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38 Marketing Plan Examples, Samples, & Templates To Outline Your Own Plan

Published July 20, 2022
/ Updated July 26, 2022

Looking to create a marketing plan? Here are 38 marketing plan examples from real-life brands and hypothetical companies to help you map out your goals, strategies, and successes.

The following marketing plan samples break down the outlines from these plans. The intent here is to help you select the components and elements that will make the most sense in your own marketing plan as you discover their actual use in these examples. Enjoy!

Local Marketing Plan Examples

1. Visit Baton Rouge Marketing Plan Example

Marketing Plan Example – Visit Baton Rouge

Visit Baton Rouge put together this marketing plan to increase awareness of and visitation to the Greater Baton Rouge area.

Marketing Plan Elements Outline:

  • Situation analysis (including SWOT and target audience)
  • Overall goals
  • Leisure marketing
  • Meetings and conventions marketing
  • Destination sales
  • Destination services
  • Special projects and events
  • Recommended evaluation
  • Event calendar

2. Naperville Park District Strategic Marketing Plan Example

Strategic Marketing Plan Example – Naperville Park District

Naperville Park District’s strategic marketing plan spans multiple departments – from sales to PR – to promote a consistent brand image and increase revenue.

Marketing Plan Elements Outline:

  • Introduction
  • Our organization
  • Situational analysis
  • Strategy and tactics
  • Public relations plan
  • Marketing budget challenges
  • Conclusion

3. Wisconsin Public Library Systems Marketing Cohort Marketing Plan Template

Marketing Plan Template for Libraries – Wisconsin Public Library Systems Marketing Cohort

Wisconsin Public Library published a template for libraries to use to plan, execute, and monitor their marketing activities.

Marketing Plan Elements Outline:

  • Introduction
  • Research your audience
  • Segment into target markets
  • Ask targets what they want/need
  • Identify products and services
  • Identify your competition
  • Set measurable goals
  • Write and implement the marketing plan
  • Get feedback
  • Improve steps
  • Conclusion
Education Marketing Plan Examples

4. Agricultural Extension Service Marketing Plan Example

Developing A Marketing Plan Example – Agricultural Extension Service at the University of Tennessee

This marketing plan outlines what’s involved in a successful marketing plan and walks readers through the steps using a hypothetical brand as an example.

Marketing Plan Elements Outline:

  • Introduction
  • Market research and analysis
  • Marketing and financial objectives and goals
  • Marketing strategies
  • Marketing mix
  • Advertising, promotion, and publicity
  • Marketing budget
  • Monitoring and evaluating market response
  • Marketing plan checklist

5. University Of Illinois Marketing Plan Example

Marketing Plan Example – University Of Illinois

The University of Illinois’ marketing plan offers a high-level overview of key strategies to increase student interest and admissions.

Marketing Plan Elements Outline:

  • Important context: population definitions and admissions funnel stages
  • Upcoming market research efforts
  • Strategic plan: objectives, detailed marketing programs, and success metrics
Small Business Marketing Plan Examples

6. Massachusetts Small Business Development Center Network Marketing Plan

The Marketing Plan – Massachusetts Small Business Development Center Network

Massachusetts’ Small Business Development Center has created a marketing plan to help small businesses map out and execute their efforts.

Marketing Plan Elements Outline:

  • Mission statement
  • Diagnosis
  • Product/service
  • Market
  • Distribution
  • Promotional strategy
  • Competition
  • Action plan

7. ProfitWorks Small Business Marketing Plan Template

Small Business Marketing Plan Template – ProfitWorks

ProfitWorks’ marketing plan template helps small businesses plan their strategy, from positioning to product and pricing.

Marketing Plan Elements Outline:

  • Context and imperatives
  • Brand architecture (current demographics, target market, brand positioning)
  • Product
  • Price
  • Place
  • Promotion

8. Business.com Small Business Marketing Plan Template

Small Business Marketing Plan Template (direct Word document download) – Business.com

This downloadable template from Business.com lets business owners fill in their own information to create a marketing plan.

Marketing Plan Elements Outline:

  • Executive summary
  • Company overview and mission
  • Marketing team
  • Target market
  • Go-to-market strategy
  • Marketing goals
  • Marketing action plan
  • Tools and resources
  • Marketing budgets and expenses
Technology Plan Examples

9. CoSchedule Marketing Strategy Template

Marketing Strategy: How to Plan Yours in 12 Steps With a Template – CoSchedule

CoSchedule’s template includes a handy guide that walks businesses through the steps they need to create a successful marketing strategy.

