2016 Marketing Plan Template
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Transcript of 2016 Marketing Plan Template
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: