Brand Experience Plan

If your foodservice marketing program feels a bit like a wall of dart boards and you’re firing at random, you need an experience plan. If you’re constantly going to battle for marketing funds because you struggle to communicate the success of any one element of your program, you need an experience plan. If you’re overwhelmed with the sheer number of marketing opportunities, channels through which you can communicate, or the allocation of resources to produce real results, you need an experience plan.
It’s the optimal way of aligning with your stakeholders on priorities, staying organized, and feeling confident about the order in which you activate.

A solid experience plan will:

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Define

Help identify clear objectives, strategic priorities, and tactical considerations for activation, establishing both a short-term and long-term vision and plan and illustrating how objectives can change based on performance
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Target

Organize the ideal marketing and channel mix (including the role of the sales function and sales enablement!) to meet the target audience needs and inspire intended audience action
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Allocate

Consider critical resources needed to conduct quality work, including time, budget, and scale or scope
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Communicate

Communicate strategic content pillars, from which to drive original content creation as part of a broader distribution plan
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Design

Construct a Paid, Earned, Shared, and Owned integrated marketing and distribution plan (PESO) for holistic customer experience design

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Rally

Identify key rally points and campaign lenses through which to activate PESO plan

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Prioritize

Prioritize activation components and guide activation teams on the order in which to execute against critical dependencies
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Partner

Consider strategic partnerships with influencers and relevant networks, as well as publishers
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Integrate

Advise on important integrations with Sales and CRM initiatives
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Measure

Outline key performance indicators (KPIs) and metrics
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Wayfind

Influence momentum mapping, to assist in the specific order in which to activate against strategic priorities and tactical plans