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

The purpose of Advanced Linguistic Pontificators' marketing plan is to serve as a plan and guidepost for the organization. The plan will act as a map to chart future activities as well as a mechanism to track progress.

 The following areas will be monitored to gauge performance:

  • Revenue- monthly and annual.
  • Customer satisfaction.
  • Revenue from repeat customers
  • New customer acquisition costs and effectiveness.

Implementation

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$0DaugDepartment
First three public seminars2/1/20034/1/2003$600DaugDepartment
Advertising campaign #13/1/20036/30/2003$1,860DaugDepartment
Advertising campaign #27/1/200312/31/2003$2,000DaugDepartment
Name me1/1/20031/15/2003$0ABCDepartment
Name me1/1/20031/15/2003$0ABCDepartment
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  $4,460  
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  $4,460  

Contingency Planning

Difficulties and risks:

  • Problems generating visibility.
  • Overly aggressive and debilitating actions by competitors.
  • Problems with the general economic climate.

Worst case risks may include:

  • Determining that the business cannot support itself on an ongoing basis.
  • Having to liquidate equipment or intellectual property to cover liabilities.

Sales Forecast

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Contribution Margin

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