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3      SOSTAC Action Details of Tactics. Action is the details of tactics, and targets are set which are achievable and measurable during the run of the campaign.  Implementing the structure of the plan and setting out who would have the best skills to deal with which tasks, what their responsibilities are, what actions they need to take and how long it will take them.  Companies will decide whether to use existing staff members, or to draw on the expertise of an external agency.  Also decided would be what is required to reach the objectives and the best way in which to acquire them.   The budget is drawn up for each particle level and stage of the campaign, and the length that the promotion will run for with the date for the beginning and end of the campaign decided on.  It is determined what systems or processes are in place to advertise, and in which way and to who will be targeted.  Also set out will be how and wh...

2      SOSTAC     Objectives Where You Want to Be. This is the stage where companies plan to move forward with the campaign, to choose the direction that they wish to take, to set out what their unique selling point will be, and to state what is to be achieved from the campaign.  SMART objectives are set out, Specific, Measurable, Attainable, Relevant & Time-Specific.  Specific is to set exactly what is to be achieved and who will be assigned to do what, who it is for, where it will be marketed and how to support the marketing of the product or service.  The campaign can be measurable through sales, social media or extra traffic to the company’s sites.  The goals or long-term targets have to be achievable whether that be budget, skills, resources or competition.  The objectives need to be relevant to the company and its brand, and to the targeted consumers.  The campaign will be given a specific start and...

1      SOSTAC SOSTAC is a simple and effective Marketing plan used to set out objectives to create and execute successful marketing campaigns.  It was devised in the 1990’s by Paul R. Smith and has since also been adopted as a business plan.  It has proved so successful that it was voted one of the top three plans by the Chartered Institute of Marketing.  SOSTAC is an acronym of the six stages used in the plan, and each step is strategically interconnected with every stage.  SOSTAC is used to communicate the company’s values, and set out how the campaign will be run, set achievable objectives, budgets and time frames.    Situation Analysis    Where Are We Now? The situation analysis should be about half of the plan, the more detail derived here will make it easier to set out aims and goals for the marketing campaign.   Situation analysis is when businesses research and analyse their current ...