Biodiversity and Ethical Business

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Key Steps for a Marketing Plan

This draft version of a marketing plan has been developed in a meeting with Blanca Fullana (Edelman) on April 21.

Step 1: Identify how taxonomy can move an individual

Identified potential motives:

- save lives through discovering new medicines,
- by-pass the power of the pharmaceutical industry, ie. generate knowledge for the commons instead of claiming property rights (patents) on life,
- learn about our heritage (evolution),
- understand the food chain,
- knowledge on characteristics of species, where they live, interact, etc.,
- contribute to the sustainability of our planet,
- support the economies of developing countries,
- inspire creativity (art, technology, etc.).

Step 2: Determine who are GTP´s competitors

A: Why would the public give money to the GTP rather than to competitors?

B: Why would companies give money to the GTP rather than to competitors?

Step 3: Create a differentiated message/positioning. What makes us so special

- Name, e.g., "Connecting with Living Species"
- slogans
- logo

Step 4: Determine content of platform (website)
- What are the "Must Haves" & the things that are "Nice to Have" (e.g., educational features, useful tools, fun activities, etc.)
- The primary target is the individual - but who? Children, teens, adults
- The secondary target could be corporations (if there is interest from general public corporations will be interested too)
- Public fundraising: Assure transparency, people need to understand and see what the money is used for; possibly even some "voice" in which projects are financed

Step 5: Identify how taxonomy can move companies

A. ROI for Corporations

Examples:

- credibility through visibility in a platform that is part of the United Nations
- networking by attending meetings on biodiversity
- ultimately reputation for consumers and the general public

B. Donation Packages

- If a corporation donates X amount what do they get in return, if they donate x+Y what do they get, etc.
- possibly influence (through participative decision making?) on what research projects will be financed

Step 6: Execute Platform

Step 7: Define PR campaign strategies

Step 8-9: Monitor progress

Step 10: Follow up Meetings


Other crucial points:

- Define how much money is needed; what counts as "success"?