The Drowzey Hotel
This sample marketing plan can be edited directly in Sales and Marketing Pro software.
The marketing calendar includes both ongoing marketing activities which will become a routine (represented by the "marketing themes" of each month shown on the monthly schedule) and one-time development activities over the next year shown on the Milestones table.
The marketing manager works with an outside advertising firm, PPC firm, PR agency, blog editor, and other service providers as needed to implement all marketing activities. The marketing manager will spend at least one hour a day on the marketing "theme" of the month to ensure that these major systems are reviewed every year.
The marketing manager will also track marketing results on a weekly basis to judge key metrics against actual outcomes. Gaps will be shown in an Excel spreadsheet which pulls the actual results from the database.
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|1||Customer referral program|
|2||Focus group program|
|3||Blog and email newsletters|
|4||Surprise ideas and system|
|7||Business development and referrals|
|8||Customer feedback and ratings|
|10||Surprise ideas and system|
|12||Annual review and goal setting|
|Advertising||Start Date||End Date||Budget||Manager||Implemented by|
|New print ad design||2/1/2010||2/28/2010||$2,000||Marketing Mgr||Ad firm|
|Start running new print ads||3/15/2010||4/15/2010||$0||Marketing Mgr||Ad firm|
|Pay-per-click campaign revision||1/15/2010||1/31/2010||$1,000||Marketing Mgr||PPC company|
|Total Advertising Budget||$3,000|
|PR||Start Date||End Date||Budget||Manager||Implemented by|
|Hire new PR agency||2/1/2010||3/31/2010||$0||Marketing Mgr||Marketing Mgr|
|Renew press contact list||4/15/2010||4/30/2010||$2,000||Marketing Mgr||PR agency|
|Total PR Budget||$2,000|
|Direct Marketing||Start Date||End Date||Budget||Manager||Implemented by|
|Design postcard mailing template||3/15/2010||3/31/2010||$2,000||Marketing Mgr||Ad firm|
|Design letter mailing template||4/15/2010||4/30/2010||$2,000||Marketing Mgr||Ad firm|
|Total Direct Marketing Budget||$4,000|
|Web Development||Start Date||End Date||Budget||Manager||Implemented by|
|Hire blog editor||5/1/2010||5/31/2010||$1,000||Marketing Mgr||Marketing Mgr|
|Begin regular blog posts||6/15/2010||6/15/2010||$0||Marketing Mgr||Blog Editor|
|Virtual tour update and redesign||2/1/2010||2/28/2010||$5,000||Marketing Mgr||Ad firm|
|Total Web Development Budget||$6,000|
|Other||Start Date||End Date||Budget||Manager||Implemented by|
|Plan first focus group||4/1/2010||5/31/2010||$1,000||Marketing Mgr||Marketing Mgr|
|Hold first focus group||6/15/2010||6/15/2010||$10,000||Marketing Mgr||Marketing Mgr|
|Total Other Budget||$11,000|
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of examples of successful marketing plans