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

The purpose of Acme Insurance's marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance:

  • Revenue- monthly and annual.
  • Expenses- monthly and annual.
  • Customer satisfaction.
  • New customers as a percent of overall revenue.

Implementation Milestones

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$0John SmithDepartment
Advertising Campaign #12/1/20034/31/2003$1,800John SmithDepartment
Advertising Campaign #25/1/20038/1/2003$2,250John SmithDepartment
Public Seminar #13/1/20034/25/2003$225John SmithDepartment
Public Seminar #25/1/20036/30/2003$225John SmithDepartment
Public Seminar #37/1/20039/30/2003$195John SmithDepartment
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  $4,695  
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  $4,695  

Contingency Planning

Difficulties and Risks

  • Problems generating new business.
  • The constant need for the highest level of training and recruitment of employees.
  • Significant market penetration of telephone/Internet based insurance brokers.

Worst Case Risks May Include

  • Growth at a rate that exceeds current revenue.
  • Having to liquidate equipment to cover liabilities.
  • Significant regulatory changes in the insurance industry.

Sales Forecast

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Contribution Margin

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