The Young Designer’s Guide

1. About Company
   Define Products / Services
   Features and Benefits
   Strengths and Weaknesses
   Internal Issues
2. Background Information
   Market Analysis
   Industry Trends
   Prior Marketing Efforts (What / Results)
   Sales and Buying Processes
3. Competition
   Who, Why
   How do They Compete
   How do They Sell
   What is Their Positioning

1. Target Audience
   General Description
   Specifics About the Buyer
   Unfulfilled Needs
   Good vs. Bad Customer
2. Where Do You Want to Go?
   Segments to Attack
   Products to Promote
   New Products / Service Offerings
   Goal Setting
3. Align the Key Variables
   4 P’s
   Differentiators
   Using the Marketing Mix
4. Brainstorm Communication Activities
   Create Value Propositions
   Standard & Out of the Box Activities
   Prioritize Activites
5. Set Action Plans
   Timing / Responsibilities / Next steps
   Judging Success
   Establishing a Budget

1. Identify Critical Issues
   Keys to Winning
   Barriers to Success
2. Measuring Results
   Who Will Judge
   When
   Using Which Metrics

Information provided by Rob Engleman of Engelman Management Group.