Creating a Marketing Plan-On-a-Page

Prioritize marketing activities by focusing on your goals and key target audiences – and making the most of your budgets

Marketers in small and mid-sized organizations face unique challenges. This program meets these time-starved, curious, and quick-to-learn marketers where they are. Through a guided afternoon, marketers will learn how to build a marketing plan that is goal focused and measurable, leaving with a pragmatic and shareable marketing plan-on-a-page that is immediately doable with their people and budget resources.

You’ll leave with a simple, shareable, strategic go-to-market plan that:

• Helps you gain stakeholder alignment
• Prioritizes your marketing activities
• Helps you allocate your marketing budget

Agenda

• 1:00 – Introduction to the Marketing Plan-on-a-Page Framework
• 1:30 – Framework Application: Marketing Goals; Strategic Initiatives; Tactics; KPIs
• 3:30 –  Panel Discussion: How to sell your plan internally and get an approved budget
• 4:00 – Event closes

Sponsored by

Speaker

Shannon Lee

SVP, Creative at StudioNorth | Past President, AMA Chicago

As Senior VP of Creative at StudioNorth (B2B brand and marketing agency), Shannon leads a high-performing team of content creators and develops brand strategies and full-funnel marketing campaigns for her clients. With more than 20 years of creative marketing experience, she has worked with Fortune 500 brands, B2B, B2C, and nationally recognized non-profit organizations. Shannon understands the power of bringing a brand’s heart and soul into their marketing communications and believes it’s the only way to truly connect with an audience.

Shannon is a Past President of AMA Chicago, and she led her chapter in receiving the Silver Chapter of the Year award in FY 2021-22.

Panelists

John Garcia

CFO of VMLY&R Commerce

Leslie Marshall

CMO of Mesmerise | Immediate Past President of AMA Chicago

Amanda Willard

VP of Marketing and Communications at Navy Pier

As Vice President of Marketing and Communications for Navy Pier, Amanda leads a team of creative thinkers and action-oriented organizers to draw over 8 million visitors to the Pier. She has a knack for quickly identifying how brand strategy can optimize consumer attraction and bottom-line revenue. With over 20 years of experience nurturing strategic growth for substantial brands, Amanda has worked in New York City, London, Cape Town, and Chicago. Her experience on both Agency and Client side has encompassed global CPG, Retail, Healthcare and Non-Profit business including tenures with Lincoln Park Zoo, and TeeOff by PGA Tour. Amanda is a past VP of Programming for AMA Chicago, and is currently a co-leader for the AMA Chicago Non-Profit Special Interest Group.