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[Network Name] Marketing PlanProject Marketing PlanTemplateRural Health Network DevelopmentProgram Technical AssistanceAugust, 2018525 South Lake Avenue, Suite 320 Duluth, Minnesota 55802(218) 727-9390 info@ruralcenter.orgGet to know us better: www.ruralcenter.org/rhiThis is a publication of Rural Health Innovations, LLC, (RHI), a subsidiary of the National RuralHealth Resource Center. The Technical Assistance for Network Grantees Project is supported byContract Number HHSH250201400024C from the U.S. Department of Health and Human Services,Health Resources and Services Administration, Federal Office of Rural Health Policy.
[Network Name] Marketing PlanTABLE OF CONTENTSBackground and Purpose . 2Instructions . 3Network and Project Overview . 4Target Market . 5Marketing Plan Goals . 6Marketing Mix . 7Products and Services: Existing . 7Products and Services: New . 7Promotion: Key Messages . 8Place: Product or Service Delivery. 9Pricing. 10Marketing Plan Evaluation . 11Secondary Target Market. 12Key Initiatives and Next Steps . 12RURAL HEALTH INNOVATIONS1
[Network Name] Marketing PlanBACKGROUND AND PURPOSERural Health Innovations (RHI), LLC, is a subsidiary of the National RuralHealth Resource Center (The Center), a non-profit organization. Together,RHI and The Center are a leading technical assistance and knowledge centerin rural health. In partnership with The Center, RHI enhances the health ofrural communities by providing products and services with a focus onexcellence and innovation. RHI is providing technical assistance (TA) to theRural Health Network Development grantees through a contract with theFederal Office of Rural Health Policy (FORHP).Sustainability of grant funded programs is a goal of FORHP funding. Having aMarketing Plan in place is critical to developing success and sustainability ofthe project. A Marketing Plan will help a network understand who thepotential target markets are for product and services and identify how tobest convey messages. There is an evaluation element of the marketing planas well to understand its effectiveness.This Project Marketing Plan Template was created to provide support toRural Health Network Development grantees in writing an effectivemarketing plan by following a participative planning event as outlined in theMarketing Plan Guide.This template is designed for use in conjunction with the Marketing PlanGuide for Rural Health Development Networks. For samples of the completedmarketing plan components reviewed in the guide and template, see theProject Marketing Plan Samples for Rural Health Development Networksdocument.This toolkit is supported with an educational Principles of Marketing:Preparing for Marketing Planning webinar recording and podcasts availableon RHI’s website.Content for this Project Marketing Plan Template and the accompanyingMarketing Plan Guide is based on RHI’s June 2018 Principles of MarketingWebinar, developed by Dr. Stephen Castleberry, Marketing Professor atUniversity of Minnesota, Duluth, and Value Proposition Designer, December2016.RURAL HEALTH INNOVATIONS2
[Network Name] Marketing PlanINSTRUCTIONSAlthough a specific template for the marketing plan is not required as part ofthe Rural Health Network Development grant deliverable, the followingcomponents are recommended: Network and Project Overview Target Market Marketing Plan Goals Marketing Mix Marketing Evaluation Plan Secondary Target Market Key Initiatives and Next StepsThere is no single correct way to present a marketing plan. We offer thistemplate to provide your network with ideas and a starting point as youmake decisions about creating your report. To use this template fordocumenting your network’s strategic plan, complete the following steps:I. Revise the cover page to display the appropriate network/programinformation including: name, location, authors of the report and thedate.II.Remove the Background and Purpose section and the Instructionssection on pages 3 and 4 of this template document.III.Change the headers and footers to reflect your network name.IV.Complete the sections provided with relevant information in theform of narratives, tables, diagrams and charts asappropriate. Remove the instructions prior to the table.V.Update the Table of Contents to reflect your new content languageand layout.RURAL HEALTH INNOVATIONS3
[Network Name] Marketing PlanNETWORK AND PROJECT OVERVIEWInsert your network’s mission, vision and project goals from previous plans.RURAL HEALTH INNOVATIONS4
[Network Name] Marketing PlanTARGET MARKETList all market segments identified in prework, on page 6 of the Product andService Designer worksheet. List in rank order, with the most important attop.Provide a summary of your primary target market’s characteristics byreturning to your Product and Service Designer Worksheet (Appendix C).Select your primary target market’s jobs or tasks from the list on page 2 ofthe worksheet. Then identify the pains and gains associated with the targetmarket from page 3 of the same worksheet.RURAL HEALTH INNOVATIONS5
[Network Name] Marketing PlanMARKETING PLAN GOALSList your marketing plan goals, and for each marketing goal, indicate theproject goal associated with it.Remember that every Project Goal may not have a marketing goal.RURAL HEALTH INNOVATIONS6
[Network Name] Marketing PlanMARKETING MIXProducts and Services: ExistingFor each product or service rated as “crucial” on page 5 on the ValueProposition Worksheet (Appendix C), identify those which meet the needs ofthe primary target market. Describe how the product or service meets targetmarket needs by alleviating pains or creating gains.Products and Services: NewIf the network will offer any new products or services, describe how eachproduct or service meets primary target market needs by alleviating pains orcreating gains.RURAL HEALTH INNOVATIONS7
[Network Name] Marketing PlanPromotion: Key MessagesA key message is a statement of value from your target market perspective.How does the particular product or service address the pains and gains?For each existing and new product or service listed on page 8, create at leastone key message that would be meaningful to your primary target market.Specify the method(s) that will be used to deliver each message.RURAL HEALTH INNOVATIONS8
[Network Name] Marketing PlanPlace: Product or Service DeliveryPlace defines the methods used to deliver products and services and thetiming of the delivery of the product or service. Note that this is about theactual delivery of the product and services themselves, NOT about ways topromote products and services.RURAL HEALTH INNOVATIONS9
[Network Name] Marketing PlanPRICINGThis section is OPTIONAL. If you already know how you will price yourproducts and services to ensure sustainability, describe your plan here. Ifyou have not yet created a financial plan, leave this section blank. You’llhave the opportunity to share your financial plan when you submit yourbusiness plan (due July 31, 2019)RURAL HEALTH INNOVATIONS10
[Network Name] Marketing PlanMARKETING PLAN EVALUATIONTranscribe each of your marketing goals (from page 7 in this template). For each goal, provide:What: Measurements that provide evidence of achievement, or success, for marketing goals Describe the measure (Quantitative and/or Qualitative)Provide a specific target or benchmark comparisonDefine how the measure will be calculatedIdentify the method of data collectionWhen: Identify timing, or frequency, of data collection (i.e. baseline, quarterly, annually, fundingcycle etc.)Who: Identify individual responsible for data collection. This person ensures accuracy andconfidentiality (if applicable).
[Network Name] Marketing PlanSECONDARY TARGET MARKETList your second-priority market segment from (page 6 in this template) and describe the ways that amarketing plan for this market segment might look different than the plan for your primary target market.KEY INITIATIVES AND NEXT STEPSIdentify the actions needed to further implement this marketing plan.RURAL HEALTH INNOVATIONS12
This Project Marketing Plan Template was created to provide support to Rural Health Network Development grantees in writing an effective marketing plan by following a participative planning event as outlined in the Marketing Plan Guide. This template is designed for use in conjunction with the Marketing Plan
