One-page marketing plan
Nine boxes, one page. Fill this in by hand first — the fields you find yourself skipping are fields you do not need. Print it, or type into it and keep it as a living document.
Marketing plan — one page
Business: ______________________________ Period: ________________ Owner: ________________
1. Objective
One outcome, expressed as a number.
2. Audience
Who, where, and what triggers the need.
3. Message
One sentence, in the customer's words.
4. Offer
Exactly what is being offered, at what price.
5. Channels
Two or three, with the share of budget for each.
6. Budget
Monthly total, and what it buys.
7. Timeline
Launch date, review date, end date.
8. Measurement
The number reviewed, and where it comes from.
9. Risks & limits
What would make you stop or change course.
hub.in — free to use and adapt within your own organisation. Not for resale or redistribution as a product. Provided for general information only; not professional advice.
How to fill it in well
Start with box 1 and box 9 together — the objective and the stop criteria. Then work backwards through audience, offer and message before touching channels. If you cannot write box 3 in one sentence, box 1 is probably still vague. The accompanying guide walks through each box with examples.