Marketing Plan

Template
 You can edit your own version in one of two ways:
1. Edit this version to fit your needs
2. Go to “File” > “Download As” > “Microsoft Word” to Download

How to Use This Template

This template should be used as a jumping off point for your company’s marketing plan. It
includes customizable sections for:

● Business Summary ● Budget

● Business Initiatives ● Marketing Channels
● Target Market ● Marketing Technology
● Market Strategy

Once you’re ready to begin, delete pages 1–3 and start filling out your info below. There will
be instructions and sample text, as well as prompts in [brackets] for you to complete as guided.

Remember, you should add/edit/delete any copy or sections as you see fit. We’ve also included
an example of what this template might look like once it’s finished below the template itself.
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↓↓↓
 Company Name
Marketing Plan

Our Objective Summarize the role your company’s marketing

department plays to the growth of your business. This
statement should reflect your overall strategy outlined
in the pages that follow.

Authors of Document [Name #1]

[Email Address #1]

[Name #2]
[Email Address #2]
Table of
Business Summary #

Business Initiatives #
Contents Target Market #

Market Strategy #

Budget #

Marketing Channels #

Marketing Technology #
 Business Summary

Our Company
[Company name] is a company headquartered in [location of HQ] with offices in [satellite office
locations]. The company’s mission is to [mission statement].

Our Marketing Leaders

[Marketing Leader 1] [Marketing Leader 1] is [company name]’s [job title of

Marketing Leader 1]. They will [brief job description of
Marketing Leader 1].

[Marketing Leader 2] [Marketing Leader 2] is [company name]’s [job title of

Marketing Leader 2]. They will [brief job description of
Marketing Leader 2].

[Marketing Leader 3] [Marketing Leader 3] is [company name]’s [job title of

Marketing Leader 3]. They will [brief job description of
Marketing Leader 3].

You might want to call out some of the features that make
your marketing leadership team spectacular, such as
education, years of experience, and specific areas of
expertise. You can also include headshots.
Pro Tip:
SWOT Analysis
As [company name]’s marketing team, we want to help the brand lean into what it does well,
improve what it doesn’t, capitalize on what it can do, and defend against what could challenge it.
With that in mind, here is our SWOT analysis for [current year].

Strengths Weaknesses

What we’re good at. What we want to fix.

What’s working. What we want to strengthen.

What our customers like about us. What we want to become more efficient at.

[Enter strengths here] [Enter weaknesses here]

Opportunities Threats

What the industry might soon want. What we think could hinder our growth.

What we think we’ll be good at. What/who we think could take our
customers.
What will be our differentiator?

[Enter opportunities here] [Enter threats here]

Read more about how to make an excellent SWOT analysis in

this blog post from HubSpot.
Pro Tip:
 Business Initiatives

[Company name] has the ambitious goal of [overarching company goal]. To help the business do
that, our marketing team will pursue the following initiatives in [current year]:

Initiative 1

[Example: Over the next 12 months, we’ll work on building a

Description
blog property that becomes a go-to resource for our
customers’ burning questions – and our number-one source of
leads month over month.]

[Example: To increase our website’s rank on Google and

Goal of initiative
create critical top-of-the-funnel marketing content that helps
our sales team start more conversations with prospects.]

[Example: 50,000 organic page views per month / 10 content

Metrics to measure
downloads per month]
success
Initiative 2

[Example: Over the next 12 months, we’ll work on building a

Description
blog property that becomes a go-to resource for our
customers’ burning questions -- and our number-one source of
leads month over month.]

[Example: To increase our website’s rank on Google and

Goal of initiative
create critical top-of-the-funnel marketing content that helps
our sales team start more conversations with prospects.]

[Example: 50,000 organic page views per month / 10 content

Metrics to measure
downloads per month]
success

Initiative 3

[Example: Over the next 12 months, we’ll work on building a

Description
blog property that becomes a go-to resource for our
customers’ burning questions -- and our number-one source of
leads month over month.]

[Example: To increase our website’s rank on Google and

Goal of initiative
create critical top-of-the-funnel marketing content that helps
our sales team start more conversations with prospects.]

