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1. What is Primary and Secondary data?

2. List sources of Primary Data

3. What is the difference between Qualitative and Quantitative data?

4. List of types of Primary Qualitative and Quantitative data

5. List sources of Secondary Data

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Your company has an upcoming event in your local area to promote your product/services alongside similar companies. 

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Your company has an upcoming event in your local area to promote your product/services alongside similar companies. 

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You have been given a budget of £2000 to get a stand built for this event.

Using the 9 evaluation methods, compare three potential suppliers - local / national. Add any screenshots of the stands they are offering / styles / anything else you find useful in your research. Create a slide deck presentation.

Cost evaluation, quality of service, social media presence, experience and expertise, scalability, technology, financial stability, cultural fit, reviews.

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Create your own marketing strategy using the TOPPPSEED framework

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Create your own marketing strategy using the TOPPPSEED framework

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Target Markets - wide net? Target smaller group?

Objectives - does your strategy help achieve the mission and vision?

Positioning - How do you want to be perceived in the minds of your target customers?

Processes - Automation? Training?

Partnership - what kind of partners?

Sequence - AIDA? (awareness, interest, desire, action)? RACE? (reach, act, convert, engage)

customer aquisition? retention?

Experience - what customer experience you promising?

Engagement - how are you assessing engagement?

Data - how are you monitoring data?

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Using the budget methods below, research the following - for each a definition, factors influencing choice, typical industries and typical size of company

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Using the budget methods below, research the following - for each a definition, factors influencing choice, typical industries and typical size of company

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% of Sales

Objective & Task

Competitive Parity

Zero Based Budgeting

Incremental Budgeting

https://www.perplexity.ai/

https://chatgpt.com/

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Apply the PESTEL analysis to your company

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Apply the PESTEL analysis to your company

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•Political

•Economic

•Societal forces

•Technology

•Legal

•Environment

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Create a survey on the customer experience of your company website

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Create a survey on the customer experience of your company website

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The survey is aimed at getting feedback on your company website. 5 questions only.

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For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you've suggested.

Now, your boss wants you to write and present a content marketing plan, but you've never done something like that before. You don't even know where to start.

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign's mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you'll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started.

To learn more about how to create your marketing plan, keep reading or jump to the section you're looking for:

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies: a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business's main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For example, if your business's mission is "to make booking travel a delightful experience," your marketing mission might be "to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform."

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission's progress. To do so, you need to decide on your key performance indicators (KPIs).

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is "to attract an audience of travelers," we might track website visits using organic page views. In this case, "organic page views" is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.

Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section, I like to stipulate:

Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.

How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.

The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.

The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.

Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with this kit of 8 free marketing budget templates.

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of ten free competitive analysis templates.

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who's doing what. I don't like to delve too deeply into my employees' day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it's time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That's why there are many helpful resources that can support your first steps. We'll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Types of Marketing Plans

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

Executive Summary

Target Customers

Unique Selling Proposition

Pricing & Positioning Strategy

Distribution Plan

Your Offers

Marketing Materials

Promotions Strategy

Online Marketing Strategy

Conversion Strategy

Joint Ventures & Partnerships

Referral Strategy

Strategy for Increasing Transaction Prices

Retention Strategy

Financial Projections

Best For

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall's content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you'll learn how he:

Applied his business objectives to decide which marketing metrics to track.

Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.

Created buyer personas to figure out which channels his audience would prefer to consume his content.

Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.

Calculated how much earned and paid media could cut down the amount of content he had to create and post.

Designed his process and workflow, built his team, and assigned members to tasks.

Analyzed content performance metrics to refine his overall content strategy.

Best For

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

At HubSpot, we've built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we've learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

In this comprehensive guide for modern marketers, you'll learn:

What exactly content marketing is.

Why your business needs a content marketing strategy.

Who should lead your content marketing efforts?

How to structure your content marketing team based on your company's size.

How to hire the right people for each role on your team.

What marketing tools and technology you'll need to succeed.

What type of content your team should create, and which employees should be responsible for creating them.

The importance of distributing your content through search engines, social media, email, and paid ads.

And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

Best For

This is a fantastic resource for content teams of any size - whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you'll implement to promote a new product. And if you're searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product:

After reading this plan, you'll learn how to:

Validate a product

Write strategic objectives

Identify your market

Compile a competitive landscape

Create a value proposition for a new product

Consider sales and service in your marketing plan

Best For

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour's Growth Marketing Plan Template:

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

Best For

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

In my opinion, this marketing plan is a masterclass for companies in the tourism industry. It's a comprehensive game plan that covers key strategies for events, tourism programs, meetings, and conventions.

