How to Develop a Marketing Plan for Growth 

In this workshop you will learn how to develop a marketing plan in your business. Hands on workshop activities will include exercises to describe your products/services effectively in the marketplace, identifying your business strengths and opportunities, identifying go to market strategies and how to increase awareness and build sales. 

Topics include

• Defining what is Marketing
• Developing a marketing plan for growth which includes:
  • Development of your value proposition
  • Defining your target market(s) and describing the opportunity by customer/key revenue stream or sales channel
  • Development of a situation analysis (SWOT)
  • Importance of completing a competitive analysis 
  • How to identify key messages to convey
• Identifying online and traditional  marketing resources in your toolbox
• How to manage your marketing plan mix
• Where to find marketing content
• Importance of measuring success
• How to prioritize and manage your marketing plan

Speaker:  Karen Durand is a Brand and Shopper Marketing Executive, retired. 32 years of experience which included, Senior Manager, Shopper Marketing Center of Excellence at Kimberly-Clark, Corp, Vice President Marketing, Specialty Foods Group, Inc.; Group Manager, Business Development at International Paper, Director of Marketing and Corporate Communications and Investor Relations at Gibson Greetings; consultant for various CPG & B2B companies, and Community College instructor on business plan writing and marketing. Specialties: Shopper Marketing for grocery and mass market retailers, Brand Marketing for CPG companies, Sales and Communications. Her marketing background includes extensive website content and social media expertise.   

Parking is free.   There is a $30.00 fee for registration and handouts.  Select PayPal payment option to pay with regular credit card or PayPal account.  Registration at the door will be $35.00. 

Keiser University students and faculty and all students in Fort Myers and Lee and Hendry counties with a school ID and Veterans may attend free.  When registering students should simply enter the discount code STUDENT and Veterans should enter the discount code VETERAN.  A valid ID may be required at the door.

The Southwest Florida SCORE Chapter provides FREE Counseling and Low Cost Workshops to new and existing businesses in Fort Myers, Cape Coral, Bonita Springs, Lehigh Acres, Labelle and surrounding areas in Lee and Hendry Counties.  Visit us today at southwestflorida.score.org