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SOSTAC PRACE Matrix Smart Insights
SOSTAC PRACE Matrix Smart Insights
Table of contents
Start here – how can this template be used?...............................................................................................................................................................1
SOSTAC® Digital Marketing Plan outline incorporating RACE..............................................................................................................................2
SITUATION.......................................................................................................................................................................................................2
OBJECTIVES......................................................................................................................................................................................................2
STRATEGY.........................................................................................................................................................................................................3
TACTICS............................................................................................................................................................................................................3
ACTIONS..........................................................................................................................................................................................................4
CONTROL.........................................................................................................................................................................................................4
To show how they’re related we’ve created this template that shows how each stage of the SOSTAC® planning process can be broken down into the key issues to consider
when creating a plan to improve online marketing.
It’s basically a dense checklist for annual review or when you start a new job or project aimed at helping you get up-to-speed quickly by showing the key issues to consider
within each part of strategy definition. As with other parts of our digital strategy toolkit, we’ve created it as a simple, unbranded, unformatted Word document so that it can be
more easily used in your company.
Notes
SOSTAC® was created by PR Smith as a framework for structuring marketing plans. You can read more about it and get Paul’s PDF on how to apply from Amazon at
http://bit.ly/smartsostac.
For simplicity in creating a strategy can limit to SOST since A is implementation details and KPIs and review process C can be covered under objectives
Defining an activity as a “Strategy” against a “Tactic” is open for discussion. So can shorten SOSTAC further to SOS for a quicker review and strategy definition.
TACTICS
Defining the details of strategy for different digital marketing channels and platforms
Plan Reach Act Convert Engage
Create 90 day plan Search marketing strategy Site lead generation Conversion rate Email contact strategy
roadmap of key activities Content marketing strategy strategy optimisation strategy Social media strategy
Review marketing mix including text, visual, video Merchandising strategy Sales promotion strategy (encouraging customer
Technology platform Social media strategy (campaign integration) including Hero products advocacy and repeat
priorities and roadmap including outreach and and priority categories purchases)
Local market influencer strategy
prioritisation for tactics (partnerships)
to the right Display advertising strategy
Affiliate marketing strategy
Lead generation strategy
(Email)
CONTROL
On-going monitoring and improvement to optimise results from digital channels
Plan Reach Act Convert Engage
KPIs and dashboards Search gap analysis and Site AB and multivariate Site AB and multivariate Email marketing optimisation
agreed? ongoing search marketing testing testing Social media optimisation
Performance review optimisation Site performance and Site performance and Reputation management
process Social media optimisation availability review availability review
Responsibilities for action (SMO)
Planning and reviewing Review of new platforms to
tests in RACE reach and engage
Add ideas for future
initiatives to digital
platform roadmap