Kitrex Executive Summary

Strategic Direction

The strategic direction for KitRex, as well as Architrep, LLC is extracted from the data and analysis that went into developing the previous sections of this document. This section will address a the client’s objectives, as well as the proposed solutions for KitRex and Architrep today and in the future.

Marketing Plan

The social media, communication and marketing plan oultined below is an integrated marketing communcation strategy that is based problem solving and creating an impact-driven plan, that is focused, and fact-based. Based on perceived hypotheses, or initial ideas supported with facts about what the answer might be, allowed for effective analysis of the KitRex plan. The marketing plan for KitRex’s future

was developed based six primary components – identifying goals, reflecting, developing campaign theme, telling your story, assigning responsibilities, and tracking your results. As a result of these components the following plan addresses marketing, communication, social media, distribution channels, and organizational structure change.
“6-STEP BLUEPRINT TO EXCEEDING YOUR GOALS” (ACT-ON, 2016)
This guide provides a six step outline for KitRex to establish a high performance marketing plan, which is goal-oriented, reflective, consistent, and measurable.

Identifying and Creating Goals

In this phase it is imperative for the organization to develop high performance goals. The goals identified and established should help the organization achieve key objectives. As goals are set, any organization should develop tiered goal of expectations. The established levels of the three tiered goals are as follows:

Key Performance Indicator- This goal is an organizations establishment of its benchmark goals. This part of the tiered goal strategy should be goals that are not very difficult for any organization to meet.

Stretch Goal- This next tier within the goal setting strategy is still a goal that is identified as achievalbe; however, it is ambitious. This level of goal establishment will usually require significant effort.

Dream Goal- The final tier of goals within an organization is setting lofty and ambitious goals for individuals and/or an organization. Although the goals are lofty they remain acheivable.

Reflecting
Reflection is the cornerstone for improvement.

With that being said, before any organization can move forward in the developing of communication plans or developing social media tactics for the next campaign, it is imperative that the organization takes time to review and reflect and ask, what’s worked, what didn’t work, and why. Were there critical factors that aided in the successes? Were there factor that served as prohibitory to previous strategies? For any organization to continue with effective development of marketing and communication programs it must be certain to review its programs based on the receiver’s perception, too. By maintaining a customer –centric approach it reminds planners that messages are about the receiver, not the messenger.

Developing Campaing Theme

For any organization to have a successful marketing, communication and social media campaingn it must stand out, not only from direct competitors, but other messages and “noise”, which may distract the received. Most campaingn themes that have the most impact are simple. According to Act-On, “all effective campaingn themes are: 1.) Based on buyer pain points and needs. Not your product features and benefits; 2.)Simple to understand; 3.) Relevant during all stages of the buyer’s journey; and 4.) Enduring enough to stand the test of time” (ACT-ON, 2016).

Telling Your

Story
In this phase, ideas become actionable items for an organization. Figure 2. Identifes ideas that Act-On had found effective and successful.
Assigning Responsibilty
In this phase, “high performance marketing plans take care to assign responsibilties early, and hold contributors accountable, in order to to make sure plans turn into action. This step is all about creating a clear, action-oriented task list that adresses three key questions (ACT-ON, 2016).
Who- In this phase, the plan should identify, which individuals are completeing specific tasks. When assigning responsibilties, it is important to include creators and reviewers.
What- It should be noted, that when assigning responsibitiy it is important that individuals have an understanding of the overall plan and strategies; therefore, providing a campaign title or specific elements may assist in completeing responsibilties.
When- Any assigment of tasks shoud include key dates for the campaign and plan.
Tracking Your Results
According to Act-On, “a high performance marketing plan includes a process for the careful tracking of key metrics, so that programs can be optimized and exectives can clearly see their value” (ACT-ON, 2016). An organization may want to review their results periodically, this may include during a promotion, after a kickstarter campaingn, monthly, quarterly, or annually. By reviewing results consistently, it keeps the organizations eye on the assigned goals, while it strives for improvement regularly.