Sample Strategic Planning Marketing Presentation Optimize Inc. 2018

Reminder… Once again, whatever you decide to present (and in what format) is up to you. We are providing this template simply to inspire thought. Remember to use only half of your allotted agenda time for presentation. Leave time for discussion and debate. Use this as a time to talk about what you will do in the future (as opposed to what you have already done). You may not have all the information in this template. Focus on what you do have (or take an educated guess).

Structure of a Marketing Plan

Checking in… Current State: Where is our department today? Marketing has become highly specialized. Do we have the resources we need? Are sales and marketing working synergistically?

Current challenges What obstacles does the marketing department need to overcome?

Looking ahead What is our desired future? What people, processes and technology do we need? How would we like our department to operate in three years?

If your company has multiple brands… Company X Family of Brands Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Category Role in Portfolio Key Competitors Target Consumer What the Brand Stands For Brand Positioning Statement Brand Pillars Key Price Point

Marketing SWOT Need help conducting a SWOT Analysis? See this helpful guide. Strengths Weaknesses Opportunities Threats Start here Start here Start here Start here

Market Analysis See the Optimize guide for help conducting a market analysis (if this has been assigned to you). Download our Market Research white paper here. Who are your top competitors? How are they similar to you? How are they different? What customer segments are they targeting? What unique service models, technologies, selling strategies, and marketing messaging are they employing? What trends describe the behavior of your top customers? Are they consolidating suppliers? What technologies are they gravitating toward? What features are important to them? If you are in B2C, what consumer traits are driving their behavior? What disruption in the industry could change it forever?

Competitive Analysis Competitor CEO/President Year Founded Headquarters Brands Trademarks Patents Number of locations Total U.S. Sales (in millions) Tagline Biggest Retailers Miscellaneous

Brand promise As a component of a strategic plan, brand promise can be defined as the statement you make to customers that identifies what they should expect for all interactions with your people, products, services and company. In other words, it is the set of characteristics customers can expect from your brand every time. A practical method for developing a brand promise is to establish a set of “pillars.” These are the inherent characteristics of the brand.

Marketing plan outline

Marketing Budget Current marketing spend Projected marketing spend

benchmarks Click to read The CMO Survey Highlights and Insights Report