Vision & Marketing Alignment Questionnaire: A Key Tool for Marketing Coordinators and Consultants
Why Understanding Business Vision is Critical Before Starting a Marketing Role
Aligning a marketing strategy with the core vision of a business is crucial for long-term success. Below is a structured questionnaire to ensure you and the business owners are aligned.
Branding & Business Identity: Defining the Core Elements
1. Business Identity
- What is the official name of the business?
- Do you have a tagline or slogan?
- Would you like to update that tagline or slogan?
- What are the defined color schemes or palettes?
- What are the specific symbols, icons, or imagery that represent your business?
2. Vision and Mission
- What is the overarching vision for the business?
- What is your mission statement, and does it reflect the goals and values of the business?
- How do you believe customers and the community perceive your business?
Clarifying Your Business Mission and Target Audience
3. Target Audience
- Who do you consider the primary target market for the business (e.g., specific age groups, income levels)?
- Are there specific communities or demographics you wish to focus on more than others?
4. Branding & Identity
- Describe the business’ personality in three words.
- What key values should the brand communicate (e.g., trust, compassion, innovation)?
- Do you have existing branding elements (e.g., logo, color palette, fonts) that you would like to use, or are you open to new branding concepts?
Crafting an Effective Marketing Strategy
5. Services & Amenities
- What unique services or amenities does your business offer that should be highlighted in marketing materials?
- Are there specific programs, activities, or events that you want to promote?
Online Presence & Website Strategy
6. Website & Online Presence
- Are you happy with the current state of your website?
- What key information or features would you like to see added to the website (e.g., virtual tours, online appointment booking, blog)?
- Are there any existing websites you admire or would like to model your website after?
- How frequently would you like the website updated (e.g., blog posts, news updates)?
Social Media, Communication, and Engagement
7. Marketing & Communication Preferences
- What are your preferred methods of communication with potential residents and their families (e.g., in-person tours, virtual meetings, social media)?
- How often would you like the facility to engage on social media platforms (e.g., daily, 3x a week)?
- Are there specific messages or themes you want to focus on in your marketing efforts?
8. Social Media & Digital Strategy
- Which social media platforms are most relevant to your business (e.g., Facebook, Instagram, LinkedIn)?
- What content would you like to feature on social media (e.g., company/customer stories, tips, staff highlights)?
- Are there local events, community groups, or partners you want to involve in the digital marketing strategy?
In-Person Marketing and Community Partnerships
9. In-Person Marketing & Community Engagement
- What local events, community activities, or partnerships are important for promoting your business?
- Do you have a network of partners, community leaders, or local organizations to engage with for promotions?
Budget, Competitors, and Long-Term Growth
10. Budget & Investment
- Are there specific areas (e.g., website, social media, community events) where would you prefer to allocate more of the budget?
11. Competitors & Market Positioning
- Who do you consider your top competitors, and how do you or would like to differentiate your business from them?
- Are there elements of competitor marketing or branding you admire or wish to avoid?
12. Future Growth & Expansion
- Are there any future plans or expansions (e.g., new facilities, additional services) that we should be aware of for long-term marketing strategies?
- What are your goals for the business in the next 2-5 years?
Final Thoughts on Gathering Key Stakeholder Insights
13. Feedback & Additional Input
- Is there anything else you believe is crucial for us to understand about your vision for the business?
- Do you have specific concerns or priorities that we should address in the marketing and PR plan?
Christopher lives in Vermont with his wife, twin boys, border collie and corgi. He has owned a film production company, sold slot machines, and worked for Tony Robbins. He writes in his magical tiny house and sometimes writes in his blog at chrisrodgers.blog
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