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry

The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand

Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

Colleges have a broad target audience, including prospective students, international students, parents, alumni, faculty, and staff. This marketing plan does an effective job of outlining strategies for each group as they move through different stages in the funnel.

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors - thus entering the consideration stage - the emails will focus more on the college application process and other exploratory content.

Why This Marketing Plan Works

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization's strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

Why This Marketing Plan Works

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals, deadlines, action steps, long-term objectives, target audiences, core marketing messages, and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization's strategic direction for its upcoming marketing efforts.

Why This Marketing Plan Works

Wright County Economic Development's plan drew our attention because of its simplicity, making it good inspiration for those who'd like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who'd like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative - which is critical information to include for upper-level managers and other stakeholders.

Why This Marketing Plan Works

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county's cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That's a critical piece of information to include for those who might not know. If you're addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

Why This Marketing Plan Works

Uses quality design and images to support the goals and priorities in the text

Separate pages for each big idea or new strategy

Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals

Defines strategies and tactics for each channel for easy skimming

Cabarrus County's convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county's target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau's staff members, so that it's easy for stakeholders to contact the appropriate person for a specific query.

Why This Marketing Plan Works

Visit Billing's comprehensive marketing plan is like Cabarrus County's in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization's prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets - a good move to imitate if your primary audience would not need this information highlighted at the forefront.

Why This Marketing Plan Works

Marketing Plan FAQs

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

Strategies

Objectives

Target audience

Tactics

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

Featured resource: Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

Clear analysis of the target market

A detailed description of the product or service

Competitive analysis

Strategic marketing mix details (such as product, price, place, promotion)

Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource: Value Proposition Templates

What are the most important parts of a marketing plan?

When you're planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It's literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

Marketing goals

Executive summary

Target market analysis

Competitive analysis

Marketing strategies

Tactics

Budget

Metrics

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you're stuck or want to make sure you've included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

Who is my target audience?

What are their needs, motivations, and pain points?

How does our product or service solve their problems?

How will I reach and engage them?

Who are my competitors? Are they direct or indirect competitors?

What are the unique selling points of my product or service?

What marketing channels are best for the brand?

What is our budget and timeline?

How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource: Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

Business summary

Business initiatives

Target market

Market strategy

Budget

Marketing channels

Marketing technology

Sample Marketing Plan

Let's create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template.

1. Create an overview or primary objective.

2. Determine the KPIs for this mission.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

3. Identify your buyer personas.

Use the following categories to create a target audience for your campaign.

For more useful strategies, consider creating a buyer persona in our Make My Persona tool.

4. Describe your content initiatives and strategies.

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.
Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience's valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.
Then, determine any omissions.

5. Define your marketing budget.
We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform]. The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.
6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

Which platforms do they use the most?

How does their branding differentiate?

How do they talk to their audiences?

What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.
Our content pillars will be: [X, Y, Z].

Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

This marketing plan won't be focusing on the following areas of improvement: [A, B, C].

Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.
Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.
Marketing will manage the content plan, implementation, and community interaction to reach the KPIs. Sales will follow the line of the marketing work while creating and implementing an outreach strategy. Customer Service will nurture clients' relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

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What is a Marketing Plan & How to Write One [+Examples]

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Learn how to write the perfect marketing plan, and check out real examples that are rooted in data and produce real results for their business.

# data[].attributes.body
At the end of the training you will be able to:

•Understand what a marketing plan is

•Understand the Ansoff’s Matrix and it’s purpose

•Understand the different types of marketing plans

•Be able to conduct a thorough marketing plan using SOSTAC

•Identify different types of competitors and be able to conduct a comprehensive competitor analysis using a variety of tools

•Be able to conduct an environment scan using multiple tools

•Understand budget-setting methods

•Understand different market research methods

•Understand how to create marketing briefs

•Evaluate potential marketing suppliers

# data[].attributes.headline
List who is your company's microenvironment and how they impact your business. 

# data[].attributes.subject
List who is your company's microenvironment and how they impact your business. 

# data[].attributes.body
•Suppliers (kinds of suppliers)

•Intermediaries

•Competitors (done previously)

