NAPL (National Association for Print Leadership)

NAPL WorkPlan for Success Program Grows With New 'Hands-On' Marketing Guide

The National Association for Printing Leadership (NAPL) WorkPlan for Success, a unique online management program for progressive graphic communications companies, has just become even more valuable with the addition of a new Marketing section that includes proven strategies and actionable tactics for companies of every size and in every industry segment.

WorkPlan for Success, available exclusively to NAPL corporate members, is built upon the best practices identified through NAPL's industry-standard Management Plus System. It includes guidelines, step-by-step instructions, and interactive applications for implementing today's most effective graphic communications management practices and policies. The Marketing section is the fourth component of WorkPlan, joining the Strategic Planning, Sales, and Financial Performance units introduced in 2010. Operations and Human Resources/Leadership units will be available in coming months.

"In recent years, marketing has become an increasingly important element of success in our industry, and we've developed our new WorkPlan for Success Marketing section to help our members enhance their current marketing efforts or even build and execute a marketing plan from scratch," says NAPL president and chief executive officer Joseph P. Truncale. "As with all the units of WorkPlan for Success, our members can access and implement exactly the components they want when they want them."

"We've put together a hands-on step-by-step guide that is detailed and thorough enough to be of value for a company that has a marketing director, yet clearly covers essential steps in a way that makes it easy for a company without a dedicated marketing person to use successfully," says NAPL chief marketing officer Cindy Woods. "This balance of basic elements and detailed information make it the kind of functional document anyone in our industry can use to see them through an entire marketing planning and implementation process."

At the heart of the WorkPlan Marketing unit is the Seven Step Plan for Successful Marketing—a transformation plan that will help a graphic communications company become a marketing-centric organization by taking it through such steps as defining marketing objectives, determining market identity, mapping marketing strategies, executing a marketing plan, and evaluating results. A series of worksheets helps users examine their own goals, choose the right strategy, and plan tactical approaches designed specifically to work best for their business.

All units of the WorkPlan for Success are available 24/7 via the members-only section of NAPL's website, and are updated with new information and worksheets on an ongoing basis as needed. Users may download an entire section or select a pdf version of any individual chapter.

To help members derive the greatest benefit from WorkPlan for Success, NAPL is presenting a series of free one-hour webinars introducing different sections of the program and walking attendees through various exercises or worksheets. During each program, members may speak directly with NAPL experts, and members of the NAPL Business Advisory team are always available for one-on-one help. The next program, on February 22 at 11 a.m. ET, will cover how to conduct an audit of your website to ensure that it is marketing your company effectively.

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