The marketing plan should include a section that outlines the mix of promotional activities and techniques that will address the specific audiences targeted.The plan should also outline how to make use of the Web, e-mail and social media.Tread lightly and check what pertains for your products.
If the plan is long, summarize highlights of each area into an executive summary.
To start developing the marketing plan, take a detailed look at the agency today.
If this is your first marketing plan, you need to determine what budget you can allocate.
You may want to track results by cost per client so you can allocate money in future years based on desired sales.
Now, review opportunities to enhance the business, such new products or pricing to capitalize on in the future. These often come from external sources, such as competitors, clients being laid off or even a natural disaster. Are there products or pricing changes that lend themselves to a particular market?
After you have determined primary markets, identify ways to reach them, such as networking events, religious organizations, meet-up groups, children’s activities or mass marketing.
Analyze its Strengths, Weaknesses, Opportunities and Threats (SWOT).
The agency may have great products to sell but need to generate fresh leads.
A marketing plan for an insurance agency requires knowing the vision for the agency, available resources (both money and time) and the type of clients being sought.
Key plan sections evaluate the current situation, desired markets, messaging, marketing materials and strategies as well as metrics to evaluate results.