Synthesizing Research and Strategy - The Strategic Plan brings together results from research and other strategy initiatives in a comprehensive document that guides future marketing and product development.

Collaboratively Developed - The Strategic Plan is developed with the participation of C-level management, marketing, and product executives, and incorporates ideas from many parts of the company besides marketing and sales.

The Strategic Plan Sequence is intended for:

• Executives and marketing managers as an internal planning document

• Brand or issues-related initiatives

• Driving marketing and product planning

Review of Objectives
Business objectives that were identified at the beginning of research are reviewed, adjusted, and updated.

Review of Research and Strategy
All research and strategy work to date is reviewed and analyzed.

Review of marketing and Product Plans
Marketing, media, and product development plans are reviewed and analyzed.

Recommendations
Specific strategic recommendations are made.

Creative Briefing
Creative briefing guidelines are developed.

Brand Metrics Plan
A plan for implementing brand Metrics is developed.