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Strategic Marketing Plan

So you want to grow your small business… but how do you do that?

A Strategic Marketing Plan is your roadmap to business development.

And the Strategic Marketing Plans from The Leaky Bathtub are very much like maps. After all, maps are pretty handy things – especially if you’re somewhere new and don’t know your way around. That applies to business too: finding your way to your goals is a lot easier when the steps are mapped out for you.

What is a Strategic Marketing Plan?

This comprehensive, customised document has 4 sections:

  • Current Situation: a snapshot of where your business is at now, including a SWOT analysis of your Strengths, Weaknesses, Opportunities and Threats.
  • Aims & Objectives: your goals for the business. Appropriate marketing theory is also used and explained, to help create the “big picture” view of your business.
  • Strategies & Tactics: this is the BIG section which covers how you can achieve your Objectives. This is very detailed, with specific tasks and actions outlined.
  • Implementation, Monitoring & Control: having a plan is great, but often the real world can get in the way of implementing it. This section contains valuable hints and tips for a successful implementation, plus a summary of all the action points in the plan in priority order. There’s also a one-page summary (a Gantt Chart) to provide an at-a-glance overview.

The Marketing Action Plans written by FX Marketing are usually around 40 or more pages in length, packed with customised information to help you grow your small business. The lengthiest sections in the plans written by Cornelia Luethi at The Leaky Bathtub are those on Strategies and Tactics .

The plan also explains any terms or concepts you may not be familiar with.

All in all, it’s designed to be a “bible” for your business growth that’s practical and user-friendly.

What are the steps to getting a Marketing Action Plan?

First of all, you will need to have had an Initial Marketing Consultation with us. That’s the very first step.

Then, when you decide to go ahead with a Marketing Action Plan we’ll schedule a marketing planning meeting (there’s more information on this below).

After that, I’ll go away and write the plan, which includes any research that’s needed. We’ll let you know how long the writing work will take, but it’s usually 2 to 3 weeks minimum, because there’s a huge amount of time and work involved in the writing.

Once the plan’s ready, a printed and bound copy will be posted to you so you can read it through.

When you’ve had a chance to read it through and gather your thoughts, we’ll have a review meeting – there’s more on this below.

What happens at the marketing planning meeting?

The marketing planning meeting takes about 4 hours… it sounds like a long time, but it actually flies by!

It’s crucial that we meet somewhere relaxed where we won’t be disturbed.

I’ll be driving the meeting, and will have lots of questions prepared for you. All you need to do is answer them as best you can. And if you can have examples of your existing marketing materials (e.g. brochures, letters, newsletters, etc.) to hand that’ll be really helpful.

How can I prepare for the marketing planning meeting?

The more information you can give us at the marketing planning meeting, the better. Here are the kinds of things that are helpful:

  • Examples of your existing marketing materials (e.g. brochures, letters, newsletters, etc.)
  • Results of marketing campaigns: numbers, statistics and spreadsheets.
  • New ideas/products/services.
  • Previous marketing plans or other strategic documents, e.g. mission statements, culture and value statements, etc.
  • Financial projections/goals: high level information is perfect.

And if you don’t have any of these items, don’t worry! We’ll still have plenty to talk through and discuss 🙂

What happens at the review meeting?

We’ll hold this meeting once you’ve read the marketing plan. It’s important that you have read it and considered it by then, as this is your opportunity to ask any questions.

At the meeting we’ll also point out what really stands out to us as being priorities.

The purpose of the meeting is to review the most important aspects of the plan; make sure you completely understand the plan; and have the opportunity to ask any questions.

(We don’t just want to dump the plan on you; it’s essential that you get the most out of your investment by being prepared for this review meeting.)

“great new ideas and concepts”

“I am very pleased with the work Cornelia has done for me. She did an excellent job on my business marketing plan. It was informative and detailed, with some great new ideas and concepts. She listened and really tried to understand my business before designing the plan.

Cornelia’s friendly and kind manner made it very easy for me to work with her. Many thanks.”

– Alvina Schonhoff, Charisma Advanced Skin & Beauty Clinic

How much research do you do for a Strategic Marketing Plan?