•Publics

•Customers (kinds of customers)

# data[].attributes.headline
Analyse the internal elements of your company

# data[].attributes.subject
Analyse the internal elements of your company

# data[].attributes.body
•Resources

•System and processes

•Skills/people

# data[].attributes.headline
Conduct an analysis of your competitors for their marketing activities

# data[].attributes.subject
Conduct an analysis of your competitors for their marketing activities

# data[].attributes.body
Name, social channels, followers, how often do they post? What is their main content type? Do they post ads?

https://www.socialinsider.io/

https://adstransparency.google.com/

https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=GB&is_targeted_country=false&media_type=all

https://library.tiktok.com/ads?region=GB&start_time=1664578800000&end_time=1721304769890&adv_name=&adv_biz_ids=&query_type=&sort_type=last_shown_date,desc

# data[].attributes.body
•What is the best benefit of your product from your customer’s view?

•How is your product/service completely unique?

•Why would a customer buy from you and not your competition?

•When will the customer be better off buying from someone else?

# data[].attributes.headline
Complete the website analysis for your competitors

# data[].attributes.subject
Complete the website analysis for your competitors

# data[].attributes.body
Name, Domain strength, Speed test, Content, reviews from other sites, google review, keywords they rank for

https://websiteseochecker.com

https://pagespeed.web.dev/

https://app.wincher.com

# data[].attributes.headline
Create a positioning map of your company and competitors

# data[].attributes.subject
Create a positioning map of your company and competitors

# data[].attributes.headline
Profile your competitors   3-5 from Task 1 

# data[].attributes.subject
Profile your competitors   3-5 from Task 1 

# data[].attributes.body
Name of competitor

•Background

•Product range

•Target market

•Pricing strategy

•Marketing strategy

•Distribution Strategy

•USP - unique selling point - what makes them better or stand out more from the competition.

# data[].attributes.body
Post your company name and the following -

Name of competitors (3-5) / type / how they are a competitor

Screenshots of Google map entries of top competitors

# data[].attributes.attachment_link.readable_text
For a while now, you've been spearheading your organization's content marketing efforts, and your team's performance has convinced management to adopt the content marketing strategies you've suggested.

Now, your boss wants you to write and present a content marketing plan, but you've never done something like that before. You don't even know where to start.

Fortunately, we've curated the best content marketing plans to help you write a concrete plan that's rooted in data and produces results. But first, we'll discuss what a marketing plan is and how some of the best marketing plans include strategies that serve their respective businesses.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Writing a marketing plan will help you think of each campaign's mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you'll have an easier time staying on track with a campaign. You'll also discover what works and what doesn't. Thus, measuring the success of your strategy.

Looking to develop a marketing plan for your business? Click here to download HubSpot's free Marketing Plan Template to get started.

To learn more about how to create your marketing plan, keep reading or jump to the section you're looking for:

If you're pressed for time or resources, you might not be thinking about a marketing plan. However, a marketing plan is an important part of your business plan.

Marketing Plan vs. Business Plan

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

I like to think of a marketing plan as a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals.

Keep in mind that there's a difference between a marketing plan and a marketing strategy.

Marketing Strategy vs. Marketing Plan

A marketing strategy describes how a business will accomplish a particular goal or mission. This includes which campaigns, content, channels, and marketing software they'll use to execute that mission and track its success.

For example, while a greater plan or department might handle social media marketing, you might consider your work on Facebook as an individual marketing strategy.

A marketing plan contains one or more marketing strategies. It's the framework from which all of your marketing strategies are created and helps you connect each strategy back to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired signups.

The department decides to launch a blog dedicated to this industry, a new YouTube video series to establish expertise, and an account on Twitter to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, the business's marketing plan is dedicated to introducing a new software product to the marketplace and driving signups for that product. The business will execute that plan with three marketing strategies: a new industry blog, a YouTube video series, and a Twitter account.

Of course, the business might consider these three things as one giant marketing strategy, each with its specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

Learn what they are below.

1. State your business's mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve your business's main mission statement.

From my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For example, if your business's mission is "to make booking travel a delightful experience," your marketing mission might be "to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform."

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission's progress. To do so, you need to decide on your key performance indicators (KPIs).

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is "to attract an audience of travelers," we might track website visits using organic page views. In this case, "organic page views" is one KPI, and we can see our number of page views grow over time.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title. Each buyer persona should directly reflect your business's current and potential customers. So, all business leaders must agree on your buyer personas.

