What’s in a Marketing Plan Anyway?

OK Marketing Geniuses, since we’re coming upon the end of the year, I’m sure you’re getting your plans ready for 2008. What should they include? Here’s a few ideas:

Executive Summary – A one-page overview of where you are now and where you want to be at the end of the year.

Research – If you haven’t already done so, take the time to ask your customers and prospects how well you’re serving them and what you can do to improve. At the end of the year, ask them again and compare results. Who says marketing can’t be measured?

Goals & Objectives – Goals are what you’re going to do and objectives are how you’re going to do it.

Action Plan / Timeline – A breakdown of marketing initiatives per month. Combine old guard staples such as print, TV, and direct mail with a mix of banner ads, sponsorships, specialty items, etc.

Budget – How much will it take to actually put your action plan in action? How much contingency funds can you allocate for unforeseen (but important) marketing opportunities?

Earned Media – How are you going to get your business in the press this year? (The squeaky well gets the grease.)

Measurements of Success – Winning x number of clients, increasing Web traffic by x%, ect. When you understand what you’re trying to accomplish, it’s easy to know when you get there.

Happy planning!