What specific goals do you want to work towards? What results do you want to see come out of your marketing plans? Show where you want to go & how you're going to get there together.
Let your team know which KPIs you intend to track, the results you want to see, and the engagement highs and lows across all content and platforms.
Give your team a clearer idea of who you are, what you offer, and how you want them to help you to make an impact together.
The executive summary of any marketing plan is the scent that entices the reader in and leaves them salivating for more.
You should use this section to:
Your Mission and Vision statements articulate the purpose of your business, demonstrate the value you bring to your prospects and highlight the change you want to make in the world.
This section should:
Here is where you should include an overview of the high-level goals that you are planning to work towards, alongside the KPIs you intend to use to measure your progress by.
Every marketing plan needs to include an overview of the market you're in, detailing:
This section should first describe the solution you offer, and then highlight your brand's Unique Selling Proposition (USP).
Your USP is a statement detailing how you intend to solve your Target Audience's key problems, why your product or service will change their life for the better, and how your business model will give them the assurance that you are the ultimate choice.
This section should showcase all of 3 things:.
In this section, you could:
In this section, you have the perfect opportunity to show off your brand and connect with your team on a fundamental level through two key elements: your brand Messaging and your brand Personality.
Brand Messaging details what your brand represents and stands for
Brand Personality expresses the attributes of your brand as if they were a person.
For each section of your SWOT, you need to address the Strengths, Weaknesses, Opportunities and Threats for at least the following:
In this section, we have given you three tables in which to fill in relevant information about your competitors:
In this section, we've given you space to use the research you gathered on your competitors in the previous section in order to make a clear comparison between them and your business, and reiterate exactly why you are the better alternative.
This section allows you to detail your unique segment of the market and list all of the relevant characteristics of your Buyer Persona's journey throughout the purchase process.
The final section of your marketing plan is your execution strategy, which we have provided in the form of a table that allows you to detail each of your marketing channels, the frequency with which you utilise and market from them, the KPIs you will track, and your annual budget allocation for each channel.
In general, this section should give a detailed overview of how you plan to penetrate the market and expand your presence through marketing, advertising, and your distribution strategy.