Create your buyer personas with this free guide and set of buyer persona templates.

4. Describe your content initiatives and strategies.

Here's where you'll include the main points of your marketing and content strategy. Because there's a laundry list of content types and channels available to you today, you must choose wisely and explain how you'll use your content and channels in this section of your marketing plan.

When I write this section, I like to stipulate:

Which types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.

How much of it I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.

The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.

The channels on which I'll distribute my content. Popular channels include Facebook, Twitter, LinkedIn, YouTube, Pinterest, and Instagram.

Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren't serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with this kit of 8 free marketing budget templates.

7. Identify your competition.

Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one.

Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of ten free competitive analysis templates.

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it's time to explain who's doing what. I don't like to delve too deeply into my employees' day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it's time to get to work. Starting a plan from scratch can be overwhelming if you haven't done it before. That's why there are many helpful resources that can support your first steps. We'll share some of the best guides and templates that can help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started using this free template.

Types of Marketing Plans

Depending on the company you work with, you might want to create various marketing plans. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

These plans highlight the strategies or campaigns you'll take on in a certain period.

Forbes published a marketing plan template that has amassed almost 4 million views. To help you sculpt a marketing roadmap with true vision, their template will teach you how to fill out the 15 key sections of a marketing plan, which are:

Executive Summary

Target Customers

Unique Selling Proposition

Pricing & Positioning Strategy

Distribution Plan

Your Offers

Marketing Materials

Promotions Strategy

Online Marketing Strategy

Conversion Strategy

Joint Ventures & Partnerships

Referral Strategy

Strategy for Increasing Transaction Prices

Retention Strategy

Financial Projections

Best For

If you're truly lost on where to start with a marketing plan, I highly recommend using this guide to help you define your target audience, figure out how to reach them, and ensure that audience becomes loyal customers.

2. Social Media Marketing Plan

This type of plan highlights the channels, tactics, and campaigns you intend to accomplish specifically on social media. A specific subtype is a paid marketing plan, which highlights paid strategies, such as native advertising, PPC, or paid social media promotions.

Shane Snow's Marketing Plan for His Book Dream Team is a great example of a social media marketing plan:

When Shane Snow started promoting his new book, "Dream Team," he knew he had to leverage a data-driven content strategy framework. So, he chose his favorite one: the content strategy waterfall. The content strategy waterfall is defined by Economic Times as a model used to create a system with a linear and sequential approach.

Snow wrote a blog post about how the waterfall's content strategy helped him launch his new book successfully. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you'll learn how he:

Applied his business objectives to decide which marketing metrics to track.

Used his ultimate business goal of earning $200,000 in sales or 10,000 purchases to estimate the conversion rate of each stage of his funnel.

Created buyer personas to figure out which channels his audience would prefer to consume his content.

Used his average post view on each of his marketing channels to estimate how much content he had to create and how often he had to post on social media.

Calculated how much earned and paid media could cut down the amount of content he had to create and post.

Designed his process and workflow, built his team, and assigned members to tasks.

Analyzed content performance metrics to refine his overall content strategy.

Best For

I use Snow's marketing plan to think more creatively about my content promotion and distribution plan. I like that it's linear and builds on the step before it, creating an air-tight strategy that doesn't leave any details out.

3. Content Marketing Plan

This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product.

HubSpot's Comprehensive Guide for Content Marketing Strategy is a strong example of a content marketing plan:

At HubSpot, we've built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we've learned countless lessons that shaped our current content marketing strategy. So, we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.

In this comprehensive guide for modern marketers, you'll learn:

What exactly content marketing is.

Why your business needs a content marketing strategy.

Who should lead your content marketing efforts?

How to structure your content marketing team based on your company's size.

How to hire the right people for each role on your team.

What marketing tools and technology you'll need to succeed.

What type of content your team should create, and which employees should be responsible for creating them.

The importance of distributing your content through search engines, social media, email, and paid ads.

And finally, the recommended metrics each of your teams should measure and report to optimize your content marketing program.

Best For

This is a fantastic resource for content teams of any size - whether you're a team of one or 100. It includes how to hire and structure a content marketing team, what marketing tools you'll need, what type of content you should create, and even recommends what metrics to track for analyzing campaigns. If you're aiming to establish or boost your online presence, leveraging tools like HubSpot's drag-and-drop website builder can be extremely beneficial. It helps you create a captivating digital footprint that sets the foundation for your content marketing endeavors.

