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Transmedia Marketing by Anne Zeiser

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CHAPTER 4 The Marketing Plan

You can’t get where you’re trying to go unless you have charted the waters you expect to travel. Your marketing plan is the map of the coastline, the currents, and the hidden rocks. It will guide you and your project through limited visibility and bad weather on your long and complicated journey.

Architects have blueprints. Artists have rough sketches. Entrepreneurs have business benchmarks. And successful media makers and marketers have clearly articulated marketing plans. Great marketing outcomes rarely happen because of serendipity or flashes of inspiration. They happen because of sound strategy and diligent planning. Now you’re going to write and, eventually, execute the tactics of the marketing plan you develop ...

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