At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?
Measurement (KPIs—Key Performance Indicators)
How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.
Examples of KPIs:
Budget
Budget: List the marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.
| Item | Purpose | Cost Estimate |
|---|---|---|
| Example: White paper authored by technical writer | Lay out business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry | $500.00 |
| Item #1 | ||
| Item #2 | ||
| Item #3 | ||
| Item #4 |
Add additional rows as needed.
Estimated campaign impact: [insert]
Action Plan
Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.
| Timing | Activity Type | Brief Description | Audience | Owner |
|---|---|---|---|---|
| Today’s Date |
Example: Web site Update |
Add new key messages that fit repositioning strategy and audience focus | Tech company hiring managers | Jim Hill |
| Date | ||||
| Date | ||||
| Date | ||||
| Date | ||||
| Date | ||||
| Launch Date |
Add additional rows as needed.
Risk Factors
Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.
Executive Summary
Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:
Company Description
Briefly describe the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.
Target Segment
Identify and briefly describe your target segment.
Competitive Advantage
Explain your organization’s competitive advantage.
Positioning Statement
Provide the positioning statement your marketing plan will apply.
Marketing Plan Objectives
List the objectives of the marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.
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