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

The purpose of ICF'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.
  • Repeat business.
  • Customer satisfaction.

Implementation Milestones

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


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AdvertisingStart DateEnd DateBudget
Marketing plan completion1/1/20012/1/2001$0
Advertising campaign #11/1/20014/31/01$1,800
Advertising campaign #29/1/200112/31/2001$2,100
Total Advertising Budget  $3,900
PRStart DateEnd DateBudget
Strategic alliance #11/1/20014/31/01$1,200
Strategic alliance campaign #29/1/200112/31/2001$1,800
Total PR Budget  $3,000
Direct MarketingStart DateEnd DateBudget
Other $0
Other $0
Total Direct Marketing Budget  $0
Web DevelopmentStart DateEnd DateBudget
Other $0
Other $0
Total Web Development Budget  $0
OtherStart DateEnd DateBudget
Other $0
Other $0
Total Other Budget  $0
Totals  $6,900

Marketing Organization

Janet Sinemma will be responsible for all of the marketing activities that ICF will undertake.

Contingency Planning

Difficulties and risks:

  • Problems generating sufficient visibility.
  • An overly aggressive entry into the artsy market by the corporate giants.
  • Significant increases in costs for having to carry both VHS and DVD formats.

Worst case risks include:

  • Determining that the business cannot reach profitability.
  • Having to liquidate equipment to cover liabilities.

Sales Forecast

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Contribution Margin

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