This document is a template for a tactical marketing plan that identifies action items and expectations for marketing a product or service. It includes sections for the plan overview, objective, target market, message summary, call to action, process, opportunity qualification, project plan, metrics, and approval. The target market section defines current and potential customers. The call to action provides desired outcomes and offers. The process lists development, prospecting, and follow-up. The project plan outlines necessary resources and budget. Metrics and expectations are also identified.

1. http://digiworldhanoi.vn
[Company Name]
Tactical Marketing Plan
Version 0.0
[Date published]
Presented by:
[Presenter's name]
http://digiworldhanoi.vn

2. Tactical Marketing Plan
Use the Tactical Marketing Plan to identify the action items and expectations that surround marketing
your product or service. Use this template to begin the process of brainstorming and building your
marketing plan.
Plan Overview
Practice:
Name of Campaign:
Campaign Manager:
Subject Matter Expert:
Objective
Target Market
In this section, you need to define your current customers and the potential customers
you want to target.
Product Demographics
Target Contact Demographics
http://digiworldhanoi.vn
11/24/2009 Tactical Marketing Plan Page 2

3. Message Summary
Call to Action
Use this section to brainstorm words or phrases that ask the customer to take action.
What is the desired outcome?
What is the pull-through offer?
Process
List Development
Prospecting Mechanism
Pre-event Follow-up
http://digiworldhanoi.vn
11/24/2009 Tactical Marketing Plan Page 3

4. Post-event Follow-up
Opportunity Qualification Process and Criteria
Project Plan
Necessary Event Resources
Resource Role Estimated
Work Hours
Budget
Compile a list of pertinent items that you will use to create your budget line items (for
example, booth rental, amenities, travel). Use the Marketing Budget Plan template to
build your final budget.
http://digiworldhanoi.vn
11/24/2009 Tactical Marketing Plan page 4

5. Metrics and Expectations
Approval
CEO: Date: / /
Campaign
Date: / /
Manager:
Product
Date: / /
Manager:
Project
Date: / /
Manager:
Date: / /
Date: / /
http://digiworldhanoi.vn
11/24/2009 Tactical Marketing Plan page 5

6. Campaign Sign-off
The undersigned accept this Marketing Campaign as described herein.
Signature/Date Signature/Date
Signature: Signature:
Print first and last name: Print first and last name:
Title: Date: Title: Date:
Signature: Signature:
Print first and last name: Print first and last name:
Title: Date: Title: Date:
Signature: Signature:
Print first and last name: Print first and last name:
Title: Date: Title: Date:
Note: Additional signatures might be required if the document changes
significantly per the client’s request.
http://digiworldhanoi.vn
11/24/2009 Tactical Marketing Plan page 6