Quick Insight Blog
All too often in small organizations the responsibility to put together the marketing plan is handed off to a staff member as an additional function - on top of their already busy main job. And, just as often, that staff member has little or no formal training in marketing to know how to go about efficiently and effectively developing a useful marketing plan.
While smaller banks may have a basic direction and likely will have done some work to decide which customers to target, there generally is significant room for improvement.
Over the course of three months, the TSG process guides a bank COO/CMO through the steps of creating a simple marketing plan closely linked to bank strategy using ideas generated by bank personnel themselves. TSG facilitates and mentors plan development, providing necessary insights and ensuring execution milestones are included.
Once the plan is complete, TSG works with the team to develop a “Marketing Action Plan™ (M.A.P) that brings the pieces together; the segments the bank is targeting, how the bank will differentiate itself, and how the bank will measure the results. The outcome of the process is a COO/CMO with basic marketing skills and a plan ready to be implemented.