This one page marketing plan template is designed to get your marketing moving. You should be regularly revisiting this plan to reflect on various campaign successes & failures, so you can update & change it as you go along.

1. A QUICK ONE PAGE MARKETING PLAN TEMPLATE
Marketing Plans usually change quickly,
so unless you’re a behemoth of a
company, short, concise and responsive
plans are the best type.
This template is designed to get your
marketing moving. You should be regularly
revisiting this plan to reflect on various
campaign successes & failures, so you can
update & change it as you go along.
This one page marketing plan is not a substitute for
doing your homework!
By Kameel Vohra
www.kameelvohra.com

2. THE MISSION/OBJECTIVE
Every plan has an end goal. You need to define what you
expect to achieve through your marketing. Try asking the
following questions:
Do we need hit specific sales volumes? Do we need to
penetrate a particular market or market segment? Do we
need to generate a specific number of leads? How will I
know when my plan has been successful?
Example: To generate a total of 100 qualified leads, from
the Memphis area, within the next 6 months. Leads are
defined as distributors with at least one retail outlet
(About 2-3 Lines)

3. TARGET MARKET/CUSTOMER PROFILE
Without a very specific target audience your marketing efforts will
get spread very thin. It’s important to clearly define who your
customer is, the better you know them the easier it’ll be to
effectively target them. Some questions you could ask include:
Historically, who’s bought the product/service? What are their
demographics? How did they find us (or we find them)? Did
anybody recommend the product/influence the purchase? Why do
they buy/use our product? Where do they go/what do they do
afterwards?
Example:
Our stretch-mark creams are bought by new mothers,
predominantly through sub-urban supermarket pharmacies, and
a few downtown hospitals. The pharmacies are usually owned by
individual (entrepreneur) pharmacists. The product is
recommended to end-users by gynaecologists, and several
maternity support groups. The ladies are usually working, in their
early thirties, and have one (new-born) child..
(1 para please)

4. YOUR BUDGET
It’s important to know, in advance, how much you can
spend on your marketing. This will have a considerable
impact on your strategies. Take note of whether this is a
single lump-sum or if your budget is refreshed
monthly/quarterly, as well as what expenses this includes.
Check if you’re able to utilise unspent budgets in the
following months.
Example:
We have a total budget of 60,000 US$ for the next 12
months. This is disbursed quarterly in tranches of
15,000 US$. Un-utilised funds will roll-over into the next
quarter. This does not include direct sales expenses
below $50, such as taxi-fare.
(3-4 lines)

5. ROUTES TO MARKET
Once you’ve understood your audience you can
begin plotting how you’re going to reach them.
Any & every mode of communication should be
considered here. So try asking:
Will I be selling online, offline or both? Where do
my clients go/congregate? What events, lectures
or clubs do they attend? What magazines/journals
/websites/blogs do they read? Who do they
already buy from or regularly meet? What related
products/services do they buy? How are my
competition currently communicating with them?

6. ROUTES TO MARKET (EXAMPLES: ONLINE)
SEO/SEM
Every campaign running longer than 6 months should
include these. If you don’t have someone on your team
who can handle this, hire an agency.
Forums, Facebook, Blogs & Other Websites
http://a-forum-name.com Spend some time on google &
facebook searching for whatever it is your audience would
search for. You want to be present where ever they’re
getting “authoritative” information from, even if it’s for un-
related products. As long as the demographic matches.
Create a top 10 hit list of sites/groups here.

7. ROUTES TO MARKET (EXAMPLES: OFFLINE)
Magazines, Journals
What are the top magazines read by your
demographic?
Events
Medical training seminars or entrepreneur groups &
VC sessions? Where are they going & can you be
present?
Related Products
Can you co-promote with related products? Utilise
their database? Or leverage one of their campaigns?

8. SPECIFIC CAMPAIGN TACTICS
Now you need to decide what incentive you’re going to
provide for them to use your product. Are you going to
attract their attention with price incentives? Freebies?
Useful information? You should have at least one tactic
for every route you’ve identified above. If you don’t have
a tactic for a route, remove the route.
Every tactic should have an attached cost, target, time-
frame and if it requires specific resources it should
mention these. Evaluate the tactics based on your
original plan objectives.

9. TACTICS (EXAMPLES 1/2)
Tactic: Posters at ABC medical training center
Description: Register online for this lecture (that we’re
sponsoring/hosting) and get a sample case of
anti-stretch-mark cream free.
Date: 11th Jan (1 Day)
Target: 30 unique pharmacist names & contact
details
Total cost: 5,000 US$

10. TACTICS (EXAMPLES 2/2)
Tactic: Calling related-product-B resellers
Description: Using a call center to call the online database
published by related-product-B
Date: 20th Feb (1 Month)
Target: 50 qualified reseller leads
Total cost: 10,000 US$

11. COMMUNICATION COLLATERAL/MATERIAL
Based on your campaigns you may need specific
supporting collateral. You should list these here and
then produce exactly these. If it’s not required for a
campaign, don’t include it.
Example:
 1: Posters for lecturer, product website, event
follow-up emailers
 2: Calling database, cold call follow-up emailers
 All tactics: Sample kits, order forms, product
packaging

12. PUTTING IT ALL TOGETHER
These elements should provide you the basics of
everything you need to start marketing.
Over time, each of the sections can be fleshed
out in more depth to create a more
comprehensive Integrated Marketing Plan.

13. SAMPLE PLANS
You can download a sample template
ONE PAGE Marketing Plan from here:
www.kameelvohra.com/marketing-resources/
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