The document provides a comprehensive marketing plan template from La Fabbrica Della Realtà, outlining essential components such as target audience, positioning, goals, and recommendations. It emphasizes the importance of research, competition analysis, media strategy, and social media tactics, along with guidelines for campaign execution and messaging. The template is available for download and is designed to assist with structured marketing efforts in the entertainment sector.

1. Marketing Plan Template
Proudly offered by
La Fabbrica della Realtà - Entertainment Marketing Consulting
https://www.lafabbricadellarealta.com/

2. Please find my post with all the details and a downloadable
version of this template at
http://fabbrica.la/entertainment-marketing-plan-template

3. Executive Summary
Main goals:
Target:
Positioning:
Timing:
Budget:
Recommendations:
Do this slide at the end. Here you just
summarize the findings of the whole
plan.

4. Positioning

5. Goals
Describe the goals of your marketing effort. Are you chasing awareness? Sales? Subscriber growth? How
will you measure success?

6. Key internal concept
Often a campaign boils down to an internal concept that can't be communicated directly to the users, but
that helps guide the marketing efforts. An example could be "Focus on x and y as strengths and limit
exposure to the weak z". This would guide your efforts, but it's rarely something that you will say in
public.

7. Brand truth
What is the core value that is always represented by the product/brand? What is the emotional aspect
that will most resonate with the audience? What does the brand stand for?

8. Challenges
What are the difficulties that you already know you are going to face? What are the weaknesses of your
product/brand and of your message?

9. Main copy guidelines
Don't write the copy here. Rather enumerate the guidelines that the copywriters will need to follow. How
does the product/brand speak? What does the copy need to accomplish?

10. Target
Who is this for? What age groups? What tribes?
Who are the personas you wish to target?

11. Targeting considerations
Based on what data and on what considerations have you chosen this or that target?

12. Research

13. Sales/Box Office/Conversion results
What are the past performance of the product? What is the performance of similar, comparable
products? Show with a chart the comparison. Use $ as a metric for the first research slides.

14. Internet metrics
Lots of data is freely available on the Internet: facebook likes, instagram followers, YouTube views.
Which of these would be relevant for the product/brand? Show them with one or more graphs.

15. Google Trends
Google Trends is a great free research tool that you can use to track your product over time and compare
it to competitors. Show the most relevant graphs. One graph per slide.

16. Competition

17. Key competitors
Explain who the competitors are and what their positioning is.

18. Positioning relative to competitors
Further elaborate your positioning relative to the competitors. How will your positioning help you
distinguish from them? Why should the consumer choose your product instead of the competition?

19. Campaign Strategy

20. Timeline
Visually show the timeline of the campaign. Are there multiple beats? Are you teasing and revealing in
different moments? Do all media deliver the message at the same time?

21. Media Partnerships
Is it important to partner with a specific media to deliver your message to the target? What does this
media partner look like? What could you activate together?

22. Media recommendations
What media and channels should you use? Will this be an all digital campaign? Or does it make sense to
invest in Outdoor or TV advertising? Are you using programmatic buying options or dealing with media
vendors? Is this a brief for the media agency? Or do you already have in mind the vendors and channels
that you wish to use?

23. Social paid media
Social media will play an important role in this template. In the meantime do you plan on investing in paid
social? With what objectives? When in the timeline of the campaign will this happen?

24. Creative

25. Key art
Show the key creative for the campaign or describe what it will look like and why.

26. Digital campaign art
What kind of artwork will you use to support your digital media efforts. Create multiple slides if you're
investing in different media.

27. Partner art
Will you partner with third party companies (food, games, retailers)? What kind of artwork will they be
able to use?

28. Messaging
Think beyond the main copy: will you have a call to action? Do you need to acknowledge partners? What
would be the best way for your messaging to align with the overall goals of the campaign?

29. Social strategy

30. Social goals
If you're running a social media campaign, what are the goals you wish to achieve?

31. Social strategy
What is the specific strategy that will help you achieve your social media goals?

32. Social tone of voice
How do you intend to communicate on social? What will your personality sound like? What is the tone of
voice of the communication? Will it vary channel by channel?

33. Social community
Community management is a big part of social media marketing. What is the attitude of your fans
towards your brand? What do you need to address? How will you delight them?

34. Social creative
What specific artwork and creative assets will you develop for social?

35. Social advertising
How will you use the paid media budget to enhance your social plan?

36. Social timeline
Visually show the timeline of the social campaign.

37. Online PR

38. Online PR goals
Will you use PR as part of your campaign? If so what will the goals be?

39. Online PR strategy
What is the online PR strategy that will make you reach your goals in the most efficient way?

40. Online PR angles
What are the angles that you can use to approach your brand in order to develop stories that you can
pitch to different media?

41. Online PR contents
What will your Press Kit look like? What assets will you develop specifically for the PR campaign? How do
you plan to use those assets? Will you run exclusives or distribute as widely as possible?

42. Online PR timeline
Visually show the timeline of the Online PR campaign.

43. Special activations

44. Name the special activation
Describe the special activation.

45. PR

46. Name the PR event
Describe the PR event. Is it a premiere? A press conference? A roundtable? A fan event?

47. Channel marketing

48. Channel name
Describe how you can work with one or more distribution partners to further reach the campaign goals.
Think in this case of all the retailers that will market your product (Exhibitors, Digital Stores, Big Box
Retailers).

49. Partner marketing

50. Partner name
Will you work with partners outside of your specific industry? For instance: a beverage, a line of toys, a
retailer that does not carry your product? Describe the partner and the mechanic.

51. THE END

52. You're done!
Go back to slide 3 and fill in the executive summary. Then delete slide 2 and these last two slides and
you're good to go.
Many thanks for using this template. The template is in the public domain. No credit is necessary.
This template was developed by:
La Fabbrica della Realtà - Entertainment Marketing Consulting
https://www.lafabbricadellarealta.com/