Marketing Plan Template Free Download PDF

Company Name
Marketing Plan
For Quarters
Q1 2023 & Q2 2023
Table Of Contents
Table Of Contents 1
Executive Summary 3
Business Summary 3
Marketing Team & Management 3
Initiatives Overview 3
Financial Considerations 3
Mission Statement 4
Marketing Goals 4
Marketing Key Performance Indicators (KPIs) 4
Target Audience 5
Audience Personas 5
Audience Persona #1 Name 6
Audience Persona #2 Name 7
Situational Analysis 8
Competitor Name #1 8
Competitor Name #2 9
Core Competencies 9
Company Strengths 10
Marketing Team Strengths 10
Unique Value 10
Proof 10
SWOT Analysis 11
Marketing Mix 11
Product 11
Price 11
Place 12
Promotion 12
Packaging 12
Positioning 12
People 12
Pricing Strategy 13
1
Marketing Initiatives 13
Marketing Channels 14
Channel #1 14
Channel #2 14
Channel #3 14
Channel #4 14
Channel #5 15
Channel #6 15
Channel #7 15
Channel #8 15
Channel #9 15
Channel #10 15
Marketing Responsibilities 15
Marketing Technology 16
Editorial Calendar 17
Marketing Budget 17
2
Executive Summary
CoSchedule Tip: An executive summary is the highest level overview of your marketing plan.
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est laborum.
Business Summary
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Marketing Team & Management

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Initiatives Overview
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Financial Considerations
3
Mission Statement
CoSchedule Tip: A mission statement explains what benefits your organization provides through
your product or service.
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Marketing Goals
CoSchedule Tip: Marketing goals are specific, measurable, aspirational, realistic, and time-bound
that serve as the “north star” for all marketing efforts.
Marketing Goal Name Marketing Goal Description
Marketing Goal #1
Marketing Goal #2
Marketing Goal #3
Marketing Key Performance Indicators (KPIs)

CoSchedule Tip: A marketing metric is a quantifiable variable that can be measured to track
performance. It may be helpful to choose lead indicators that are likely to result in meeting goals.
Marketing KPI Name Marketing KPI Description
Marketing KPI #1
Marketing KPI #2
Marketing KPI #3
4
Target Audience
CoSchedule Tip: Your target audience is the ideal customer you want to attract to your product or
service through your marketing efforts.
Target Audience Traits Target Audience Description
Target Market
Industry
Title
Buying Authority
Buying Triggers
Challenges
Pain Points
Attitude
Opinions
Behavior
Interests
Location
Language
Age
Gender
Audience Personas
CoSchedule Tip: An audience persona presents audience data as an example customer. It helps
you visualize who you’ll market to.
5
Audience Persona #1 Name
Persona Profile #1 Persona Descriptions
Name
Job Title
Income Level
Personality
Values
Family Life
Challenges
Needs
Buying Behaviors
Age
Gender
6
Audience Persona #2 Name
Persona Profile #2 Persona Descriptions
Name
Job Title
Income Level
Personality
Values
Family Life
Challenges
Needs
Buying Behaviors
Age
Gender
7
Situational Analysis
CoSchedule Tip: Your situational analysis will help you understand your marketing situation at a
glance.
Competitor Name #1
Competitor Profile Competitor Descriptions
Competitor Name
Competitor Tagline
Competitor Positioning
Competitor Stats
Competitor Marketing Tactics
Competitor Pricing Strategies
Competitor Product #1 Product Information
Product Name
Product Price
Product Positioning
Product Marketing
Product Name
Product Price
Product Positioning
Product Marketing
8
Competitor Name #2
Competitor Profile Competitor Descriptions
Competitor Name
Competitor Tagline
Competitor Positioning
Competitor Stats
Competitor Marketing Tactics
Competitor Pricing Strategies
Product Name
Product Price
Product Positioning
Product Marketing
Product Name
Product Price
Product Positioning
Product Marketing
Core Competencies
CoSchedule Tip: Your company’s core competencies are what it does better in marketing than
anyone else.
9
Company Strengths
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ut labore et dolore magna aliqua.
Marketing Team Strengths

