[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"detail-sidebar-cat-1-en-105":3,"doc-seo-353636-105":53,"doc-detail-353636-en":127},{"code":4,"msg":5,"data":6},0,"success",[7,14,19,24,29,34,39,44,49],{"id":8,"doc_module":9,"doc_module_name":10,"category_name":11,"show_sort_weight":12,"slug":13},11,1,"Template","Presentations",90,"presentations",{"id":15,"doc_module":9,"doc_module_name":10,"category_name":16,"show_sort_weight":17,"slug":18},12,"Resumes",80,"resumes",{"id":20,"doc_module":9,"doc_module_name":10,"category_name":21,"show_sort_weight":22,"slug":23},14,"Invoices",70,"invoices",{"id":25,"doc_module":9,"doc_module_name":10,"category_name":26,"show_sort_weight":27,"slug":28},15,"Posters",60,"posters",{"id":30,"doc_module":9,"doc_module_name":10,"category_name":31,"show_sort_weight":32,"slug":33},16,"Social Media",50,"social-media",{"id":35,"doc_module":9,"doc_module_name":10,"category_name":36,"show_sort_weight":37,"slug":38},17,"Forms",40,"forms",{"id":40,"doc_module":9,"doc_module_name":10,"category_name":41,"show_sort_weight":42,"slug":43},18,"Letters",30,"letters",{"id":45,"doc_module":9,"doc_module_name":10,"category_name":46,"show_sort_weight":47,"slug":48},21,"Paper Templates",5,"papers-templates",{"id":50,"doc_module":9,"doc_module_name":10,"category_name":51,"show_sort_weight":4,"slug":52},158,"General","general-158",{"code":4,"msg":54,"data":55},"ok",{"site_id":56,"language":57,"slug":58,"title":59,"keywords":60,"description":61,"schema_data":62,"social_meta":120,"head_meta":122,"extra_data":124,"updated_unix":126},105,"en","overall-marketing-plan-marketing-strategy-2017-2020","Overall Marketing Plan - Marketing Strategy 2017-2020","","A three-year marketing strategy (2017-2020) for Rugby Borough Council to turn existing commercial activity into a more coherent, customer-focused offer. The plan links traded services with packaged commercial and resident service propositions, aiming to increase income by 200% by 2020 and reach financial self-sufficiency. It emphasizes synergy, cross-selling, consistent marketing planning, market analysis, positioning, targeting, and performance management through known costs and profit margins.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/overall-marketing-plan-marketing-strategy-2017-2020/353636/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/overall-marketing-plan-marketing-strategy-2017-2020/353636.png","ImageObject",442,249,{"name":88,"@type":89},"Oliver","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-27","2026-09-22",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",9,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What problem does the marketing plan address?","Question",{"text":109,"@type":110},"The plan targets the lack of a unifying thread linking traded services together, which limits how effectively the council’s commercial services and assets are communicated.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"What is the overall purpose of the plan?",{"text":114,"@type":110},"It aims to create a vibrant environment for income-generating activity by developing a Rugby Borough Council marketing approach, building synergy between traded areas through package offers, and increasing income through effective marketing.",{"name":116,"@type":107,"acceptedAnswer":117},"What are the key objectives for 2017-2020?",{"text":118,"@type":110},"The strategy is designed to contribute to council efficiencies and additional income goals, requiring further efficiencies and additional income by 2020, and it sets targets for package areas to increase existing income by over 100% by 2020.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},353636,1791722089,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":8,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":79},8796095461610,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","MARKETING STRATEGY  \n2017-2020  \nDavid Elverson Commercial Gov [www.commercialgov.co.uk](www.commercialgov.co.uk)  \nTHE MARKETING PLAN  \nThe following marketing plan is designed to deliver against the identified objectives over a three year period. Success will come by sticking to the broad strategy whilst developing the nuances of the campaigns.  \nSITUATION  \nRugby Borough Council (RBC) has been developing commercially for a number of years. There are already a number of income streams across the authority of varying sizes and with varying degrees of maturity. Business plans have been developed for some of the areas, such as Trade Waste, whilst other services are not yet that advanced in planning.  \nThere is currently no real thread linking the traded services together, and therefore the commercial services and assets of RBC are not communicated as effectively as is possible. This means there is further commercial opportunity for these services that will be gained through an effective approach to marketing. The purpose of this marketing plan is to develop a number of ‘packages’ that will aid the effective communication of the commercial offer. The plan will develop an overall approach to marketing and will provide a template for further commercial services in the future. It will also provide greater detail for marketing two specific package offers. This will create a vibrant environment for income generating activities and develop synergy between different traded areas. This approach will enable effective performance management of sales and income generation activity.  \nThe two packages identified through this project as viable commercial offers are:  \n• Commercial Services  \n• Resident Services  \nThese will be defined in more detail later on in this marketing plan.  \nPURPOSE  \nCreate a vibrant environment for income generating activities through the development of a RBC approach to marketing. Develop synergy between traded areas through the development of package offers and generating higher levels of income through the effective marketing  \nMARKETING STRATEGY 2017-2020 2  \nOBJECTIVES  \nThe overarching aim of this marketing plan is to deliver a financial return which contributes to the Council’s efficiencies and additional income targets, helping to safeguard and develop frontline services that the Council currently provides.  \nGiven the scale of funding cuts further efficiencies and additional income of c£2m will need to be made by 2020 in order to achieve the target of financial self-sufficiency.  \nThere are a number of commercial opportunities already identified by RBC. These two package offers are part of the potential commercial portfolio going forwards but have been chosen to be the focus of this marketing plan due to the opportunity they have to both generate additional income, but also to provide learning that can be applied in other areas.  \nThe objective set for these two package areas is that they will increase the existing income of the constituent parts by over 100% by 2020.  \nThe costs of these services must also be known to understand the profit margins generated through the traded activity.  \nThis marketing plan is designed to achieve these financial objectives through a comprehensive approach to marketing across the authority.  \nOBJECTIVES  \nTo deliver a 200% increase on income by 2020 on the existing constituent parts of the package offers  \nSTRATEGY  \nThere are two parts to this strategy: firstly an overall strategy for the marketing of the traded services of the authority and secondly an approach to marketing the two particular packages identified.  \nMARKETING STRATEGY 2017-2020 3  \nThe aim of the first part of the strategy is to maximise the potential the traded services have by looking at the synergy between them, their customer segments and the leverage that comes from being part of the council.  \nThe second part of the strategy recognises that not all of the services will benefit from being treated in","cbCaiadL0NZOzsTF","https://ap.wps.com/l/cbCaiadL0NZOzsTF","pdf",193451,"English","# Situation\n## Commercial opportunity and current gaps\n# Purpose\n# Objectives\n## Financial return and self-sufficiency\n## Income increase targets\n# Strategy\n## Overall traded services approach\n## Package-specific marketing approach\n# Customer and service focus\n## Customer-focused approach\n## Service-focused approach","[{\"question\":\"What problem does the marketing plan address?\",\"answer\":\"The plan targets the lack of a unifying thread linking traded services together, which limits how effectively the council’s commercial services and assets are communicated.\"},{\"question\":\"What is the overall purpose of the plan?\",\"answer\":\"It aims to create a vibrant environment for income-generating activity by developing a Rugby Borough Council marketing approach, building synergy between traded areas through package offers, and increasing income through effective marketing.\"},{\"question\":\"What are the key objectives for 2017-2020?\",\"answer\":\"The strategy is designed to contribute to council efficiencies and additional income goals, requiring further efficiencies and additional income by 2020, and it sets targets for package areas to increase existing income by over 100% by 2020.\"}]","Overall Marketing Plan - Marketing Strategy 2017-2020 | PDF",1790106481]