Company Name

Marketing Plan

Our Objective Summarize the role your company’s marketing

department plays to the growth of your business. This
statement should reflect your overall strategy outlined
in the pages that follow.

Authors of Document [Name #1]

[Email Address #1]

[Name #2]
[Email Address #2]
Table of
Business Summary #
Business Initiatives #
Target Market #
Contents Market Strategy
Budget
#
#
Marketing Channels #
Marketing Technology #

Business Summary

Our Company
[Company name] is a company headquartered in [location of
HQ] with offices in [satellite office locations]. The company’s
mission is to [mission statement].

Our Marketing Leaders

[Marketing Leader 1] [Marketing Leader 1] is [company name]’s [job title of

Marketing Leader 1]. They will [brief job description of
Marketing Leader 1].

[Marketing Leader 2] [Marketing Leader 2] is [company name]’s [job title of

Marketing Leader 2]. They will [brief job description of
Marketing Leader 2].

[Marketing Leader 3] [Marketing Leader 3] is [company name]’s [job title of

Marketing Leader 3]. They will [brief job description of
Marketing Leader 3].

You might want to call out some of the features that

make your marketing leadership team spectacular,
such as education, years of experience, and specific
areas of expertise. You can also include headshots.
Pro Tip:

SWOT Analysis
As [company name]’s marketing team, we want to help the
brand lean into what it does well, improve what it doesn’t,
capitalize on what it can do, and defend against what could
challenge it. With that in mind, here is our SWOT analysis for
[current year].
Strengths Weaknesses
What we’re good at. What we want to fix.
What’s working. What we want to strengthen.
What our customers like about us. What we want to become more efficient at.

[Enter strengths here] [Enter weaknesses here]

Opportunities Threats

What the industry might soon want. What we think could hinder our growth.
What we think we’ll be good at. What/who we think could take our
What will be our differentiator? customers.

[Enter opportunities here] [Enter threats here]

Read more about how to make an excellent SWOT

analysis in this blog post from HubSpot.
Pro Tip:

Business Initiatives
[Company name] has the ambitious goal of [overarching
company goal]. To help the business do that, our marketing team
will pursue the following initiatives in [current year]:

Initiative 1
Description [Example: Over the next 12 months, we’ll work on building a
blog property that becomes a go-to resource for our
customers’ burning questions – and our number-one source of
leads month over month.]

Goal of initiative [Example: To increase our website’s rank on Google and

 create critical top-of-the-funnel marketing content that helps
our sales team start more conversations with prospects.]

Metrics to measure [Example: 50,000 organic page views per month / 10 content
downloads per month]
success

Initiative 2
Description [Example: Over the next 12 months, we’ll work on building a
blog property that becomes a go-to resource for our
customers’ burning questions -- and our number-one source of
leads month over month.]

Goal of initiative [Example: To increase our website’s rank on Google and

create critical top-of-the-funnel marketing content that helps
our sales team start more conversations with prospects.]

Metrics to measure [Example: 50,000 organic page views per month / 10 content
downloads per month]
success

Initiative 3
Description [Example: Over the next 12 months, we’ll work on building a
blog property that becomes a go-to resource for our
customers’ burning questions -- and our number-one source of
leads month over month.]

Goal of initiative [Example: To increase our website’s rank on Google and

create critical top-of-the-funnel marketing content that helps
our sales team start more conversations with prospects.]

Metrics to measure [Example: 50,000 organic page views per month / 10 content
downloads per month]
success

Target Market

Industries
In [current year], we’re targeting the following industries where
we’ll sell our product and reach out to customers:
This includes [sub-industries where your business might
target more specific segments of your audience]. [Example:
Industry 1 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

This includes [sub-industries where your business might

target more specific segments of your audience]. [Example:
Industry 2 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

Buyer Personas
Within our target market(s), we’ve identified the following
buyer personas to represent our ideal customers:

This includes [sub-industries where your business might

target more specific segments of your audience]. [Example:
Buyer Persona 1 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

This includes [sub-industries where your business might

target more specific segments of your audience]. [Example:
Buyer Persona 2 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

Competitive Analysis
Within our target market(s), we expect to compete with the
following companies:

Company 1
[This competitor’s product/service, what it does, and what it
Products we compete might do better than yours]
with
[Example: This competitor has a blog that ranks highly on
Other ways we compete Google for many of the same keywords we would like to write
content on]

Company 2
[This competitor’s product/service, what it does, and what it
Products we compete might do better than yours]
with
[Example: This competitor has a blog that ranks highly on
Other ways we compete Google for many of the same keywords we would like to write
content on]

Company 3
[This competitor’s product/service, what it does, and what it
Products we compete might do better than yours]
with
[Example: This competitor has a blog that ranks highly on
Other ways we compete Google for many of the same keywords we would like to write
content on]

Market Strategy
Product
[Describe the products with which you will enter the target
market described in the section above. How will this product
solve the challenges described in your buyer persona
description(s)? What makes this product different from (or at
least competitive against) your competition?]

