The executive summary of any report is written last – after the rest of the report is completed. It is a critical element of a marketing plan because it is read in detail by all senior marketers and other decision-makers in your firm. Use this template to outline the key content that will be included in your executive summary. Here are some general “rules of thumb” guidelines to follow when writing:
• The executive summary must be brief – in this case, a 2-page, double-spaced Word document.
• Paragraphs should be short and to the point. Senior managers can read the attached document if they want proof points on anything stated in the plan.
• You must state your planned revenue (sales) and summarize how you plan to allocate your marketing budget.
• You should state the key actions you must take for the plan to be successful.
1) Statement of Purpose: Briefly describe the purpose of the document.
The purpose of this marketing plan is to describe the marketing environment, strategy and financial forecasts for the launch of our new branded product, __________________, in the __________________ product category.
2) Key Findings: Briefly identify the 5-7 things that senior managers need to know about your research, and put these in brief paragraphs. This information is drawn from your target market profile, positioning and situation analysis.
3) Recommendations: Briefly identify the key marketing mix strategies (product, price, place & promotion) you need to implement for the plan to be successful.
4) Sales Forecast & Marketing Budget: For this plan, state that your Canadian forecast for the first year after product launch is $4 million. Briefly identify how you will allocate your $1 million marketing budget to different media.
5) Implementation: Briefly identify the timing and responsibilities for key marketing activities needed to be successful (eg. marketing research, marketing communications, sales promotions, etc.)
