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Sample Outline: Marketing Plan

Your first attempt at developing a strategic marketing plan can appear to be a daunting task. It requires a lot of thinking, communication, colloboration, time and effort. The good news is that once you’ve established the plan structure and measurements for evaluating results, the process becomes easier year after year and your plan grows more comprehensive and useful.

A marketing plan truly is an ever-evolving document and your first is typically the worst. If you’re starting from scratch, develop as much of the plan as possible now and include initiatives in the next 12 months that will help you refine the planning process next year.

Here’s an easy way to organize the table of contents in your marketing plan:

I.	EXECUTIVE SUMMARY
	A.	Introduction
	B.	Overview of Situation Analysis
	C.	Overview of Products and Services
	D.	Summary of Objectives
	E.	Overview of Positioning and Key Strategies
	F.	Summary of Resource Requirements

II.	SITUATION ANALYSIS
	A.	Market Environment
		1.	Market Profile
		2.	Market Universe, Market Share and Growth, Supply and Demand
		3.	Market Dynamics and Trends
		4.	Competition and Pricing
	B.	Association Environment
		1.	Customer Profile
		2.	SWOT Analysis
		3.	Product and Service Information
			a.	Description
			b.	Features, Advantages, Benefits
			c.	Pricing, Sales, and Revenue Trends

III.	FORECASTS
	A.	Summary of Key Issues
	B.	Market Forecasts
	C.	Sales Forecasts

IV.	OBJECTIVES
	A.	Business Objectives
	B.	Marketing Objectives

V.	POSITIONING

VI.	STRATEGIES AND TACTICS

VII.	RESOURCE REQUIREMENTS
	A.	Staffing
	B.	Timing
	C.	Information Needs
	D.	Budget

VIII.	CONTROLS AND MEASUREMENTS

For information about our marketing plans and assessments for associations and other nonprofit organizations, contact Cindy Robinson at cr@gunnmarketingpartners.com

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John Gunn Marketing Partners, LLC
Arlington, Virginia
Phone: (703) 299-0774
info@GunnMarketingPartners.com