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This sample marketing plan was created with Marketing Plan Pro software.

The purpose of ESR's marketing plan is to serve as a guide for the organization. 

The following areas will be monitored to gauge performance:

  • Revenue: Tracked both monthly and annually.
  • Customer Satisfaction: This information will be captured through a feedback mechanism.
  • Profit Margin: Tracked both monthly and annually.

Implementation

The following milestones identify the key marketing programs.  It is important to accomplish each one on time and on budget.

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20032/1/2003$0DanDepartment
Completion of first advertising campaign2/1/20034/31/03$3,000DanDepartment
First major high-tech account3/1/20035/31/2003$1,000DanDepartment
First major non-high-tech account4/1/20036/31/2003$1,000DanDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Other1/1/20031/15/2003$0ABCDepartment
Total Advertising Budget  $5,000  
PRStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total PR Budget  $0  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Direct Marketing Budget  $0  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Web Development Budget  $0  
OtherStart DateEnd DateBudgetManagerDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Name me1/1/20061/15/2006$0ABCDepartment
Other1/1/20061/15/2006$0ABCDepartment
Total Other Budget  $0  
Totals  $5,000  

Contingency Planning

Difficulties and Risks

  • Problems generating visibility.
  • An economic downturn that curtails executive hiring.

Worst Case Risks May Include

  • Determining that the business cannot support itself on an ongoing basis.
  • Having to liquidate equipment, or intellectual property, to cover liabilities.

Sales Forecast

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Contribution Margin

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