OHO Interactive

55 DAVIS SQUARE / SOMERVILLE, MA 02144

WWW.OHO.COM

Marketing Plan
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Company Name Created Date

Location Last Updated

Product/Program Team Members

The Marketing Plan is a strategic roadmap designed to outline marketing activities that will support the achievement of business
objectives for a product or program, ensuring that the planned initiatives appropriately align to brand, meet the communication needs
of the target audience, create a consistent experience for the customer, and are measurable.

I. Organization and Industry Landscape

A. Executive Summary
B. Business & Industry Summary
C. SWOT Analysis
D. Positioning and Value Proposition
E. Competitive Analysis

II. Audience
A. Target Audience Insights
B. Consumer Traits

III. Marketing Initiatives

A. 4Ps Analysis: Product, Price, Promotion, Place
B. Objectives
C. Market Strategies
D. Tactics

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 OHO Interactive
55 DAVIS SQUARE / SOMERVILLE, MA 02144
WWW.OHO.COM

Organization and Industry Landscape

Executive Summary

Business & Industry Summary

Industry

Industry Trends

Key Business Issues, Challenges, Drivers, etc.

Key Business Dates (deadlines, fiscal year end)

SWOT Analysis
Analyze both internal and external factors that impact your organization’s business goals, placement in the market, and market
opportunities.

STRENGTHS WEAKNESSES

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 OHO Interactive
55 DAVIS SQUARE / SOMERVILLE, MA 02144
WWW.OHO.COM

OPPORTUNITIES THREATS

Positioning and Value Proposition

What unique value do you bring to the market? What makes you different?

Competitive Analysis
Who are your competitors? How are they positioned in the market?

Company Name Location Positioning Key Similarities Key Differences

Audience
Target Audience Insights
Describe your ideal customer.

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 OHO Interactive
55 DAVIS SQUARE / SOMERVILLE, MA 02144
WWW.OHO.COM

Consumer Traits
Demographics Attitudes Behaviors

Marketing Initiatives
4Ps Analysis: Product, Price, Promotion, Place
What are the primary elements of your marketing mix?

Product Price Promotion) Place (distribution)

Objectives
Your overarching goals should be time-bound and measurable.
e.g. increase brand-aware international inquiries by 10% by first deadline on November 1 for fall enrollment

Objective Measurement Time Frame Target Audience

1.

2.

3.

4.

5.

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 OHO Interactive
55 DAVIS SQUARE / SOMERVILLE, MA 02144
WWW.OHO.COM

Market Strategies
How do you plan to achieve your objectives?
e.g. implement personalization on website

Objective Strategy (can be multiple) Budget Time Frame

Tactics
Channel-driven marketing activities aligned to strategies.
e.g. Develop personalized website segment for international inquiries, paid social media retargeting activities

Channel KPIs Budget Time Frame

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