Marketing Plan Template for Recreation Programmers
I. Mission & Vision
Reiterate your organization mission and vision here to make sure your marketing plans align with them.
II. Product/Service Overview
Describe the program you are marketing.
III. Unique Selling Proposition
What is it that sets you apart from the competition? Why should your customers do business with you
instead of someone else?
IV. SWOT Analysis
List your strengths, weaknesses, opportunities and threats.
Describe the characteristics of your customer. Who are they and what do they need?
List your competitors and include comparative details.
Set objectives that you are able to measure, either qualitatively or quantitatively. Make sure your
objectives are challenging, but achievable within a certain time frame.
VIII. Key Messages
This will flow from your Unique Selling Proposition – what are the 2-3 key points you want to drive home
to your customers?
IX. Marketing Tactics
This is where you will actually plan your marketing activities. Each activity should somehow reinforce your
key messages. The following is a list of potential marketing tactics to consider:
Collaterals (guides, flyers, brochures, handbooks)
Cross promotional opportunities
Create a budget for your marketing tactics. Make sure you are spending an appropriate amount on
marketing activities based on your expectations for revenue and cost recovery.
Create a calendar of marketing activities to keep your team on track and make sure the agreed upon
tactics get carried out on time.
Create a plan for how and when you will track the results of your marketing efforts.