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

The marketing calendar is set in advance by the owner, Orti Franklin. Monthly marketing themes will focus the efforts on different aspects of the marketing work each month so that all elements are considered seriously and developed every year.

Milestones refer to the developmental activities during the four months prior to the business launch on January 1, 2011.

On a daily basis, the owner will devote the hours of 1 pm to 3 pm to marketing activities. Of this time, at least 10 hours per month will be devoted to the marketing theme. The rest of the time will be spent on development of the e-newsletter, creation of promotions, business referral marketing/business development, monthly employee workshops, and other ongoing activities that are not administered by the staff.

On a weekly basis, the sales and marketing critical numbers (actual sales versus forecast, actual marketing expenses versus forecasted, and key marketing metrics) will be reviewed by the owner. This will occur every Monday, with a report generated from the previous week.

11.1 Monthly

Months Marketing Theme
1 Orti's Organic Bakery Club brainstorming and development
2 Online advertising development
3 Business referral program
4 Print advertising development
5 Website development
6 Customer referral program
7 Marketing training development
8 Store decor
9 Alternative advertising development (i.e. mass transit posters)
10 Wow process
11 E-newsletter development
12 Annual review

Milestones

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Milestones
Advertising Start Date End Date Budget Manager Executed By
Print advertising development 9/1/2010 10/1/2010 $2,500 OF Marketing firm
Print advertising purchased 10/1/2010 10/15/2010 $5,000 OF OF
Poster advertising development 9/1/2010 10/1/2010 $2,500 OF Marketing firm
Poster advertising purchased 10/1/2010 10/15/2010 $5,000 OF OF
Total Advertising Budget $15,000
PR Start Date End Date Budget Manager Executed By
Choose and hire PR agent 8/15/2010 9/15/2010 $0 OF OF
Write initial press release 9/15/2010 10/1/2010 $1,000 OF PR agent
Send press release 11/1/2010 11/15/2010 $500 OF PR agent
Total PR Budget $1,500
Referral Marketing Start Date End Date Budget Manager Executed By
Create target list of businesses 11/1/2010 11/15/2010 $0 OF OF
Design business brochure 10/15/2010 11/15/2010 $1,000 OF Marketing firm
Print business brochures 11/15/2010 12/1/2010 $1,500 OF Marketing firm
Send brochures and contact businesses 12/1/2010 12/31/2010 $250 OF OF
Print customer referral business cards 12/1/2010 12/31/2010 $1,000 OF Marketing firm
Total Referral Marketing Budget $3,750
Web Development Start Date End Date Budget Manager Executed By
Website development 9/1/2010 11/1/2010 $10,000 OF Marketing firm
Facebook Page development 10/1/2010 11/1/2010 $2,000 OF Marketing firm
Adwords campaign development 11/1/2010 11/15/2010 $1,500 OF Marketing firm
Website goes live 11/1/2010 11/1/2010 $0 OF Marketing firm
Total Web Development Budget $13,500
Other Start Date End Date Budget Manager Executed By
Design employee orientation 9/1/2010 10/1/2010 $0 OF OF
Design logo and core branding elements 9/1/2010 9/15/2010 $2,000 OF Marketing firm
Design and purchase signage 11/1/2010 11/15/2010 $3,000 OF Marketing firm
Design and purchase business cards 11/1/2010 12/1/2010 $1,000 OF Marketing firm
Total Other Budget $6,000
Totals $39,750

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