4. New Product Launch Marketing Plan

This will be a roadmap for the strategies and tactics you'll implement to promote a new product. And if you're searching for an example, look no further than Chief Outsiders' Go-To-Market Plan for a New Product:

After reading this plan, you'll learn how to:

Validate a product

Write strategic objectives

Identify your market

Compile a competitive landscape

Create a value proposition for a new product

Consider sales and service in your marketing plan

Best For

If you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they target one product versus its entire marketing strategy.

5. Growth Marketing Plan

Growth marketing plans use experimentation and data to drive results, like we see in Venture Harbour's Growth Marketing Plan Template:

Venture Harbour's growth marketing plan is a data-driven and experiment-led alternative to the more traditional marketing plan. Their template has five steps intended for refinement with every test-measure-learn cycle. The five steps are:

Best For

I recommend this plan if you want to experiment with different platforms and campaigns. Experimentation always feels risky and unfamiliar, but this plan creates a framework for accountability and strategy.

In my opinion, this marketing plan is a masterclass for companies in the tourism industry. It's a comprehensive game plan that covers key strategies for events, tourism programs, meetings, and conventions.

It also divides its target market into growth and seed categories to allow for more focused strategies. For example, the plan recognizes Millennials in Chicago, Atlanta, and Nashville as the core of it's growth market, whereas people in Boston, Austin, and New York represent seed markets where potential growth opportunities exist. Then, the plan outlines objectives and tactics for reaching each market.

Why This Marketing Plan Works

The plan starts with a letter from the President & CEO of the company, who sets the stage for the plan by providing a high-level preview of the incoming developments for Louisville's tourism industry

The focus on Louisville as "Bourbon City" effectively leverages its unique cultural and culinary attributes to present a strong brand

Incorporates a variety of data points from Google Analytics, Arrivalist, and visitor profiles to to define their target audience with a data-informed approach

Colleges have a broad target audience, including prospective students, international students, parents, alumni, faculty, and staff. This marketing plan does an effective job of outlining strategies for each group as they move through different stages in the funnel.

For example, students who become prospects as freshman and sophomore will receive emails that focus on getting the most out of high school and college prep classes. Once these students become juniors and seniors - thus entering the consideration stage - the emails will focus more on the college application process and other exploratory content.

Why This Marketing Plan Works

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with all the information one needs in a marketing plan: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization's strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic. Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

Why This Marketing Plan Works

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization. It includes SMART marketing goals, deadlines, action steps, long-term objectives, target audiences, core marketing messages, and metrics.

The plan is detailed, yet scannable. By the end of it, one can walk away with a strong understanding of the organization's strategic direction for its upcoming marketing efforts.

Why This Marketing Plan Works

Wright County Economic Development's plan drew our attention because of its simplicity, making it good inspiration for those who'd like to outline their plan in broad strokes without frills or filler.

It includes key information such as marketing partners, goals, initiatives, and costs. The sections are easy to scan and contain plenty of information for those who'd like to dig into the details. Most important, it includes a detailed breakdown of projected costs per marketing initiative - which is critical information to include for upper-level managers and other stakeholders.

Why This Marketing Plan Works

This marketing plan presentation by a cultural council is a great example of how to effectively use data in your plan, address audiences who are new to the industry, and offer extensive detail into specific marketing strategies.

For instance, an entire slide is dedicated to the county's cultural tourism trends, and at the beginning of the presentation, the organization explains what an arts and culture agency is in the first place.

That's a critical piece of information to include for those who might not know. If you're addressing audiences outside your industry, consider defining terms at the beginning, like this organization did.

Why This Marketing Plan Works

Uses quality design and images to support the goals and priorities in the text

Separate pages for each big idea or new strategy

Includes sections for awards and accomplishments to show how the marketing plan supports wider business goals

Defines strategies and tactics for each channel for easy skimming

Cabarrus County's convention and visitors bureau takes a slightly different approach with its marketing plan, formatting it like a magazine for stakeholders to flip through. It offers information on the county's target audience, channels, goals, KPIs, and public relations strategies and initiatives.

We especially love that the plan includes contact information for the bureau's staff members, so that it's easy for stakeholders to contact the appropriate person for a specific query.

