MARKETING PLAN
I. EXECUTIVE SUMMARY
An executive summary typically summarizes each of the sections of the marketing plan and
gives stakeholders a brief overview of your marketing strategy. Write this section last, to make
sure you provide a high-level view of your marketing strategy. An executive summary may
include:
Description of your company and team
Overview of market factors and trends Introduction to your products and services
How you intend to reach your target audience
Summary of marketing objectives and strategies Summary of financial projections
II. PRODUCT
Describe the product name with which you will enter the target market. The Product’s
importance/benefits to be provided.
III. BRAND MESSAGING
Before designing a detailed strategy to reach your top marketing goals, it’s important to establish
a cohesive brand voice that is unique to your brand and speaks to the needs and ethos of your
target customer. Brand messaging includes elements such as:
Vision: Identifies forward-thinking aspiration for your company and what you hope to
achieve.
Mission Statement: Describes what the organization does or provides in order to achieve
the vision.
Tagline: A distinctive catchphrase that communicates your brand and what you provide.
IV. TARGET CUSTOMERS
Provide a general overview about your target customer, who they are, what they want, and what
motivates them to interact with your business. Even if you accept business from a wide range of
customers, targeting specific groups of consumers will help you speak directly to certain
audiences and helps shape future marketing campaigns and initiatives.
Basic demographic information (age, gender, income level, location, etc.)
Purchasing behaviors Motivation for buying (ex: furnishing their homes, wanting to look
good, learn about a specific skill, etc.)
Where does your target customer typically consume media and information? (ex:
magazines, newspapers, TV, social media, trade shows, etc.)
V. SITUATIONAL ANALYSIS
A situational analysis reviews the current state of the market and gives insight into the health of your
business and opportunities for growth. Market research and analysis is a key factor in developing a
practical marketing strategy within your industry. This section may include:
Core Competencies: Defining capabilities and characteristics of your organization that make you
stand out from the competition and can be a strategic advantage in your market.
SWOT Analysis: An assessment of the strengths, weaknesses, opportunities, and threats of your
organization.
Competitive Analysis: Identifies market competitors and evaluates their strengths and
weaknesses relative to your current business strategy.
VI. MARKETING GOALS AND OBJECTIVES
In this section, list your business’s marketing and sales goals for the year. These goals should be
SMART (specific, measurable, achievable, relevant, and time bound), and include information
about target sales goals, KPI’s, marketing benchmarks, and plans for growth and expansion.
VII. MARKETING STRATEGY
Your marketing strategy details how you will promote your products and services, and how you
plan to use these methods to achieve your marketing goals. Be sure to include specific tactics
that will be used to efficiently meet each outlined marketing objective. Some ideas to consider
include:
Promotions Strategy: How will you promote this product? How you will reach new customers.
Pricing Strategy: How your goods and services are strategically priced to remain competitive.
How much more are you selling this product for? Is it competitive? Is it realistic for your
customer budget? Will you run any seasonal promotions/discounts associated with this product?
Distribution Strategy: How customers will purchase your goods and services.
Conversion Strategy: How you will turn prospective customers into paying customers.
Marketing Channels and Materials: Print Marketing (flyers, brochures, business cards, banners,
etc.)
Website Social Media Digital Advertising (Google Ads, SEO, Email Marketing, Facebook Ads,
etc.)
Traditional Advertising (TV, radio, billboards, magazines, newspapers, etc.)
PR and Media Releases
Trade shows and special events
Future Marketing Campaigns:
Some examples include:
Referral Program
Customer Testimonials
YouTube Marketing
Social Media Campaigns
Influencer Marketing
Contests and Giveaways
Brand Partnerships
VIII. FINANCIAL PROJECTIONS
In the last section, break down projected promotional expenses and expected results of your
strategy in terms of new customers, sales, and profits. Be sure to:
Include a calculated budget that will fund each component of your marketing strategy, as
a part of your overall annual financial plan.
Identify which expenses and tactics will yield the highest return on investment and use
those findings to prioritize outlined marketing initiatives.
