Marketing plan template

What does a professional marketing plan look like? And where do you start? This Excel
template will get you on your way. It contains all the necessary components of both a
strategic and an operational marketing plan.

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 Financial

E.g.: Growing revenue by 50% this year.

E.g.: Increasing the B2B customer segment by 10%.

You can als

Th
 Commercial

E.g.: Gaining 2 leads per day via the website.

E.g.: Increasing our brand awareness in segment X.

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 Organisation

E.g.: Streamline our teamwork regarding organisation.

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so manage your goals in Husky?
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 Personal

E.g.: Gain more overview of planning and production (better

self-organisation)
 BUSINESS MODEL
Do you want to know more about the business model and t
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SUPPLY
Which brand name(s) should I market?

What’s my elevator pitch?

What are my products and services?

How do I make money with my products and services?

What's the cost of my supply?

MARKET
What's the profile of my (potential) customers?

What’s the size of the market?

What are the needs of my customers?

What do I promise my customers?

Who are my influencers?

 ADDED VALUE
What are my strengths, weaknesses, opportunities and threats?

With which strength(s) am I going to make a difference?

With which value(s) am I going to position myself against competitors?

What are my most important corporate values?

What are my vision and mission?

ORGANISATION
Through which sales channels do I present my products and services?
Who are my strategic partners?

Who are my key commercial employees?

How does the customer flow or value chain work?

What are my financial resources?

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 COMMUNICATION STRATEGY
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ONLINE COMMUNICATION
What is the ideal structure of my website?

How am I going to score high in Google?

What do I communicate via social media?

How do I use email marketing?

Which mobile marketing techniques do I use?

 NETWORKING

How do I network with journalists for press coverage?

Which marketing actions can I undertake together with partners?

How do I share my knowledge within my network?

Which networking events should I be attending?

Which networking events am I going to organise?

ADVERTISING

Where and how do I advertise?

Which direct mail techniques should I use?

Which trade fairs are you going to attend?

How do I advertise indoor and outdoor?

Who or what am I going to sponsor?

 CUSTOMER EXPERIENCE

How am I communicating in pre-sales phase?

How do I communicate at the point of sale?

How am I communicating in after-sales phase?

How will I increase customer loyalty?

Which corporate identity tools should I use?

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GENERAL
Corporate identity

Marketing tools

Office management

DIGITAL MARKETING
Website

Content marketing

Social media

Email marketing

PR
Influencer marketing

Press releases

EVENTS
Own event

Trade fair

Webinar

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Description

Description

Description

Description

Description

Description

Description

Description

Description
 Description

Description

Description

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n manage projects in Husky?
Read all about it here!
 JANUARY FEBRUARY
1 7 14 21 28 4 11 18
GENERAL

Corporate identity

Marketing tools

Office management

DIGITAL MARKETING

Website

Content marketing

Social media

Email marketing

PR

Influencer marketing

Press releases

EVENTS

Own event

Trade fair

Webinar
 PROJECT TIMING 2019

FEBRUARY MARCH APRIL MAY JUNE

25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17

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You can manage projects in Husky?
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 2019

JUNE JULY AUGUST SEPTEMBER OCTOBER

24 1 8 15 22 29 5 12 19 25 2 9 16 23 30 7 14

...
s in Husky?
here!
OCTOBER NOVEMBER DECEMBER
21 28 4 11 18 25 2 9 16 23 30
 JANUARY FEBRUARY
1 7 14 21 28 4 11 18
WEBSITE

Banners on website

Blog posts

CONTENT MARKETING

Thought leadership

Tips & tricks

Whitepapers

SOCIAL MEDIA

Facebook posts

E-MAIL MARKETING

E-newsletters

E-mailings

TRADE FAIR

Trade fair date

Website landing page

Invites existing customers

LinkedIn sponsored content campaign

Facebook Ad campaign

LinkedIn post on company page

Social media updates

Blog posts
 COMMUNICATION CALENDAR 2019

FEBRUARY MARCH APRIL MAY JUNE

25 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17

Did you know...

You can manage communication in Husky
Read all about it here!
LENDAR 2019

JUNE JULY AUGUST SEPTEMBER OCTOBER

24 1 8 15 22 29 5 12 19 25 2 9 16 23 30 7 14

w...
cation in Husky
here!
OCTOBER NOVEMBER DECEMBER
21 28 4 11 18 25 2 9 16 23 30
 TAKEN
WHO

GENERAL

Corporate identity

Marketing tools

Office management

DIGITAL MARKETING

Website

Content marketing
Social media

Email marketing

EVENTS

Own event

Example: Webinar

Peter

Carine

Michiel

Carine

Peter

Michiel

Piet
Peter

Example: Trade Fair

Until 4 weeks before

Peter

Carine

Michiel

Carine

Peter

Michiel

Piet

Peter

4 weeks before

Wie?

Wie?

Wie?

Wie?

Wie?

Wie?

Wie?

