Wednesday, November 28, 2012

A Tool to Build Your Marketing Plan

In my mind, the key coordinates of creating an effective marketing plan are connecting each market segment with the proper marketing channels, value proposition, offers, messages, and frequency.

So I have created a template (below) to use for planning and brainstorming sessions to help make these connections.

To use the template, start by inserting your market segments in the left hand triangle – from most productive to least productive. Along with the name for the market segment, you can also list the estimated quantity of prospects in that group. Then work through the matrix to the right.

For example, if you are creating a plan for membership recruitment, your best market segment might be lapsed members. Because they are so responsive, you can use fairly expensive channels to reach them, so you might put staff sales calls, telemarketing, direct mail, and email as the channels. The value proposition, offer, message, and frequency of contact for this segment will also be different than reaching out to another segment with less awareness or affinity for your organization.

Once you have completed filling in each quadrant of the matrix, you basically have your marketing plan done. I have provided for up to six market segments, but you obviously may have more or less than this to target in your plan.

If you would like to make adjustment to this template or be able to type content into the blanks, I can provide an Excel spreadsheet of this document. Please let me know if you would like one sent to you.


Jennifer Beever said...

Hi Tony, thank you so much for this helpful blog post. I am going to facilitate a member/donor segmentation exercise at a non-profit in January 2013, and, this was sent to me by another consultant with whom I am working on a marketing plan for a membership association. Would you please send me the spreadsheet? Thank you!

Tony Rossell said...

Hi Jennifer -- I would be happy to share a copy of the document with you. Please provide me with your email address and I will send it along to you. Tony

Fitness Training London said...

Thanks a lot for sharing this information with us all, it has really helped me that’s for sure. Thank you so much.

Actiemarketing said...

Thank you for the marketing template! We give it a try!

Commercial Truck Insurance said...

Wow nice post... your blog are vrey good. i like it. the data you present on this web site has helped me

Louise Pare-Lobinske said...

Interesting article. Can I have a copy of your template, please? Please send it to louise at Thanks!

Louise Pare-Lobinske said...

Interesting article. Can I have a copy of your template, please? Please send it to louise at Thanks!

Anonymous said...


I just found your blog! I would love an excel spreadsheet of your Marketing Plan. Can you email it to me at Thank you!
Jenny Levet