Marketing Your Business
Marketing Planning Template
Blank Worksheets to Create A Company Marketing Plan
Copyright EPL Residential 2004©
List Your Overall Company Goals – Operating Goals
Reference Material on in Marketing Manual
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These are the overall goals of the entire company for the year.
They should be the first thoughts about what you want to achieve in your
business year. They may change as you move through a planning process.
They drive the requirements of the financial, marketing, operational and
staffing plans.
These are high-level goals, and should be well thought out.
They begin the company business plan – and our marketing plan will be
directed by these top-level goals.
Everything we do in our marketing plan needs to make sense with our
overall company goals.
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Business Evaluator™ List
Answers from the Marketing Business Evaluator List of Questions
List All Gaps in the Company Marketing Practices
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Prioritize the Top 10 Action Items from Company List
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What are the items you absolutely MUST get accomplished?
It may not be 10 items - it may be 2- or 3? These are business related items,
and some may fall into marketing.
Make the list that fits your company needs, and be sure you put them in order
of priority.
This list comes from the list above you just completed, and is simply the
narrowing down aspect of what you really can and will do, since we all have
limited time and resources.
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Define Your Company Business Model for Success
Example Given Earlier in Marketing Manual
Your business model is nothing more than the way you go to market to
create sales from your marketplace.
If you have more than one market, you may have more than 1 business
model.
List your business models here. The next step is to determine any strategies
to help you maximize the effectiveness of your business model. Write out
your key strategies to execute your business model
Key Strategies:
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Detail your overall company strategies. How do you intend to make
them a reality? How do you intend to make them work well within your
company business model? List out the actions or changes that may be
required under the strategy.
Overall Company Strategy 1
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Actions Required in your Company to Execute Strategy 1
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Overall Company Strategy 2
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Actions Required in your Company to Execute Strategy 2
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Overall Company Strategy 3
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Actions Required in your Company to Execute Strategy 3
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Define your marketing activities. Storyboard them as they apply to your
company goals, and your company business model. There may be many that
support the overall company goals.
These are marketing actions steps will you need to make it work well?
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From the above activities, define the specific marketing goals for the year.
These are going to be what determine our marketing/advertising plan to
support the achievement of these goals.
Marketing Goals for the Year
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Detail your marketing strategies that are going to work along with your
goals. How do you intend to make them goal become a reality? How do you
intend to execute? List out the actions or changes that may be required
under the strategy.
Marketing Strategy 1
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Actions Required in your Company to Execute Strategy 1
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Marketing Strategy 2
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Actions Required in your Company to Execute Strategy 2
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Marketing Strategy 3
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Actions Required in your Company to Execute Strategy 3
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Marketing Goal # 1:
To achieve sales revenue of $ in service at a % gross margin for our year.
Additional Strategies
Key Action Steps
Accountable Date
Marketing Goal # 2:
To achieve accessory sales lead rate of % of service leads.
Additional Strategies
Key Action Steps
Accountable Date
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Marketing Goal # 3:
To achieve accessory sales closure rate of % of accessory leads at an
average sale price of $ .
Additional Strategies
Key Action Steps
Accountable Date
Marketing Goal # 4:
To train the service team on the “Perfect Service Call” process
Additional Strategies
Key Action Steps
Accountable Date
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Marketing Goal # 5:
To improve demand service to
business.
% mix of overall sales volume in the
Additional Strategies
Key Action Steps
Accountable Date
Marketing Goal # 7:
To develop marketed leads for HVAC replacement sales of $
Additional Strategies
Key Action Steps
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Accountable Date
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Marketing Goal # 8:
To develop a media plan to create XX# leads to meet sales target of $
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1. What are the Company Brand Attributes
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2. What is the unique selling proposition of the company?
3. What is the advertising slogan or theme for the use in ads?
4. Is there a jingle being used in the creative ads?
Additional Strategies
Key Action Steps
Accountable Date
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Marketing Goal # 9
To develop XX # of service agreements to reach 1000 per million of revenue
Additional Strategies
Key Action Steps
Accountable Date
Marketing Goal # 10:
Convert to technician and customer friendly flat rate pricing manual tied
directly with a selling system for service agreements.
Additional Strategies
Key Action Steps
Accountable Date
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Marketing Goal # 11:
Improve financing options and consumer promotions to create a higher sale
price per sale, and more accessory sales.
Additional Strategies
Key Action Steps
Accountable Date
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Marketing Goal # 12:
To create more referrals from service process.
Additional Strategies
Key Action Steps
Accountable Date
Marketing Goal # 13:
To develop after the service customer follow-up procedures to create more
satisfied customers.
Additional Strategies
Key Action Steps
Accountable Date
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Define the Target Markets that apply to your Goals:
Refer to page 44 in the Marketing Manual
As we develop a marketing promotion, any advertisement or creative, we always use this model to
determine how we are going to approach the development of the market.
In this case, we will move our promotional offer, and our approach to 1st develop new customers.
We will have a completely different offer for existing customers.
And yet still another set of offers, as many as 4 different offers for the continuing prospects. Those
that did not respond to the original offer of a new customer get fed into a continuing prospect
model, and new offers are generated until we either hit six offers for the year, or make a sale.
New Customers
Existing Customers Continuing Prospects
Target Market
Products/services offered
Target Audience
Awareness Vehicle
Trial Method
Timing/Period
Consumption Patterns
Repeat Behavior
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Media Plan Details:
Campaign Strategy is:
Advertising Objectives for the Years:
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Company’s Top Lead Generation Mediums are:
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Lead Requirements by market segment and each month are:
Refer to page Marketing Manual – Use EXCEL Template on Budget and Lead planning
1. Service
2. Accessory Sales
3. Maintenance Agreements
You can now define the media plan – the choices of
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What promotions if any
The timing of those promotions
Choices of Media
Place the media vehicles in the flow chart and overlay them for exposure
Examine the overall campaign to be certain the advertising, and promotion plan will
support your lead requirements.
Maintain a small reserve if possible.
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Marketing & Media Flowchart (Mix of media and the actual calendar placement of media)
Refer to the marketing manual – or advertising EXCEL Blank Chart)
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