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On a daily basis, Monday to Friday, the CEO of Allendale Business School will devote 8 - 9 AM to review of and implementation of marketing activities. During 2010, the first year of this plan's implementation, additional time beyond this hour per day will be required to manage the activities described on the Milestones chart. After this year of redevelopment, the monthly marketing themes on the Monthly chart will be used to focus each month's marketing. At least 10 hours per month should be spent on the month's marketing theme.

On a weekly basis, the CEO will review a lead and conversion report created by the sales representative to identify what marketing activities are leading to success.

After the third year, there may be a need to hire a Marketing Director to continue the company's marketing growth as the company moves into new markets. At that point this management will be taken on by the Marketing Director, and the CEO will further limit the time she spends on marketing management.

11.1 Monthly

Months Marketing Theme
1 Website
2 Advertising
3 Customer Referral Program
4 Customer Satisfaction Surveys and Analysis
5 Newsletters
6 Seminars
7 PR efforts
8 Business Referral Program
9 Marketing Training
10 Facebook Page
11 Testimonials
12 Annual Reviews and Planning

Milestones

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Milestones
Advertising Start Date End Date Budget Manager Implemented By
New Flyer Campaign 4/1/2010 5/31/2010 $1,000 CEO Marketing firm
Brand Relaunch Print Ads 5/1/2010 5/31/2010 $2,000 CEO Marketing firm
Online Ad Campaign Revise 3/1/2010 5/1/2010 $0 CEO Sales Rep
Total Advertising Budget $3,000
Referral Programs Start Date End Date Budget Manager Implemented By
Design Marketing Kits 5/1/2010 5/15/2010 $2,000 CEO Marketing firm
Print Marketing Kits 5/15/2010 5/31/2010 $1,000 CEO Marketing firm
Identify Business Targets 5/1/2010 5/15/2010 $250 CEO Sales Rep
Send Direct Mail to Businesses 6/1/2010 6/15/2010 $500 CEO Sales Rep
Set Appointments with Businesses 6/15/2010 7/15/2010 $0 CEO Sales Rep
Total Referral Programs Budget $3,750
Branding Start Date End Date Budget Manager Implemented By
Logo and Brand Development 1/1/2010 3/1/2010 $2,000 CEO Marketing firm
Slogan Development 2/1/2010 3/1/2010 $500 CEO Marketing firm
Marketing Material Redesign 3/1/2010 5/1/2010 $1,000 CEO Marketing firm
Marketing Material Reprint 5/1/2010 5/31/2010 $2,000 CEO Marketing firm
Create Teacher Jackets 5/1/2010 5/31/2010 $1,000 CEO Marketing firm
Total Branding Budget $6,500
Web Development Start Date End Date Budget Manager Implemented By
Website Form Redesign and Launch 5/1/2010 5/31/2010 $10,000 CEO Marketing firm
Facebook Page Design 6/1/2010 6/30/2010 $0 CEO Sales Rep
Total Web Development Budget $10,000
Customer Satisfaction Start Date End Date Budget Manager Implemented By
Write Satisfaction Surveys 2/1/2010 3/1/2010 $0 CEO Customer Service Rep
Develop Database 3/1/2010 5/1/2010 $5,000 CEO Programmer
Administer First Survey 7/1/2010 7/7/2010 $100 Customer Serive Rep Teachers
Analyze Survey Data 7/7/2010 7/15/2010 $0 Customer Service Rep Customer Service Rep
Total Customer Satisfaction Budget $5,100
Totals $28,350

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