How Do I Create A Brand Marketing Plan?

If the words “brand marketing plan” scare you, I’ve got good news. Help is on the way. Brand marketing plans sound scarier than they actually are, but that doesn’t mean they don’t take some work. Yet, once you have your brand marketing plan (BMP) nailed down, everything else comes together. That’s because brand marketing is the foundation of the integrated marketing communications (IMC) process. Of course, if your school has a family of brands, you’ll need a BMP for each sub-brand. Just make sure each sub-brand flows from the college’s parent brand. Below is an outline of a BMP:

School or Department
Brand Marketing Plan

I. Brand Marketing Objective
This is where you state what you’re setting out to do. Branding is about changing minds. Marketing is about overcoming obstacles to the sell. An objective is something specific you want to accomplish. So a brand marketing objective can be thought of as how you’re going to change customers’ minds about the obstacles that are preventing them from buying your product.

Example:
The brand marketing objective for the [CAMPAIGN NAME] is to prompt a change in audience attitude/perception. The goal of this campaign is to…

II. Brand Promise
Make a one-sentence promise that matters to your audience, is unique to your school or program and above all believable. This promise should indicate what your product is and whom it’s for.

III. Brand Attributes
These are words—think talking points—from your brand promise that are leveraged in your brand-building communications.

IV. Brand Category
Your brand category helps you focus on where you are competing for students, donors, etc., and where you’re not. In case you don’t know your category, ask your customers. Try to dominate your category.

Example:
Midwestern Teachers College is in the category of third tier teachers colleges in the Midwest.

V. Brand Positioning
This is a one sentence positioning statement that shows how you are different, better or more special than your competition. This is the message you plan to put into the minds of potential students, donors, etc. when they think of your school or department.

Example:
This campaign attempts to brand [SCHOOL OR DEPARTMENT] as the… “[ADD STATEMENT]

VI. Positioning Anchors
This is the evidence you supply to back up your promise (especially useful for admissions and development officers). This information is vital to your marketing efforts.

Example:
The [SCHOOL OR DEPARTMENT’S] brand positioning statement is supported by the following positioning anchors:

1. Proof A
2. Proof B
3. Proof C, etc.

VII. Audience
This is where you display your audience research and admissions diagnostics.

VIII. Advertising
Here’s where you would list all of your advertising placements. This data would include the medium, vendor, description, size, execution date, due date, number of impressions and cost. These efforts should align with both your audience and brand message.

IX. Budget
Details how much money you are investing in this plan.

Special thanks to Bob Sevier for helping me understand this process. Any omissions are my mine, not his. (498 Words)