2016Marketing Plan

Background Understanding your company,

your market, and your competition.

CompanyWhat you do:o Point 1o Point 2

What makes you different:o Point 1o Point 2o Point 3

BrandMessaging Identity Tone of Voice

Competitor 1o Messing/brand reviewo Creative reviewo Social reviewo What makes them specialo What are their weaknesseso Market share

MarketSize of Market: o Increasing or decreasing

Trends:o Trend 1o Trend 2o Trend 3

What they want:o What’s currently selling and what is going to

sell

Strategy Bringing together your customers, products and messaging.

Target: Buyer Persona 1

o Which product/solution do they buy from you?

o Which region/industry?o Titleo Pain Pointso Drivers for decisions

ProductsProduct Name:o Name here

Features:o Feature 1o Feature 2o Feature 3

Product MessagingBenefits:o Benefit 1o Benefit 2o Benefit 3

Positioning Statement (Products + Customers + Messaging):We provide X to Y to help them Z.

Tactics How to execute your strategy

ChannelsList of tactics (PPC, SEO, Blogging, etc.)

FrequencyHow often you’ll message to each channel

TimelinesCalendar for execution (Channels + Frequency)

Measure How we measure campaign success

KPIsList ways you will measure success for each tactic

BaselinesList starting points for each tactic. Where are we now?

GoalsList goals for each tactic. Where should we be & when?

Resources The people, assets and

budgets

Credibilityo Customer references/testimonialso Case studieso Published articleso Expertiseo Certifications

Marketing Staff ResourcesCompany Resources:o Resource 1: List responsibilitieso Resource 2: List responsibilities

Agency Resources:o Resource 1: List responsibilitieso Resource 2: List responsibilitieso Resource 3: List responsibilities

BudgetsFixed Expenses: o Agency Feeo Technology Fees

External Budgets: o Advertising Budget:o Freelance Budget:o Budget #3: