Strengths Technology/Product Overview
SWOT

Weaknesses
Forecast of competitive activity
Components of Final Marcom Plan
Situation Analysis

Marcom Objectives Market Assessment


Customer/Sales Trends
Channel/Operations Assessment
Financial Objectives Technology/Product Overview
SWOT

Strategic Objectives Competitive Summary

Marketing Objectives
Communication Objectives
Components of Final Marcom Plan
Situation Analysis

Key Customers Market Assessment


Customer/Sales Trends
Channel/Operations Assessment
Trends/Insights for: Technology/Product Overview
SWOT

Sub Segments Competitive Summary

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

Key Messages Market Assessment


Customer/Sales Trends
Channel/Operations Assessment
Brand Technology/Product Overview
SWOT

Customer/Grass Roots Competitive Summary

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

Budget % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend 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 % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives

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

Budget % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives

Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas

Transactions % Functional Areas


Technology/Channel Users
Key Messages

Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis

Budget % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives

Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas

Transactions % Functional Areas


Technology/Channel Users
Lead Generation %
Key Messages

Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis

Budget % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives

Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas

Transactions % Functional Areas


Technology/Channel Users
Lead Generation %
Key Messages

Retention % Brand
Customer/Grass Roots
Product
Components of Final Marcom Plan
Situation Analysis

Budget % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives

Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas

Transactions % Functional Areas


Technology/Channel Users
Lead Generation %
Key Messages

Retention % Brand
Customer/Grass Roots
Acquisition/Up Sell % Product
Components of Final Marcom Plan
Situation Analysis

Budget % of marcom $ Market Assessment


Customer/Sales Trends
Direct Mail % of total spend Channel/Operations Assessment
Public Relations % of total spend Technology/Product Overview

Trade Shows % of total spend SWOT

Sales Collateral % of total spend Competitive Summary


Advertising % of total spend Marcom Objectives
Email Marketing % of total spend Financial Objectives
Internet % of total spend Strategic Objectives
Sponsorships % of total spend Marketing Objectives
Communication Objectives

Key Customers
Strategy check: Sub Segments
Strategic priorities vs. budget allocation Local Zones
Practice Areas

Transactions % Functional Areas


Technology/Channel Users
Lead Generation %
Key Messages

Retention % Brand
Customer/Grass Roots
Acquisition/Up Sell % Product
Brand/Category
Awareness %
Components of Final Marcom Plan
Situation Analysis Budget

Implementation Strategy Market Assessment


Customer/Sales Trends
Channel/Operations Assessment
Direct Mail Plan Technology/Product Overview
SWOT

Advertising Plan Competitive Summary

Marcom Objectives
PR/Publicity Plan Financial Objectives
Strategic Objectives
Trade Show Plan Marketing Objectives
Communication Objectives

Strategic Relations Plan Key Customers

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

Schedule Market Assessment Implementation Strategy


Customer/Sales Trends Direct Mail Plan
Channel/Operations Assessment Advertising Plan
Technology/Product Overview PR/Publicity Plan
SWOT Trade Show Plan

Competitive Summary Strategic Relations Plan


Internet/Email Plan
Marcom Objectives

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

Metrics Market Assessment Implementation Strategy


Customer/Sales Trends Direct Mail Plan
Channel/Operations Assessment Advertising Plan
Cost: benchmarks & targets Technology/Product Overview PR/Publicity Plan
SWOT Trade Show Plan
Revenue: benchmarks & targets Competitive Summary Strategic Relations Plan
Internet/Email Plan
Marcom Objectives
Brand: agreement with attributes Financial Objectives
Schedule

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

Market Assessment Brand


Customer/Sales Trends Customer/Grass Roots
Channel/Operations Product
Assessment
Budget
Technology/Product
Overview Implementation Strategy

SWOT Direct Mail Plan

Competitive Summary Advertising Plan

Marcom Objectives PR/Publicity Plan


Trade Show Plan
Financial Objectives
Strategic Relations Plan
Strategic Objectives
Internet/Email Plan
Marketing Objectives
Communication Objectives Schedule
Metrics
Key Customers Cost: benchmarks &
targets
Sub Segments
Revenue: benchmarks &
Local Zones
targets
Practice Areas
Brand: agreement with
Functional Areas attributes
Technology/Channel Other: return on
Users objectives
Next Steps for Planning
Phase I

Deliverable Owner Due


Market Assessment DOMs, Segment
Mktg

Write Objectives DOMs, Segment


Mktg

Identify key initiatives DOMs, Segment Complete


Mktg
Next Steps for Planning
Phase II

Deliverable Owner Due


Feed Marcom Plan: Segment/Division
Market Assessment, Mktg
Competitive
Summary, Key
Customers/Messages
Budget, Schedule

Communication DOMs,
Recommendations Communication
template Planning Team

Roll up/validate BMMS 10/31


marcom plans
Contacts

John G. Olson
Carrie Olson
Marketing Communication Planning & Analysis

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