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Target | Reach | Action | Close | Keep |
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Overall Objectives |
| Understand your overriding objectives and mission; marketing as well as communications strategies and tactics must support these objectives |
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| Marketing Objectives |
| Answers, “For what purposes do you market your programs?” |
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| Communications Objectives |
| Answers, “What do you seek to achieve by communicating to your target audiences?” These objectives should be attainable, supportive of your overall objectives and marketing goals, and measurable by some objective means. |
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| Marketing Strategy |
| The recommended marketing strategy to be employed to market/promote your programs and services |
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| Target Audiences |
| A description of the specific, priority, and secondary target audiences with whom you will communicate and why. Audiences are frequently segmented to achieve efficiency and effectiveness in communicating your message. |
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| Evaluative Criteria |
| Once implemented, by what measurements will you determine the success or failure of this plan? What are the results that you desire and within what timeframes do you expect to achieve these results? |
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