Provide a description of your marketing plan and strategy. Briefly mention what information and/or research helped develop the plan. The first column below should include the Mission Priority (see “Mission Priorities” listed previously above) and the corresponding Marketing Objective (see “Overall Marketing & Advertising Objectives for FY15” listed previously above). The second column details the overall strategy, creative and promotional strategies. The final column identifies some of the media elements that will support the strategy. An example is provided in the first row. Mission Strategy Elements Ex: Improve Officer accession rate by 5% to achieve >85% benchnark: Increase the number of qualified leads for Officer accessions Expand college marketing efforts through digital and social marketing Highlight educational benefit information in messaging to college students and recent college graduates Implement internal marketing strategies to ARNG Soldiers that have recently graduated from college and are OCS eligible. Facebook ads Email blast campaigns Mobile ad campaigns Direct Mail Briefly explain any components to the marketing strategy or elements that are new. State Funds This chart may vary from area to area, based on level of planning. Should be detailed or broken into general categories and estimate projected cost.
Target Name Projected Cost Description Purpose/Notes List whether General Media, HS, College, Prior Service, RPI or Event Name, ex. Facebook Ads Amount budgeted Brief description of the media; details about what will be run Briefly describe how the media supports the overall marketing strategy; which objective is it part of Example: COI/VIP/Lead RPI $10,000 Purchase difficult to obtain items, specialized items, specially branded items and supplement what is already offered on Mission Zone Supplement larger events where normal quantities of RPI are not available; customize for events such as educational conferences to meet target audience needs Provide a description of how the you will track ROI and the plan for making changes to the marketing plan based on these findings. Example: All advertising/marketing efforts will tie into and support the national campaign, incorporate the NGB-approved logo/call-to-action, as well as, state run social media site URLs. Example: All digital/electronic programming will be monitored to ensure ROI is effective CIDs, click-through rates, impressions, and social media analytics. Reports will be generated on a quarterly basis, at minimum, for both email blast/mobile campaigns and social media, with adjustments made to both based on an ongoing basis. Recommend including the elements identified in NGR 601-1, 7-6, Marketing Plan, that are not covered in the marketing plan. This could include a detailed market analysis, identification of target audiences, advertising strategy, creative strategy, media plan, and promotional strategy. Refer to NGR 601-1, 7-6 for additional guidance. This may also include any additional information the co/det would like to provide, including projects, unfunded requests, and justification for certain elements of the marketing plan. Outdoor/Out-of-Home. Includes plans for billboard advertising, transit media, etc. ANNEX