Step 4: Strategic and Tactical Planning—Building the foundation
While many go right to the advertising campaigns, we counsel our clients to think strategically about their challenge. When engaged to develop a strategic marketing plan, clients can expect the following:

	1		SWOT (strengths, weaknesses, opportunities and threats)
	2		Need gap analysis
	3		Vision
	4		Positioning statement w/ unique point-of-difference
	5		Marketing objectives and core marketing strategies
	6		Key measures
	7		Primary and secondary target audiences
	8		Brand ethos/character
	9		Marketing tactics to deliver against strategies
	10		Evaluation recommendations