For my students at Northwestern, building a total social marketing program is a daunting effort. And so rather than just start from zero or talk through it, I've taken the time to put together a marketing planning tool and a whole series of templates that you can use to more effectively build your program, and to do it in a more structured and easy manner. So in this video, what I want to do is show you those different templates and talk them through. The key is that we're going to be going through, as you heard in the last video, a very set process to identify the markets, figure out what strategy we're going to use, put together all the components of strategy, build the marketing plan, build the budget, and the justification. And then, again, whether it's Engagement, Nurture, or Social IMC, the system will work the same way. We'll go through the same basic process. And the key is we put together a template that will allow you to actually go through that process in a much easier fashion. So here's what I want you to do. There are actually four templates that are out there. I want you to download, especially, the Social Media Marketing Planning template, because that is one that is going to run the whole system. I'll show you the other ones and tell you about them here in a minute. Then what I want you to do is to copy that template and rename it something related to the project. In other words, you might call it the Capstone Final Project, or you might name it after your own product or the projects you want to do, but separate it. Why? Because the actual template itself is something you can use over and over and over again to do any type of social marketing program. All the way through from analyzing the market place to actually justifying it. So it's something I hope, if you find it useful, you'll be able to use it. And so then I'd create a sub directory for this final project, so you keep this all separate. You'll be using these other templates as well. And the key is keep the templates in one place, keep the project in another place with a different set of names, even if they're using the templates. So that way you can re use them after you're done. And so basically, there's a social marketing template and then there's these other three. There's a scheduling template, a 52 week schedule that's really designed for engagement marketing, and an additional A/B split testing template that you can use. So what I want to do is to take you through those real briefly. So let me hop over, and I'm going over here to find it. And so we want to do the basic template. There we go. This is the social media marketing planning tool. And if you'll notice, it starts with essentially welcome to the Capstone Program. And so you'll be able to then, of course, copy it but across the bottom there are a whole series of templates so this is welcome. Then we talk about marketing definition, and as you see we have a number of things to do. We then take you through the marketing strategies. Then we go through each one. Here's the Engagement Marketing funnels and KPIs. And then here's the Nurture. Here's the Social IMC. Here's the Go Viral Marketing Program. Here's the Marketing Schedule. Here are the Budgets. And here's the final justification. The way this is set up is as you go through each one of these templates, and we'll be taking you through with videos each one, you'll be able to build an entire marketing program for you that will also be something we can use in the capstone to graduate you. In other words, these are pieces that'll be copied through. So in each one of the subsequent videos that you'll see here, we're going to show you how to use a template. And then we're also going to go through and say here are the deliverables you need to do to finish the capstone. And so as you go through this, it's actually giving you the prices, but it's also giving you the actual calculations and the template to make it work. And one of the things we've done is when we get into the budgeting part and the justification, we do it in U.S. dollars. But you can use whatever monetary currency you want to do, because it'll all work the same way. Let me briefly show you the other templates that you have, and we'll just go through them real quickly. The next one is a 52 week template. It's actually designed to do engagement marketing. We'll take you through and explain what the rows and the columns and how to use it. But it actually has not only a really really good template to build out a complete marketing schedule. You can also use it to build your blog schedule and things that you want to do. And it also has a great reference library. And I use that quite a bit, the resource library to say, when I find something really good, I'll take it, copy it over there. And then later in the year, I can use that to actually talk to people or show them things that I think are really important. We also give you the A/B split group, which you've done before. But the key is you want to be in testing these different things as you roll out your strategy. This will give you the ability to do that so you'll be able to use it. And let's see here. The final piece is a market scheduling system. This is actually something I use day by day with all of my clients. And I'll explain to you how to do it. But it actually lets you lay out the technological part and the marketing program part of building out a strategy to make it work. And so, in essence, what we're doing here is we're going to give you some templates that you can use for any marketing program at all. We'll specialize it to do the final capstone. But these are resources that you'll want to keep separate and reuse if you find them valuable. So let's get started with talking about defining our market.
