MARKETING DEPARTMENT LAUNCH
To launch a marketing department and select the right people, you need to set the company’s goals for 6 months and, based on these goals, create a company action plan to achieve them. The next step will be to describe the current business processes of the marketing department, make adjustments to these processes, define the areas of responsibility for the necessary team members, and create job descriptions. Then, personnel selection and the launch of the marketing department will follow. Additionally, we will establish KPIs for each position and support team members during the trial period.
Problem
Budget spent on advertising
without expected results, chaos in the work of marketers,
lack of accountability, no marketing
analytics, inability to achieve company goals,
absence of KPIs and metrics to evaluate the effectiveness
of each marketing process
Solution
Launch a marketing department with clear goals, areas of responsibility, KPIs, and metrics for the effectiveness of each marketing process
Work stages
What you will get in the end
Effective marketing department operation and achievement of company goals (within 6 months)
Our case
Given:
Gremi Hotel - a company with great ambitions to develop the hotel business in the little-known Dragobrat resort
Company goal:
80% hotel occupancy in the off-season and 100% hotel occupancy in the season
To achieve this goal, we decomposed it and identified the main marketing tasks for generating accommodation requests at this hotel:
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Clear definition of "who are our clients" and segmentation to make it easier to form offers.
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Designing the service "for clients": redesigning premises, adding play areas, movie-watching zones for bad weather, lounge areas for working on a laptop, training the service staff to communicate with identified client segments, a friendly approach in communication through direct messages, etc.
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Creating a marketing plan to increase online and offline presence, launching ads, developing emotional creatives, emotional content for social networks, working with bloggers, etc.
The company had its own sales department, so our work involved training the marketing department to generate requests for the sales department to process later.
To achieve the goal of generating accommodation requests at the hotel, we described the business processes necessary for implementing marketing tasks.
The description of the business process involves "breaking down into molecules" each employee's task, distributing tasks among employees, clearly defining each employee's area of responsibility, and creating clear job descriptions and performance criteria for each position.
This tool allows organizing effective and result-oriented work for each employee, which directly impacts the achievement of company goals.
The next stage: forming a marketing team to achieve the company’s goals. The team lacked specialized professionals to achieve the set goals, so it was necessary to find and invite them to join the team. This stage included creating job postings for each vacancy, recruiting personnel, and training them.
Thus, our main task was to recruit marketing department employees who would perform the above-mentioned functions.
Result:
As a result of our work, a strong team was formed that clearly executed the marketing plan and met the initial goal set by the company's management.