CMS335 Learning Objective 5:
Assess a client’s specific advertising situation and determine appropriate
objectives, audience, strategies, tactics, and deliverables
Lathrop Communities and The Overlook Senior Living Communities (2013)
While working with a firm specializing in marketing senior living communities, I presented these proposed strategic and tactical recommendation plans to two unassociated communities, both in Massachusetts. Each proposal contains a situation review, objectives, strategic recommendations, tactics specific to the community’s unique location and potential buying audience.
Click each of the images to view the proposal PDFs.
Gateway Advisory (2011)
This wealth management, retirement consulting and asset management firm with significant growth plans wished to implement a comprehensive communication strategy that would build upon its brand, communicate its mission, as well as the services it provided, and create marketing collateral for the purposes of prospecting, pitching, closing and ongoing/education communications for its line of businesses.
My proposal included recommendations for a comprehensive suite of marketing and communications materials, as well as a Communication Strategy flowchart
and Year One Annual Tactical Plan.
Click the image to read the proposal.
Club24 Concept Gyms (2013)
Interviewing for a job can be an intense process involving more than a polished resumé and and a few well thought out questions. As part of interviewing for the position of Marketing Director for Club24 Concept Gyms, I prepared this marketing overview as a follow-up to my initial face-to-face interview. In that interview, I was able to learn who the gym’s audience was, and what their high-priority challenges were. There was no discussion of budget, of course, so that became part of next steps.
Armed with this comprehensive and well thought out plan, the gym promptly hired a much less experienced person for the role.
Click the image to read the overview.