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How to write a marketing plan

Here is a template for a marketing plan. If you are asked to prepare a marketing plan, the boss is probably expecting something like this.

Introduction
(1 paragraph - this is what we will achieve and how)

Budget Overview
(Headline Spend and revenue for each tactic in the plan in chart format)

Terms of Reference
(optional statement about when you were asked to do this and by whom)

Background Analysis
(where we are in relation to the marketplace, company’s strategic plans, and any other relevant factors – this is usually a long - several pages- section including:)

Issues Analysis

SWOT analysis (strengths, weaknesses, opportunities, threats)
PEST+L analysis (Political, Economic, Social, Technological and Legal issues)
Environmental Analysis (how will your marketing plan effect the environment and can anything be done to lessen environmental impact? Can a virtuous marketing strategy be used to gain positive PR?)

Strategic Objectives Overview
(This is what we are going to do in detail)

Marketing Strategies Overview
(A tactical plan for each campaign:)

Descriptive Summary
Target Audiences
Media selections
Test Proposals
Contact strategies
Expected responses and anticipated returns
Budgeting allocations

Contingency plans

Contingecy planning in marketing is very important. You should define what you are going to do if things go wrong. Where will you get extra money? How much extra? What are the potential losses? This information shows you are prepared for the worst as well as the best of times.

Appendices
(Extra information to back up any facts stated in the marketing plan)