COMPANY LOGO

TEAM NAME
Marketing Plan [TITLE]
Table of Contents
1. Team Introduction
o School Summary & Info
o Leadership Team & Teacher

2. Business Summary
o Mission Statement
o SWOT Analysis

3. Market Overview
o Target Market
o Customer Profile
o Competitors Profile

4. Marketing 360 Initiatives

o Initiative 1
o Initiative 2
o Initiative 3

5. Budget and Timeline

6. Supporting Documentation & Glossary

Team Introduction
School Summary & Info
[School name] is located in [location] … Our main goal is [goal/s]. Other relevant info…
Leadership Team
[Teacher] is [profile]. S/he will [role/tasks in the team].

[Member 1] is [profile]. S/he will [role/tasks in the team].

[Member 2] is [profile]. S/he will [role/tasks in the team].

[Member 3] is [profile]. S/he will [role/tasks in the team].

Business Summary
Business overview
What we know about EF and summary of the purpose of this marketing plan. Mission statement, business
objectives, short and long term goals.

SWOT Analysis
We want to help EF strengthen what it does well, improve what it doesn’t, capitalize on what it can do, and
defend against what could challenge it. Here is our SWOT analysis:

Strengths Weaknesses Opportunities Threats

What we’re good at. What we want to fix. What the industry What we think could
What’s working. What we want to might soon want. hinder our growth.
What our customers strengthen. What we What we think we’ll What/who we think
like about us. want to become more be good at. What will could take our
efficient at. be our difference- customers.
maker.

Market Overview
Target market:
Key statistics of our target market. This may include the size and growth potential of the market, as well as key
demographics such as age, gender, income level etc.

Customer profile:
The profile of an ideal customer for our business. Their needs, buying patterns and motivations for buying:
[Buyer Persona 1]

[Buyer Persona 1] is [age range] years old. S/he works in [job title or industry name] for a living and spends
his/her free time [describe lifestyle, family size, etc.]. Ultimately, [Buyer Persona 1] wants [personal or
professional challenge(s) that your business will try to solve].

[Buyer Persona 2]

[Buyer Persona 1] is [age range] years old. S/he works in [job title or industry name] for a living and spends
his/her free time [describe lifestyle, family size, etc.]. Ultimately, [Buyer Persona 1] wants [personal or
professional challenge(s) that your business will try to solve].

Etc.

Competitor profile:
The profile of a typical competitor for our business, marketing mix they use, etc:

[Company 1]

Products we compete with: [This competitor’s product/service, what it does, and what it might do better than
yours]

Other ways we compete: [Example: This competitor has social media accounts using similar strategy we
regularly do]

[Company 2]

Products we compete with:

Other ways we compete:

[Company 3]

Products we compete with:

Other ways we compete:

[Company 4]

Products we compete with:

Other ways we compete:

Marketing 360 Initiatives

EF has the goal of [company goal]. Therefore, we will pursue the following initiatives:
Initiative 1
Description: [Example: During school holiday, we will create an event where we display adventurous and
educational VR games that can be played by both parents and students, where through the game, people can
learn more about EF, how learning languages can be fun, and collect potential leads.]

Goal of initiative: [Example: To increase EF awareness, public engagement, and help our marketing/sales
team start conversations with prospects.]

Metrics to measure success: [Example: 1,000 participants; 250 mentions on social media; 100 media release;
50,000 direct traffic to website.]

Marketing Channels: [Example:

 Web landing page: description

o Purpose: Explanation of the program and brand awareness
o Metrics: 50,000 unique page views
 Press conference: description
o Purpose
o Metrics
 Outdoor branding: description
o Purpose
o Metrics
 Social Media: description
o Purpose
o Metrics
 Blog: descriptions
o Purpose
o Metrics
 Etc]

Initiative 2
Description:

Goal of initiative:

Metrics to measure success:

Marketing Channels:

Initiative 3
Description:

Goal of initiative:
Metrics to measure success:

Marketing Channels:

Timeline & Budget

Over the course of [current year], we expect to invest in the following items to ensure we meet the objectives
outlined in this marketing plan:
Item Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Initiative 1
Radio advertising
Television advertising
Print advertising
Online advertising
Social media
Web search optimisation
Giveaways
Events
Branding & artwork
Merchandising
Publications
More…

Initiative 1 total Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -

Initiative 2
Research
Travel
More…
More…
More…
More…
Initiative 2total Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -

Grand To tal Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp - Rp -

Supporting Documentation & Glossary

Etc…