Whether your business is updating an annual promotional marketing plan or developing a product go-to-market launch plan, starting with a solid outline or marketing plan template is essential. Taking the time to outline each major marketing category with desired strategies and tactics will ensure greater success during implementation and tracking.
Basic categories in an integrated marketing plan outline or template should attempt to cover each major marketing area and include an action plan or program for associated strategies, tactics and budget.
Outline of Categories in a Marketing Plan Template
Here are some basic marketing categories typically covered in a basic marketing plan template along with suggested considerations for aligning appropriate strategies and tactics.
- Advertising. To better outline strategies and tactics, consider breaking advertising out into subcategories for print, online, mobile, etc. These areas of advertising are very distinct and require different marketing plan outlines for implementation and tracking.
- Direct marketing. This category typically includes traditional marketing mediums such as direct mail or telemarketing. Be sure to also include newer forms of direct marketing like email and mobile marketing.
- Events. Each event (such as a trade show, media event or store opening) should have specific strategies and tactics that typically encompass many marketing categories, such as public relations, advertising and lead generation.
- Public relations. Even if your business does not have the expense of a PR agency, strategies and budgets should be planned for press release distribution services, media outreach activities and other necessary public relations marketing plans.
- Marketing collateral. In an electronic world, marketing collateral goes beyond print to include downloadable brochures, videos, Flash demos, graphics, electronic sales presentations and other digital assets. Strategies and tactics need to be defined to include what marketing collateral is needed and how it will be used to achieve sales and marketing goals.
- Social media. This evolving marketing category requires strategies and tactics for a broader marketing plan that is flexible and can be adjusted as needed throughout the year. Typical tactics used in social media include Twitter, Facebook, LinkedIn, YouTube, blogs and more.
- Research. A plan and budget for marketing research (primary or secondary) is sometimes overlooked until the need arises. Businesses should plan ahead to determine what forms of research will give them an educated edge to market to customers and prospects. Simple online surveys or polls could even fall into this marketing category.
- Lead generation. Continuously identifying new lead sources and measurement tools will help to ensure your business has a solid pipeline of sales lead activity. Develop strategies and goals in your marketing plan that tap into new lead generation sources.
- Associations and memberships. Membership dues, fees and regulations can sometimes have an unplanned impact on your budget. Consider what associations and memberships are strategic to your business or industry to plan well for the cost as well as how they will be utilized throughout the year in your overall marketing plan.
Using Templates to Build a Marketing Plan Outline
Although every marketing plan is unique to a business, product or industry segment, using marketing templates to build or outline a plan is very helpful to get started. Changes, additions or deletions can be made to the marketing template as plan details are fleshed out.
Each major category in a marketing plan should include associated strategies, tactics and required budgets. It is also wise to include target dates for specific tactics to develop a timeline and ensure integrated planning.
A marketing template may include an outline of each marketing category followed by strategies and tactics for each target audience segment. This outline would then be repeated for each basic marketing category within a plan.
- Marketing category (i.e. advertising, direct marketing)
- Strategy – target audience segment #1
- Tactic #1 – target date, budget
- Tactic #2 – target date, budget
- Tactic #3 – target date, budget
- Strategy – target audience segment #2
- Tactic #1 – target date, budget
- Tactic #2 – target date, budget
- Tactic #3 – target date, budget
From simple fill-in-the-blank marketing plan templates to more sophisticated marketing business plan software, businesses of any size can build an annual marketing plan or product go-to-market that includes thorough strategies and tactics to keep them on track for success.
Diane Seltzer - Diane is a branding, pr and social media marketer with experience ranging from advertising to corporate marketing and consulting.