Marketing Plan Elements Outline:

  • Marketing strategy steps
  • SWOT analysis
  • Marketing persona
  • Competitive analysis
  • Marketing budget
  • Brand voice
  • Marketing funnel
  • Marketing goals
  • Marketing channels
  • Marketing tactics
  • Marketing metrics and KPIs
  • Marketing calendar
  • Marketing execution
  • Marketing strategy example

10. Evernote Marketing Plan Template

Marketing Plan Template – Evernote

Evernote’s marketing plan template allows business owners to jot down their marketing ideas and store them in one central place.

Marketing Plan Elements Outline:

  • Overview
  • Timeline
  • Research
  • SWOT analysis
  • Goals and objectives
  • Buyer personas
  • Calendar
  • Evaluation
  • Performance

11. Buffer Content Marketing Plan Example

Marketing Plan Steps – Buffer

Buffer’s marketing template doubles up as a guide businesses can use to ensure they implement all the right strategies.

Marketing Plan Elements Outline:

  • Outline
  • Goal setting
  • Product/service
  • Audience personas
  • Competitor analysis
  • Content inventory
  • Content evaluation
  • Content workflow
  • Editorial calendar
  • Promotion
  • Executive summary

12. Dream Team Marketing Plan Example

Marketing Plan Example – Dream Team via Contently

Dream Team’s marketing plan walks businesses through the steps to plan and execute a marketing strategy for a book.

Marketing Plan Elements Outline:

  • Business objective
  • Key metrics
  • Ultimate business goal
  • Channels
  • Process and workflow
  • Creating, publishing, and optimizing
  • Next steps

13. Contently Content Strategy Waterfall Example

Content Strategy Waterfall Example – Contently

Contently’s template specifically tackles content marketing with its waterfall method and highlights critical questions brands should be asking themselves.

Marketing Plan Elements Outline:

  • Content objectives and KPIs
  • Target audience
  • Key channels
  • Channel strategy
  • Resources

 

14. AddThis Marketing Plan Template

Marketing Plan Template – AddThis

AddThis gives business owners access to a Google Doc they can duplicate and edit to include their own information.

Marketing Plan Elements Outline:

  • Executive summary
  • Mission statement
  • Situation analysis
  • Target market
  • Buyer personas
  • Marketing objectives and performance
  • Pricing strategy
  • Distribution strategy
  • Promotion strategy
  • Budgeting

15. Palo Alto Software Sample Plan

Sample Plan – Palo Alto Software

Palo Alto automatically creates a default business plan outline for companies that use its software. Owners can drag and drop their own details and ideas into the document.

Marketing Plan Elements Outline:

  • Executive summary
  • Opportunity
  • Execution
  • Company
  • Financial plan
  • Optional appendix

16. Houghton Mifflin Company Sample Marketing Plan

Sample Marketing Plan – Houghton Mifflin Company

Houghton Mifflin’s marketing plan walks business owners through the marketing strategy of a hypothetical company to see how they can implement key sections.

Marketing Plan Elements Outline:

  • Executive summary
  • Environmental analysis
  • SWOT analysis
  • Marketing objectives
  • Marketing strategies
  • Marketing implementation
  • Evaluation and control

17. Smartsheet Marketing Plan Example

Marketing Plan Example – Smartsheet

Smartsheet’s template is a comprehensive document that business owners can work through in their own time with handy prompts and fillable boxes.

Marketing Plan Elements Outline:

  • Executive summary
  • Mission statement
  • Vision statement
  • Situational analysis
  • Core capabilities
  • Goals
  • Target market
  • Marketing strategy
  • Performance standards and measurement methods
  • Financial summary

18. HubSpot Marketing Plan Template Generator

Marketing Plan Template Generator – HubSpot

HubSpot’s marketing template generator takes business owners through the critical steps involved in creating a successful plan.

Marketing Plan Elements Outline:

  • Mission statement
  • Product/service
  • Main initiatives
  • Initiative goals
  • Planning ahead

19. Uber Marketing Plan Example

Marketing Plan Sample – Uber

This unofficial marketing plan for Uber shows how the rideshare brand could map out its marketing strategies for the year ahead.

Marketing Plan Elements Outline:

  • Background
  • Competitors
  • Organizational structure
  • Objectives
  • Marketing strategy
  • Positioning
  • SWOT analysis
  • Product
  • Pricing
  • Distribution strategy
  • Market research

20. Dell Marketing Plan Example

Marketing Plan of Dell – Marketing Mixx

Marketing Mixx’s unofficial marketing plan for Dell maps out how the company could increase its market share and maintain positive sales growth.