Price
[How much are you selling this product for? Is it competitive?
Realistic for your customers’ budget? Will you run any seasonal
promotions/discounts associated with this product?]

Promotion
[How will you promote this product? Think more deeply than
your blog or social media channels. What about this content will
drive value into your product?]

People
[Who in the marketing department plays a role in your market
strategy? Describe what each of them, or each team, will do to
bring your market strategy success.]

Process
[How will the product be delivered to your customer? Is it an
ongoing service? How will you support their success with your
product?]

Physical Evidence
[Where is your product displayed? If you sell an intangible
product, how would customers produce visible evidence of your
business?]

Budget
Over the course of [current year], given the cash allotted to the
Marketing team, we expect to invest in the following items to
ensure we meet the objectives outlined in this marketing plan:
Marketing Expense Estimated Price
[Expense Name]

[Expense Name]
 [Expense Name]

[Expense Name]

[Expense Name]

[To add more rows to this table, right-

click a cell, then select Insert > Rows
Above / Rows Below]

Total [Total Marketing Team Expense for

Current Year]

Marketing Channels
Over the course of [current year], we will launch/ramp up our
use of the following channels for educating our customers,
generating leads, and developing brand awareness:

[Website/Publication 1]
Purpose of channel [Example: Brand Awareness]

Metrics to measure [Example: 50,000 unique page views per month]

success

[Website/Publication 2]
Purpose of channel [Example: Brand Awareness]

Metrics to measure [Example: 50,000 unique page views per month]

success

[Social Network 1]
Purpose of channel [Example: Brand Awareness]

Metrics to measure [Example: 50,000 unique page views per month]

success

[Social Network 2]
Purpose of channel [Example: Brand Awareness]

[Example: 50,000 unique page views per month]

Metrics to measure
success
 Marketing Plan
Example
Need some inspiration? We
took the liberty of filling
out the template for a
mock company. Feel free to
take some pointers!

Keep scrolling to the example

↓↓↓

San Diegency
Marketing Plan Example
Our Objective To delight and attract businesses in the greater San
Diego area with the promise of excellent and
unbeatable agency services.

Authors of Document Alex Smith

asmith@sandiegency.com

Serena Li
sli@sandiegency.com

Table of Business Summary

Business Initiatives
Target Market
Contents Market Strategy
Budget
Marketing Channels
Marketing Technology

Business Summary

Our Company
San Diegency is a San Diego-based marketing agency. We offer
full marketing services and exist to offer unparalleled marketing
work to businesses in San Diego and neighboring areas.
Our mission is to empower San Diego organizations to
effectively communicate with current and potential stakeholders.

Our Marketing Leaders

Naman Malik is San Diegency’s CEO. He started the agency
in 2014 and holds his MBA with a concentration in Marketing
and Entrepreneurship from USC.
 Naman was born and raised in San Diego. His mother owned
a small business, which inspired him to help other local
organizations thrive.

Serena Li is San Diegency’s CMO. She has a decade of

experience in digital marketing with specialties in content
marketing, SEO, PR, and PPC campaigns.
Serena joined the agency in 2019 and holds a BSBA from
UCLA.

Alex Smith is San Diegency’s Director of Demand

Generation. Alex manages the agency’s organic acquisition
and content marketing teams.
Alex worked in journalism for 20 years before transitioning to
marketing. He holds a Bachelor’s Degree from Emerson
College in Boston, MA.

SWOT Analysis
As San Diegency’s marketing team, we want to help the brand
lean into what it does well, improve what it doesn’t, capitalize
on what it can do, and defend against what could challenge it.
With that in mind, here is our SWOT analysis for this year.

Strengths Weaknesses
● Talent. SD has 80 full-time employees ● Lack of specialization. At our core, our
dedicated to serving San Diego services are identical to other
businesses. agencies’.
● Customer base. Our agency serves ● Low profit margins. Due to
some of the area’s largest, most competition, we need to keep our
influential orgs. prices low.

Opportunities Threats
● Demand for digital. There is a ● Competition. There are at least 12 other
growing demand for digital major San Diego area agencies, plus
marketing services in SD. nationwide ones.
● Growing population. As SD’s ● Slow business growth. Orgs are still
population grows, so does the struggling to recover from the
amount of businesses. economic downturn.

Business Initiatives
San Diegency has the ambitious goal of acquiring 24 new
customers and retaining 80% of its existing customer base this
year. To help the business do that, our marketing team will
pursue the following initiatives.

Initiative 1: Invest in Account-Based Marketing

San Diegency has found significant success with organic and
Description
paid search campaigns, but we have yet to dedicate resources
to targeted, account-based initiatives. To do this, we will hire
three dedicated AMB reps.

