DIGITAL MARKETING PLAN TEMPLATE

WHAT TO DO BUDGET START DATE END DATE

Executive summary
Objectives of plan
Challenges of organization
Expectations if marketing plan was successful
Alignment
Mission
Target markets
Demographics
Lifestyle
Actions
Organization’s strategies and plans
New products, markets
Promotions
Expansion
Assessment
Current marketing efforts
Marketing metrics- performance/interactivity
Search Engine positioning (for keywords )
Analytics
Facebook Insights/ likes
Twitter activity
Industry analysis
SWOT situational analysis
Competitor analysis and environment
Consumer analysis (different behaviors of target markets )
Market research/Consumer insights
focus group
If service organization
Service blueprint
Service gap analysis
Summarize challenges
Brand Blueprint
Brand Personality– How to get your brand unstuck?
Current image, mindset, behavior
Desired behavior
Challenges to overcome
Brand Properties
Product/service features
Logo
Tagline
Brand Essence
Organizational touchstone
Customer insights and key benefit
Recommendations for Clarified Brand
Suggestions for Logo, Tagline
Brand Promise – 4-6 core elements of brand ( reflecting value / benefits)
Universal Selling Points (USP)
Value Proposition
Brand Blueprint Elements
Competitive context
Target markets
Current image, mindset, behavior
Desired behavior
Challenges to overcome
Brand Properties
Brand Essence
Customer insights/benefit
Brand Recommendations (logo, tagline)
Brand Promise
Universal Selling Points
Value Proposition
Integrated Media Sample
Flyers/ brochures
YouTube -Video
Facebook
Twitter
Email blast
Blog
Social bookmarks
Pinterest
Instagram
TV/radio
Infographic
Newspaper
Posters
Newsletter ( online)
Personal networks
friends, family, org.
Local businesses
WOM friends
Events
Past participants/buyers
Partner organizations

Implementation (What resources)

staff
management
staff availability
expertise to implement the plan
outsource elements of plan (use outside vendors)
time
resources (financial)
Monitoring Evaluation
Monitoring metrics
Website - Google Analytics
Social media insights
Digital footprint changes
Company Alerts
Evaluation
MEASURE results
Determine Return on Investment (ROI) or Social ROI (SROI)
Sustainability
Plan for ongoing feedback from target markets
Innovate digital media and distribution channels
Adjust strategy to maximize efforts
Integrate Social Enterprise (digital tools throughout departments of organization to facilitate upward and downward communications)
Analysis and strategy
Company defined
Your mission
Your vision
Target audience
Your message
Strengths defined
Weaknesses defined
Social media marketing (budget)
Human resources - cost
Advertising
Promotions
Agency fees / retainer
Hardware
Content creation
Content management
Licensed content
Software licenses
Graphic design
Video production
Competitive analysis
Your company's competitive edge
Competition defined
Competition strengths
What your company can do differently
Potential roadblocks
Benefits
Plan
Journalists
Bloggers
Social media influencers
Social media interactors
Peers and partners
Cross promotions
Other
Other
Social media audit
Facebook
Link
Profile name
Followers
Date of last activity
Frequency of posts
Montly referral traffic
% of change (last year)
% of change (last month)
Clicks per post
Clicks per post (last month)
Clicks per post change
Facebook r% of change (last week)
Followers (today)
Followers (last month)
Followers change
INSTAGRAM
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
TWITTER
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
LINKED-IN
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
GOOGLE+
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
SNAPCHAT
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
PINTEREST
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
TUMBLR
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
YOUTUBE
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
OTHER
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
OTHER
LINK
PROFILE NAME
FOLLOWERS
DATE OF LAST ACTIVITY
FREQUENCY OF POSTS
MONTLY REFERRAL TRAFFIC
% OF CHANGE (LAST YEAR)
% OF CHANGE (LAST MONTH)
CLICKS PER POST
CLICKS PER POST (LAST MONTH)
CLICKS PER POST CHANGE
FACEBOOK% OF CHANGE (LAST WEEK)
FOLLOWERS (TODAY)
FOLLOWERS (LAST MONTH)
FOLLOWERS CHANGE
COMMENTS
communications)