Marketing Plan Elements Outline:

  • Target market
  • Industry trends
  • Strategy
  • Annual marketing budget
  • Competitors
  • Strengths and weaknesses

21. Serena Capital SaaS Marketing Plan Template

SaaS Marketing Plan – Serena Capital

Serena Capital’s marketing template aims to help SaaS founders build their marketing plan alongside a detailed step-by-step roadmap.

Marketing Plan Elements Outline:

  • Define your key goals
  • Define your KPIs
  • Audit your acquisition channels
  • Build your global action plan
  • Formalize your content plan
  • Estimate your budget
  • Validate your plan

22. Smart Insights Digital Marketing Plan Template

Digital Marketing Plan Example – Smart Insights

Smart Insights offers a downloadable structured plan that business owners can work through to highlight their goals and put action points in place.

Marketing Plan Elements Outline:

  • Plan a digital marketing strategy
  • Grow your audience
  • Encourage brand interactions and leads
  • Increase online and offline sales
  • Build customer loyalty and advocacy

23. NerdyMind Sample Internet Marketing Plan

A Sample Internet Marketing Plan – NerdyMind

NerdyMind has put together a sample marketing plan that outlines what business owners should focus on each month.

Marketing Plan Elements Outline:

  • Discovery and on-site optimization
  • Build digital marketing channels
  • Maintenance mode
Food & Beverage Marketing Plan Examples

24. Coca-Cola Content 2020 Initiative Strategy Example

Initiative Strategy Example – Coca-Cola

This illustrated video showcases how Coca-Cola transitioned from an advertising strategy to a content marketing strategy with a detailed plan.

Marketing Plan Elements Outline:

  • Identifying key stories
  • Developing liquid content
  • Applying the 70/20/10 investment principles
  • Researching liquid content
  • Applying the dollar multiplier to the iteration

25. Dunkin Donuts Marketing Plan Sample

Marketing Plan Sample – Dunkin Donuts

In this unofficial marketing plan published by Ivory Research, a marketing researcher lays out an example of how the company could double its number of stores in the U.S.

Marketing Plan Elements Outline:

  • Executive summary
  • Company overview
  • Situation analysis (SWOT)
  • Objective
  • Strategy and segmentation, targeting and positioning
  • Tactics and action
  • Budget
  • Control
  • Conclusion/Recommendation
  • References
  • Appendix

26. McDonald’s Marketing Plan Example

Marketing Plan Example – McDonald’s

In this unofficial marketing plan sample published from Ivypanda, business analysts dissect the marketing approach of the global fast-food chain.

Marketing Plan Elements Outline:

  • Executive summary
  • Business mission
  • External situation analysis
  • Internal marketing audit
  • SWOT analysis
  • Marketing objectives
  • Core strategy
  • Marketing mix
  • Budget
  • Organization and implementation
  • Control
  • Reference list
Additional Marketing Plan Examples

27. FedEx Marketing Plan Example

Marketing Plan Example – FedEx

A business analyst identifies how FedEx could run its marketing to increase awareness and market share in this unofficial marketing plan.

Marketing Plan Elements Outline:

  • Background
  • Internal environment
  • Segmentation
  • Position
  • Product and pricing
  • Ground support acquisitions
  • Customer analysis
  • External environment
  • SWOT analysis
  • Problem statement
  • Alternatives and solutions evaluation
  • Marketing objectives
  • Marketing strategies

28. Adidas Marketing Plan Example

Marketing Plan Sample – Adidas

In an unofficial marketing plan by IvyPanda, marketers outline a strategy sportswear brand Adidas can use to launch its new product, Adidas Score.

Marketing Plan Elements Outline:

  • Executive summary
  • Situation analysis
  • Microenvironment
  • SWOT analysis
  • Core strategy
  • Marketing objectives
  • Marketing mix
  • Organization, implementation, and control
  • Evaluation
  • Conclusion

29. Disruptive Advertising Marketing Plan Sample

Marketing Plan Sample – Disruptive Advertising

Disruptive’s marketing plan sample walks business owners through a marketing template for a hypothetical business looking to scale its efforts.

Marketing Plan Elements Outline:

  • Executive summary
  • Products and services
  • Vision and mission statements
  • Research and analysis
  • Competition
  • Competitive advantage
  • SWOT
  • Customer analysis
  • Marketing objectives
  • Marketing budget

30. Forbes Marketing Plan Template

Marketing Plan Template – Forbes

Business publisher Forbes has put together a step-by-step guide to creating a successful marketing plan for brands of all sizes.

Marketing Plan Elements Outline:

  • Executive summary
  • Target customers
  • Unique selling proposition
  • Pricing and positioning strategy
  • Distribution plan
  • Your offers
  • Marketing materials
  • Promotional strategy
  • Online marketing strategy
  • Conversion strategy
  • Joint ventures and partnerships
  • Referral strategy
  • Retention strategy
  • Financial projections

31. Vital Design Marketing Plan Template

Marketing Plan Template – Vital Design

Vital Design’s marketing plan sample provides access to several marketing templates alongside a guide to creating a successful marketing plan.

