30 Marketing Plan Samples and 7

30 Marketing Plan Samples and 7 Free Templates to Build Your Strategy


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Maybe you have no idea where to start when it comes to creating your marketing plan and dont want to leave out something important. Or you might be refining one youve already created.

If youve done a simple Google search for marketing plan samples for inspiration, youve probably found it difficult. So, we thought youd appreciate these 30 examples you can follow.

This post is split into two sections. One with a list of marketing plan samples, and another with 12 exercises to help you write an awesome marketing plan step-by-step.

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With your marketing plan bundle, youll be able to build a complete marketing plan. Plus, youll get everything you need to plan the strategy and tactics youll execute to put your plan into action. It includes:

Marketing Plan Outline Template (Word)

: Document your entire marketing plan using this free outline.

Marketing Strategy Template (Excel)

: Map out every part of your strategy in one place (complements this guide).

Content Marketing Strategy Template (PowerPoint)

: Plan tactics and channels to make your content marketing a success.

Email Marketing Strategy Template (PowerPoint)

: Strategize every piece of your email plan before sending your next campaign.

Social Media Strategy Template (PowerPoint)

: Manage every channel and achieve success with a clear social media roadmap.

: Figure out who youre marketing to in the first place.

What best describes you?BloggerSolopreneurAgencyMarketing TeamEnterprise

How many folks are on your team?Flyin Solo2-56-1010-2525

What is your main focus?To establish my personal brand with blog + social media promotionTo grow my business with effective inbound marketing strategiesTo build a strategic marketing roadmap for my team (+ prove the ROI of our efforts)To drive sales for my clients with kick-ass social promotion

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Youll learn tons of tips, ideas, and exercises to create your own marketing plan throughout this blog post. Some of these marketing samples are hypothetical and some are from real companies. Others are just marketing samples. Here are 21 great examples:

Sample Marketing Plan- Houghton Mifflin Company

Marketing Plan Template- Kansas State University

The Marketing Plan- Massachusetts Small Business Development Center Network

Small Business Marketing Plan Template- ProfitWorks

Marketing Strategy Template- David Meerman Scott

One-Page Content Marketing Plan- UncommonlySocial

Marketing Plan Template- Marketer Gizmo

Nonprofit Marketing Plan Template- Nancy And Kivi

Developing A Marketing Plan Example- Agricultural Extension Service at the University of Tennessee

Marketing Plan Template- The Business Victoria

How to Create a Marketing Strategy That Will Skyrocket Your Results By 9,360%- CoSchedule

Marketing Plan Template- Vital Design

Great Marketing Plan Template- Marketing Donut

Marketing Plan Outline- University of Wisconsin Oshkosh Small Business Development Center

Content Marketing Strategy Template- Buffer

Your Marketing Plan Template- Nishnawbe Aski Development Fund

Digital Marketing Plan Example- Smart Insights

Examples of Marketing Strategies for Small Businesses- ThriveHive

Multi-channel Marketing on a $2,000 Budget: A Sample Plan- BusinessTown

5 Brilliant Marketing Strategy Examples From Dominant Brands- LinkDex

How to Build a Go-To Market Plan- Chief Outsiders

A Sample Internet Marketing Plan- NerdyMind

Simplify Your Content Marketing Strategy With a One-Page Plan- Content Marketing Institute

What Does a Marketing Plan Look Like?

At their most basic, theyre straight-forward planning docs that are usually formatted in Word. Heres an example for a quick look:

The following twelve exercises will show you how to build each piece of your marketing plan. They are based on just some of the examples linked above.

Write an Executive Summary (Includes Template)

Establish Content Standards of Performance

Connect Your Message to Your Target Market

The 4 Ps and Your Go-to-Market Strategy

Exercise 1: Table Of Contents With Numbered Pages To Easily Navigate Through The Plan

Documented marketing plans can end up being lengthy, so having atable of contentswill help you and others find their way around your plan.

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At a glance, these are the things that are typically included:

And a few cool things that you might want to include in your marketing plan to spruce it up:

You can go into as much detail as youd like with your table of contents. Here is a great example, of a detailed table of contents by thePalo Alto Software:

The executive summary provides a high-leveloverview of your marketing objectives.

Leave a spot at the beginning of your marketing plan for your executive summary. (Or make things easier, by downloading the complementary marketing plan template in this post.)

Ask yourself these questions as you work on your executive summary:

What types of customers are you targeting?

What patents or products will you market specifically?

What unique partnerships will you leverage to succeed?

How is your marketing plan special?

Why now? is one of the most important questions youll need to answer mainly because it makes your project timely. Make it urgent.

