SlideShare a Scribd company logo
1 of 15
[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).
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
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.
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.
[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.
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.
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.
Strategy 2 (rename as needed)
Tactical Content and Detail
Strategy 3 (rename as needed)
Tactical Content and Detail
Strategy 4 (rename as needed)
Tactical Content and Detail
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.
Research Plan (optional)
What do you want to learn? Test? Questions you want
answers to?
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.
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.
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.

More Related Content

Viewers also liked

Business Plan (Introduction to Business)
Business Plan (Introduction to Business)Business Plan (Introduction to Business)
Business Plan (Introduction to Business)
Afifah Nabilah
 

Viewers also liked (7)

Download Personality Development Plan Powerpoint Template
Download Personality Development Plan Powerpoint Template Download Personality Development Plan Powerpoint Template
Download Personality Development Plan Powerpoint Template
 
Presentation on marketing strategy new
Presentation on    marketing strategy newPresentation on    marketing strategy new
Presentation on marketing strategy new
 
Marketing Plan
Marketing PlanMarketing Plan
Marketing Plan
 
Commercial Carpet Cleaning Business Plan
Commercial Carpet Cleaning Business PlanCommercial Carpet Cleaning Business Plan
Commercial Carpet Cleaning Business Plan
 
Business Plan (Introduction to Business)
Business Plan (Introduction to Business)Business Plan (Introduction to Business)
Business Plan (Introduction to Business)
 
Project Management - Winfried Kempfle Marketing Services
Project Management - Winfried Kempfle Marketing ServicesProject Management - Winfried Kempfle Marketing Services
Project Management - Winfried Kempfle Marketing Services
 
Columbus Business First May 2012
Columbus Business First May 2012Columbus Business First May 2012
Columbus Business First May 2012
 

Recently uploaded

obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
infoobataborsi24
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
Victoria Olsina
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
infoobataborsi24
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Spesialis Kandungan Resmi BPOM
 
Fungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes ProtocolFungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes Protocol
nehapardhi711
 

Recently uploaded (20)

obat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganyaobat pelancar haid di apotik dan harganya
obat pelancar haid di apotik dan harganya
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024
 
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
How To Structure Your Web3 Website For Max Visibility In The Bull Market🚀
 
buy best digital marketing course in india
buy best digital marketing course in indiabuy best digital marketing course in india
buy best digital marketing course in india
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized ContentThe Vital Role of Keyword Density in Crafting SEO-Optimized Content
The Vital Role of Keyword Density in Crafting SEO-Optimized Content
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdfRhys Cater, Precis, The future of media buying with Generative AI.pdf
Rhys Cater, Precis, The future of media buying with Generative AI.pdf
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives PipelineBeyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
Beyond Silos: How Holistic B2B Digital Strategy Drives Pipeline
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx5 Benefits Of Using Digital Marketing.pptx
5 Benefits Of Using Digital Marketing.pptx
 
Niche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptxNiche Analysis for Client Outreach Outside Marketplace.pptx
Niche Analysis for Client Outreach Outside Marketplace.pptx
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
Fungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes ProtocolFungible Tokens on Bitcoin: Runes Protocol
Fungible Tokens on Bitcoin: Runes Protocol
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
 
Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?Webinar: What the Hell is Legitimate Interest?
Webinar: What the Hell is Legitimate Interest?
 

Marketing Plan Template - Tight Presentation

  • 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.