Strategic Marketing Plans
What is a strategic
A strategic marketing plan lays out the overall goal and
accompanying objectives, strategies, and tactics to support the goal. The plan
is designed to ensure that the organization reaches the right people at the
right time with the right message.
Why have a strategic
Having a formal plan ensures that everybody in the
organization knows what is going to be done when and why.
What are the elements
of a strategic marketing plan?
Every plan should have goals, objectives, strategies, and
tactics. The goal identifies what the organization intends to achieve. The
objectives, strategies, and tactics outline how the organization will achieve
- Objectives are measurable and include specific, quantifiable
end results with dates assigned.
- Strategies identify how the organization will achieve its
- Tactics indicate, specifically, what the organization will
Every plan should include an outline of the budget and
timetable, making it clear how resources (budget) are to be allocated to
achieve the plan’s objectives and when (timetable) specific tactics must be
Every plan includes an evaluation process to determine
whether or not the plan was successful.
What is a client manager?
The Office of Communications and Marketing (OCM) has
assigned a client manager to each USF college/school and certain departments/divisions
to serve as a single point of contact for your marketing and communications
needs. The client manager is your internal consultant to help you identify how
OCM can assist you.
Who is my client manager?
Elise Banducci: School of Nursing and Health Professions
Angie Davis: School of Law
David Macmillan: Athletics
Anneliese Mauch: Academic and Enrollment Services, branch
campuses, College of Arts and Sciences, Gleeson Library/Geschke Center, Office
of Government and Strategic Relations, Office of the President, Office of the
Provost, School of Education, School of Management, University Advancement
Advertisement Creation and Placement
How do I request an
First, answer these basic advertising questions to help you think through your advertising needs. Then, fill
out our project intake form, being as specific as possible about the ad you envision.
Who will write the
Because you are the experts in your program areas, we will
ask you to provide us with a draft of the text. That text will be developed by
our OCM copywriter and returned to you for review.
How long does
creating an ad take?
Our average turnaround time is two weeks. Please keep in
mind that it could be shorter or longer, depending on the information that is
provided at the outset and how many versions need to be created.
Why do I have to use
OCM to create my ad?
It is important for all of USF’s advertising to have a
similar look and feel, thereby increasing our impact and leveraging the most
from our advertising spending.
Why do I have to use
OCM to place my ad?
We are able to negotiate better advertising rates if we
contract all advertising centrally. This also ensures that we do not have
duplicate or incongruous ads running at the same time.
What does OCM charge
for advertising services?
OCM marketing services are offered at no charge
Advertising Questions to Consider
Before deciding to develop or place an ad, try answering
these questions. Then complete our online project intake form or contact us for
What are you advertising?
- An open house?
- An upcoming performance?
- The overall benefits of your program?
Why are you advertising?
- To build the image of your program or department?
- To drive attendance to an event?
- To enroll students?
- To sell tickets?
Who is the audience for your ad?
- Current students and faculty?
- Prospective students?
- USF alumni?
Where should you advertise?
- What publications or other media reach your
How much money do you want to spend?
Be careful, advertising is expensive. It’s easy
to spend a lot of money quickly.
Note: The cost you pay is for the ad’s creative
design and media placement. OCM marketing services are offered at no charge.
How will you measure the results?
- Attendance at an event?
- Calls to a designated number?
- Inquiries from an online form?