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This sample marketing plan can be edited directly in Sales and Marketing Pro software.

The Riverton Business Accelerator Communications department is currently comprised of the Director of Communications and Communications Associate. The Director reviews the key marketing metrics every Monday to determine how well the tactics of RBA are translating into the desired results. She devotes three hours per week to the marketing theme of the month in order to constantly improve the systems that have been established for RBA.

The Communications Associate responds to email requests from media and other partners on a daily basis, serves as a liaison with the press agent and other outside vendors, and executes most of the marketing activities, as directed by the Director. The Communications Associate joins the Director for the weekly review of the key marketing metrics, as well as for a monthly review of the gap dashboard.

11.1 Monthly

Months Marketing Theme
1 Client Newsletter
2 Client Feedback
3 Public Relations
4 Direct Mail Campaign
5 Advertising
6 Staff Orientation
7 Website
8 Brochure
9 Social Media
10 Client Orientation Sessions
11 Referral Marketing
12 Annual Review

Milestones

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Milestones
Advertising Start Date End Date Budget Responsible Department
New radio ad recording 9/15/2010 9/30/2010 $250 Communications Associate Communications
Newspaper ad design 10/1/2010 10/15/2010 $250 Communications Associate Communications
Flyer campaign 10/1/2010 10/15/2010 $250 Communications Associate Communications
Total Advertising Budget $750
PR Start Date End Date Budget Responsible Department
Choose new PR company 8/1/2010 8/31/2010 $0 Communications Associate Communications
Create PR plan 9/1/2010 9/15/2010 $1,000 Communications Associate Communications
Revise PR mailing list 9/15/2010 9/30/2010 $500 Communications Associate Communications
Total PR Budget $1,500
Direct Marketing Start Date End Date Budget Responsible Department
Purchase mailing lists 11/1/2010 11/15/2010 $250 Communications Associate Communications
Design direct mail piece 11/1/2010 11/15/2010 $250 Communications Associate Communications
Total Direct Marketing Budget $500
Web Development Start Date End Date Budget Responsible Department
Review website 10/1/2010 10/30/2010 $500 Communications Associate Communications
Revise website 11/1/2010 1/30/2011 $2,500 Communications Associate Communications
Launch LinkedIn group 9/1/2010 9/1/2010 $0 Communications Associate Communications
Promote LinkedIn group 9/1/2010 9/30/2010 $250 Communications Associate Communications
Total Web Development Budget $3,250
WOW Process Start Date End Date Budget Responsible Department
Design client feedback surveys 8/1/2010 8/15/2010 $250 Director of Programs Programming
Design staff performance review 8/1/2010 8/15/2010 $250 Director of Programs Programming
First biannual staff performance review 9/1/2010 9/15/2010 $250 Director of Programs Programming
Total WOW Process Budget $750
Totals $6,750

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