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Create Your Marketing Strategy & Marketing Calendar




Create Your Marketing Strategy & Marketing Calendar – A two-day session that will deliver an 18-month marketing plan.

As business owners, if we’re honest with each other, we can all recite stories from our pasts about "flying by the seat of our pants" when it comes to executing the marketing function. Sometimes this works, because we have experienced (and the scars to prove it), and our instincts are pretty darn good. However, the rest of your departments can quickly get frustrated when you or your marketing team doesn’t adhere to the same disciplines that guide the rest of your business.

If you have a marketing person/team, it’s not uncommon for marketers to put forth a mighty effort to build a plan, commit it to paper, pat each other on the back when done, and then stuff it in a drawer where it gathers dust for the next 12 months. If you as the business owner are operating a marketing activity for yourself, you may not even have anything committed to paper or struggle with consistency in implementation.

We have created this session to help marketers plan like you as the boss wants them to or if you are a business owner, this is a time to step away from your business and focus ON your business overall marketing strategy.

Here are some things you should expect from this session:

  •  It’s a process. This session does result in the creation of a presentation of your marketing plan in presentation form, as a marketing team one that you can give to stakeholders or follow as a business owner. But the end game here isn’t the slide set; it’s going through the process. Even if no-one but you see this marketing presentation the real value comes from completing the process of knowing how to build a marketing program to drive more revenue.
  • It’s comprehensive. Our session outlines a complete series of steps that will help you plan your marketing effectively. If you’re expecting a fill in the blank template, you will be disappointed.
  • It starts with the Vision. Business Owners and Marketers can’t build great plans if not made on the Vision that is driving the organization. Marketing strategies and programs that work will derive from the Vision and values of the organization. Creating a plan in a vacuum wastes effort at best and leads marketing teams or business owners in unproductive directions at worst.
  • It’s measurable. The cliché that you can’t manage what you can’t measure applies here. The session leads you to identify metrics that will serve as valid indicators of marketing’s contribution. Vanity metrics that show how busy marketing is will not do. They don’t fool anyone, and they lead to a loss of credibility.
  • It looks at resources. Comprehensive marketing plans consider not just what marketing needs to do, but the resources to successfully execute the plan. The end of the process leads you through the budget piece, where you’ll have a precise understanding of the funding required, and the business case for it.

Completing the marketing planning process using this session gives marketing direction, instills confidence within the team, and boosts the credibility of the group outside of marketing.

See the F.A.Q’s for clear deliverables.

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SKU: WK-171 Categories: ,


There’s another vital benefit to putting a well-constructed marketing plan in place: it gives your marketing team the power to say "no" to requests that have no merit. When your organization does not have a marketing plan, it’s hard to say no to the many things marketing is asked to do that don’t make sense.


Explain the Critical Deliverables from this Session2019-10-18T21:26:41-05:00

Pre-work of a brand assessment due prior to our strategy session. Day one we will navigate thru stages one thru three. There will be assigned homework for planning day two. Day two we will finalize stages three thru six.


Stage One: You will have a clear Vision, Mission, and Core Values Statements.

Every firm has a set of core values that complement its Vision and Mission. Even if a firm’s statements are not written, they exist and will require identification as part of this process. During this stage, you’ll examine your core values to understand how they should influence the development of your marketing strategy.

Stage Two: This stage of analysis, you will consider: your company, your brand, your customers, your industry, and your competitors.

We will analyze the strengths, weaknesses, opportunities, and threats to your business. We will assess your competition. We will define how to measure your marketing efforts and who in your team is responsible for which marketing activities.


Stage Three: To this point, you’ve done your homework in preparation for setting goals and developing your Marketing Strategy.

Stage Four: You will build a profile for your ideal customer to target. We will explore how sales and marketing should work together to complement each other.

Stage Five: You will prioritize your marketing channels (examples include: social media platforms, email marketing, online advertising), refine your core messaging, and build a marketing program calendar to execute your Vision.

Stage Six: You will ensure that there is a rationale marketing budget in place to support your strategy.

How do I get started?2019-10-21T21:22:41-05:00

You will schedule a conference call with our Co-Founder | CEO Darlene Gagnon, your session facilitator. Please email [email protected] to schedule. During the call a needs assessment will be discussed, and a proposal will be prepared within two-working days.

How long is a session?2019-10-21T21:03:35-05:00

Typical sessions require pre-work done by key decision makers.  This pre-work activity will be an investment of one-hour.  This is a brand assessment survey.  The session is a two-day session.  Sessions require zero phone or computer activity to ensure full participation by attendees.

How much should my marketing budget be?2019-10-21T13:01:28-05:00

The US Small Business Administration states the average marketing budget is 7.5% of gross revenue. We know this cannot always be a rationale dollar investment so we will work with you to define what you need to spend on your marketing efforts to ensure a safe return on investment.

Is a Mission Statement the same as a Vision Statement?2019-10-18T19:10:19-05:00

Many people mistake the vision statement for the mission statement, and sometimes one is simply used as a longer-term version of the other. However, they are meant to be quite different, with the vision being a descriptive picture of future state, and the mission being an action statement for bringing about what is envisioned.

What are the costs?2019-10-18T19:13:27-05:00

A quotation for the session will be provided after the need assessment conference call. 50% deposit is required to set the date. 50% balance morning of the session. Meeting room and travel expense will be additional.

What do we have to provide for this session?2019-10-18T19:13:56-05:00

Completed brand assessment survey by all attendees. Full attendee participation without cell phone or laptops in session. Wi-Fi, projector, and screen. Lunch should be provided for attendees. Classroom setting with room for brainstorming and break out sessions.

What size business is this session best suited?2019-10-20T16:33:43-05:00

We recommend this session for anyone who has an annual revenue of $1 million+ and/or an annual marketing budget of $30K+ (marketing budget is inclusive of salaries paid to those implementing your marketing) The US Small Business Administration states the average marketing budget is 7.5% of gross revenue. We know this cannot always be a rationale dollar investment so we will work with you to define what you need to spend on your marketing efforts to ensure a safe return on investment.

Who should be in attendance?2019-10-20T16:30:25-05:00

Any key decision maker that partakes in the long-term planning of your business. Founders, Co-Founders, Board of Directors, C-Level Executives, and Marketing Team(s).

Why do I need a Vision Statement?2019-10-18T19:09:30-05:00

A vision statement is a declaration of one, the most important, long-term goal for a business, non-profit or institution. Or if your organization is very large already, it could be a statement of a few long-term goals combined, all reaching far into the future. Either way, such goals need to be both challenging and inspiring because of the aspirational character of your vision statement sets a defined direction for the organization. It establishes a pulling force, guiding all activities and strategic decision-making.