Docstoc

Simple_Marketing_Plan_Template

Document Sample
Simple_Marketing_Plan_Template Powered By Docstoc
					                          Marketing Plan Template

Use this template to capture all of your content from exercises within Marketing Plan & Budget. 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 within
Marketing Plan & Budget. 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 you’re finishing your marketing plan & budget
  When to Address

     Who Should          Marketing and sales leaders
     Participate
                         As you’re managing your marketing activities throughout the year
  Where to Use the
      Results

                         Revisit, revise and update your plan to keep focus.
  Why it’s Important

                         All of your marketing activities throughout the year
 What Builds Upon it

                         A few hours to a few days, depending on the work you’ve already completed and the
    Timeframe to         level of detail you’re seeking
     Completion

                         Medium to High – for all Marketing Plan exercises
  Potential Business
       Impact

                         You’re final marketing plan
     Deliverable



Marketing Plan  Marketing Plan Template                                                           page 1 of 14
                       It’s all about execution! Revisit your plan on a regular basis as you’re managing your
        Next Steps     campaigns.



 Target Completion Date


 PARTICIPANTS




                                                                   PERSON
 TASKS                                                                                      DUE DATE
                                                                   RESPONSIBLE




Notes




Marketing Plan  Marketing Plan Template                                                         page 2 of 14
                         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




Marketing Plan  Marketing Plan Template           page 3 of 14
                                           <Insert Company Logo>




                                            Marketing Plan
                                               <Timeframe>


                                              Created by:
                                                 <Name>
                                                  <Title>




Marketing Plan  Marketing Plan Template                           page 4 of 14
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 ................................................................................................................ 12

Budget ................................................................................................................................ 13

Management Plan ............................................................................................................... 14




Marketing Plan  Marketing Plan Template                                                                                   page 5 of 14
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 Set Your Plan Objectives]




Marketing Plan  Marketing Plan Template                                                                     page 6 of 14
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 Define Your Competitive Positioning]




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 Explain Your Brand Strategy]




Marketing Plan  Marketing Plan Template                                                                   page 7 of 14
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 Product and Pricing Strategies]




Marketing Plan  Marketing Plan Template                                                                     page 8 of 14
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 Set Detailed Goals By
Category]




Marketing Plan  Marketing Plan Template                                                                  page 9 of 14
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
Develop Your Sales Plan]




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 Develop Your Sales Plan]




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 Develop Your Sales Plan]




STRATEGIC PARTNERSHIPS

If you’re planning to pursue any strategic partnerships, explain those plans below. [From exercise Develop Your Sales
Plan]




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 Develop Your Sales Plan]




Marketing Plan  Marketing Plan Template                                                                        page 10 of 14
Marketing Plan  Marketing Plan Template   page 11 of 14
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 Outline Your Marketing Campaigns]




Marketing Plan  Marketing Plan Template                                                                       page 12 of 14
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 Develop Your Budget]




Marketing Plan  Marketing Plan Template                                                             page 13 of 14
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 Next Steps]




Marketing Plan  Marketing Plan Template                                                                 page 14 of 14

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:7
posted:12/24/2012
language:Unknown
pages:14