3 weeks before

Peter

Peter

Peter

Peter

Peter

Peter

Peter
2 weeks before

Peter

Peter

Peter

Peter

Peter

Peter

Peter

Week before

Peter

Peter

Peter

Peter

Peter

Peter

Peter

Trade fair date

Peter

Peter

Peter

Peter

Peter

Peter

Peter

5 days after

Peter

Peter

Peter
Peter

Peter

Peter

Peter

After 5 workdays

Peter

Peter

Peter

Peter

Peter

Peter

Peter

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 TAKEN
TASK

GENERAL

rporate identity

Task 1

Task 2

Task 3

arketing tools

Task 1

Task 2

Task 3

ffice management

Task 1

Task 2

Task 3

DIGITAL MARKETING

ebsite

Task 1

Task 2

Task 3

ntent marketing

Task 1
 Task 2

Task 3

cial media

Task 1

Task 2

Task 3

mail marketing

Task 1

Task 2

Task 3

EVENTS

wn event

Task 1

Task 2

Task 3

ample: Webinar

Change landing page website with date to next webinar

Copywrite sponsored content campaign

Finish landing page website

Start and launch sponsored content campaign

Place webinar date in agenda

Write LinkedIn post about Webinar

Copy and archive existing projects old webinars + create new project
 Make 2 banners website

ample: Trade Fair

ntil 4 weeks before

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7

Task 8

weeks before

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7

weeks before

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7
weeks before

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7

eek before

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7

ade fair date

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7

days after

Task 1

Task 2

Task 3
 Task 4

Task 5

Task 6

Task 7

fter 5 workdays

Task 1

Task 2

Task 3

Task 4

Task 5

Task 6

Task 7

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TAKEN
STATUS DEADLINE NOTES

ENERAL

Not started

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L MARKETING

Not started

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 Not started

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Not started

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EVENTS

Not started

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Finished 22/01/2019

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Pending 25/01/2019

Pending 26/01/2019

Pending 27/01/2019

Not started 28/01/2019

Not started 29/01/2019

Finished 22/01/2019

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Pending 25/01/2019

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Pending 27/01/2019

Not started 28/01/2019

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Finished 22/01/2019

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Finished 22/01/2019

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age tasks in Husky?
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 BUDGET

Total budget: € 0.10

GENERAL
Corporate identity

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Marketing tools

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Office management

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

DIGITAL MARKET
Website

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Content marketing

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Social media

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Email marketing

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

EVENTS
Own event

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Trade fair

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

Webinar

Costs Expected cost Invoice

Description
Description
Description
Description
Description
Description
Total € 0.00 € 0.00

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 BUDGET

Total invoices: € 0.00

GENERAL
Budget: € 0.01
Invoices: € 0.00

Budget: € 0.01
Invoices: € 0.00

Budget: € 0.01
Invoices: € 0.00

DIGITAL MARKETING
Budget: € 0.01
Invoices: € 0.00
Budget: € 0.01
Invoices: € 0.00

Budget: € 0.01
Invoices: € 0.00

Budget: € 0.01
Invoices: € 0.00

EVENTS
Budget: € 0.01
Invoices: € 0.00
Budget: € 0.01
Invoices: € 0.00

Budget: € 0.01
Invoices: € 0.00

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% used 0.00%

% used 0.00%

% used 0.00%

% used 0.00%

% used 0.00%
% used 0.00%

% used 0.00%

% used 0.00%

% used 0.00%
% used 0.00%

% used 0.00%
 JANUARY FEBRUARY MARCH APRIL

Revenue € 100,000.00 € 95,000.00

Target € 80,000.00 € 100,000.00 € 100,000.00 € 100,000.00
% 125% 95% 0% 0%

Leads 120 90
Target 100 100 100 100
% 120% 90% 0% 0%

Visitors on trade fairs 110 120 0 0

Target 100 100 100 100
% 110% 120% 0% 0%

Results without targets

Marketing KPI 1
Marketing KPI 2
Marketing KPI 3
Marketing KPI 4
Marketing KPI 5
Marketing KPI 6
Marketing KPI 7
Marketing KPI 8
Marketing KPI 9
Marketing KPI 10
Marketing KPI 11
Marketing KPI 12

SEO
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keyword 6
Keyword 7
Keyword 8
Keyword 9
Keyword 10
 RESULTS
MAY JUNE JULY AUGUST SEPTEMBER OKTOBER

€ 100,000.00 € 100,000.00 € 100,000.00 € 100,000.00 € 100,000.00 € 100,000.00

0% 0% 0% 0% 0% 0%

100 100 100 100 100 100

0% 0% 0% 0% 0% 0%

0 0 0 0 0 0
100 100 100 100 100 100
0% 0% 0% 0% 0% 0%
 Did you know...
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NOVEMBER DECEMBER SOURCE

€ 195,000.00
€ 100,000.00 € 100,000.00 € 1,180,000.00 Accounting (invoices)
0% 0%

210
100 100 1200 CRM
0% 0%

0 0 0
100 100 12 Trade fair programme
0% 0%

Woorank
Google Analytics
Google Analytics
Google Analytics
Google Analytics
Google Analytics
Facebook
LinkedIn
LinkedIn
Mailprogramma
Mailprogramma
Google Analytics

Google
 GENERAL

Corporate identity

Marketingtools

Office management

ONLINE MARKETING

Website

Content marketing

Social media

Email marketing

EVENTS

Own event

Trade fair

Webinar
 GENERAL
Paste important links here

ONLINE MARKETING
Paste important links here

EVENTS
Paste important links here
An Excel template is a very static document. To have a dynamic, integrated overview of yo
you can see how the same planning would l

The free trial starts here!

STRATEGY

COMMUNICATION
PROJECTS

TASKS
BUDGET
RESULTS
 grated overview of your marketing planning, using a digital tool is a great start. Below,
same planning would look like in Husky.

e free trial starts here!

STRATEGY

COMMUNICATION
PROJECTS

TASKS
BUDGET
RESULTS