Creating a Painless Marketing Plan

Drafting a marketing plan is a daunting task for many designers. Partially because it seems like it will require a lot of time and effort to put it together, but also because designers are often visual thinkers (so writing is a chore). To make the process painless, we created a simple questionnaire that, once completed, will give you a marketing plan you can work with. And the best part is that you probably already know the answers to most or all of the questions, so there’s little research involved. These are all crucial questions that you would need to answer anyway in order to move ahead with your business, but the difference is that it will be written down instead of in your head.

  1. Mission Statement:

    What do you want to do? Why?

  2. Business Goal:

    What do you want to accomplish in the next year?

  3. Target Market:

    What kinds of clients or customers do you want?

  4. Competitive Analysis and Unique Selling Proposition:

    Who is your competition? What makes your business different?

  5. Pricing Strategy:

    What will you charge?

  6. Promotional Plan:

    How will you reach your target market? What channels and methods would you like to try?

  7. Marketing Budget:

    How and how much will you spend?

  8. Metrics:

    How will you know if your plan is working? What tools can you use to track that?

Writing this down is important for two reasons: First of all, if you have a team, you’ll want to share it with them so that everyone is one the same page. Second, you should review and revise your marketing plan at least once a year, and that’s clearly easier to do if it’s written down. (If you’re wondering why you should review your marketing plan annually, it’s because you’ll want to be sure that your business keeps growing and evolving. Maybe you have access to a niche market and want to update your target market. Or perhaps the time has come to increase your rates. The annual review also provides you with an opportunity to see what works and what doesn’t work for your business, so you can adjust accordingly.

If you get stuck on any of the questions, Kinship can help! We can write out or revise your marketing plan or provide marketing advice based on our 20+ years of experience.

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Rachel Kinbar

Writer, artist, plus marketing concierge at Kinship Design Marketing.

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