Approximately 2 hours are spent on researching your industry and competitors when we write your Marketing Action Plan, though that varies from plan to plan.

While it’s important to understand what’s happening in your industry, our experience is that most small business owners don’t care too much for masses and masses of research. It can often turn out to be a whole lot of waffle with no real purpose or value.

Besides, most small business owners know exactly what’s going on in their industry, as they’re working in it each and every day.

So yes, we do a bit of research, but we prefer to spend the time on formulating actions and ideas for you as that’s what’ll be of the most benefit to you in growing your business.

Is a Strategic Marketing Plan suitable for start-up businesses?

Yes, definitely!

It can be a good way of getting your priorities clarified so you know which areas to focus on – and what you can put on the backburner for now.

Some clients have even been able to obtain grants or funding to subsidise their Marketing Action Plans, so this is something you could look into.

Availability of Strategic Marketing Plan services

Cornelia Luethi writes a maximum of 5 Marketing Action Plans per year.

The plans take a significant amount of time, care and effort to complete. So we only ever work on one Strategic Marketing Plan at a time, and it’s strictly first-come first-served.

Cornelia Luethi is available for new projects and clients.

Email Cornelia to register your interest:

Please note that client projects are undertaken on a first-come, first-served basis… it’s only fair that way.

So the sooner you email me, the sooner I can start working with you!

If you’d like to get your Marketing Action Plan underway ASAP, then please contact me today and you’ll go on the Priority Waiting List. First come, first served!

Goodies while you wait

You’re probably chomping at the bit to get started with your marketing. That’s why you’ll receive a number of marketing-related goodies while you’re on the Priority Waiting List.

These marketing goodies are intended to help you with all aspects of your marketing, and are absolutely FREE!

What will you get out of the Strategic Marketing Plan?

  • No more confusion: you’ll have clarity on what you should be working on.
  • Priorities will be clear: which’ll help you plan your marketing tasks.
  • Fresh ideas: chances are there’ll be some ideas and suggestions in your marketing plan which will be new to you.
  • Focus: don’t get side-tracked by projects which aren’t priorities!
James Backhouse

James Backhouse

“Totally professional”

“Since meeting with Cornelia the daunting situation of starting this business has been put completely under control and started to flourish before we have even started. Thanks Cornelia – I can’t wait until the next stage!

FX Marketing is totally professional: Cornelia listens and understands what’s needed. She wrote a marketing action plan for me and I could not believe how thorough it is!

I rate FX Marketing’s quality of work, service, consistency and communications with me as 10/10.”

– James Backhouse, FWD Limited

What’s different about the Strategic Marketing Plans from The Leaky Bathtub?

In the 10 years that Cornelia Luethi spent working in the marketing of large corporations, she came across a lot of strategic marketing plans. As thick as doorstops, these documents would generally contain an awful lot of waffle, buzzwords and nonsense and very little “how to” action points.

Consequently these plans sat on shelves or in drawers and gathered dust and were of no use other than for keeping doors propped open.  Such plans are of no use at all to anyone, least of all a small business owner who wants no-nonsense advice on how to grow his or her business.

Our marketing plans are more like Marketing Action Plans. While they are strategic, they have the benefit of listing specific action points throughout the plan, so you know exactly what you need to do. These action points are then summarised at the back as a checklist in priority order.

Plus there’s an activity planner which plots out the tasks and months so you have an at-a-glance view of what needs to be done when.

Why is the price per business unit/target market?

Some businesses are straightforward in that they have one set of products or services, all aimed at the same target market. That’s what the standard pricing is based on for Strategic  Marketing Plans.

However, frequently businesses are more complex than this; they may have different business units, each with a different target market. So consequently, developing a Marketing Action Plan that encompasses the entirety of such a business is a lot more complex, and takes a lot more work and a lot more time. A plan like this therefore requires a little more investment, to reflect the extra time taken.

If you’re not sure how your business fits into this, then please to get in touch with us. As we’ll already have had a preliminary consultation, we’ll be able to give you a customised estimate for your Strategic Marketing Plan.

