Elements and Performance Criteria
- Scope marketing options and opportunities
- Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.
- Alternative marketing options and opportunities are researched.
- Key stakeholders are consulted where appropriate.
- Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.
- An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.
- Options are analysed in terms of their likely fit with council goals and objectives.
- Prepare a marketing strategy
- Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.
- Target markets are profiled and readily identifiable.
- Marketing strategy is endorsed in line with council requirements.
- Planned marketing activities are developed and scheduled within appropriate time frames.
- Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.
- Monitor and review implementation of marketing plan
- Valid and reliable data on marketing performance is collected in line with performance targets.
- Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.
- Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.
- Scope marketing options and opportunities
- Council objectives and departmental business plans are clarified to establish the focus of the marketing effort.
- Alternative marketing options and opportunities are researched.
- Key stakeholders are consulted where appropriate.
- Marketing options are identified and analysed in terms of their viability and likely contribution to council objectives.
- An assessment of external factors, costs, benefits, risks and opportunities is used to determine the scope of each option.
- Options are analysed in terms of their likely fit with council goals and objectives.
- Prepare a marketing strategy
- Marketing strategies are determined in consultation with key stakeholders and are compatible with the direction, purpose and values of council.
- Target markets are profiled and readily identifiable.
- Marketing strategy is endorsed in line with council requirements.
- Planned marketing activities are developed and scheduled within appropriate time frames.
- Measurable performance targets are set and agreed with relevant parties in advance of any marketing activity.
- Monitor and review implementation of marketing plan
- Valid and reliable data on marketing performance is collected in line with performance targets.
- Objective assessment of the marketing plan and its implementation is made by a comparison of data against defined expectations.
- Information on marketing performance is made available for planning so that future developments incorporate required changes and improvements.