Business

Marketing Plan

1. Start with a section for defined "Goals and Objectives." Limit the number of goals and objectives and the number of words to keep it short and manageable.

2. Create a time line in the next section. This is where to list a proposed start and end date, and benchmark dates in between for product introductions, holidays and other marketing campaigns, as well as dates when evaluation sessions will take place.

3. Add a section for the detailed description of the "Target Market." This should contain summaries describing the target customer, age, income, location, buying habits and needs. Any lengthy supporting documents can be attached in an "Addendum" section or provided separately.

4. Continue with a section describing "Strategies" to be used to attract your target customer, including new product features, strategic agreements with other companies, and promotions.

5. Finish the marketing plan template with a "Budget" section that includes the cost of promotions, marketing materials, events and an estimate of the revenues that will be generated from these activities.

Promotional Plan

1. Insert the "Promotional Plan" in the marketing plan after the "Strategies" section or present it as a stand-alone document. Again, control the length of this plan by placing supporting documents in an "Addendum" section.

2. List planned media buys, placement details, their dates and costs in the "Advertising" section. Include marketing messages to be used, promotional copy, keywords, and prepared graphics or story boards shown in abbreviated form, with full documents attached in the Addendum or as separate documents.

3. List any brochures or other marketing documents in the "Marketing Collateral" section. Keep graphic representations small with attachments in Addendum or provided separately.

4. List promotional events, their dates and projected costs in the "Events" section. Include trade show booths, speaking engagements, in-house promotional events, product launch events, and holiday and clearance sales. Summarize the goals of these events and the marketing messages they are expected to convey, with supporting documents in the Addendum or separately provided.