This 90-day marketing action plan document contains templates for evaluating past marketing campaigns, setting goals and priorities for the next quarter, and planning three months of targeted marketing campaigns. The plan focuses on generating new leads, closing sales, converting leads, and cross-selling additional services. Key activities are brainstormed and prioritized based on their expected return, cost, and probability of success. Sample campaigns for referral marketing and prize contests are outlined in detail with specific communications, responsible parties, and deadlines defined.

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Technology Marketing Toolkit, Inc.
90-Day Marketing Action Plan
90-Day Marketing Action Plan
Evaluate The Marketing Campaigns From The Previous Quarter
Number of
# Marketing Campaign List or Segment Targeted Cost ROI What Changes or Improvements Before Repeating?
Clients/Sales
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STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT

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90-Day Marketing Action Plan
What Key Results, Goals, Or Improvements Are Most Important For You To Accomplish Over The Next Quarter or Coming Year?
# Result or Goal You Want To Achieve: Why is this important?
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STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT

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90-Day Marketing Action Plan
Quarter: Months Covered:
Brainstorming & Capture: What are the top revenue-producing relationships, opportunities, and activities available to you over the next quarter?
• Generating New Leads (Direct mail, JVs, Seminars, Google, Yellow Pages) • Fueling and Rewarding Referrals
• Closing Sales (Sales presentation, testimonials, guarantees, special offers, asking for referrals) • Cross-Selling Additional Services (Phone Systems, Document Imaging)
• Converting Warm Leads (Newsletters, single promotions) • Subscription Services (Managed Services, Remote Backup, Spam Filtering, Print Management)
Probability
# Revenue Producing Relationships, Opportunities, and Activities Expected Return or Result Cost Hassle Factor
Of Success
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STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT

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90-Day Marketing Action Plan
90-Day Marketing Plan
Prioritize: What are the top 3 most important marketing campaigns, projects, or systems you choose to focus on over the next 3 months?
Month:
Pri. List/Segment Campaign Product or Service Headline or Hot Button Offer Expected Result
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Month:
Pri. List/Segment Campaign Product or Service Headline or Hot Button Offer Expected Result
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Month:
Pri. List/Segment Campaign Product or Service Headline or Hot Button Offer Expected Result
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STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT

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Example filled in
Month: January
Campaign List/Segment Product or Service Headline or Hot Button Offer Expected Result
House List, Current & Past Free wireless keyboard and 20 referrals,
Referral Campaign Break-Fix “Who Else Wants a Wireless Keyboard and Mouse, Absolutely FREE?”
Customers mouse, flat screen monitor 5 new clients
Outline the marketing “touches” or communications you plan on sending or need to develop to execute this campaign: Date To Send:
1. Web sales letter that explains the contest and provides a web form to submit referrals Jan 3
2. E-mail that drives clients to the web site Jan 3
3. Snail mail letter that explains the contest Jan 3 in the mail
4. Create and print flyer that all technicians will hand to clients as they visit them on-site Jan 16
5. 2nd E-mail with an update on who’s in the lead and driving clients to the web sales letter Jan 16
6. 2nd Snail mail letter with an update on who’s in the lead and encouraging participation Jan 23 in the mail
7. 3 E-mail with an update on who’s in the lead and driving clients to the web sales letter
rd
Jan 23
8. “Last Chance” postcard that drives clients to the web sales letter Jan 30 in the mail
9. “Last Chance” e-mail that drives clients to the web sales letter Jan 30
E-mail that announces the winner, drives them to a website with a picture of the winner holding the prize, and explains that you are now putting in place a permanent referral reward program,
10. Feb 3 in the mail
again, asking for referrals
11. Snail mail and web site that announces the winner and explains that you are now putting in place a permanent referral reward program, again asking for referrals Feb 10
12. Create newsletter article, press release
Pri. Action Item Who’s Responsible? Deadline:
1. Download template from Robin’s site, fill in blanks, customize content Mary Dec 1
2. Write snail mail letter and web site sales letter Mary Dec 15
3. Create referral capture form and auto responder Web Guy Dec 20
4. Generate list for promotion Me Dec 27
5. Test and proofread web site, letters, auto responders Mary, Me, Web Guy Dec 27
6. Write and have ready all e-mails and snail mail letters ready to launch Mary Dec 31
7. Send out communications on schedule Mary See Above
8. Take picture of client with prize and change web sales letter to announce winner Me Feb 1
9. Send out follow up letters and phone calls to all referrals received Mary Feb 1
10. Send out thank you letters to all clients that participated with a box of brownies as a thank you Mary Feb 5
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Month:
Campaign List/Segment Product or Service Headline or Hot Button Offer Expected Result
STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT

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Outline the marketing “touches” or communications you plan on sending or need to develop to execute this campaign: Date To Send:
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Pri. Action Item Who’s Responsible? Deadline:
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STRIVE FOR EXCELLENCE * BE DISCIPLINED * STAY FOCUSED * HAVE FUN * BE COMMITTED * NEVER, EVER QUIT