Goal of initiative Appeal to larger, higher-volume clients who want a

personalized pitch and approach.

10 accounts acquired exclusively through account-based

Metrics to measure
marketing campaigns.
success

Initiative 2: Explode our Online Presence

To build upon our existing online success, we need to invest
Description
resources into strategically growing our online presence as
well as turning a profit on contacts acquired through these
efforts.

Goal of initiative Through a combination of paid campaigns, new content

campaigns, and exploring new online groups, we can tap into
new personas and appeal to more potential clients.

Metrics to measure Double our organic traffic numbers and paid ad leads.
success

Initiative 3: Become San Diego’s Webinar Destination

Description One area we have yet to pursue is webinars. We know people
are craving online content, community, and education, and
San Diegency is in a position to provide that to businesses.

Goal of initiative Produce a minimum of six webinars to bring in new leads,

engage with existing clients, and provide tactical and topical
information to help San Diego businesses thrive.

Metrics to measure 3,000 webinar registrants (500 each session)

50 new QLs.
success

Target Market

Industries
This year, we’re targeting the following industries where we’ll
sell our product and reach out to customers:
Restaurants
 San Diego’s restaurant and brewery scene continues to
grow, and these businesses are pivoting due to a rise in
demand for delivery and off-premise dining.

Schools and Universities

With more than 150 schools and universities in San Diego,

these educational hubs are an untapped market –
particularly private institutes and colleges.

Buyer Personas
Within our target market(s), we’ve identified the following
buyer personas to represent our ideal customers:

Chef/Owner Charlotte

Charlotte is a restaurant owner aged in her early 30s. She’s

unmarried but is committed to her business. She worries
about keeping her restaurant sustained and is skeptical
about off-premise dining habits.

Dean Daniel

Daniel is the head of advancement for his school. He wants

to keep enrollment numbers high and donation numbers
higher. He’s in his 50s, married, and is proud to work at his
school.

Competitive Analysis
Within our target markets, we expect to compete with the
following companies:

Nation’s Marketing Agency

Nation’s offers the same services as we do, but with the
How we compete resources, size, and affordability of a nationwide agency.
We live and breathe San Diego. We can offer more
How we can win personalized services to our target audience.
California Marketing Brothers
CMB’s services are identical to ours, with the exception of
How we compete video. They also appeal to our audience.
We once again benefit from hyper-localized work, and we
How we can win offer video services which CMB does not.

Duff and Sandler Agency Services

D&S is another San Diego-based agency with multiple
How we compete connections. They pose a direct competition to us.
The agency is still small and new, so we have a comparative
How we can win first mover advantage and a larger amount of people and
resources to win clients over.

Market Strategy

Product
San Diegency is a full digital marketing agency, offering expert
support and services in all of the following areas:
● Content Marketing.
● SEO.
● Paid Marketing Campaigns.
● Video Production.
● Graphic Design.
● Website Development.
● General Marketing Strategy.
Our services provide a range of options for businesses and
organizations of all size and experience. We’re happy to work
with for-profit and nonprofit, private and public, large and small
businesses alike.

Price
Our price range varies by business type, size, and need. We craft
specific packages based on the impact our work will have on our
clients’ bottom lines, the amount of output our team will
produce, and the administrative and research billable hours our
team will undertake. Packages start at $3,000 minimum but can
go as high as six figures for ongoing, high-impact projects.

Promotion
We promote our services in the following ways:

● Organic channels, such as our website and our blog.

● Paid campaigns on social media and search engines for
 targeted business owners in San Diego.
● Webinars – our newest investment to speak to prospects,
customers, and new contacts alike.
● Communal integration and working with local institutions
for volunteering and sponsorship opportunities.
This strategy combines paid, personal, and organic opportunities
to reach new customers and engage existing ones.

People
Our Marketing Team has 28 individuals sitting under three
teams. We have specialists in demand gen, events, brand, and
social eager to help our company reach new heights.

Process
Due to our sprint approach, our process will look different for all
customers. Clients will receive any and all services they are
interested in, and we will work with them on a timeline that best
suits their needs and budget.

Budget
Over the course of this year, given the cash allotted to the
Marketing team, we expect to invest in the following items to
ensure we meet the objectives outlined in this marketing plan:

Marketing Expense Estimated Price

Marketing Software $10,000

Event Sponsorships $5,000

Paid Social $12,000

Paid Search $30,000

 Total $57,000

Marketing Channels
Over the course of the year, we will launch (or ramp up) our use
of the following channels for educating our customers,
generating leads, and developing brand awareness:

Webinars
Purpose of channel Brand awareness, customer acquisition, and client
engagement.

Metrics to measure Webinar signups, signup-to-attendance rate, attendee-to-QL

rate.
success

Instagram
Purpose of channel Employee branding, company brand awareness, visual
engagement.

Metrics to measure Followers, likes.

success