This document is a template for marketing planning and program overview. It includes sections for objectives, strategies, tactics, initiatives, events, and content planning. The overall template allows for customization of marketing goals, tasks, resources, and evaluation metrics. It also provides space to outline specific strategies, programs, campaigns, and content that will be developed and executed over time periods like quarters and years. The level of detail included shows it is meant for high-level marketing program planning and management.
4. Objectives
GOALS
Go ahead and replace with your own text. This is example text. Go
ahead and replace with your own text.
TASKS
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ahead and replace with your own text.
RESOURCES
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ahead and replace with your own text.
EVALUATION
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ahead and replace with your own text.
5. Strategies
PROVEN METHODS
NEW METHODS
POSITIONING STRATEGY
• Method a. This is
example text.
• Method a. This is
example text.
• Method a. This is
example text.
• Method b. This is
example text.
• Method b. This is
example text.
• Method b. This is
example text.
• Method c. This is
example text.
• Method c. This is
example text.
• Method c. This is
example text.
7. Marketing Program Planning
Marketing Strategy
Primary
Objective
Marketing Strategy
Marketing Strategy
Tactic
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your own text.
Tactic
Sample Text. Replace me with
your own text.
Tactic
Sample Text. Replace me with
your own text.
8. JAN
ARCS &
PILLARS
FEB
MAR
APR
MAY
JUN
JUL
Applicable
Event
Applicable
Event
High Level Program Initiative
High Level Program Initiative
High Level Program Initiative
EVENTS
AUDIENCE &
SEGMENTS
Applicable
Event
Applicable
Event
Applicable
Event
Applicable
Event
Applicable
Event
Add audience or persona
Add audience or persona
Add audience or persona
ONGOING
Nurturing & DB Emails
Paid Programs
PPC
Webinars
Social
High Level Program Planning Template
AVERAGE / MONTH
•x programs
•x webinars
•x live events
•x paid programs
9. Yearly Program View by Quarter
Q1
Q2
Program 1
Program 1
Program 1
Program 1
Program 2
Program 2
Program 2
Program 2
Program 3
Program 3
Program 3
Program 3
Program 4
Program 4
Program 4
Program 4
Program 5
Program 5
Program 5
Program 5
Program 6
Program 6
Program 6
Program 6
Q3
Q4
11. 1 HC
Product Launch Program Plan
EVENT
LEAD GEN TACTICS
EMAIL TACTICS
CONTENT
Email 1
eBook
Webinar 1
Social
Email 2
Cheatsheet
Webinar 2
PPC Campaign
Email 3
Datasheet
In-Person Event
Paid Email
Campaign
Blog Post
Direct Mail
Sales
Call-down
12. Funnel Analysis: Program A (Webinar Example)
WHERE ARE THERE OPPORTUNITIES?
Program Launch Date:
Goals:
List Size:
Roughly X% Register ~ X Number
Webinar Dates:“
X% Attend – X Number
X% Register for Demo – X Number
Current List for Program Send
(X number of leads)
Webinar Sign-Ups
(X%)
Webinar Attend
(X%)
Webinar Follow Up Includes Offer for Demo
(X%)
X% Fit the Right Profile – X Number
Attend
X% Fit the Right Profile – X Number
Good Leads
Of those that attend the demo, X% become
opportunities – X Number
Win X% - X Wins
(X%)
(X%)
Opportunities
(X%)
Won
(X%)