Strategic Marketing Plan
A strategic marketing plan is a written document that defines your audiences, positioning, channel mix, content calendar, budget, and success metrics for a defined period — usually a year. TwoRoads Strategy builds plans meant to be executed, not admired. Every plan begins with your goals in mind – moving you from where you are today to where you want to go.
The TwoRoads Difference
A TwoRoads strategic marketing plan is a strategy mapped to your story and your goals. Story-led means your strategy is yours alone, customized for your unique organization and the road you travel.
What You Receive
Audience definitions with real detail about what those people care about and where they spend attention. Positioning against the alternatives they are genuinely considering, including doing nothing. A channel strategy with reasoning for each inclusion and each exclusion. A twelve-month calendar with campaigns and content themes. A budget allocated across media, production, and tools. And a measurement framework of five or six numbers, not forty.
When to Consider a Strategic Marketing Plan
We’re big believers that EVERY organization should be operating from a strategic marketing plan, especially if one of these describes the season you’re in:
- Organizations entering a new market or launching a new service line
- Nonprofits starting a capital campaign or new donor initiative
- Companies that have grown past the point where marketing can be improvised
- Private-equity portfolio managers in the trades who need to maintain the trusted, local service heart of their businesses
- Trade business owners struggling to attract quality skilled labor
Frequently asked questions
What should a strategic marketing plan include?
A strategic marketing plan should include defined audiences, positioning against real alternatives, a channel strategy with stated reasoning, a twelve-month calendar of campaigns and content, an allocated budget, named owners with dates, and a short set of success metrics. Critically, it should also state what you are choosing not to do.
Can our own team execute the plan?
Yes, and most can. Plans are written as execution documents with named owners, dates, and enough specificity that an internal marketer or coordinator can run them. Hiring TwoRoads Strategy to execute is a separate decision made after the plan exists, never a condition of it.