Why This Marketing Plan Works

Visit Billing's comprehensive marketing plan is like Cabarrus County's in that it follows a magazine format. With sections for each planned strategy, it offers a wealth of information and depth for internal stakeholders and potential investors.

We especially love its content strategy section, where it details the organization's prior efforts and current objectives for each content platform.

At the end, it includes strategic goals and budgets - a good move to imitate if your primary audience would not need this information highlighted at the forefront.

Why This Marketing Plan Works

Marketing Plan FAQs

What is a typical marketing plan?

In my experience, most marketing plans outline the following aspects of a business's marketing:

Strategies

Objectives

Target audience

Tactics

Each marketing plan should include one or more goals, the path your team will take to meet those goals, and how you plan to measure success.

For example, if I were a tech startup that's launching a new mobile app, my marketing plan would include:

Featured resource: Free Marketing Plan Template

What should a good marketing plan include?

A good marketing plan will create a clear roadmap for your unique marketing team. This means that the best marketing plan for your business will be distinct to your team and business needs.

That said, most marketing plans will include sections for one or more of the following:

Clear analysis of the target market

A detailed description of the product or service

Competitive analysis

Strategic marketing mix details (such as product, price, place, promotion)

Measurable goals with defined timelines

This can help you build the best marketing plan for your business.

A good marketing plan should also include a product or service's unique value proposition, a comprehensive marketing strategy including online and offline channels, and a defined budget.

Featured resource: Value Proposition Templates

What are the most important parts of a marketing plan?

When you're planning a road trip, you need a map to help define your route, step-by-step directions, and an estimate of the time it will take to get to your destination. It's literally how you get there that matters.

Like a road map, a marketing plan is only useful if it helps you get to where you want to go. So, no one part is more than the other.

That said, you can use the list below to make sure that you've added or at least considered each of the following in your marketing plan:

Marketing goals

Executive summary

Target market analysis

Competitive analysis

Marketing strategies

Tactics

Budget

Metrics

What questions should I ask when making a marketing plan?

Questions are a useful tool for when you're stuck or want to make sure you've included important details.

Try using one or more of these questions as a starting point when you create your marketing plan:

Who is my target audience?

What are their needs, motivations, and pain points?

How does our product or service solve their problems?

How will I reach and engage them?

Who are my competitors? Are they direct or indirect competitors?

What are the unique selling points of my product or service?

What marketing channels are best for the brand?

What is our budget and timeline?

How will I measure the success of marketing efforts?

How much does a marketing plan cost?

Creating a marketing plan is mostly free. But the cost of executing a marketing plan will depend on your specific plan.

Marketing plan costs vary by business, industry, and plan scope. Whether your team handles marketing in-house or hires external consultants can also make a difference. Total costs can range from a few thousand dollars to tens of thousands. This is why most marketing plans will include a budget.

Featured resource: Free Marketing Budget Templates

What is a marketing plan template?

A marketing plan template is a pre-designed structure or framework that helps you outline your marketing plan.

It offers a starting point that you can customize for your specific business needs and goals. For example, our template includes easy-to-edit sections for:

Business summary

Business initiatives

Target market

Market strategy

Budget

Marketing channels

Marketing technology

Sample Marketing Plan

Let's create a sample plan together, step by step.

Follow along with HubSpot's free Marketing Plan Template.

1. Create an overview or primary objective.

2. Determine the KPIs for this mission.

For example, if I wanted to focus on social media growth, my KPIs might look like this:

3. Identify your buyer personas.

Use the following categories to create a target audience for your campaign.

For more useful strategies, consider creating a buyer persona in our Make My Persona tool.

4. Describe your content initiatives and strategies.

Content pillars should be based on topics your audience needs to know. If your ideal clients are female entrepreneurs, then your content pillars can be: marketing, being a woman in business, remote working, and productivity hacks for entrepreneurs.
Our business mission is to provide [service, product, solution] to help [audience] reach their [financial, educational, business related] goals without compromising their [your audience's valuable asset: free time, mental health, budget, etc.]. We want to improve our social media presence while nurturing our relationships with collaborators and clients.
Then, determine any omissions.

5. Define your marketing budget.
We want to achieve a minimum of [followers] with an engagement rate of [X] on [social media platform]. The goal is to achieve an increase of [Y] on recurring clients and new meaningful connections outside the platform by the end of the year.
6. Identify your competitors.

I like to work through the following questions to clearly indicate who my competitors are:

Which platforms do they use the most?

How does their branding differentiate?