“listens and adapts to our needs”

Ursula Wyss

Ursula Wyss – Hair Design

“Cornelia’s work is super professional, and her communication is outstanding. She is very respectful of our marketing budget, and always works within the means. Cornelia listens and adapts to our needs ensuring marketing is tailored to suit us, our clientele and our industry.

Her marketing skills have helped my small business to keep great relationships and rapport with our existing clients, as well as bringing new business.

Cornelia brings great ideas and most importantly puts them to action. We would recommend FX Marketing to any business in need of a boost!”  December 2008

– Ursula Wyss, Ursula Wyss Hair Design

The Goodies

Marketing Success Binder

The Marketing Success Binder: your shortcut to marketing success!

Bonus #1: Marketing Success Binder

Written and researched by FX Marketing, you’ll learn the techniques we’ve discovered through our many years of studying and implementing marketing.

Your Marketing Success binder includes:

  • Marketing strategy: it’s important to understand the big picture, as that dictates what kind of marketing campaigns you’ll be doing. This explains some core marketing theory in simple, diagrammatic formats.
  • Campaign development: the tools by which your marketing strategies will be achieved.
  • Implementation: lots hints and tips to help you put your plan into practice. After all, there’s not much point having a plan if you don’t implement it – yet lots of businesses find the implementation hard to manage. Learn the shortcuts and pointers we’ve learned over the years!
  • Measurement: how and what to measure so you can start making smart marketing decisions.

Bonus #2: One Hour Follow-Up Consultation With Cornelia By Phone Or Email

After the review meeting, many clients often have more questions or are starting to work on new projects they’d like to have reviewed. That can be as simple as bouncing ideas off me, a critique of a marketing item (e.g. a web page, sales letter or ad); or it might involve a small amount of copywriting work.

Your bonus entitles you up to one hour of additional marketing help from Cornelia, by phone or email.

The time must be used in one segment; and must be used within 2 months of the review meeting; any unused time is forfeited. Not transferable to others.

Strategic Marketing Plan – Special Offer

Special OfferBasic OptionPremium Option
Marketing planning meeting:
4 hours of discussions and planning.
Travel to your Auckland premises for the marketing planning meeting.YesYes
One bound copy
of your Marketing Action Plan will be posted or couriered to you.
Checklist of all the action points needed to complete the plan. YesYes
One page summary provides an at-a-glance overview of what needs to happen and when.YesYes
Review meeting: 2 hours discussing your plan once you've read it. YesYes
Travel to your Auckland premises for the review meeting.YesYes
Electronic files emailed to you in case you want to edit your plan.YesYes
Marketing Success Binder:
Measurement sheets and implementation tips
(Valued at $297)
One Hour Follow Up Consultation:
by phone or email
(Valued at $155)
Special Price + GST
New Zealand only
$4,495 + GST
Per business unit/target market.
$4,695 + GST
(Actual Value: $4,947)
Per business unit/target market.

Enquire now... take the next step!

If you'd like to find out more, please get in touch to discuss the next step. I'll get back to you within 1 to 2 working days by email. You'll also receive a copy of this enquiry form automatically via email.

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Yes, fill in your details above and click “Submit”. I’ll then be in touch within 1-2 working days to outline the next steps.

If for any reason you don’t hear back from me within that timeframe, it’s probably because I didn’t receive the enquiry (computers sometimes like to take a break too!), so please do re-contact me.

Cornelia Luethi

Cornelia Luethi is passionate about marketing that generates results for your business.

Pricing and payment

All prices are in New Zealand Dollars and subject to GST.

All Marketing Action Plans require a 50% deposit payment upfront and work will commence once cleared funds are received. The balance will be invoiced when the Marketing Action Plan is sent to you. Payment terms are strictly 7 days; please see our Terms of Business for more information.

The preferred payment method is direct credit to our bank account – full details will be on your invoice.


You’ll be emailed to confirm the Consultation a day or two before the meeting.

I’m looking forward to helping you achieve your goals for business growth. 🙂





Cornelia Luethi  BSc (Hons) DipM
Marketing Consultant, Auckland, NZ


Next step: Contact me to enquire about strategic marketing plans →


All consultancy work is undertaken subject to the Terms of Business of FX Marketing Limited: the latest version is available to download from the Terms & Conditions page.

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