INTEGRATI MARKETING CONSULTING

Tactical Marketing Plan -

Template
by Integrati Marketing Consulting
Integrati Marketing Consulting
[Pick the date]

[Type the abstract of the document here. The abstract is typically a short
summary of the contents of the document. Type the abstract of the document
here. The abstract is typically a short summary of the contents of the document.]
Marketing Plan – Template from Integrati Marketing Consulting©

CONTENTS
Contents............................................................................................................................2
Plan Overview....................................................................................................................3
Objective............................................................................................................................3
Target Market.................................................................................................................3
The Message......................................................................................................................3
What do you want the customer to do?..............................................................................4
What does the customer need to do?.............................................................................4
What is the Offer?...........................................................................................................4
How does the planned marketing activity work?................................................................4
Project Plan........................................................................................................................4
The time-line...................................................................................................................5
Budget...............................................................................................................................5
Measure and Outcomes.....................................................................................................5
Lessons Learnt...................................................................................................................6

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Marketing Plan – Template from Integrati Marketing Consulting©

Plan Overview
This template will help you and your business identify tasks, deliverables and actions
which you will need to create your tactical marketing activity. This template will enable
your team to ‘blue sky’ think the potential activities and then document these into your
tactical marketing plan.

Project Overview <project name>

Client Contact <client contact name + position>
Agency Name <agency name>
Date brief supplied <DD|MM|YYYY>
Expected response <DD|MM|YYYY>
date

Objective
<this is where you and your team can identify the key marketing objectives of the
tactical marketing event such as; increase sales, acquire new customers, sell short-dated
stock etc.>
Key objectives for this activity are…

Target Market
<This section is key to your marketing activity as it will define the recipients of your
marketing communications, who are they, what do they like, what makes them unique,
what is the best method to contact them with, do you know them (existing or new
customers)>
Target Customer – Demographics

<Enter description>

Target Customer – Segments

<Enter description>

The Message

<Here you define what the message will be for the Offer to your customers. So
once you know who you’re talking to this will help you create a message which is
relevant to your chosen customers that you’re sending/communicating the offer
too. The key things to create a response, in that you will most probably be asking
a customer to do something, like visit your website, come into your store, email

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Marketing Plan – Template from Integrati Marketing Consulting©

you, send a fax order etc. All of these are examples of activities you have
prompted the customer to as you have asked them to respond. In marketing
terms his is called a “call to action” this is key as it can be used a method to
measure response like, increase in website traffic to existing or a dedicated
landing pages with the offer.>

What do you want the customer to do?

<You need to create a call to action so you customer will contact you, like;
“contact us here to redeem your free gift”

Importantly ‘actions’ will allow you to measure how many customers went
through the purchase funnel. The purchase funnel is all the steps either offline or
online which a customer has to make to buy something from you. You can
measure this effectively to monitor how successful your marketing activity is,
Google Analytics can even let you set up sales funnels free on your website…>

What does the customer need to do?

<Enter description>

What is the Offer?

<Enter description>

How does the planned marketing activity work?

<By understanding all the steps in the marketing activity which you are creating
or going to run you will remove the potential issues and errors by understanding
what you will need in your organisation to support the marketing activity.
Essentially what you need to do here is create a series of steps that will be taken
by the customer and the business. This will be the process of the activity. From
here you will know the process of the activity>

Project Plan

<Here you will be able to note important dates, events and tasks and
deliverables to make the marketing event successful and to deliver it on time.>

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Marketing Plan – Template from Integrati Marketing Consulting©

The time-line

<To be able to manage the marketing activity you need to know how long it will
take you to get your promotion to market and you will need to allow for things
like; extra stock being delivered on time, receiving marketing promotional
materials on time, take into account holidays and events, all of these areas will
start to help you think through how long it will take to manage and launch the
promotions.>

Action Actor Date Response

Brief sent <person> <DD|MM| <Brief sent>
YYYY>
Agency review <person> <DD|MM| <Review brief and work on concepts>
YYYY>
Response to <person> <DD|MM| <Design concepts and response to brief>
brief YYYY>
Review <person> <DD|MM| <Review and discussion of pitch>
meeting YYYY>

Budget

<Before you kick off your promotion and marketing activity you will need to
know how much budget you have and how much you will portion to the different
suppliers to make your event work. Also you should have targets included as a
measure as to how many new customers or sales you will need to make to break
even and also forecast a potential uplift in sales so you have some idea as to
how much increased revenue the activity may bring in for your business.>

Action Cost Item

Measure and Outcomes

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<Here you will be able to measure how successful the marketing activity has
been by having pre-defined meaning of what ‘success looks like’ to you and your
company for the event such as;
• New customers (numbers + value)

• Cost per lead to a sale

• Increase in sales and gross profit

• Return on Investment (RoI)

This is important as if the marketing activity was successful or not you will not
know now or for the future unless you document the success and benchmark for
future campaigns.>

Lessons Learnt

<Here is where you record after all the analysis and working with your team and
partners, what went well, what did not and what you can do in the future to
improve your activitie(s).>

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