What constitutes a good marketing plan?
Naylor: A good marketing plan should focus on three objectives: increasing occupancy, increasing tenant value to the facility, and improving marketing efficiency. It should also be based on results and flexible. It will clearly outline specific activities to accomplish those three objectives, with deadlines. The plan should provide strict guidelines for logo usage, copy creation and offers so your marketing has a consistent and recognizable look and feel. The plan should also discuss how the marketing is going to be tracked for effectiveness and what constitutes “effective” so that quick, smart decisions can be made throughout the year. North: A good marketing plan must be comprehensive and focused on the target markets that produce the best results. It must be a combination of building relationships in the community, customer referral, key influencer referrals, search-engine marketing, social networking, Yellow Pages ads, and niche marketing specific to the local community. The market