[Example: 50,000 organic page views per month / 10 content

Metrics to measure
downloads per month]
success
 Target Market

Industries
In [current year], we’re targeting the following industries where we’ll sell our product and reach
out to customers:

This includes [sub-industries where your business might

target more specific segments of your audience]. [Example:
Industry 1 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

This includes [sub-industries where your business might

target more specific segments of your audience]. [Example:
Industry 2 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to represent our ideal
customers:
 This includes [sub-industries where your business might
target more specific segments of your audience]. [Example:
Buyer Persona 1 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

This includes [sub-industries where your business might

target more specific segments of your audience]. [Example:
Buyer Persona 2 Industry 1: Food and Beverage. This includes bar & grills,
breweries, steakhouses, etc.]

If you haven’t developed or updated your buyer personas

yet, you can use these free templates to make in-depth,
visual representations of your customers.
Pro Tip:
Competitive Analysis
Within our target market(s), we expect to compete with the following companies:

Company 1

[This competitor’s product/service, what it does, and what it

Products we compete might do better than yours]
with

[Example: This competitor has a blog that ranks highly on

Other ways we compete Google for many of the same keywords we would like to write
content on]

Company 2

[This competitor’s product/service, what it does, and what it

Products we compete might do better than yours]
with

[Example: This competitor has a blog that ranks highly on

Other ways we compete Google for many of the same keywords we would like to write
content on]
Company 3

[This competitor’s product/service, what it does, and what it

Products we compete might do better than yours]
with

[Example: This competitor has a blog that ranks highly on

Other ways we compete Google for many of the same keywords we would like to write
content on]

You can use these Competitive Analysis Templates to

conduct more thorough research on your competitors.

Pro Tip:
 Market Strategy

Product
[Describe the products with which you will enter the target market described in the section
above. How will this product solve the challenges described in your buyer persona
description(s)? What makes this product different from (or at least competitive against) your
competition?]

Price
[How much are you selling this product for? Is it competitive? Realistic for your customers’
budget? Will you run any seasonal promotions/discounts associated with this product?]

Promotion
[How will you promote this product? Think more deeply than your blog or social media
channels. What about this content will drive value into your product?]

People
[Who in the marketing department plays a role in your market strategy? Describe what each of
them, or each team, will do to bring your market strategy success.]

Process
[How will the product be delivered to your customer? Is it an ongoing service? How will you
support their success with your product?]
Physical Evidence
[Where is your product displayed? If you sell an intangible product, how would customers
produce visible evidence of your business?]
 Budget
Over the course of [current year], given the cash allotted to the Marketing team, we expect to
invest in the following items to ensure we meet the objectives outlined in this marketing plan:

Marketing Expense Estimated Price

[Expense Name]

[Expense Name]

[Expense Name]

[Expense Name]

[Expense Name]

[To add more rows to this table, right-

click a cell, then select Insert > Rows
Above / Rows Below]

Total [Total Marketing Team Expense for

Current Year]
 Marketing Channels

Over the course of [current year], we will launch/ramp up our use of the following channels for
educating our customers, generating leads, and developing brand awareness:

[Website/Publication 1]

[Example: Brand Awareness]

Purpose of channel

[Example: 50,000 unique page views per month]

Metrics to measure
success

[Website/Publication 2]

[Example: Brand Awareness]

Purpose of channel

[Example: 50,000 unique page views per month]

Metrics to measure
success
 [Social Network 1]

[Example: Brand Awareness]

Purpose of channel

[Example: 50,000 unique page views per month]

Metrics to measure
success

[Social Network 2]

[Example: Brand Awareness]

Purpose of channel

[Example: 50,000 unique page views per month]

Metrics to measure
success
 Marketing Technology

We will utilize the following technologies and software to help us achieve our goals and
objectives.

Marketing CRM
[Name the marketing CRM you will use and briefly explain how it will be used.]

Email Marketing Software

[Name the email marketing software you will use and briefly explain how it will be used.]

Marketing Automation Software

[Name the marketing automation software you will use and briefly explain how it will be used.]

Blogging Software
[Name the blogging software you will use and briefly explain how it will be used.]

Advertising Management Software

[Name the advertising software you will use and briefly explain how it will be used.]

Social Media Management Software

[Name the social media management software you will use and briefly explain how it will be
used.]
Video Hosting Software
[Name the video marketing software you will use and briefly explain how it will be used.]

