KPI = key performance indicator: a number that shows if you are reaching your goal.
02
Benefits of a plan
Focus, control and learning.
Section 02
Three benefits
What a plan gives a small marketing team.
Focus
One clear goal. It is easier to say no to random ideas.
Budget control
Spend where your customers really are.
Learning
KPIs show what works, so the next plan is better.
A plan is not fixed. Check it every month and adjust.
Sources: CoSchedule, "2022 Trend Report on Marketing Strategy"; Smart Insights, "SOSTAC marketing planning model guide" (Control: "did we get there?").
Section 02 · Video
Watch: a 5-step marketing plan
Write down the 5 steps. Compare them with our 3 questions.
Video: HubSpot Marketing, "Copy This 5 Step System to Write The Perfect Marketing Plan" (official HubSpot Marketing YouTube channel).
Check
Four plan words
Tap each card.
Rainline Coffee is a fictional brand used in this course.
03
Market analysis with AI research
AI finds information fast. You check if it is true.
Section 03
SWOT: a quick situation map
Inside the business on top. Outside the business below.
S · StrengthsCozy study space, free Wi-Fi, open late
W · WeaknessesQuiet weekday afternoons, small ad budget
O · OpportunitiesMany college students nearby, rainy winter months
T · ThreatsBig coffee chains, a new bubble tea shop nearby
SWOT example for the fictional Rainline Coffee. Strengths and weaknesses = inside the business; opportunities and threats = outside.
Section 03
Research: AI + real data
Use AI to start. Use real data to confirm.
AI research tools
ChatGPT, Gemini and Claude can search the web and summarize.
Always ask for sources.
Free marketing data
Google Trends: what people search. Meta Ad Library: what competitors advertise.
Trusted sources
Statistics Canada, CIRA, industry reports, company websites.
Sources: Google, "Gemini Deep Research"; Meta Transparency Center, "Ad Library tools"; Google Trends (trends.google.com); Statistics Canada; CIRA.
Section 03 · Data
Real data for a Canadian plan
From CIRA's 2025 Canadian Internet Trends report. Click each number.
Source: CIRA (Canadian Internet Registration Authority), "2025 Canadian Internet Trends" report.
Section 03 · Demo
AI said it. Is it true?
An AI research answer about Rainline's market. Check each claim.
“45% of Canadians use Instagram.”
✓ Verified · CIRA, 2025 Canadian Internet Trends
“Vancouver has exactly 2,847 coffee shops.”
✕ No source found · do not use
“Students spend most on coffee during exam season.”
? Sounds right, no source · test it with your own data
Illustrative AI answer written for this class. Rainline Coffee is fictional.
Section 03 · BC case
When AI research is fake
Zhang v. Chen, BC Supreme Court, February 2024.
1
What happened
A Vancouver lawyer used ChatGPT and cited two court cases that did not exist.
2
How it was found
The other lawyers searched for the cases and could not find them.
3
The result
The judge ordered the lawyer to pay costs personally.
Sources: Radio-Canada International, "B.C. lawyer reprimanded for citing fake cases invented by ChatGPT" (2024); Zhang v. Chen, 2024 BCSC 285.
Check
Quick check
Tap an answer.
04
Strategy steps and AI
Six steps. AI can help at every one.
Section 04
SOSTAC®: six steps
PR Smith's planning model. Click each step to see how AI helps.
Situation
Where are we now?
AI helps: summarize research, draft a SWOT. You: check every fact.
Source: PR Smith, SOSTAC® (1990s); Smart Insights, "SOSTAC marketing planning model guide". AI roles: class summary.
Section 04
Make the goal SMART
Specific · Measurable · Achievable · Relevant · Time-bound
✕ Not SMART
Get more customers.
Which customers? How many? By when? How will we know?
✓ SMART
Increase weekday afternoon student visits by 15% between January 6 and March 31, 2027, measured by Rainy Day Deal redemptions.
Source: George T. Doran, "There's a S.M.A.R.T. way to write management's goals and objectives", Management Review (November 1981). Rainline Coffee is fictional.
Check
SMART or not?
Drag each card, or tap a card and then tap a box.
Grow our brand
Get 500 new email subscribers by March 31
Be number 1 on Instagram
Increase website visits by 20% in Q1 2027
Post more often
Get 40 new Google reviews by February 28
Not SMART fix it
SMART keep it
Section 04
Choose your channels
Three kinds of media. A good plan mixes them.
1
Owned
Channels you control.
Website, email list, Instagram account
2
Earned
Attention you earn from others.
Google reviews, shares, local news
3
Paid
Attention you pay for.
Meta ads, Google Ads, paid influencers
Owned, earned and paid media is a common way to group marketing channels.
Section 04 · Demo
Split a $3,000 budget
Rainline's budget for 3 months. Move the sliders. The total must be 100%.
Illustrative budget for the fictional Rainline Coffee. Real plans base the split on research and past results.
Section 04
Pick the right KPI
Match the number to the goal. Click a row.
Goal type
Good KPIs
Rainline example
Awareness
Reach, new followers
+800 Instagram followers
Engagement
Clicks, saves, comments
4% Reel engagement rate
Conversion
Redemptions, sales, sign-ups
600 Rainy Day Deal redemptions
Likes feel good. Conversions pay the bills.
Example targets for the fictional Rainline Coffee.
Check
Quick check
Strategy edition. Tap an answer.
In-class practice
Plan Lab: Rainline Q1 2027
Build a one-page digital marketing plan with AI research.