Heres an executive summary template to get you started:

[OUR COMPANY] offers [PRODUCT] to [TARGET CUSTOMER BASE] to help them [ACHIEVE GOAL]. Some of our leading product lines include [PRODUCT], [PRODUCT], and [PRODUCT]. Thanks to our unique position in the marketplace, were able to easily leverage relationships with [PARTNER] and [PARTNER] to reach our customers.

This marketing plan differentiates our strategy in the marketplace by focusing on [ACTIONABLE TACTICS].

By following this plan, [OUR COMPANY] will stand out amongst our competition by better addressing our customers core concerns with more creativity and more targeted messaging. By clearly communicating how [PRODUCT] solves [PROBLEM] for [CUSTOMER], [OUR COMPANY] aims to achieve greater success for our organization and [CORE AUDIENCE] alike.

With the release of [NEW PRODUCT/FEATURE] and [DISRUPTIVE TREND FOR YOUR AUDIENCE], now is the time to pivot our strategy toward our best customers most pressing problems.

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Having a mission statement will remind you and your team of what is important. In order to do any of these marketing plan exercises, youll have to ask yourself a ton of questions. You might have already noticed that.

What value does your blog or company bring to the table?

Bring some value to your company and marketing plan by creating a mission statement.

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Its also super important that you state your companys goals (financial and non-financial) so you know where you are headed and how much you can afford for certain things. Blue Sky also provided a great example of their goals.

How much do you have to generate from your marketing efforts?

What are some of the things youd like to do?

How many sales do you need to reach those goals?

State your companys goals (financial and non-financial) so you know where you are headed.

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Writing your goals is one of the first steps to reaching them. First off, youve probably seen blog posts on SMART goals many times before, but they are really good to mention again.

pecific: Is your goal clearly defined?

easurable: Can you track your goal?

spirational: Reach for the stars. Push yourself.

ealistic: Are your goals realistic?

imely: When do you want to reach your goals? And what do you have to do to reach your goals and deadlines?

Now write your goals and add them to your marketing plan.

When writing your marketing plan, its important to know what your standards of performance are so you can continue bringing in bigger results or change up your current process to improve your content.

To figure out your standards of performance,make a list of your latest content.

Once youve entered your data into each field, ask yourself:

What are the characteristics of my top-performing content according to my companys goals?

For example, there are four pillars that we make sure to implement in all CoSchedule content:

well-chosen (for search volume and difficulty) and optimized throughout the post to help me get long-term traffic?

something my readers would want to learn more about?

to share unique and better information than any other source on the Internet?

Did the post turn the research into

Grade each piece of content against your standards of performance with a scale from 1 to 3. A score of 3 means its awesome and 1 is not so good.

For more information on figuring out your standards of performance, check out our post onrocking your data-driven content calendar template.

Remind your company about what they do well, and show them how you plan to stand up against rivals.

If you dont know what your company does well, find out by meeting with your team and discussing it.

Ask yourself unique questions to get yourself thinking about your core competencies in a different light, rather than just wondering what you and your company do well.David Meerman Scott has a great exampleof this.

Get out an Excel spreadsheet and type out the answers to these questions:

What makes you and your company remarkable?

What proof do we have that you are the best?

Instead Of Planning Another Meeting You Could Also Send Your Team A Google Form

Pick out the kind of Google Form youd like to send.

Once you click there, it will open to something like this depending on which one you chose:

You will be asked to give the Google Form a title and a description.Add your first question and press on the gray bar to the right of the question to change up the type of questions you want to ask.

Pick paragraph to let your team write as much as theyd like.

Click on the plus sign to add another question. You can also add pictures or videos here.

Once you are done you can send an email to your team members with the Google Form link. But, before sending the email make sure you read and include the questions from Exercise 7.

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Its important to have your strengths, weaknesses, opportunities, and threats at a glance. Then you can see what you need to improve.

When you meet, discuss these questions as a team:

Strength (internal):What are your company and/or products strengths?

Weaknesses(internal):How about your company and/or products weaknesses?

Opportunities(external):What opportunities do you/we have?

Threats(external):What are your/our threats? Who are you/we competing against?

On a few of the different marketing plans Ive seen, they put their SWOT quadrant into their appendix section. To see an example, scroll to extra tip 1.

When you write your SWOT analysis in your marketing plan, go in depth in each of the categories.

These are the things you should include in your SWOT analysis:

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Youll need to take a look at your Google Analytics tofigure out your target market.

Youll want to find the answers to these questions:

First off, its super important to know who is currently following you. Read on to find out who your current audience is.

Click intoGoogle Analytics. On the left side, youll seeAudience. Click on it and scroll down to clickDemographicsandOverview.

For more in-depth information on each of the demographics, you can clickAgeandGender.

If you click on theAgetab underneath demographics, youll see a more in-depth graph.

Hover over one of the blue dots to see how many sessions you had and how old each of those people were.

If you click on the Interests tab on the left side, youll be brought to this page, which will show you their interests.

