Marketing Plan
Here is the general outline that I have used to develop several marketing plans.
I. Introduction
Poignant statement about the nature of the marketing plan
II. Executive Summary
Underlying assumptions
The idea scenario…
Key constraints include…
Questions for research include…
Objectives of the plan
Establish what?
Develop what?
Optimise what?
Support what?
Timescales
III. Situation Analysis
Assumptions
Sales (history/budget)
Strategic Markets
Key products
SWOT Analysis
IV. Marketing Objectives
Sales turnover
V. Marketing Strategies
Product development
Price structure
Lead generation
Web presence
Online
Search marketing (SEO/PPC)
Email marketing
Social marketing
Referral marketing (Affiliate marketing / JV)
Offline (and traditional)
PR
Events
Space media
Broadcast media
Competitor research
Campaign optimisation
Customer Acquisition
Sales funnel
VI. Schedules
Short
Medium
Long
Ongoing
VII. Sales Promotion
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VIII. Budgets and P&L
Budget
P&L
IX. Performance Management
Sales metrics
Event monitoring
Online lead generation metrics
X. Appendices
Positioning
Competitor research
Product development
Segmentation and targets
Collateral
Case-studies
Email info
Leave-behinds
White papers
Sales scripts
