The PROSPER framework is a jargon-free planning model designed to help marketers create consistent work in a digital world.
It was devised by Neil Perkin, long-time Econsultancy collaborator, and is an alternative to the SOSTAC model.
The PROSPER framework can be used across all sectors and industries, and is envisioned as a cyclical process.
As with SOSTAC, the model gets to the root of some basic questions about your business and its marketing activity, such as:
- Where we are now?
- Where do we want to be?
- How do we get there?
- How do we know when we’ve got there?
PROSPER differs from SOSTAC in several ways, including its initial consideration of assets, resources and competitive context as well as the more common understanding of audience. There is also an emphasis on not just measurement but on evaluation, optimisation and learning in the final review stage.
Perkin describes the questions posed by the framework as “obvious steps in the process but,” he continues, “in my experience it does no harm to remind ourselves of the fundamentals.”
Below you can see the PROSPER framework in full (Preparation, Research, Objective, Strategy, Plan, Execution, Review) and you can click to open it in a new tab, in a larger size to download or print.
The PROSPER framework (Click to enlarge)
The PROSPER framework is used on a number of Econsultancy’s digital marketing and ecommerce training courses.