• 3:00 PM EDT
  • 2:00 PM CDT
  • 12:00 PM PDT

Wednesday, June 30, 2021

The New Rules of Building A Master Marketing Plan

By Ben Kaplan, CEO @ TOP Agency

About the event

How to create a game-changing marketing plan

Does your marketing plan inspire everyone in your organization?

Does it leave enough room for experimentation?

Are you using a common set of metrics throughout?

A good marketing plan should be memorable, containing a clear North Star that is easily communicated throughout the company. A good plan should not just be about developing key strategies, but also about providing clear direction to mobilize people to actually implement those strategies.

But how do you actually do this? How do you balance strategic sophistication with clarity of team action steps?

In this webinar, TOP Global CEO and Harvard economist Ben Kaplan will draw upon more than ten years of marketing experience as he reveals how to create a succinct marketing plan that delivers on your business goals while uniting and inspiring the wider organization. Whether you’re a small startup or a large multinational company, Kaplan’s presentation will provide tips, tricks, and techniques that you can apply to your own master marketing plan.

Wednesday, June 30, 2021 3:00 PM to 4:00 PM EDT 2:00 PM to 3:00 PM CDT 12:00 PM to 1:00 PM PDT 60 minutes

Does your marketing plan inspire everyone in your organization?

Does it leave enough room for experimentation?

Are you using a common set of metrics throughout?

A good marketing plan should be memorable, containing a clear North Star that is easily communicated throughout the company. A good plan should not just be about developing key strategies, but also about providing clear direction to mobilize people to actually implement those strategies.

But how do you actually do this? How do you balance strategic sophistication with clarity of team action steps?

In this webinar, TOP Global CEO and Harvard economist Ben Kaplan will draw upon more than ten years of marketing experience as he reveals how to create a succinct marketing plan that delivers on your business goals while uniting and inspiring the wider organization. Whether you’re a small startup or a large multinational company, Kaplan’s presentation will provide tips, tricks, and techniques that you can apply to your own master marketing plan.

What you’ll learn

  • How to build the flexibility for future adjustments and optimization into your strategy
  • How to create a one-page marketing plan that resonates with your entire company
  • How to integrate owned, earned, and paid media effectively
  • How to benefit from less tangible forms of marketing, such as viral marketing and word of mouth
  • How to effectively structure KPIs that coordinate towards annual business goals
  • How to identify your core strengths and weaknesses that should be outsourced
  • How to structure accountability within your marketing plan

About the presenter

Ben Kaplan

CEO @ TOP Agency

Ben Kaplan is a rare "quadruple threat" marketing and media expert: Over the course of his 20-year career in the media, he has been featured on 5,000+ TV and radio shows (such as Oprah and Good Morning America), served as a media spokesperson for major brands (such as Dr. Pepper and U.S. Bank), founded a leading global marketing agency with clients like Citibank and Budweiser, and worked as a syndicated columnist and commentator (including columns for The New York Times and TIME).

Reserve your spot

  • 3:00 PM EDT
  • 2:00 PM CDT
  • 12:00 PM PDT

Wednesday, June 30, 2021

The New Rules of Building A Master Marketing Plan

By Ben Kaplan, CEO @ TOP Agency