Do you need to create or update a marketing plan in 2016? Jessica Potts, director of public relations for Charlotte Behavioral Health Care in Punta Gorda and president-elect of the Florida Public Relations Association Southwest Florida chapter, offers five effective steps.

CONDUCT A SITUATION ANALYSIS:
First, answer these questions: What’s your current situation? What services or products do you pro- vide? Why should clients want to come to you? What sets you apart from competitors? What are your strengths, weaknesses, opportunities and threats (known as SWOT)?

KNOW YOUR TARGET AUDIENCE(S):
Identify various segments of your market. Narrowly define your target audience, or audiences. Describe audiences in terms of demographics (age, sex, family composition, geographic location, etc.). Write out descriptions of that group or groups.

SET YOUR MARKETING GOALS:
What do you want the marketing plan to achieve? Create a short list of goals and make them measur- able. Evaluate available skills and resources needed to integrate your goals.

IDENTIFY STRATEGIES AND TACTICS:
Outline your primary marketing strategies. Outline different types of distribution channels to use to reach each target audience.

DETERMINE YOUR BUDGET:
Gather costs for all tactics. Compare costs if there are multimedia channels.