A marketing plan is a formal business document that is used as a blueprint or guide for how a company will achieve its marketing goals. A marketing plan differs from a business plan in that it focuses more on market research, attracting customers, and marketing strategies, whereas the business plan—which you will complete in Module 4—covers much more than that.

Marketing plans are important tools because they act as roadmaps for everyone involved in an enterprise. Writing a marketing plan forces you to specify goals and develop strategies to reach them and encourages you to research markets and competition. A strong marketing plan encourages entrepreneurs to think deeply about their business and profit potential, helping them make better business and marketing decisions.

Keep in mind that normally the various parts of a plan do not need to be written in a certain order. Plans should be seen as flexible guides rather than absolute rules; however, in this assignment you have to follow the assignment directions (except for including a budget).*

This Case Assignment is an opportunity to take what you have learned about creating a marketing plan and apply it to social media marketing. Think of yourself as the person your company has entrusted to put a face to the organization’s social media presence.

The premise of the social media marketing plan is to attract new talent to your organization. Keep in mind the things you want to see on an organization’s website when you are job hunting and put those things into your social media marketing plan. For example, do you want to see job announcements? Benefits? Community involvement and volunteer opportunities as employees? Upward mobility? What kind of marketing activities do you want to include in your plan?

Case Assignment

Prepare a Marketing Plan of 3-4 pages (at least 3 full pages) that covers the seven topics of your Social Media Marketing Plan. (The page count does not include the cover or reference list pages.) Your marketing plan will address the following seven sections as they relate to attracting new talent to your current organization:

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