How do they talk to their audiences?

What valuable assets do customers talk about? And if they are receiving any negative feedback, what is it about?

7. Outline your plan's contributors and their responsibilities.

Create responsible parties for each portion of the plan.
Our content pillars will be: [X, Y, Z].

Social media manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Content strategist: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Community manager: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

This marketing plan won't be focusing on the following areas of improvement: [A, B, C].

Sales strategists: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Sales executives: [hours per week dedicated to the project, responsibilities, team communication requirements, expectations]

Our marketing strategy will use a total of [Y] monthly. This will include anything from freelance collaborations to advertising.
Get started on your marketing plan.

These marketing plans serve as initial resources to get your content marketing plan started. But, to truly deliver what your audience wants and needs, you'll likely need to test some different ideas out, measure their success, and then refine your goals as you go.

Editor's Note: This post was originally published in April 2019, but was updated for comprehensiveness. This article was written by a human, but our team uses AI in our editorial process. Check out our full disclosure t o learn more about how we use AI.
Marketing will manage the content plan, implementation, and community interaction to reach the KPIs. Sales will follow the line of the marketing work while creating and implementing an outreach strategy. Customer Service will nurture clients' relationships to ensure that they have what they want. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].Project Managers will track the progress and team communication during the project. [Hours per week dedicated to the project, responsibilities, team communication requirements, expectations].

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What is a Marketing Plan & How to Write One [+Examples]

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Learn how to write the perfect marketing plan, and check out real examples that are rooted in data and produce real results for their business.

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The Ansoff Matrix Explained with Example

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Marketing in Two Minutes: APIC Marketing Planning Model

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SOSTAC - how to write the perfect plan (in 4 minutes)

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Market Mapping / Market Positioning Map | Marketing

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Earned media vs. paid media vs. owned media EXPLAINED

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SWOT Analysis - What is SWOT? Definition, Examples and How to Do a SWOT Analysis

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Porter's 5 Forces Explained | External Analysis Course

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Setting SMART Marketing Objectives and Goals

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Nature's Fix.

BigVits | Digital/primary | Sell the same or similar products but primarily stock other brands

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BodyKind | Direct/Digital | Same almost the same products and company is of similar age

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Healf | Secondary | In the same market but offer more products for those in fitness space

*Does not have google map/info entry

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LILY & ROO

https://www.canva.com/design/DAGqmrIHcPQ/at-qp9tEspny4vafpzaiDQ/edit?utm_content=DAGqmrIHcPQ&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton

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1) Wider range of products - easily to buy all the products they need in a single order

2) More information on the products and can buy more products are once due to wider range of onboarded brands/products

3) Easier to use website than some others

4) If they have a smaller budget and only want one products. They may be able to get free shipping with a smaller basket total

# data[].attributes.body
our best products as we make sure thre is variety for different wants/needs,and they are on the higher end of quality with long lenth supplies

we have unique service where we have a nutritionis expert you can have a free 15min conseltation with

a customer would buy from us as we are uk based so quick delivery,small buisness to support and we give back to our customers,also incredibly informative,would never reccoment products we dont trust and try

customer may be better buying from someone else if they have more variety in prie of products/cheaper or they want to do one big online health haul where they can get more that just suppliments like teck or example

# data[].attributes.body
Affordable yet luxury, wide range

Handmade/persoanlised

Good range for wedding collection, personalised, letterbox delivery

Don't want to spend money on solid gold pieces

# data[].attributes.body
Laptops

Adobe Suit

Slack

Office + warehouse

11/12 employees

E-Commerce Manager

Nutritionist

# data[].attributes.body
resources: online,social media,events,nutritionists

systems: printers,computers for online,warehouse

skills/ppl: different backgrounds,ages and ethnicities,nutrutuonists

# data[].attributes.body
Resources:

Computers

Phone

Office

Engraving Machine

Coffee Machine

System & Processes:

Canva

Whatsapp

Google Software

Microsoft Software

Skills/People

Production Manager

Junior Jewellery Makers x4

Senior Jewellery Makers x4

Marketing Manager

Social media Exec

Me

Picking and Packing Team

Managing director

Owners x2

# data[].attributes.body
suppliers:brands we sell,newzest,haskapa,jigsaw

competitors:healf,h&b

customers: middle aged mums into health,gym men,

publics: influencers,some nutritionists,practitioners

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Suppliers

Jigsaw, CanXida, Haskapa

cardboard box suppliers

Adobe

Intermediaries

DPD, Royal Mails

Competitors

BodyKind

BigVits

Healf

Publics

Health Claims governers, nutritional practitioners

Customers

Mums who buy for their whole family

health conscious individuals

Nutritional Practitioners

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Suppliers-

Westpack (packaging)

without wouldn't be able to pack out jewellery and give a luxury experience for customers

