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How To Create A Marketing Plan: Write Your Plan With This Simple Fill-In-The-Blank Guide

Published July 21, 2022
/ Updated July 22, 2022

Writing your marketing plan is simple. With the following templates, you can copy and paste into any Word, Google Doc, or text editor.

In related pieces on this site, you can learn:

In this piece, all that information comes together to help you actually create a marketing plan. Download the editable templates below or copy and paste directly from this piece to edit easily in any text editor you prefer.

Step 1: Write Your Executive Summary

{Business name} marketing department will focus the following on key marketing initiatives in {timeline} to influence {outcomes}:

  • {Initiative}
  • {Initiative}
  • {Initiative}

{table of contents}

Step 2: Write Your Business Strategy

{Business Name} is a {company type} that {creates/provides solutions} for {target market/audience} so {buyers achieve a unique value only your solutions provide}.

Vision Statement

{vision statement}

Mission Statement

{mission statement}

Boilerplate

{Business name} is the {target industry’s} leading provider of {type of} {products and/or services}. Its {products and/or services} serve more than {number of} {customers} {locally/regionally/nationally/globally}, helping them {acheive unique value only possible via your solutions}. As recognized with accolades from {sources}, {business name} is {credibility statement}. {Business name} has more than {number of} employees and more than {number of} {offices} in more than {number of} {states/countries} with headquarters in {city/state/country}.

Marketing Leadership

  • {Name}: {Role} – {responsbilities}
  • {Name}: {Role} – {responsbilities}
  • {Name}: {Role} – {responsbilities}

SWOT Analysis

Strengths:

  • {List}
  • {List}
  • {List}

Weaknesses:

  • {List}
  • {List}
  • {List}

Opportunities:

  • {List}
  • {List}
  • {List}

Threats:

  • {List}
  • {List}
  • {List}

Step 3: Write Your Product Strategy

{Product Name} serves the {target market}, helping {target buyer} solve {challenge(s)} by {providing unique value}.

Target Market

{Persona name} is a {role} within {target account} in {target niche/vertical} whose major challenges include {shortlist of pain points}.

  • Industry: {Target market}
  • Business Size: {Employee count/annual revenue)
  • Team Size: {Team member count}
  • Job Title: {Role}
  • Responsibilities: {Expectations}
  • Goals: {Personal objectives}
  • Challenges: {Pain points}
  • Authority: {Decision maker/decision asker}
  • Interests: {Relevant shortlist}
  • Age: {Years}
  • Gender: {Female/male/nonbinary/Etc.}
  • Location: {City/state/country}
  • Language(s): {Dominance}

Competition

{Competitor name} offers {products and/or services} to the {target market}. {Persona name} chooses {competitor product} to solve {challenge(s)}.

  • Tagline: {Unique value proposition}
  • Target Market(s): {Primary}
  • Market Share: {Data}
  • Financial Resources: {Annual revenue/funding/etc.}
  • Influence: {Brand perception}
  • Positioning: {Strengths}
  • Pricing: {Economy/skimming/competitive}
  • Place: {Distribution}
  • Strengths: {Advantages}
  • Weaknesses: {Vulnerabilities}

Product

{Product name} is {definition} that provides {unique outcomes} to help {target persona} achieve {desired value}.

  • Tagline: {Unique value proposition}
  • Target Market(s): {Primary}
  • Market Share: {Data}
  • Financial Resources: {Annual revenue/funding/etc.}
  • Influence: {Brand perception}
  • Positioning: {Strengths}
  • Pricing: {Economy/skimming/competitive}
  • Place: {Distribution}
  • Strengths: {Advantages}
  • Weaknesses: {Vulnerabilities}
  • Opportunities: {Market advantages}
  • Threats: {Market disadvantages}

Step 4: Write Your Marketing Strategy

The {business name} marketing team will achieve {number} {metric} by {deadline}. We will measure success with {analytics tool}.

Objectives & Key Results (OKRs)

We will {complete the objective} as measured by {key result}.

Initiatives

Key focus areas this {timeline} include:

  • {Initiative}: {Descritption and importance}.
  • {Initiative}: {Descritption and importance}.
  • {Initiative}: {Descritption and importance}.

Tactics

We will achieve our marketing goal by leveraging:

  • {Tactic}: {Description}.
  • {Tactic}: {Description}.
  • {Tactic}: {Description}.

Channels

We will deliver content to {target audience} via channels including:

  • {Channel}: {Description}
  • {Channel}: {Description}
  • {Channel}: {Description}

Content

We will execute our initiatives with the following content that will be distributed to {target audience} through the defined channels:

  • {Content Type}: {Description}. {Initiative(s)}. {Channel(s)}.
  • {Content Type}: {Description}. {Initiative(s)}. {Channel(s)}.
  • {Content Type}: {Description}. {Initiative(s)}. {Channel(s)}.

Roles, Responsibilities, & Accountability

The following roles and responsibilities are required for us to meet our marketing goals via the tactics, channels, and content {business name} marketing team must execute.

  • {Role}: {Responsibilities}. {Who – team member/agency/etc.}.
  • {Role}: {Responsibilities}. {Who – team member/agency/etc.}.
  • {Role}: {Responsibilities}. {Who – team member/agency/etc.}.

Tools

We will meet the marketing goal by leveraging the following toolstack:

  • {Tool}: {Purpose}. {Role(s) responsible for using tool}.
  • {Tool}: {Purpose}. {Role(s) responsible for using tool}.
  • {Tool}: {Purpose}. {Role(s) responsible for using tool}.

Budget

We will spend {amount} to execute the initiatives and tactics that will make the objectives, key results, and marketing goal successful. The spend will be allocated {amount} per {timeline}.

  • Role: Salary
  • Tool: Price
  • Partner/Agency: Price

Financial Projections

We anticipate a return on ad spend of {amount} which we will measure via {tool} every {timeline}. Progress will be reported {timeline}.

The {timeline} anticipated return on investment will be {amount}.