SOSTAC marketing planning model guide

What is PR Smith’s SOSTAC® marketing and advertising arranging model, what is the RACE Growth Process, and how do you use them to gain far more buyers?

If you don’t know PR Smith’s SOSTAC® model, it can be worthy of receiving to know if you might be associated with scheduling advertising methods or campaigns. SOSTAC® was voted the 3rd most well-liked design in the CIM poll on advertising and marketing versions for the reason that it’s straightforward to try to remember and it can make it straightforward to structure programs for different planning functions.

So, irrespective of whether you’re generating an total marketing or digital advertising and marketing strategy or enhancing person channel strategies like Search engine optimisation or electronic mail advertising, SOSTAC® is your mate. In this article, we will speak via implementing the SOSTAC® organizing product to your marketing tactic, with the RACE Growth System.

What is SOSTAC®?

SOSTAC® is a preparing model, at first produced in the 1990s to assist with advertising and marketing planning by PR Smith, who is my co-creator on Emarketing Excellence.

SOSTAC® stands for:

  • Problem – where by are we now?
  • Goals – wherever do we want to be?
  • Approach – how do we get there?
  • Practices – how precisely do we get there?
  • Action – what is our system?
  • Handle – did we get there?

We have referenced this method in producing our electronic advertising setting up template and I’ve also utilized it in my publications implementing it to the main features of digital promoting. You can see it offers a reasonable buy for tackling your program (with iterations) and you must also use it to critically assess your procedures.

As a result of SOSTAC® and the RACE Progress Process, you can question, for case in point:

  • What you may perhaps be weak at?
  • Do we are unsuccessful to finish suitable situational analysis?
  • Are our aims Good?
  • Do we have an acceptable strategy? Techniques?
  • Do we regulate general performance making use of analytics?

An infographic applying SOSTAC® to digital internet marketing

In 2012,  I labored with Paul and the designers at To start with 10 on a new SOSTAC® infographic, which summarises the crucial concerns to look at at each individual phase when establishing electronic marketing strategies.


Our RACE Expansion Process has been designed to help you swiftly produce and action a 90-working day promoting prepare applying the RACE framework. Applying a clear-cut a few-action course of action, you’ll identify the Options, Approaches and Actions that can mature your business enterprise.

Create your 90-working day prepare with the RACE Advancement Program

Obtain your free of charge RACE Development Procedure information these days and unlock our a few-stage prepare of Opportunity, Approach and Action to expand your enterprise.

Download tutorial

How to use SOSTAC®

I consider SOSTAC® has turn out to be well known because it’s basic, quick to bear in mind and handles all the principal concerns which you want in a internet marketing approach or enterprise approach. When you apply SOSTAC® and the RACE Expansion Technique jointly, you can assess your internet marketing plan and develop a details-pushed method to get a lot more prospects.

A lot more ideas for working with SOSTAC ®

Listed here are some guidelines on how to use SOSTAC ® centered on my encounter of applying it in firms and looking at how learners apply it in assignments.

We also have an example SOSTAC ® plan for Organization Users readily available in Phrase for users to update for their programs.

marketing lifecycle

1. Use SOSTAC ® to review your course of action

In advance of wanting at how you implement SOSTAC ® at every move to create a advertising and marketing strategy, my very first idea is to use it to evaluation your scheduling course of action and how you handle your marketing.

Inquire on your own critically about the actions you individually, and your business, are fantastic at. Maybe you expend too a lot or too tiny time examining the problem. Potentially you’re not so good at location Clever aims, or producing methods to support them, or the handle stage of assessing how efficient your approaches and techniques are and altering them?

2. Get the harmony correct across SOSTAC ®

Frequently there is as well significantly time used on examination in just a system and not more than enough on location the approaches. I might also say that for a student assignment, it truly is best to make reference to AC relatively brief, incorporating them into other sections.

So as a rule of thumb, this is how your harmony of articles could glimpse:

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

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

To give concentration to your situation examination I recommend the so-called TOWs kind of SWOT investigation. This aids combine SWOT with tactic.

TOWS Matrix

4. Make your plans Clever and link them to your analytics/handle procedure

Due to the fact digital promoting is so measurable, it will make perception to be distinct as probable about your targets by acquiring a funnel conversion model. You ought to also set up specific objectives in Google Analytics.

But it is value thinking about the full range of aims indicated by the 5Ss.

5. Combine the unique things of your SWOT

Normally there isn’t really excellent circulation relating sections in a prepare. To help this I endorse summarising your full SOSTAC ® program in just a desk which integrates methods, situation, objectives and techniques.

At last, if you happen to be having difficulties to get get-in for integrating your electronic marketing, never overlook my web site on 10 explanations you want a digital advertising approach, which incorporates more info about electronic transformation, progress, and our well-liked RACE Progress Procedure.

2022 RACE Diagram

Find how the RACE Growth Procedure can enable you approach, control and optimize your internet marketing. Down load your free of charge duplicate these days to get started out.

Produce your 90-working day approach with the RACE Progress Process

Obtain your absolutely free RACE Advancement Technique guideline today and unlock our a few-step prepare of Chance, Tactic and Action to increase your business.

Download information


PR Smith (2011) The SOSTAC ®  Guide – to crafting the perfect plan  by PR Smith (2011),  posted by and obtainable at Amazon.

Leave a Reply