Marketing Plan Template Use this template to capture all of your content from exercises 100-‐110. You can re-‐format it and cut any instructional copy that you don’t need. You can also paste content directly from those exercises. If you just need a very simple marketing plan, you can use this document instead of exercises 100-‐110. If you find that you need more guidance, those exercises offer more detailed questions and recommendations for related subjects that can help. This template doesn’t use the text boxes you find in other exercises. Just start typing below the section headings.
Summary EXERCISE SUMMARY When to Address Who Should Participate Where to Use the Results
When you’re finishing your marketing plan & budget Marketing and sales leaders As you’re managing your marketing activities throughout the year
Why it’s Important
Revisit, revise and update your plan to keep focus.
What Builds Upon it
All of your marketing activities throughout the year
Timeframe to Completion Potential Business Impact Deliverable Next Steps
A few hours to a few days, depending on the work you’ve already completed and the level of detail you’re seeking
Medium to High – for all Marketing Plan exercises
You’re final marketing plan It’s all about execution! Revisit your plan on a regular basis as you’re managing your campaigns.
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Target Completion Date
PARTICIPANTS TASKS
PERSON RESPONSIBLE
DUE DATE
Notes
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Marketing Plan Template
What to Complete
1. WRITE FINAL MARKETING PLAN DOCUMENT
Where it Fits in Marketing Plan & Budget Determine Marketing Plan Scope Establish Strategic Goals Establish Numeric Goals Define Competitive Positioning Define Brand Strategy Explain Product and Pricing Strategies Input Numeric Goals by Category Calculate Number of Leads Required Describe Distribution Strategy Outline a Direct Sales Plan Identify Sales Tools & Literature Outline Strategic Partnerships to Pursue Create Customer Retention Plan Identify and Describe Marketing Campaigns Develop Marketing Budget Create Marketing Management Plan Write Final Marketing Plan Document
1. WRITE FINAL MARKETING PLAN DOCUMENT
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<Insert Company Logo>
Marketing Plan
<Timeframe>
Created by: <Name> <Title>
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Table of Contents Right-‐click table and select update page numbers after you’re complete. You may wish to delete pages 1-‐3 and start with your cover page.
Objectives .............................................................................................................................. 6 Competitive Landscape ........................................................................................................... 7 Product & Pricing .................................................................................................................... 8 Detailed Goals ........................................................................................................................ 9 Sales, Distribution & Partnerships ........................................................................................ 10 Major Campaigns ................................................................................................................. 11 Budget .................................................................................................................................. 12 Management Plan ................................................................................................................ 13
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Objectives Keep your objectives to about one page.
INTRODUCTION Provide a brief description of your company, the markets you serve, the product/services you sell, and a high level description of the content you plan to include in this marketing plan.
GOALS Describe the high-‐level strategic & financial goals that you want to achieve. [From exercise 101]
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Competitive Landscape
COMPETITIVE POSITIONING STRATEGY In this section, describe your market, how your product/service solves problems, your value proposition and how you’ll position your value against your competitors. [From exercise 102]
BRAND STRATEGY Describe your brand promise, what it means to prospects & customers, and the human traits you want to convey. Then explain how you’ll ensure that everything your company says, shows and does will be consistent with this strategy. [From exercise 103]
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Product & Pricing
PRODUCT/SERVICE ANALYSIS Consider what you’ve outlined in the earlier sections. Do those strategies help you identify any changes you’ll need to make to your product or service? Explain them here. [From exercise 104]
PRICING STRATEGY Your pricing strategy should reflect your brand and competitive positioning strategy. Briefly explain how you’ll price your product/service below. [From exercise 104]
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Detailed Goals In this section, break down your company’s annual goals into more specific, measurable goals that you will track. For example, you may break down your annual goals by product, by target market, by customer segment, renewals vs new accounts, etc. You may also want to break them into monthly or quarterly targets. [From exercise 105]
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Sales, Distribution & Partnerships In this section, address how your company will sell, distribute and partner with other organizations (if relevant) to bring your product to market.
DISTRIBUTION CHANNELS If you’ll use any channels to sell your product, outline your plans below. Include your goals, your offers, how you will set up/support the channel, your pricing strategy, marketing programs and any resources you’ll need. [From exercise 106]
DIRECT SALES PLAN In this section, explain your goals and plans for your direct sales efforts. Include a list of top prospects if desired. You can also identify how many reps you’ll need and an overview of territories, compensation plans, and their role in the sales process. [From exercise 106]
SALES TOOLS What kind of tools can you create to guide your prospects through the sales process and convert them to customers? Explain what you’ll need and the investment required. [From exercise 106]
STRATEGIC PARTNERSHIPS If you’re planning to pursue any strategic partnerships, explain those plans below. [From exercise 106]
CUSTOMER RETENTION Outline your customer retention goals and programs for the time period. If you’ll run any marketing campaigns or special programs for existing customers, touch on them here. [From exercise 106]
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Major Campaigns
In this section, identify the major campaigns you’ll run during the year. Include the budget, timing and any tools/resources you’ll need to execute. [From exercise 107]
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Budget Summarize the total marketing budget and list your major investments below. Then attach any budget spreadsheets you’ve created using exercise 109-‐D. [From exercise 108]
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Management Plan Explain your timeline for implementing the plan. Make sure to identify any milestones & dates you’ll review your progress against your goals and readjust as needed. [From exercise 110]
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