Marketing Plan Template: Word, PowerPoint, Excel, PDF, & Google Docs Templates

Need help creating a marketing plan?

Download this actionable marketing plan template kit in Word (.docx and easily uploadable into Google Docs), PowerPoint, Excel, and PDF formats below.

Alternatively, feel free to copy/paste the bulleted templates for each marketing plan component from the text throughout this piece to build your own custom outline.

Table Of Contents

The table of contents is a list at the beginning of your content that outlines the sections and where you can access them within the document. You can link each item to its corresponding section in-document with Google Docs, Microsoft Word, and Adobe Acrobat.

Executive Summary

An executive summary is the highest-level overview of your marketing plan. Business.com suggests keeping notes on each section as you write your plan to inspire your executive summary.

Mission Statement

A mission statement explains your organization’s benefits through your product or service. Your mission statement will help you decide what initiatives and target markets to prioritize in your marketing plan.

A mission statement may follow one of these templates:

{Organization} {action} to {stakeholder} by {unique value}.

Border States example: “Border States provide value to our customers by delivering innovative product and supply chain solutions.”

To {action}—{how}.

Starbucks example: “To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.”

To {action} that will/that are/so that {unique value}.

CoSchedule example: “To pursue growth, empower our team, and build simple products that are uniquely helpful, fun to use, and consistently punch above their weight.”

Marketing Goals

A marketing goal is a specific mark to accomplish by a determined date or in an allotted amount of time. Craft your goals with the SMART outline.

When setting SMART marketing goals, you should include the following components:

Marketing KPIs

Marketing Key Performance Indicators (KPI) are metrics that demonstrate your work is leading toward larger marketing goals.

KPIs help you track your progress and can allow you to identify tactics that are working and places where your marketing strategy needs to shift.

Target Audience

Defining your target audience framework helps you determine to whom you will direct your marketing efforts.

Audience Personas

An audience persona presents audience data as an example customer. Audience personas create a visual representation of who your marketing team is targeting.

Situational Analysis

A situational analysis allows you to discover the internal and external events that affect your business. These factors can include market conditions and competition and are essential for determining growth opportunities.

Core Competencies

Your company’s core competencies are what it does better in marketing than anyone else.

SWOT Analysis

A SWOT analysis is a way for you to scrutinize every area of your business and discover where you fit in the competitive landscape. A SWOT analysis examines strengths, weaknesses, opportunities, and threats.

When you perform your SWOT analysis, you should ask yourself:

Strengths: In what areas does your product or company excel?

• What are you good at?
• What is working?
• What do your customers like about you?

Weaknesses: What could your product or company improve on?

• What aren’t you good at?
• What isn’t working well?
• What’s broken?
• What don’t your customers like about you?

Opportunities: What external opportunities do you see for market success?

• What does the industry want?
• What are your differentiators?
• What could you excel at?

Threats: What external threats could present difficulties?

• What could stunt your business growth?
• What competitors could steal your customers?
• What partners could prevent growth?

Marketing Mix

The four Ps — product, price, place, and promotion — will help you center your marketing around your product and its relevance to your audience.

Pricing Strategy

Pricing strategy determines the cost of your product or service to attract and convert a specific customer. It’s a best practice to review your target audience and situational analysis to determine the pricing strategy that makes the most sense for your business.

Marketing Initiatives

Marketing initiatives are either new ideas to create new campaigns or pose solutions to existing problems. These are the activities that the team will do to influence the KPIs and, therefore, the goals.

Marketing Channels

A marketing channel is the end platform through which a company reaches its intended target audience. Choosing which channels to output media to depends on the customer you are targeting and the desired outcome of the communication.

Marketing Responsibilities

Marketing responsibilities are the cross-team collaboration of who is responsible for doing what throughout the process of executing initiatives.

A few different areas where marketing responsibilities are focused are:

Marketing Technology

Marketing technology includes all of the tools needed to execute the planned initiatives.

Some technology examples may consist of:

• CRM
• Website
• Blog
• Email
• Social Media
• Search Engine Optimization
• Analytics
• Testing
• Knowledge Sharing
• Communication
• Work Management
• Editorial Calendar

Editorial Calendar

An editorial calendar lets you track your team’s initiatives, including a marketing plan timeline and a quarterly marketing plan template.

Marketing Budget

Your marketing budget is the money allotted to accomplish the goals set by your marketing team. Having a budget in place allows you to focus money on priority projects.