INSERT LOGO HERE
[Company]
Marketing Plan
[DATE]
© [COMPANY NAME] | [STREET ADDRESS] | [CITY, ST., ZIP] | [TELEPHONE] | [FAX] | [WEB ADDRESS] | [EMAIL]
Table of Contents
I.
Executive Summary ............................................................................................... 2
Objectives
II.
Brand Messaging ................................................................................................... 2
Value Proposition
Unique Selling Proposition
Tagline
Vision Statement
Mission Statement
Positioning Statement
III.
Brand Assets .......................................................................................................... 3
Visual brand Identity
Brand guidelines
Brand differentiators
IV.
Market Analysis ..................................................................................................... 3
Industry Analysis
Market Segmentation
Competition
Pricing
V.
Marketing Channels .............................................................................................. 5
Budget
Advertising and Promotion
Strategic Implementation
Measurement
Executive Summary
Summarize the most important points from your marketing plan here. This may include:

Company description

Objectives

Key messages

Target market

Marketing vehicles

Obstacles

KPIs
Objectives
Include a timeline of the goals you hope to achieve. If profit is one of your main business
objectives, chart your future sales growth, expenses and profit here.
Financial Overview
$120,000
Sales
$100,000
Net Profit
$80,000
Expenses
$60,000
$40,000
$20,000
$0
2015
2016
2017
2014
Brand Messaging
Here are a few messages you might want to include in this section:

Value Proposition

Unique Selling Proposition

Tagline

Vision Statement

Mission Statement

Positioning Statement
Find further instructions here: http://www.huckleberrybranding.com/branding/step-2-craft-rightmessage-brand
[COMPANY] MARKETING PLAN - [SELECT DATE]
2
Brand Assets
What brand assets do you have available to you? What characteristics are important to your
brand? What makes your brand unique and prevalent to your target market? What are the
values and parameters by which your brand must adhere to?
A few brand assets you might note in this section include:

Visual brand Identity

Brand guidelines

Brand differentiators
To learn more about building a visual brand identity, visit:
http://www.huckleberrybranding.com/branding/step-3-creating-visual-brand-identity
A good example of a brand style guide can be found here:
https://about.twitter.com/press/brand-assets
Market Analysis
A successful marketing plan starts with knowing your customer and your market landscape.
Learn as much about your customer as possible -- who they are, where they are, what they
want, and what expectations they have from your business.
Industry Analysis
You might include a chart to demonstrate key points about your market potential visually, as
follows:
Local Market Growth
% growth over prior period
40%
Potential Customers
35%
New Homes
30%
New Businesses
25%
20%
15%
10%
5%
0%
2015
[COMPANY] MARKETING PLAN - [SELECT DATE]
2020
2025
3
Market Segmentation
Who is your target audience? Is there more than one? If so, how are they segmented?
Learn more at: http://www.huckleberrybranding.com/branding/step-1-identify-brands-targetaudience
Market Segments
Discount
20%
Elite
25%
Average
55%
Competition
Who else is doing what you do? What is their market share? What are their strengths and
weaknesses? What are their price points and marketing approaches? What do you do
differently?
Do you face any indirect competition (foreign imports, technological advances, etc.)? What
threat do they pose to the success of your business?
Pricing
What is your pricing policy and how does it compare to others in your industry? What is your
profit margin? How do you plan on monitoring prices and overhead to ensure your business is
profitable?
Some pricing strategies you might use include:

Retail cost and pricing

Competitive position

Pricing above/below competition

Pricing tiers/multiple pricing

Price based on cost plus markup

Price lining
[COMPANY] MARKETING PLAN - [SELECT DATE]
4
Marketing Channels
Budget
Your budget for advertising and promotion will define what marketing vehicles are available to
you. Some free or low-cost marketing channels, such as email marketing and social media might
be the best option to drum up excitement for a startup, while a more robust CMS and
automated data collection might be needed for established companies with larger budgets. It
is best to consult with an expert on the best allocation of your marketing budget, as well as
establish metrics to define how your marketing efforts are paying off.
Advertising and Promotion
Based on that budget, your objectives, and your target audience, what are the best marketing
vehicles for your business?
A few basic strategies include:

Digital marketing

Print advertising

Event/campaign promotion
Strategic Implementation
If you are a new business, prioritize your objectives and map out the steps you must take in order
to demonstrate your business’ feasibility or open your doors for business. Determine who is in
charge of implementation and establish a schedule or synchronized project management
system to ensure the implementation of your marketing plan is standardized and those in charge
of these efforts are held accountable.
Existing businesses may want to take an audit of their strategy and implementation to see what
improvements can be made. Once you have identified areas for improvement, revisit your plan
to address any inefficiencies, incorporate new technologies and methodologies, or redistribute
tasks to those best suited for them.
Measurement
What feedback loops can you establish to get consistent feedback and identify areas of
improvement? How will you strategically respond to your customers’ needs and the demands of
the market?
How – and how often -- will you track results from your marketing efforts? Does this marketing
data show an accurate picture of your progress toward reaching established milestones? Are
there better tools to measure the effectiveness of your marketing efforts?
[COMPANY] MARKETING PLAN - [SELECT DATE]
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