Marketing Planning Series: Creating a joined-up marketing plan for your business

31 Jan 2023 - 14 Feb 2023

Free three-part masterclass series: 31 January, 7 February & 14 February, 10am – 11am

This three-part interactive webinar series will guide you through the marketing planning process, giving you all the necessary tools to create your own effective marketing plan for your business.

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As the world becomes more digitally focused, how you do business and engage with your customers is likely to have changed. The markets for your products or services could have changed and become more competitive or brought new opportunities. This could mean rethinking your marketing strategy, tailoring it to suit digital platforms and reaching new audiences or those whose behaviours have changed. It can be difficult to know where to begin.

Brought to you in partnership with Intandem Communications, a Yorkshire-based PR and marketing agency, this series of three free online masterclasses will guide you through the marketing planning process. Breaking down the process into simple steps, throughout the series, you will be invited to contribute, work on your own business’ marketing plan, and receive feedback on your ideas. At the end of the series, you will have the tools necessary to create your own joined-up marketing plan and content which delivers results.

Tuesday 31 January, 10am – Session 1: Starting the marketing planning process

The first session will encourage you to take a step back from your business, look at it with fresh eyes, and think like a customer. Looking from the outside in is a brilliant way to spot new ideas and opportunities. The workshop will invite you to think about your business’ vision, values, and marketing goals. The session will cover:

  • an overview of the marketing planning process and the thinking behind a marketing plan
  • your vision and purpose
  • brand values, the spirit of your business, and the importance of brand positioning
  • what makes your business different?
  • how to build on the strengths of your business and generate new opportunities

Tuesday 7 February, 10am – Session 2: Reaching your audiences and segmenting your marketing planning

Building on session one, this session will look at the audiences you want to reach and how to create messages that will help you engage with them. You will be invited to consider your business’ target audiences, personas, and key messages. The session will cover:

  • identifying your audiences
  • customers and marketing personas
  • creating powerful marketing messages that engage with your customers
  • audiences and marketing channels
  • how segmenting your marketing will increase results

Tuesday 14 February, 10am – Session 3: Joining up your marketing plan and measuring your marketing

Following on from session two, this workshop will discuss how to create engaging marketing content that works across all your on and offline channels and create a joined-up marketing plan that works. By the end of this session and series, you will have all of the tools needed to communicate with different audiences, create compelling content, and join up your marketing so that it delivers results. This final session will cover:

  • how to communicate with different types of customers and audiences
  • deciding which marketing tools will generate the best results
  • creating marketing content for your website, advertising and social media
  • joining up your marketing content and channels on and offline so that they work effectively together
  • the importance of measuring your marketing and how best to do it


Please register your interest in attending below, and we will be in touch to confirm your place and provide details for joining the sessions.

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Please note that our webinars may be delivered by third-party suppliers. However, the data received via this form will be processed in accordance with GDPR and our privacy policy.

Speakers and partners

Rachel Goddard

With more than 30 years’ experience in marketing, PR and communications, including running her own agency, Intandem Communications, Rachel has a deep understanding of marketing and the secrets of strong branding. With a pragmatic and down to earth approach, Rachel helps her clients to focus and get tangible results from their marketing investment in an increasingly digital world.

Further Details

This fully funded programme is only available to SME businesses or charities trading or registered in City of York Council or Harrogate Borough Council areas. 

Places are limited, so please register your interest early to avoid disappointment.

This programme is delivered in partnership between the York & North Yorkshire Growth Hub, City of York Council, Harrogate Borough Council, & Intandem Communications

The Growth Hub are collaborating with City of York Council, Harrogate Borough Council and different providers to deliver various fully funded support programmes to businesses based in the City of York and Harrogate district. Places are limited, and we may not be able guarantee any individual business support through more than one of the funded programmes we’re currently offering. Please contact us if you have any queries.