Strategic Marketing Plan Worksheet
Answer the questions in each section of this worksheet. The completed form can be used to write your marketing plan. Example
responses are provided in red text. Type over the red text to add your own content.
Form a team--Who needs to be involved? (e.g., staff, board members, volunteers)
Name and Role Assigned Tasks
Example: Rita Meyer, RSVP Director Lead and coordinate strategic marketing planning process
Establish a Timeline
Activity Start Date Target End Date
Form a team.
Assess target audiences and their needs.
Determine vision and mission.
Define goals and objectives.
Determine key strategies to achieve goals:
What steps are needed?
What technologies must be in place?
What delivery methods will be used?
What marketing materials will be used?
Complete the written plan containing answers to all questions.
Determine how staff and volunteers will be recruited, trained, and supported as
effective marketing representatives.
Assessing Target Audiences
Take a look at the groups of people you serve and what they need
Target Audiences Needs of theirs that we can fulfill
E.g., elementary school children Assistance with reading skills
Vision and Mission
What is your mission? What do you hope to accomplish?
Program Mission/Vision Desired outcomes
E.g., RSVP, Dane County, "To make a positive impact in Provide local schools and neighborhood centers with
Madison, Wisconsin the community by recruiting homework assistance and tutoring.
volunteers 55 and older to Enrich lives of children with special needs by providing one-
deliver priority services to on-one attention.
people of all ages, providing Prevent alcohol and drug abuse by teaching children positive
Dane County with a valuable life skills.
resource" Deliver meals and provide transportation for county residents
ages 60 and over.
Goals Objectives Outcome (how much of Key Strategies
what by when)
Enrich lives of children To improve the reading skills 85% of Dane County To tutor students one on one
with special needs by of elementary school children Elementary School will show a after school three times per
providing one-on-one in Dane County. 45% improvement in reading week.
attention. test scores.
Strategic Marketing Actions
Goal Action needed Promotion techniques Promotional Technologies to be put into
to achieve goal resources needed, place
To improve the Increase Send press releases to local Professional-looking Purchase desktop publishing
reading skills of community paper to increase Newsletter software, e.g., Microsoft
elementary awareness of the awareness of RSVP's Mail newsletters Publisher, PageMaker, etc.
school children in need. programs and services. to the local
Dane County by Deliver presentations to community
tutoring students local schools regarding our using mailing
one on one after services. lists
school three Develop and distribute
times per week. newsletter to community,
press, schools, volunteers
re: progress made through
the tutoring program.
Evaluation and Revision--revisit your plan to update it and revise as necessary.