HubSpot’s Marketing Hub Software has tools to support

your marketing initiatives in all of these areas – and more!
For small businesses to established enterprises, HubSpot’s
marketing software starts free and helps your business
Pro Tip: scale better and faster.
 Marketing Plan
Example
Need some inspiration? We took
the liberty of filling out the
template for a mock company. Feel
free to take some pointers!

Keep scrolling to the example

↓↓↓
 San Diegency
Marketing Plan Example

Our Objective To delight and attract businesses in the greater San

Diego area with the promise of excellent and
unbeatable agency services.

Authors of Document Alex Smith

[email protected]

Serena Li
[email protected]
Table of
Business Summary

Business Initiatives
Contents Target Market

Market Strategy

Budget

Marketing Channels

Marketing Technology
 Business Summary

Our Company
San Diegency is a San Diego-based marketing agency. We offer full marketing services and exist
to offer unparalleled marketing work to businesses in San Diego and neighboring areas.

Our mission is to empower San Diego organizations to effectively communicate with current and
potential stakeholders.
Our Marketing Leaders

Naman Malik is San Diegency’s CEO. He started the agency

in 2014 and holds his MBA with a concentration in Marketing
and Entrepreneurship from USC.
Naman was born and raised in San Diego. His mother owned
a small business, which inspired him to help other local
organizations thrive.

Serena Li is San Diegency’s CMO. She has a decade of

experience in digital marketing with specialties in content
marketing, SEO, PR, and PPC campaigns.
Serena joined the agency in 2019 and holds a BSBA from
UCLA.

Alex Smith is San Diegency’s Director of Demand

Generation. Alex manages the agency’s organic acquisition
and content marketing teams.
Alex worked in journalism for 20 years before transitioning to
marketing. He holds a Bachelor’s Degree from Emerson
College in Boston, MA.

SWOT Analysis
As San Diegency’s marketing team, we want to help the brand lean into what it does well,
improve what it doesn’t, capitalize on what it can do, and defend against what could challenge it.
With that in mind, here is our SWOT analysis for this year.
 Strengths Weaknesses

● Talent. SD has 80 full-time ● Lack of specialization. At our core,

employees dedicated to serving San our services are identical to other
Diego businesses. agencies’.
● Customer base. Our agency serves ● Low profit margins. Due to
some of the area’s largest, most competition, we need to keep our
influential orgs. prices low.

Opportunities Threats

● Demand for digital. There is a ● Competition. There are at least 12

growing demand for digital other major San Diego area agencies,
marketing services in SD. plus nationwide ones.
● Growing population. As SD’s ● Slow business growth. Orgs are still
population grows, so does the struggling to recover from the
amount of businesses. economic downturn.
 Business Initiatives

San Diegency has the ambitious goal of acquiring 24 new customers and retaining 80% of its
existing customer base this year. To help the business do that, our marketing team will pursue the
following initiatives.

Initiative 1: Invest in Account-Based Marketing

San Diegency has found significant success with organic and

Description
paid search campaigns, but we have yet to dedicate resources
to targeted, account-based initiatives. To do this, we will hire
three dedicated AMB reps.

Appeal to larger, higher-volume clients who want a

Goal of initiative
personalized pitch and approach.

10 accounts acquired exclusively through account-based

Metrics to measure
marketing campaigns.
success
Initiative 2: Explode our Online Presence

To build upon our existing online success, we need to invest

Description
resources into strategically growing our online presence as
well as turning a profit on contacts acquired through these
efforts.

Through a combination of paid campaigns, new content

Goal of initiative
campaigns, and exploring new online groups, we can tap into
new personas and appeal to more potential clients.

Double our organic traffic numbers and paid ad leads.

Metrics to measure
success

Initiative 3: Become San Diego’s Webinar Destination

One area we have yet to pursue is webinars. We know people

Description
are craving online content, community, and education, and
San Diegency is in a position to provide that to businesses.

Produce a minimum of six webinars to bring in new leads,

Goal of initiative
engage with existing clients, and provide tactical and topical
information to help San Diego businesses thrive.

3,000 webinar registrants (500 each session)

Metrics to measure
50 new QLs.
success
 Target Market

Industries
This year, we’re targeting the following industries where we’ll sell our product and reach out to
customers:

Restaurants

San Diego’s restaurant and brewery scene continues to

grow, and these businesses are pivoting due to a rise in
demand for delivery and off-premise dining.

