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How To Write A Marketing Plan Everyone Can Follow

Credit from the book Beloved Brand

We believe a good marketing plan helps make decisions to deploy the resources and provide a roadmap for everyone who works on the brand. You will learn how to write each component of the marketing plan, looking at brand vision, purpose, values, goals, key Issues, strategies, and tactics. We provide marketing plan definitions and marketing plan examples to inspire you for how to write each component. Our marketing plan workshop allows marketers to try each concept on their brand. We provide hands-on coaching and feedback to challenge their plans.

We offer unique formats for a marketing-plan-on-a-page and long-range strategic roadmaps. And then, we show how to build marketing execution plans. We look at a marketing communications plan, innovation plan, sales plan, and experiential plan. Your marketing plan will help give the strategic direction to everyone in your organization.

Marketing Plan process to follow

The annual marketing plan

The analysis section lays out the summary from the deep-dive business review. Provide an overview of the top three points, which envelop what is driving your brand’s growth, what is inhibiting your brand’s growth, which threats could hurt your brand and what opportunities your brand faces.

The key issues and strategies section focuses on the top three issues getting in the way of achieving your vision, which you should put in question format. And the strategic solutions are the answers that match up to each of those questions. Set goals to measure your brand’s performance against each strategy.The marketing execution section maps out the specific plans for each of the chosen execution areas that line up to most essential consumer touchpoints.

Marketing Plan template

I first came up with this “plan-on a page” marketing plan template when I led a team with 15 brands. It helped me see the big picture quickly, rather than having to hunt through a big thick binder. Also, the sales team appreciated the ability to see the entire plan on one page quickly. Most salespeople also had 15 brands to manage with each of their customers. Everyone who works on the brand should receive the one-page marketing plan. And they should keep it close by to steer their day-to-day decisions.

Marketing Plan Definitions


The vision should answer the question, “Where could we be?” Put a stake in the ground that describes an ideal state for your future. It should be able to last for five to 10 years. The vision gives everyone clear direction. Write in a way that scares you a little and excites you a lot.

Brand purpose:

The purpose has to answer the question, “Why does your brand exist?” It’s the underlying personal motivation for why you do what you do. The purpose is a powerful way to connect with employees and consumers, giving your brand a soul.


The values you choose should answer, “What do you stand for?” Your values should guide you and shape the organization’s standards, beliefs, behaviors, expectations, and motivations. A brand must consistently deliver each value.


Your goals should answer, “What will you achieve?” The specific measures can include consumer behavioral changes, metrics of crucial programs, in-market performance targets, financial results, or milestones on the pathway to the vision. You can use these goals to set up a brand dashboard or scoreboard.

Situation analysis:

Use your deep-dive business review to answer, “Where are we?” Your analysis must summarize the drivers and inhibitors currently facing the brand, and the future threats and untapped opportunities.

Key issues:

The key issues answer the question, “Why are we here?” Look at what is getting in your way of achieving your brand vision. Ask the issues as questions, to set up the challenges to the strategies as the answer to each issue.


Your strategy decisions must answer, “How can we get there?” Your choices depend on market opportunities you see with consumers, competitors, or situations. Strategies must provide clear marching orders that define the strategic program you are investing in, the focused opportunity, the desired market impact and the payback in a performance result that benefits the branded business.


The tactics answer, “What do we need to do?” Framed entirely by strategy, tactics turn into action plans with clear marching orders to your teams. Decide on which activities to invest in to stay on track with your vision while delivering the highest ROI and the highest ROE for your branded business.

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This book is about format development, advanced marketing mix modeling, highly granular geo marketing, digital media, and fact-based promotion management.

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