Integrated Agency Blog

The Birth of a Strategic Marketing Plan

​As if it weren’t amazing enough to learn about all the FabCom advertising and marketing resources that go in to developing a comprehensive strategic roadmap for each client, it was even more incredible for me, as a new FabCom team member, to witness the creation of the final strategic marketing plan.

PART V: The birth of FabCom’s signature strategic marketing plan

​Setting FabCom apart in the industry and offering the greatest value and ROI for clients, all strategic marketing plans developed for clients contain more than mere words. Our investments of time leverage the greatest return because the plan is multifaceted and complete with usable information and cross channel, cross media resources that provide the client with so much, they can hit the ground running from day one. The strategic marketing plan defines goals and objectives, target audiences (one-to-one direct and dynamic marketing, and relationship and database marketing), background/key issues, competition, marketing, positioning and branding strategy, creative strategy, sales planning/optimization, restraining forces, operational recommendation, media plan, budget and tactics.

​These tactics include actual prototypes for web pages, advertisements and marketing communications, cross channel, cross media technology integrations, quantitative and qualitative marketing research and other tactics as determined necessary and appropriate to help clients begin and get results faster. With this marketing research and strategy serving as a guide, every project in each phase of the marketing strategy can be implemented without starting from the very beginning each time.

​This strategic marketing planning approach not only makes sense, it saves money in the long run and is nothing short of brilliant in its evolution and execution. All of these cross channel, cross media components build the infrastructure and create the brand mapping (targets, product and company mapping to its markets and opportunities) necessary to maximize capability and reach that allows each company to wage competitive battle in the markets they desire.

​The upfront integration of online and offline marketing resources in a cross channel, cross media campaign results in a powerful, needs-based presentation that gains consensus across company lines covering all the bases, with precise details of implementation that includes how granular results tracking (and real-time dashboard reporting) will be achieved throughout the length of the marketing and advertising project. Visualizing how it all comes together, defining each stakeholder’s role in delivering results and identifying the cross channel, cross media resources required upfront propels the strategy’s impact that ultimately results in a successful outcome.


Brian Fabiano


Bob House