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

The purpose of Advocates for Legal Access' marketing plan is to gauge performance in the following areas:

  • Funding: monthly and annual.
  • Expense: monthly and annual.
  • Repeat business.
  • Customer satisfaction.

Implementation

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

Milestones

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Milestones
      
AdvertisingStart DateEnd DateBudgetManagerDepartment
      
Other     
Total Advertising Budget  $0  
PRStart DateEnd DateBudgetManagerDepartment
Social/networking event #11/1/20014/1/2001$600Al 
Social/networking event #21/1/20017/1/2001$500Al 
Social/networking event #31/1/200110/1/2001$650Al 
Other     
Total PR Budget  $1,750  
Direct MarketingStart DateEnd DateBudgetManagerDepartment
Marketing plan completion1/1/20012/1/2001$0Al 
Other     
Total Direct Marketing Budget  $0  
Web DevelopmentStart DateEnd DateBudgetManagerDepartment
      
Other     
Total Web Development Budget  $0  
OtherStart DateEnd DateBudgetManagerDepartment
Public interest law student organization networking1/1/2001ongoing$600Al 
Securing five attorneys for pro bono work1/1/200110/15/2001$0Al 
Other     
Total Other Budget  $600  
Totals  $2,350  

Marketing Organization

Al Rand will be solely responsible for marketing activities.  This is in addition to his other responsibilities.

Contingency Planning

Difficulties and risks:

  • Problems generating enough funds.
  • The arduous task of balancing a finite amount of time with serving the customers, the mission of the organization, and raising funds, a requirement for the survival of the organization.

Worst case risks may include:

  • Determining the organization is unsustainable.
  • Having to liquidate equipment to cover expenses.

Funding Forecast

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Contribution Margin

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