This document provides a template for developing a marketing strategy. It includes sections for outlining 2014 highlights and challenges, 2015 marketing goals and a strategy statement, specific tactics, metrics for measuring success, and a proposed marketing budget. The template is intended to help users align their marketing programs with business objectives, obtain executive approval for the strategy, and establish accountability through defined metrics.

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Congratulations!
By downloading this template, you’re already on your
way to developing a winning marketing strategy for
2015.

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Executive summary
This document was developed for three reasons:
1. Align your marketing programs to your business or
product objectives
2. Obtain executive buy in for your marketing strategy
3. Develop metrics to measure success (marketing
accountability)

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How to use this template
1. Read the slides labeled “instructions” for insight on how
to fill out the next slide.
2. Once complete, delete the instruction slides.
3. Present to your executive team for buy in (suggested date
– first week of December)
NOTE: This template is ‘one size fits all’, so feel free to
customize as you see fit!

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Current Situation: 2014 Highlights
This slide puts you in good graces to start the
presentation. By showing successes from the past
year, it shows you are capable and focused on
producing quality results for your business.
Content Examples:
• New product launches
• Sales/Revenue Goals exceeded

6. Current Situation: 2014 Highlights
One sentence overview of your highlights.
• Highlight #1
• Highlight #2
• Highlight #3

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Current Situation: 2014 Challenges
This slide shows that though you accomplished
much, there were still big hurdles to jump in order to
move forward – helping to set the stage for the rest
of the presentations.
Content Examples:
• Lack of defined budget
• Another Example here

8. Current Situation: 2014 Challenges
One sentence overview of your challenges.
• Challenge #1
• Challenge #2
• Challenge #3

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Marketing Goals
Your goals should align with the overall Business or
Product. There should be no more than 3 goals, and they
should be quantifiable and specific.
Examples of marketing goals:
– To increase revenue from marketing by 10%
– To deliver 15 qualified leads for most profitable product
– To launch a new corporate identity
– To open a new geographical market or industry
– To shorten sales cycle by 10%

10. Marketing Goals
Goal #1:
Goal #2:
Goal #3:

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Strategy Statement
Explain in one sentence how you plan to reach your goal.
Examples of strategy statements:
– Lead generation: develop an email campaign to all our
website leads offering refreshed web content and SEO for
2015
– Website traffic: develop an online campaign using a mix of
organic and paid search campaign to target new startups in
the NYC
– Brand awareness: develop a media plan that includes
traditional and online media outlets targeted at the
healthcare industry

12. Strategy Statement
Insert your strategy here.

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Tactics
Tactics are a series of steps, actions and/or tasks to put
your strategy into action. The output of this is referred to
as your “marketing mix”.
Example tactics include:
• Marketing research
• Online media
• Sales collateral development
• Email marketing
• Events

14. Tactics
• Tactic 1
• Explanation or description
• Tactic 2
• Explanation or description
• Tactic 3
• Explanation or description
• Tactic 4
• Explanation or description

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Success Metrics
Metrics will answer the question,“what does success
look like?” You can group metrics as quantitative vs.
qualitative and/or strategic vs. programmatic.
If possible, for each metric have a:
– Baseline: where you are today
– Target: where you want to be at the end of the
campaign
– Benchmark: an industry average result per metric

16. Success metrics
Success Metric #1
• Baseline
• Target
• Benchmark
Success Metric #2
• Baseline
• Target
• Benchmark
Success Metric #3
• Baseline
• Target
• Benchmark
Success Metric #4
• Baseline
• Target
• Benchmark

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Marketing Budget
Your budget should provide you with all the funds
you need for the coming year to accomplish your
strategy.

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Marketing Budget Guidelines
• 30% of companies spend between 3-5% of revenue
on marketing, with 45% spending over 6% (most of
those between 6-10%).
• Approximately 5% of that going to labor (either for a
department, or outsourcing to a marketing firm).
• 34% of entire marketing program spend (excluding
labor) should be spent on Digital Marketing.
Source: (a) CMO Council

19. Marketing Budget
Tactic Direct Cost Timeframe
PPC $4,000 Monthly
CES event $20,000 One time - January
Content development $5,000 Monthly
Website $10,000 One time - March
!
17%
28%
41%
14%
Marketing Spend by Mix
PPC
Events
Content
Website

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Prepared by Red Bamboo Marketing
Red Bamboo is a team of global marketing experts who help
growing companies grow faster with performance-driving
marketing strategies.
Contact us today for a free 30 minute strategy consultation.
Jennifer
Garcia,
CEO
p:
732-­‐977-­‐2429
e:
sales@redbamboomarke5ng.com
www.redbamboomarke5ng.com