Building an LMI Marketing Plan
Prepared for the Labor Market Institute
by Don Norton
Mediacall Marketing and Advertising, Inc.
Table of Contents
Provides quick access to the topics in the plan. Organize
by section and subsection headings as noted below. Write
this section last.
Seen by many experts as the single most important part of
the plan. Complete this two page summary after all other
sections are done (and before you complete the Table of
Contents.) This “sells” the document through clarity and
brevity. If you write the following sections succinctly, you
may be able to take the first paragraph of each section and
have it become the Executive Summary.
Recent history and recent successes of the organization.
List core required products and also materials produced for
There are two parts to this section: Mission Statement and
USP (unique selling proposition.)
Mission Statement: this is what the LMI
organization is supposed to do, based on the
mission of the parent organization (such as a
Department of Labor or Employment Security).
USP: The single reason why someone would come
to your organization as opposed to another.
This section answers the question “where are we now?” It
includes a SWOT analysis and Situation Analysis. These
may best be presented as a narrative with charts.
SWOT: List the strengths, weaknesses,
opportunities and threats faced by your
Situation Analysis: In a brief but pointed discussion,
note the factors which may affect your organization.
These may include trends in the LMI industry,
cultural, political and other matters that will or may
affect the successful completion of your mission.
Be certain to discuss competition.
Building a Marketing Plan – Page 2
There are three parts to the marketing analysis:
Organization Analysis, Customer Analysis and