Marketing Plan Elements Outline:

  • Business information
  • Introduction and goals
  • Competitive analysis
  • SWOT analysis
  • Target market
  • Buying cycle
  • Unique selling proposition
  • Brand
  • Website
  • Marketing channels
  • Measurements and KPIs
  • Marketing strategy and tactics

32. QuickMBA Marketing Plan Outline

Marketing Plan Outline – QuickMBA

QuickMBA’s marketing plan outline is a simple guide of the necessary sections brands should include in their marketing plan.

Marketing Plan Elements Outline:

  • Executive summary
  • The challenge
  • Situation analysis
  • Customer analysis
  • Competitor analysis
  • Market segmentation
  • Alternative marketing strategies
  • Selected marketing strategy
  • Short and long-term projections
  • Conclusion

33. Nancy And Kivi Nonprofit Marketing Plan Template

Nonprofit Marketing Plan Template – Nancy And Kivi

This marketing plan template provides the key sections a non-profit might need in its marketing plan.

Marketing Plan Elements Outline:

  • Goals
  • Benchmarks and measures
  • Situation analysis
  • Target audiences
  • Calls to action
  • Framing the message
  • Strategies
  • Tactics
  • Resources
  • Work plan

34. BizAmmo One-Page Marketing Plan Template

One-Page Marketing Plan – BizAmmo

BizAmmo’s one-pager provides a bite-sized template that brands can use to fill in their information to create a personalized marketing plan.

Marketing Plan Elements Outline:

  • Target market
  • Industry trends
  • Goals
  • Strategies
  • Strengths
  • Marketing budget
  • Competitors
  • Weaknesses
  • Monthly tactics

35. BusinessTown Sample Multichannel Marketing Plan

Multi-channel Marketing Plan Example – BusinessTown

BusinessTown’s sample marketing plan helps brands map their strategies for several channels. It includes hints and tips for each section.

Marketing Plan Elements Outline:

  • Goals
  • Niche
  • Build relationships
  • Marketing materials
  • Marketing plan

36. Chief Outsiders’ Go-To-Market Plan Steps

Go-To-Market Plan Steps  – Chief Outsiders

In this plan, a growth acceleration expert highlights the fundamental steps needed in a marketing plan for a company that’s ready to go to market.

Marketing Plan Elements Outline:

  • Growth gear
  • Remember your old role
  • Stay on top of industry trends
  • Stay on message

37. Lush New Market Marketing Plan Sample

New Market Marketing Plan – Lush Cosmetics

Lush Cosmetics’ comprehensive marketing plan deep dives into every aspect of the brand as it attempts to grow its customer base in Portugal.

Marketing Plan Elements Outline:

  • Executive summary
  • Cosmetics market
  • Product
  • Values, mission, and vision
  • Marketing model
  • Values matrix
  • SWOT analysis
  • Situational analysis
  • Marketing objectives
  • Marketing strategy
  • Calendar and budget
  • Control and update

 

Source

38. Content Marketing Institute One-Page Content Marketing Plan Example

Content Marketing One-Page Plan – Content Marketing Institute

The Content Marketing Institute simplifies the marketing plan process by walking business owners through creating a one-page plan to fit their needs.

Marketing Plan Elements Outline:

  • Objectives
  • Goals
  • Strategy
  • Metrics
  • Conclusion
Marketing Plan Examples & Samples FAQs

How Do I Create A Marketing Plan?

Create a marketing plan by first laying out your goals and objectives – what do you want to achieve with your marketing efforts? Then, identify your audience and the channels you will use, and build a marketing calendar to outline when you’ll execute critical tasks and strategies.

What Are 5 Examples Of Marketing?

Marketing is everywhere. This article highlights five successful marketing examples and why they work so well.

What Are The 4 Main Components Of A Marketing Plan?

The four main components of a marketing plan are:

  1. Goals and objectives
  2. SWOT or situational analysis
  3. Competitor and audience research
  4. Marketing strategies

There are other elements you can include depending on your aims and the type of business you run. For example, you might include an executive summary, a values matrix, a budget, and your biggest challenges.

What Are The 5 Elements Of A Marketing Plan?

The 5 elements of a marketing plan are:

  • Goals and objectives
  •  SWOT or situational analysis
  • Competitor and audience research
  • Marketing strategies
  • Metrics and success

These are the primary elements that every marketing plan needs, but you can add more information, including budgets, challenges, key stakeholders, and an executive summary.