PowerPoint marketing plan template you can use to present your plan in 15 slides or less. There is also a 5-slide option. You can see the full explanation and download the free pptx file for your own use via gurulocity.com at the following address: http://gurulocity.com/easy-marketing-plan-template/ Outline of the template: Business Vision/Strategy Summary Key Issues/Opportunities This Year Marketing Objectives and Goals Marketing Plan Summary Strategies and Tactical Detail Marketing Calendar Research Plan Budget Appendix Simply download the template and put in your content. Instructional notes are included.

1. [Company Name]
[Business Unit]
Marketing Plan
[Year/Date]
Note: This template is usually highly
customized depending on the
business and industry. Feel free to
edit, add or delete where needed.
If done right, it should not be overly
lengthy. Content can be short and to
the point as long as you have enough
detail and clarity to provide direction
for the business.
This is a template for a tight
presentation of the plan. You may
need other formats or templates to
capture the fully detailed analysis and
marketing strategy (the homework
you do before you use this final
presentation).

2. Agenda
Business Vision/Strategy Summary
Key Issues/Opportunities This Year
[Year] Marketing Objective and Goals
Marketing Plan Summary
Strategies and Tactical Detail
Marketing Calendar
Research Plan (optional)
Budget
Appendix
• Situation Analysis (Category, Competitive, SWOT, etc.)
• Targeting Strategy
• Positioning Strategy
Condensed 5-slide version would be:
1.Business Vision/Strategy Summary
2.Key Issues/Opportunities This Year
3.[Year] Marketing Plan Summary
4.Marketing Calendar
5.Budget

3. Business Vision/Strategy Summary
Insert a one page overview.
Insert a one-page overview of the high-
level business strategy/direction that this
marketing plan supports. It should
include where the business is headed
long-term (i.e., 5 years out or more).
This should already exist. Otherwise,
you may want to tackle the business
strategy separately first.

4. Key Issues/Opportunities This Year
Key issue/opportunity 1
• Supporting point/data/fact
Key issue/opportunity 2
• Supporting point/data/fact
Key issue/opportunity 3
• Supporting point/data/fact
A key issue is something that stands in
our way right now—between us and our
long-term goal. Serve up the key issues
you want to address in your marketing
plan.
You may also identify key opportunities.
Perhaps they are not problems the
business faces, but they are
opportunities that we can choose to
pursue that also advance us toward the
long-term vision.
Important: You should only serve up
issues here that you have specific
goals/strategies against (on upcoming
slides). No more and no less.

5. [Year] Marketing Objective and Goals
[Year] Marketing Objective: Spell out your objective here.
Goals:
• Goal 1
• Goal 2
• Goal 3
It is best to boil down your objectives to just
one or two for the year. If you are a brand with
a very big budget and lots of resources, you
might get away with 3, tops. But… Stay
focused. Examples: successful product launch,
surpass a competitor, etc.
You will typically have more goals than
objectives. Goals are binary and help you
make progress towards the larger objective
(e.g., grow volume, take share, increase
penetration, rank #1, leads, conversion,
loyalty, etc.)
Important: Your goals on this page should
correspond to the key issues/opportunities you
just set up on the previous slide. For example,
if a key issue is that no one knows you exist,
then a goal on this page should be to build
awareness.

6. Marketing Plan Summary
Goals Strategies KPIs
Goal 1 • Strategy 1
• Strategy 2
KPI 1, KPI 2, KPI 3
Goal 2 • Strategy 3
• Strategy 4
KPI 4, KPI 5, KPI 6
Goal 3 • Strategy 5
• Strategy 6
KPI 7, KPI 8, KPI 9
Goals slot in from the previous page. You should then have specific marketing strategies against each goal
(at least one per goal).
Examples: If “build awareness” is a goal, your strategies might include “launch new media campaign,” or
“create a website.” If “generate leads” is a goal, then a strategy might be to “create premium gated
content.” If “increase in-store presence” is a goal, then you might “design and launch 3 new in-store
displays at our top 3 accounts.”
KPIs (Key Performance Indicators) are how you will know that your efforts were successful. Ask yourself:
How will you specifically measure success? Examples include impressions, CPM, visits, search rankings,
sales lift, leads generated, downloads, new accounts, market share, etc.

7. Strategy 1 (rename as needed)
Tactical Content and Detail
Now you will create a page for each strategy that lays
out the details. What it is, what it looks like (include
pictures), etc.
It is advantageous to group all of your tactics by strategy
because it helps you tell a linear story. From goals to
strategy to tactics, it’s easy to follow and understand the
strategic logic behind the plan.
However, there may be some instances where tactics
support multiple strategies or goals. If so, you could
instead choose to organize this section by tactic (TV,
digital, in-store, print, partnerships, promos, etc.). Some
marketers may choose to organize by the 4Ps (price,
product, place, promotion). None of these approaches is
right or wrong. Choose what fits your specific situation.

8. Strategy 2 (rename as needed)
Tactical Content and Detail

9. Strategy 3 (rename as needed)
Tactical Content and Detail

10. Strategy 4 (rename as needed)
Tactical Content and Detail

11. Marketing Calendar
Tactics Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Media Campaign 1
Campaign 2
In-Store Promo 1
Promo 2
New
Offering
Launch 1
Launch 2
Support Material Refresh 1
Support Initiative 1
Events Event 1
Strategy/Key Initiative 1
Strategy/Key Initiative 2
Strategy/Key Initiative 3
Obviously this is just an example format. Customization is
required.
You can choose to organize this calendar by tactic type, by
strategy, by channel, etc. All that matters is that it’s clear and
easy to understand what’s happening when, and how
everything fits together.
Color-coding can also be helpful. You can color the bars on
the calendar by strategy or tactic type to bring additional
clarity and understanding.

12. Research Plan (optional)
What do you want to learn? Test? Questions you want
answers to?

13. Budget
Financial Breakdown: How much are you spending? On what? What’s
the difference in spend versus last year? What’s your mix?
Spend on media, product, promotion, research, etc. is often
presented in a spreadsheet list with the previous year as a
comparison.
One approach is to list your budget on left, and then show
your spending mix on the right (i.e., show a pie chart that
highlights the % of budget you are spending on the various
tactics or strategies).
In the end, this page should show what your organization
specifically needs and expects to see.

14. Appendix
• Situation Analysis (Category, Competitive, SWOT, etc.)
• Targeting Strategy
• Positioning Strategy
For the purposes of this tighter presentation format, your
strategic homework is placed in the appendix.

15. This template was created by Kevin
Namaky, Founder at Gurulocity. For more
articles, tips, tools and templates to up
your marketing game, visit
Gurulocity.com.