Get the Message Out

Developing a strategic plan requires an honest assessment of where a company’s leadership wants the company to be in five years, says Muenzer: how big, what markets, what technologies, what geography? “Once the five-year goal is established, you need to work backward to determine how marketing can support or, better yet, drive that vision. A detailed first-year marketing plan is mandatory, with a fairly detailed second year in addition. These plans need to have full support and buy-in from the ownership and executive team. Consistency is critical. If advertising is part of the mix you can’t turn it on and off.”