Intermediaries-

Royalmail

Able to send out orders

Competitors-

Astrid & Miyu

Could have offered a better offer, and customers would shop there

Publics-

Influencers

Could give a good review, resulting in sales

Customers-

Buying gifts for Christmas

Result in return customer from good experience or to who the gifted

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strengths: nutritionists on site,high quality proucts sold,with long shelf life

weakness:not a very well known presence,could do with rebranding and figuring out why this is,needs more marketing especially on socials

oppertunities:to be bigger on platforms like insta,tiktok,linkedin

threats: theres so many more ppl in our industry now that its trending and were so far behind,we dont have brick and mortar stores like other companies,we have a smaller buget the other companies

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You need to outsource content creation to grow your TikTok channel, an agency has been found

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You need to outsource content creation to grow your TikTok channel, an agency has been found

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You need to create a brief for that agency specifying the details.

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T-target a wider grop of customers

O- to create the mission and vision of the happier healthier industry

P- want to be percieved as the best kindest most helpful suppliment buisness

P-partnerd with other great brands and nutritionists

S-race,reach a wide target audience,act through socials,convert thse ppl to buying from engagement online

E- experience our nutritionists,free suppliment sachts,promising good customer care

engagement-through questionares and social media

date-monitering mainly for questionares and newsletters

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Target Markets:

Brides-to-be/engaged couples (bridal/gifting)

New parents (personalised jewellery/children's jewellery)

UK-based premium customers (primary)

Expansion into U.S. and Western Europe (secondary)

Objectives:

Align with LILY & ROO’s mission of timeless elegance with a personal touch

Increase ig following from 82.6k - 100k by the end of the year

Boost repeat customer rate by 20%

Positioning:

Timeless, sustainable, personalised

Process:

Automation:

Automated email flows for onboarding, upselling, and cart recovery

Smart retargeting ads based on customer behaviour

Partnerships:

Wedding planners & bridal boutiques

Influencers in fashion, bridal, and motherhood niches

Sequences:

Use RACE framework:

Reach: Instagram reels, Pinterest, PR (bridal/editorial)

Act: Lead magnets (style quiz, gift guide), wishlist builders

Convert: Abandoned cart emails, seasonal urgency offers

Engage: Loyalty program, VIP early access, referral rewards

Experience:

Seamless, elegant gifting journey:

Premium unboxing experience

Handwritten gift notes & luxury packaging

Fast delivery and clear communication

Digital experience:

Mobile-optimised, intuitive shopping experience

Visual storytelling via UGC and video content

Engagement:

Metrics to track:

Email open/click rates, time on site, return visits

Wishlist and gift builder usage

Tools:

Instagram poll/sticker feedback loops

Data:

Monitor:

Customer segmentation data: CLTV, first-party data collection

Sales conversion: by product, collection, channel

Use insights to:

Personalise campaigns

Forecast trends and restock based on seasonality

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% od sales expenses, profits,

Objective and Task

Set goals, list what you need to do to reach them

Competitive Parity

Match your budget to what your competitors are spending?

Zero-Based Budgeting

Start from zero each time and justify every expense from scratch.

Incremental Budgeting

Use last year’s budget and adjust it slightly up or down

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Primary data is new data you collect yourself for a specific purpose.

2 Sources of Primary Data:

Surveys or Questionnaires

Interviews

Secondary data is existing data collected by someone else, which you use for your own research

Qualitative is about opinions or feelings eg customers say service is slow

Quantitative ismeasurable data eg80% of customers are satisfied

Sources of Secondary Data:

Government reports

Company records

# data[].attributes.body
how often do you take supplements?

what do you look for in a brand that sells suppliments?

would you reccomend tying herbal supplimets?

what do you think we could improve on?

what made you shop with us?

# data[].attributes.body
how often do you visit our website?

how did you come across our website?

how can we inprove our website experience for you?

how long did it take for you to find what you were looking for on our website?

did you feel you had eough information to make an informed decision on our websie?

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