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Structure a plan using the RACE Planning framework

Learn how to structure a comprehensive omnichannel marketing plan, using the Smart Insights RACE planning framework

Module purpose

We created RACE as a planning system for omnichannel marketing since we found that many people didn’t know where to start when structuring a plan to cover the many paid, owned, and earned inbound marketing activities available to help grow a business.

RACE covers the full customer lifecycle or marketing funnel from: Plan,  Reach, Act, Convert,  Engage In this module, we’ll show you how each part of RACE planning is broken down into five key activities, forming 25 activities in all.

We recommend you follow the questions and prompts in our Digital Marketing Audit template to review your current use of digital marketing and identify improvements to support growth.

Module structure

  • Objectives
  • What does RACE stand for?
  • What are the benefits of using RACE?
  • Plan
  • Reach
  • Act
  • Convert
  • Engage
  • Test your understanding
  • Summary

Learning objectives

  • Structure a comprehensive omnichannel marketing plan using the RACE planning framework
  • Explain the benefits of using this approach
  • Define the key activities and measures that need to be used to support RACE planning

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This module is in the RACE Practical Digital Strategy Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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