In that same audience section, of Google Analytics, you can click on overview and then youll see a button underneath demographics that gives you a choice to look at which countries people are tuning in from. Then youll know their location.

After you know your current audience, its important to take a look at who youd like your target audience to be. Heres how:

Ask yourself these questions to figure out who your target audience is:

What are their pain points? (Keep in mind the audience that you want to attract.)

What problem does your company/blog/product solve for them?

What will your customers gain from your company/blog/product?

Theres so much more on finding your target audience, that we havent covered yet. It would take a whole post to discuss that.

Fortunately, youre in luck. We have a post on thathere.

Take the information you found in the target audience exercise and ask yourself these questions to figure out who your audience persona is.

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An awesome persona answers these questions:

Its easy to forget to ask questions that will really open up the psyche of your persona so you can really pull the emotion into your content and business. Emotion sells.

Go in deep when you are figuring out who your user persona is. Then go online to find a picture of them.

Recommended Reading:3 Hidden Google Analytics Reports To Help You Understand Your Audience

In order to do marketing efficiently, you need to keep the four Ps of marketing in mind: product, place, price, and promotion.

Set your user persona and target audience next to you when you fill out these questions:

What is it that our audience wants?

What makes it special and different? (Why should your audience care?)

Where Should You Sell Your Product? (Place)

Are you selling it in a physical store or on E-commerce?

How Much Should You Sell It For? (Price)

Is it a good value for what your audience would be getting?

How does the price compare with your competitors and others in the market?

How Are You Going To Promote It? (Promotion)

Where are you going to promote your content/product?

How are you getting it in front of people?

Will you do ads? And if so where will you do them?

Heres a helpful video that is thorough and simple:

To illustrate the whole idea a little better for you lets imagine youre selling some rad shoes with wings that youve created.

What is it that your audience wants?

Awesome shoes that will fly you all over. You know, like the shoes that had wings on them in Greek Mythology? Yes, just like Hermes and his flying shoes.

Itll cut down on gas prices and also encourage people to get out more.

What makes it special and different?

Well, they sorta have wings. Id say that definitely makes them different.

Is it a good value for what your audience would be getting?

Id probably charge a lot of money for these shoes because they are definitely a great value for flying shoes. I mean, where else can you find such awesome shoes with wings?

How does the price compare with your competitors and others in the market?

Well, I dont have any competitors, so Id say the price sets the mark for this product.

Where are you going to promote your content/product?

On my website, in shoe stores, and also introduce them to the athletes who perform in the Olympics. Who knows, maybe a new sport will be created because of these shoes.

How are you getting it in front of people?

Id send a pair to influencers, artists, and sport stars. Id also do an awesome job with my branding. The shoe box would be super cool. Shoelaces would be different colors and even some sparkly tissue paper instead of the newspaper colored tissue paper you usually see stuck in the shoes at department stores. My aim would be to make everyone feel like flying superstars.

Will you do ads? And if so, where will you do them?

I dont think Id need to do much advertising once it got out there because I think shoes that allowed you to fly would pretty much sell themselves.

So even though I used a mythological product idea in this example, you get the point. But, man, Id love to have a pair of those shoes.

Create your 4 Ps for your product and make it jump off the page at your audience.

What will be your ongoing marketing plan? What do you want to do? And where do you want to do it? In order to plan your future marketing, you have to know these things.

Set up an ongoing marketing plan for the year. What things will need to be done. I found this great sample example from theAgricultural Development Center at the University of Tennessee. Its so easy to see it all at a glance. Youll know exactly what goals youll need to hit monthly.

You need to estimate how much your marketing projects are going to be. Youll be able to put together a budget to keep everyone on track over the course of the year.

Marketing costs and needs vary quite a bit. There is no easy way to figure out what your marketing budget should be. But starting with your needs and wants is a great place to start.

Whats important is that you know what your needs and wants are. Answer these questions:

Next to the needs and wants, write down how much its going to cost. After doing that for all of your needs, you can start to see how much you can budget for your wants.

Scroll down for a great example of what you could include in your appendix that has to do with budgeting and your financial goals.

What if a full documented marketing plan feels excessive for your needs? If thats the case for you, try paring it down to the bare essentials. You might even be able to squeeze it down to just one page with the most important information you need to guide your strategy.

In this example, we have a one-page sheet you can glance at to see the most important information from your marketing plan. You might consider following a similar template:

Since you have a ton of marketing plan samplesand also the awesome marketing plan downloadyoure set to be a rock star in the marketing realm.

Just make sure you wear your shoes with the wings.

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This post was originally published on August 15, 2016. It was updated with new information on May 28, 2018.

Devin Joubert (Pronounced: Yo Bear!!) is a Content Marketer. She loves writing, blogging, seeing the world, and finding the magic in everyday life. Follow heradventures hereandhere!

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