Is Your Marketing Plan Missing the Power of Strategy? 4 Ways to Shape Your Plan for Success

We, the students of the Digital Media Marketing program at George Brown College , had the privilege of gaining valuable career insights from Jennifer Stoll . She shared her inspiring journey, highlighting the practices that drove positive business growth.

Learning about Jennifer's career path was truly fascinating. From navigating different employers to prioritizing learning over mere financial stability, she ultimately discovered her passion for strategic planning. Her journey led her to the role of VP of Strategy at Valtech, where she continues to thrive and grow.

As someone passionate about marketing and branding, I genuinely believe that storytelling is what drives successful marketing. Jennifer's expertise spans various industries, showcasing the importance of adaptability. She emphasizes the power of storytelling in establishing connections with the target audience. Furthermore, her approach involves problem-solving and workshop facilitation, promoting collaborative solutions. These insights highlight the significance of industry understanding, effective communication, and collaborative problem-solving for professional growth.

Define Strategy:

"Strategy means continually answering questions, providing directions, and evaluating scenarios from different viewpoints"- Jennifer Stoll

By implementing the below mentioned four key practices, marketing plans can harness the power of strategy to drive success, effectively engage the target audience, and achieve desired outcomes.

1. Create communication plans that elevate concerns in a fun and attention-grabbing manner, demonstrating an understanding of human psychology and the importance of engaging and relatable messaging. By crafting compelling narratives and using persuasive techniques, the communication becomes more effective in capturing the audience's interest and addressing their concerns.
2. Incorporate a mix of digital and physical touchpoints in the campaign to reach a wider audience and cater to different preferences and behaviors. This includes leveraging channels such as email, social media, and newspaper placements. By diversifying the touchpoints, the campaign can effectively connect with the target audience through their preferred communication channels.
3. Foster collaboration with diverse stakeholders to elevate the status quo and integrate new digital solutions. By involving various perspectives and expertise, innovative ideas can emerge, leading to improved strategies and enhanced outcomes. Embracing different viewpoints promotes creativity, innovation, and a more comprehensive approach to problem-solving.
4. Adopt a structured approach when developing the marketing plan. This involves carefully analyzing the business problem, clearly defining goals, identifying opportunity spaces, and understanding potential barriers. By considering these aspects in a systematic manner, the marketing plan becomes more robust, strategic, and well-aligned with the overall business objectives.

My career path:

While I aspire to be a Brand Manager, I recognize the value of digital strategy. Collaborating with cross-functional teams to shape digital strategies offers advantages. By working with digital strategists, I gain insights into the digital landscape's impact on brand development and consumer engagement.

A career as a Digital Strategist broadens my skills and aligns digital initiatives with the brand vision. Bridging strategic brand management with effective digital execution delivers impactful brand experiences.

Participating in digital strategy teams enhances critical thinking, data analysis, and technology utilization. I offer brand management insights, ensuring strategies meet objectives and resonate with the target audience.

Although my focus is on brand management, I'm eager to embrace digital aspects. Collaborating with digital strategists unlocks the brand's potential in the digital realm, staying ahead in a dynamic marketplace.

Drawing from my diverse career path and learning about Jennifer's journey, I am confident that as I continue to pursue my passions and interests, I will be able to uncover opportunities that lead to a fulfilling and rewarding future.