The Marketing Plan

A marketing plan is the blueprint you intend to follow to achieve council marketing goals. A marketing plan should be an action document. It should require some immediate decisions and immediate action steps to help the council move toward its long-range objectives.

The council executive board should approve the plan before it is implemented, and it should be communicated to those who will carry out the plan. This requires a written document.

The plan should be written by the marketing committee and supported by the council's leadership. A committee member—perhaps a marketing specialist—or marketing agency willing to do pro bono work should be able to help write and implement the marketing plan. It is especially important to write a plan that is congruent with the council's strategic plan. Keep the plan simple; marketing plans often become too complex to serve as effective management tools. Give the executive board a concise plan for approval.

Plans should be

• Simple.
• Responsive to council requirements.
• Practical.
• Flexible enough to be changed as necessary.
• Precise in terms of goals and objectives.
• Coordinated and integrated with all types of council planning (strategic, short-term goals, long-range goals, financial, program, benchmarks, etc.).

Committee members juggle many responsibilities. Be considerate and realistic and make commitments that can be kept. Make sure committee members and leaders understand the resources that are available to them.

The plan should be sufficiently detailed to guide each committee member in his or her role in achieving council marketing objectives. It should include the tasks to be completed, the person responsible for each step along the way, and timelines for achieving set goals. Committee members with specific responsibilities may enlist the help of others by forming subcommittees, finding outside help, or delegating parts of the job to other volunteers and staff members.

Have a clear chain of command. Keep key people updated and informed on the status of the plan. Keep communication flowing. Be flexible and responsive; the plan will sometimes need revision depending on progress, outcome, and external influences. Revisions can sometimes bring about new opportunities.

Remember, simply writing the marketing plan will get you nowhere; writing, implementing, and following through with the plan will make your goals achievable.

Developing a Local Council Marketing Plan

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.