Marketing Plan Template
Quick Tip!
Marketing campaigns often include social media, Mailchimp newsletters, and design assets, such as logos, stickers, or posters.
Helpful Staff for this Topic
Marketing plans help organize the necessary actions toward completing a campaign. The Digital Corps uses marketing plans to coordinate multiple deliverables for one project and to create a clear and cohesive strategy. They usually create marketing plans for external projects when clients request them.
Download a copy of the marketing plan template below. Fill your answers in the open spaces provided on the template. Feel free to include more target audiences, goals, objectives, strategies, and tactics than the template lists.
Parts of the Template
Executive Summary
The executive summary should provide an overview of the plan and basic goals. Use the blank space on the template to write one or two paragraphs.
Target Audience
The target audiences are the groups the marketing efforts should reach. Identifying the target audiences will help clarify the rest of the steps in the marketing plan.
Identify each target audience and describe their demographics and interests.
Goals and Objectives
Goals are more broad whereas objectives are measurable checkpoints to meet your goal.
Use the SMART goals method to create goals. Then, identify objectives and specify how they will be measured.
Strategies
Strategies address how the objectives will be reached, so each objective should match with a strategy.
On the template, first identify a campaign or strategy and list the objectives that align with this campaign. Then, explain the rationale, or the reasoning and importance behind the campaign. Briefly note the key message that this campaign intends to send to the audience, and identify one of the target audiences listed in the “Target Audience” section.
Tactics
Tactics explain the steps needed to reach the strategies and objectives.
On the template, identify the campaign and list the tactics below. The tactics should provide enough detail to show how to execute the campaign.
Example Internal Marketing Plan
Internal marketing plans are for projects within the Corps. Download the document below to see how the Corps might create a marketing plan to increase engagement with alumni on social media.
Please note that this example only illustrates the basics, so most marketing plans should have more goals, objectives, strategies, and tactics.
Example External Marketing Plan
The Corps creates external marketing plans when helping clients from Ball State with marketing. Download the document below to see a portion of the marketing plan the Corps created for the Architecture for Extreme Environments project.
Again, please note that this example only illustrates the basics, so most marketing plans should have more goals, objectives, strategies, and tactics.
This marketing template should help identify goals and guide the steps toward a marketing campaign. The Comm Team Lead can answer further questions about creating a marketing plan.
