SOSTAC advertising planning mannequin information

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What’s PR Smith’s SOSTAC® advertising planning mannequin, what’s the RACE Framework, and the way do you employ them to win extra prospects?

If you do not know PR Smith’s SOSTAC® mannequin, it is value attending to know when you’re concerned with planning advertising methods or campaigns. SOSTAC® was voted the third hottest mannequin within the CIM ballot on advertising fashions as a result of it is simple to recollect and it makes it straightforward to construction plans for various planning actions.

So, whether or not you are creating an general advertising or digital advertising technique or enhancing particular person channel ways like search engine optimization or electronic mail advertising SOSTAC®, is your pal. On this article, we are going to speak by making use of the SOSTAC® planning mannequin to your advertising technique, with the RACE Framework.

What’s SOSTAC®?

SOSTAC® is a planning mannequin, initially developed within the Nineties to assist with advertising planning by PR Smith, who’s my co-author on Emarketing Excellence.

SOSTAC® stands for:

  • Scenario – the place are we now?
  • Goals – the place can we wish to be?
  • Technique – how can we get there?
  • Techniques – how precisely can we get there?
  • Motion – what’s our plan?
  • Management – did we get there?

We have referenced this method in creating our digital advertising planning template and I’ve additionally used it in my books making use of it to the core elements of digital advertising. You may see it provides a logical order for tackling your plan (with iterations) and also you must also use it to critically assess your processes.

By SOSTAC® and the RACE Framework, you’ll be able to ask, for instance:

  • What chances are you’ll be weak at?
  • Can we fail to finish correct situational evaluation?
  • Are our goals SMART?
  • Do we have now an acceptable technique? Techniques?
  • Can we management efficiency utilizing analytics?

An infographic making use of SOSTAC® to digital advertising

In 2012,  I labored with Paul and the designers at First 10 on a brand new SOSTAC® infographic, which summarises the important thing points to think about at every stage when growing digital advertising plans.


Our RACE Framework is a well-liked advertising construction framework for Startups, SMEs, and worldwide companies, since it will possibly scale up or down in response to your short-term and long-term goals. Merely put, RACE guides entrepreneurs by a 5-step technique of plan, attain, act, convert, and interact, to accumulate and retain extra prospects.

How you can use SOSTAC®

I feel SOSTAC® has change into well-liked because it’s easy, straightforward to recollect and covers all the primary points which you want in a advertising plan or marketing strategy. While you apply SOSTAC® and the RACE Framework collectively, you’ll be able to assess your advertising plan and create a data-driven technique to win extra prospects.

Extra ideas for utilizing SOSTAC ®

Listed here are some tips about the best way to use SOSTAC ® based mostly on my expertise of making use of it in corporations and seeing how college students apply it in assignments.

We even have an instance SOSTAC ® plan for Enterprise Members obtainable in Phrase for members to replace for his or her plans.

marketing lifecycle

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1. Use SOSTAC ® to overview your course of

Earlier than the way you apply SOSTAC ® at every step to create a advertising plan, my first tip is to make use of it to overview your planning course of and the way you handle your advertising.

Ask your self critically concerning the actions you personally, and your group, are good at. Perhaps you spend an excessive amount of or too little time reviewing the scenario. Maybe you are not so good at setting SMART goals, or growing methods to assist them, or the management stage of assessing how efficient your methods and ways are and adjusting them?

2. Get the stability proper throughout SOSTAC ®

Typically there’s an excessive amount of time spent on evaluation inside a plan and never sufficient on setting the methods. I would additionally say that for a scholar task, it is best to make reference to AC comparatively temporary, incorporating them into different sections.

In order a rule of thumb, that is how your stability of content material may look:

S (20%) O (5%) S (45%) T (30%) = 100%

3. Summarise your scenario in a TOWs matrix type of SWOT

To offer focus to your scenario evaluation I like to recommend the so-called TOWs type of SWOT evaluation. This helps combine SWOT with technique.

TOWS Matrix

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4. Make your objectives SMART and hyperlink them to your analytics/management course of

Since digital advertising is so measurable, it is sensible to be particular as doable about your objectives by growing a funnel conversion mannequin. You must also arrange particular objectives in Google Analytics.

Nevertheless it’s value serious about the full vary of objectives indicated by the 5Ss.

5. Combine the completely different parts of your SWOT

Typically there is not good movement relating sections in a plan. To assist this I like to recommend summarising your complete SOSTAC ® plan inside a desk which integrates methods, scenario, goals and ways.

Omnichannel Marketing funnel


PR Smith (2011) The SOSTAC ®  Information – to writing the right plan  by PR Smith (2011),  revealed by and obtainable at Amazon.