Schools and Universities

With more than 150 schools and universities in San Diego,

these educational hubs are an untapped market –
particularly private institutes and colleges.
Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to represent our ideal
customers:

Chef/Owner Charlotte

Charlotte is a restaurant owner aged in her early 30s. She’s

unmarried but is committed to her business. She worries
about keeping her restaurant sustained and is skeptical
about off-premise dining habits.

Dean Daniel

Daniel is the head of advancement for his school. He wants

to keep enrollment numbers high and donation numbers
higher. He’s in his 50s, married, and is proud to work at his
school.
Competitive Analysis
Within our target markets, we expect to compete with the following companies:

Nation’s Marketing Agency

Nation’s offers the same services as we do, but with the

How we compete resources, size, and affordability of a nationwide agency.

We live and breathe San Diego. We can offer more

How we can win personalized services to our target audience.

California Marketing Brothers

CMB’s services are identical to ours, with the exception of

How we compete video. They also appeal to our audience.

We once again benefit from hyper-localized work, and we

How we can win offer video services which CMB does not.

Duff and Sandler Agency Services

D&S is another San Diego-based agency with multiple

How we compete connections. They pose a direct competition to us.

The agency is still small and new, so we have a comparative

How we can win first mover advantage and a larger amount of people and
resources to win clients over.
 Market Strategy

Product
San Diegency is a full digital marketing agency, offering expert support and services in all of the
following areas:

● Content Marketing.
● SEO.
● Paid Marketing Campaigns.
● Video Production.
● Graphic Design.
● Website Development.
● General Marketing Strategy.

Our services provide a range of options for businesses and organizations of all size and
experience. We’re happy to work with for-profit and nonprofit, private and public, large and
small businesses alike.

Price
Our price range varies by business type, size, and need. We craft specific packages based on the
impact our work will have on our clients’ bottom lines, the amount of output our team will
produce, and the administrative and research billable hours our team will undertake. Packages
start at $3,000 minimum but can go as high as six figures for ongoing, high-impact projects.

Promotion
We promote our services in the following ways:

● Organic channels, such as our website and our blog.

 ● Paid campaigns on social media and search engines for targeted business owners in San
Diego.
● Webinars – our newest investment to speak to prospects, customers, and new contacts
alike.
● Communal integration and working with local institutions for volunteering and
sponsorship opportunities.

This strategy combines paid, personal, and organic opportunities to reach new customers and
engage existing ones.

People
Our Marketing Team has 28 individuals sitting under three teams. We have specialists in demand
gen, events, brand, and social eager to help our company reach new heights.

Process
Due to our sprint approach, our process will look different for all customers. Clients will receive
any and all services they are interested in, and we will work with them on a timeline that best
suits their needs and budget.
 Budget
Over the course of this year, given the cash allotted to the Marketing team, we expect to invest in
the following items to ensure we meet the objectives outlined in this marketing plan:

Marketing Expense Estimated Price

Marketing Software $10,000

Event Sponsorships $5,000

Paid Social $12,000

Paid Search $30,000

Total $57,000
 Marketing Channels

Over the course of the year, we will launch (or ramp up) our use of the following channels for
educating our customers, generating leads, and developing brand awareness:

Webinars

Brand awareness, customer acquisition, and client

Purpose of channel
engagement.

Webinar signups, signup-to-attendance rate, attendee-to-QL

Metrics to measure
rate.
success

Instagram

Employee branding, company brand awareness, visual

Purpose of channel
engagement.

Followers, likes.
Metrics to measure
success
 Marketing Technology

We will utilize the following technologies and software to help us achieve our goals and
objectives.

Marketing CRM
We use HubSpot CRM, as it integrates our marketing, sales, and customer service software in
one central location. It also connects us to a suite of other marketing tools our team (and our
customer base) utilizes.

Email Marketing Software

Our HubSpot email marketing software enables us to send mass communications to our customer
base, enroll our webinar registrants in nurture streams before and after their attendance, and
enable salespeople to communicate in sync with marketing.

Blogging Software
HubSpot’s blogging software and CMS allows us to quickly write, publish, and historically
optimize our blog posts. We hold ourselves to a three-times-a-week publication cadence, and
HubSpot lets us churn out interactive content quickly.

Social Media Management Software

We manage our social media publishing with HubSpot’s social media software. We can post on
multiple platforms and see engagement in one place.