Watch the full webinar below

Building a comprehensive marketing strategy can be pretty overwhelming, so it’s important that you break the whole process of building that actionable roadmap into three steps. The first step involves conducting a “kickoff” meeting or a strategy session. Following the kickoff meeting, you need to identify key elements that will help you build a marketing roadmap. Once you have a solid marketing roadmap in place, the final step is to determine how to refine and report on the success of your new strategy over time.

Kickoff meetings are all about having a productive discussion with the key stakeholders of the brand, formalizing all the ideas proposed by them and establishing a timeline and budget of the project. Mutual understanding of the goals and agreement on the scope of the project has to be one of the important outcomes of the kickoff meeting. Sometimes, the project requires multiple kickoff meetings, especially if it’s a large company with several key stakeholders. You’ll provide the participants of the meeting with a questionnaire beforehand, as it will help you guide the discussion during the strategy session. The questionnaire needs to cover the organization’s overview, its target audience, positioning, branding and design as well as its current marketing tactics and online presence. Record the kickoff meeting, and get the recording transcribed with the minutes of the meeting created. Send the minutes of the meeting to all the stakeholders involved to ensure that there is no information missing and to make sure that everyone is on the same page.

Watch this webinar by the Anania Bailey team in collaboration with Opus Consulting and the Portland Regional Chamber of Commerce to develop valuable insights on the remaining steps of building an actionable marketing roadmap for your organization.