Skip to contentUnited States Department of Transportation - Federal Highway AdministrationSearch FHWAFeedback
Highways for LIFE

ArrowSteps in the Marketing Plan Development Process

PowerPoint Version (876 kb)

Slide 1

Table version of Pie Chart in Slide 6

Marketing Program
PlanningSet Directions
  • Where are we going?
  • How are we going to get there?
  • When are we going to get there?
ResearchWhat do we know?
  • What do we need to know?
  • Where are our markets?
    • Existing Markets
    • Potential Markets
StrategyHow?
  • What do we have to do?
  • Who will do it?
Business Development & SalesWho?
Where?
  • Client Type
  • Project Type
  • Territory
When?
Public Relations
  • Image
  • Visibility
  • Direct Mail
  • News Releases
  • Feature Articles
  • Presentations
  • Affiliations
Sales Tools
  • Brochures
  • Photos
  • Binders
  • Special Mailings
  • Covers
  • Specialties
  • Training Aids & Programs
AdvertisingBudget
  • Where?
  • Why?
EvaluationAdjustments
Corrections
  • Is it working?

Return to Presentation.

More Information

Events

Contact

Kathleen Bergeron
Highways for LIFE
202-366-5508
kathleen.bergeron@dot.gov

PowerPoint files can be viewed with the PowerPoint Viewer
Updated: 04/04/2011
 

FHWA
United States Department of Transportation - Federal Highway Administration