Marketing Plan Outline Guide
Please note that this is a “guide” meaning your plan will be specific to your selected goals, objectives and product. You may not have each and every one of these elements in your plan.
Phase 1: Planning
1. Marketing Vision
• Mission Statement
• Goals
• Purpose
• Values
• Picture
• Marketing Vision
Phase 2: Implementing
2. Segmenting
• Demographics
• Psychographics
• Behaviors
• Geographics
• Market Growth Projections
3. Targeting
• Target Market
• Market Needs
• Market Trends
• Market Description
4. Positioning
• Market Position
• Differentiators
• Direct Competition
• Indirect Competition
• Competitive Product Comparison
• Positioning Goal
5. Core Strategy
• Core Message
• Key Strategic Indicators
• Core Branding Elements
• Colors/Logo/Brand Standards
• Hourglass Strategy
• Price Rationale (4Ps)
• Place (4Ps)
• Product Elements (4Ps)
6. Promotion (4Ps)
• Multimedia
• Advertising
• Public Relations
• Social Media
• Direct Mail
• Networking
• Partnerships
• Community Building
Phase 3: Controlling
7. Budget, Tracking & Operations
• Marketing Expense Budget
• Measurement Plan
• Key Marketing Metrics
• Operations
• Org Chart – Marketing Responsibilities

Attached is previous documents that can be used for the paper.
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