If the marketing strategy is the ‘what’, the marketing plan is ‘how’ you are going to achieve your marketing goals. Whether your strategy is to inform customers about your new products, promote your existing product line, or highlight how your business differs from the competition, you need to plan the steps required to gain their attention.

How the marketing plan is delivered

The marketing plan will contain a series of specific objectives or campaigns to persuade these customers to buy your products or sign up for your services. Dawn Mimnagh from Dotting and Crossing has a wealth of experience in the promotional or marketing communications activities used to deliver a marketing plan.