Unique Value
Proof
10
SWOT Analysis
CoSchedule Tip: A SWOT analysis examines these traits of your company to understand your
place in the competition.
Helpful Harmful
Internal Strengths Weaknesses
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External Opportunities Threats
Marketing Mix
CoSchedule Tip: The seven Ps — product, price, place, promotion, packaging, positioning, and
people — will help you center your marketing around your product and audience.
Product
CoSchedule Tip: Product is the first P in the marketing mix and is defined as physical goods or
services sold to make a profit for the business.
Price
CoSchedule Tip: Price is the second P in the marketing mix, referring to how much the business
charges for its good or service.
11
Place
CoSchedule Tip: Place is the third P in the marketing mix. Place determines where the good or
service will be sold based on the target audience’s location or searching for the product.
Promotion
CoSchedule Tip: Promotion is the fourth P in the marketing mix. Once a product is ready for
market, strategies need to be developed to make the public aware and interested.
Packaging
CoSchedule Tip: Packaging is the fifth P in the marketing mix. This refers to the process of
designing wrappers or containers to protect the product for transportation and distribution.
Positioning
CoSchedule Tip: Positioning is the sixth P in the marketing mix. A marketer’s goal with positioning
is to establish the brand’s identity according to what the target audience desires. They want to
influence consumers to perceive their brand or product differently and distinguish themselves
from competitors.
People
CoSchedule Tip: People is the seventh P in the marketing mix. This refers to anyone involved in
the business, whether via sales, product design, management, or any other field that will affect
the business’s success.
12
Pricing Strategy
CoSchedule Tip: Define how pricing relates to your marketing as in economy pricing, skimming
prices, competitive pricing, luxury pricing, and so on.
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Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id
est laborum.
Marketing Initiatives
CoSchedule Tip: Initiatives are key marketing activities the team will focus on to influence the
KPIs and goals set forth in your marketing plan.
Initiative #1 Initiative Information
Initiative Name
Description
Goal
Metrics
Initiative Name
Description
Goal
Metrics
13
Initiative Name
Description
Goal
Metrics
Marketing Channels
CoSchedule Tip: A marketing channel can mean any method or platform that’s used to market a
product or service to consumers.
Channel #1
Channel #2
Channel #3
Channel #4
Channel #5
14
Channel #6
Channel #7
Channel #8
Marketing Responsibilities
CoSchedule Tip: As a team (including cross-functional roles), define who is responsible for
specific actions throughout the marketing supply chain as you execute initiatives so you may hold
one another accountable.
Responsibility Person/Role Accountable
Ideation
Strategy
Writing
Design
Publishing
Automation
Measurement
Communication
Iteration
15
Marketing Technology
CoSchedule Tip: Define the software, tools, and resources you will use to plan, execute, monitor,
and control your marketing plan.
Technology Your Tool
Customer Relationship Management (CRM)
Website
Blog
Email
Social Media
Search Engine Optimization (SEO)
Analytics
Testing
Knowledge Sharing
Communication
Work Management
Editorial Calendar
Editorial Calendar
CoSchedule Tip: A marketing calendar is a tool for planning and organizing your marketing
projects in one place. Start free with Marketing Calendar by CoSchedule.
16
Marketing Budget
CoSchedule Tip: Your marketing budget is the planned amount of money you’ll spend to make
your marketing goal a reality.
Expense Type Cost
Outsourcing/Agencies
Partnerships
Paid Promotions
Events
Total Expenses
17

Marketing Plan Template Free Download PDF

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Company Name

Marketing Key Performance Indicators (KPIs) 4

Marketing Team & Management

Marketing Goal Name Marketing Goal Description

Marketing Key Performance Indicators (KPIs)

Marketing KPI Name Marketing KPI Description

Target Audience Traits Target Audience Description

Persona Profile #1 Persona Descriptions

Persona Profile #2 Persona Descriptions

Competitor Marketing Tactics

Competitor Pricing Strategies

Competitor Product #1 Product Information

Competitor Product #2 Product Information

Competitor Marketing Tactics

Competitor Pricing Strategies

Competitor Product #1 Product Information

Competitor Product #2 Product Information

Marketing Team Strengths

Internal Strengths Weaknesses

External Opportunities Threats

Initiative #1 Initiative Information

Initiative #3 Initiative Information

Responsibility Person/Role Accountable

Technology Your Tool

Customer Relationship Management (CRM)

Search Engine Optimization (SEO)

Expense Type Cost

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