Marketing

Plan
Template
You can edit your own version in one of two ways:

1. Edit this version to fit your needs

2. Go to “File” > “Download As” > “Microsoft Word” to

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How to Use This Template

This template should be used as a jumping off point for your company’s
marketing plan. It includes customizable sections for:

● Business Summary ● Budget

● Business Initiatives ● Marketing Channels
● Target Market ● Marketing Technology
● Market Strategy

Once you’re ready to begin, delete pages 1–3 and start filling out your info
below. There will be instructions and sample text, as well as prompts in
[brackets] for you to complete as guided.

Remember, you should add/edit/delete any copy or sections as you see fit.
We’ve also included an example of what this template might look like once
it’s finished below the template itself.
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 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 #
Contents Target Market #

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.
Pro Tip: You can also include headshots.
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 What we want to become more

us. efficient at.

[Enter strengths here] [Enter weaknesses here]

Opportunities Threats

What the industry might soon What we think could hinder our
want. growth.

What we think we’ll be good at. What/who we think could take our
customers.
What will be our differentiator?

[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

[Example: Over the next 12 months, we’ll work

Description
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.]

[Example: To increase our website’s rank on

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

[Example: 50,000 organic page views per month /

Metrics to measure
10 content downloads per month]
success
Initiative 2

[Example: Over the next 12 months, we’ll work

Description
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.]

[Example: To increase our website’s rank on

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

[Example: 50,000 organic page views per month /

Metrics to measure
10 content downloads per month]
success

Initiative 3

[Example: Over the next 12 months, we’ll work

Description
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.]

[Example: To increase our website’s rank on

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

[Example: 50,000 organic page views per month /

Metrics to measure
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: Food
Industry 1
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 1: Food
Industry 2
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
Buyer of your audience]. [Example: Industry 1: Food
Persona 1 and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

This includes [sub-industries where your

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

If you haven’t developed or updated your

buyer personas yet, you can use these free
templates to make in-depth, visual
representations of your customers.
Pro Tip:
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,

Products we and what it might do better than yours]
compete with

[Example: This competitor has a blog that ranks

Other ways we highly on Google for many of the same keywords
compete we would like to write content on]

Company 2

[This competitor’s product/service, what it does,

Products we and what it might do better than yours]
compete with

[Example: This competitor has a blog that ranks

Other ways we highly on Google for many of the same keywords
compete we would like to write content on]
Company 3

[This competitor’s product/service, what it does,

Products we and what it might do better than yours]
compete with

[Example: This competitor has a blog that ranks

Other ways we highly on Google for many of the same keywords
compete we would like to write content on]

You can use these Competitive Analysis

Templates to conduct more thorough research
on your competitors.
Pro Tip:
 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]

[Example: Brand Awareness]

Purpose of channel

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

Metrics to measure
success

[Website/Publication 2]

[Example: Brand Awareness]

Purpose of channel

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

Metrics to measure
success
 [Social Network 1]

[Example: Brand Awareness]

Purpose of channel

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

Metrics to measure
success

[Social Network 2]

[Example: Brand Awareness]

Purpose of channel

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

Metrics to measure
success
 Marketing Technology

We will utilize the following technologies and software to help us achieve our
goals and objectives.

Marketing CRM
[Name the marketing CRM you will use and briefly explain how it will be
used.]

Email Marketing Software

[Name the email marketing software you will use and briefly explain how it
will be used.]

Marketing Automation Software

[Name the marketing automation software you will use and briefly explain
how it will be used.]

Blogging Software
[Name the blogging software you will use and briefly explain how it will be
used.]

Advertising Management Software

[Name the advertising software you will use and briefly explain how it will be
used.]
Social Media Management Software
[Name the social media management software you will use and briefly
explain how it will be used.]

Video Hosting Software

[Name the video marketing software you will use and briefly explain how it
will be used.]

HubSpot’s Marketing Hub Software has tools to

support your marketing initiatives in all of
these areas – and more! For small businesses
to established enterprises, HubSpot’s
Pro Tip: marketing software starts free and helps your
business scale better and faster.
 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
Contents Target Market

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 ● Lack of specialization. At

employees dedicated to our core, our services are
serving San Diego identical to other agencies’.
businesses. ● Low profit margins. Due to
● Customer base. Our agency competition, we need to keep
serves some of the area’s our prices low.
largest, most influential orgs.

Opportunities Threats

● Demand for digital. There ● Competition. There are at

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

Description
organic and 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.

Appeal to larger, higher-volume clients who want

Goal of initiative
a personalized pitch and approach.

10 accounts acquired exclusively through

Metrics to measure
account-based marketing campaigns.
success
Initiative 2: Explode our Online Presence

To build upon our existing online success, we

Description
need to invest resources into strategically
growing our online presence as well as turning a
profit on contacts acquired through these efforts.

Through a combination of paid campaigns, new

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

Double our organic traffic numbers and paid ad

Metrics to measure
leads.
success

Initiative 3: Become San Diego’s Webinar

Destination

One area we have yet to pursue is webinars. We

Description
know people are craving online content,
community, and education, and San Diegency is
in a position to provide that to businesses.

Produce a minimum of six webinars to bring in

Goal of initiative
new leads, engage with existing clients, and
provide tactical and topical information to help
San Diego businesses thrive.

3,000 webinar registrants (500 each session)

Metrics to measure
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

How we compete with the resources, size, and affordability of a
nationwide agency.

We live and breathe San Diego. We can offer

How we can win more personalized services to our target
audience.

California Marketing Brothers

CMB’s services are identical to ours, with the

How we compete exception of video. They also appeal to our
audience.

We once again benefit from hyper-localized work,

How we can win and we offer video services which CMB does not.
Duff and Sandler Agency Services

D&S is another San Diego-based agency with

How we compete multiple connections. They pose a direct
competition to us.

The agency is still small and new, so we have a

How we can win comparative 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

Brand awareness, customer acquisition, and

Purpose of channel
client engagement.

Webinar signups, signup-to-attendance rate,

Metrics to measure
attendee-to-QL rate.
success

Instagram

Employee branding, company brand awareness,

Purpose of channel
visual engagement.

Followers, likes.
Metrics to measure
success
 Marketing Technology

We will utilize the following technologies and software to help us achieve our
goals and objectives.

Marketing CRM
We use HubSpot CRM, as it integrates our marketing, sales, and customer
service software in one central location. It also connects us to a suite of other
marketing tools our team (and our customer base) utilizes.

Email Marketing Software

Our HubSpot email marketing software enables us to send mass
communications to our customer base, enroll our webinar registrants in
nurture streams before and after their attendance, and enable salespeople
to communicate in sync with marketing.

Blogging Software
HubSpot’s blogging software and CMS allows us to quickly write, publish, and
historically optimize our blog posts. We hold ourselves to a three-times-a-
week publication cadence, and HubSpot lets us churn out interactive content
quickly.

Social Media Management Software

We manage our social media publishing with HubSpot’s social media
software. We can post on multiple platforms and see engagement in one
place.