Condensed 5-slide version would 
                                                 be:
                                          1.Business Vision/Strategy 
    Agenda                                      Summary
                                         2.Key Issues/Opportunities This 
                                                 Year
    Business Vision/Strategy Summary
                                        3.[Year] Marketing Plan Summary
    Key Issues/Opportunities This Year      4.Marketing Calendar
                                                5.Budget
    [Year] Marketing Objective and Goals
    Marketing Plan Summary
    Strategies and Tactical Detail
    Marketing Calendar
    Research Plan (optional)
    Budget
    Appendix
      • Situation Analysis (Category, Competitive, SWOT, etc.)
      • Targeting Strategy
      • Positioning Strategy
    Business Vision/Strategy Summary
    Insert a one page overview.
                                    Insert a one-page overview of the 
                                        high-level business 
                                      strategy/direction that this 
                                    marketing plan supports. It should 
                                     include where the business is 
                                   headed long-term (i.e., 5 years out 
                                           or more).
                                      This should already exist. 
                                   Otherwise, you may want to tackle 
                                    the business strategy separately 
                                            first.
     Key Issues/Opportunities This Year
     Key issue/opportunity 1                   A key issue is something that 
       • Supporting point/data/fact            stands in our way right now—
                                               between us and our long-term 
                                              goal. Serve up the key issues you 
     Key issue/opportunity 2                  want to address in your marketing 
                                                        plan.
       • Supporting point/data/fact              You may also identify key 
                                               opportunities. Perhaps they are 
     Key issue/opportunity 3                  not problems the business faces, 
                                              but they are opportunities that we 
       • Supporting point/data/fact            can choose to pursue that also 
                                              advance us toward the long-term 
                                                        vision.
                                              Important: You should only serve 
                                               up issues here that you have 
                                              specific goals/strategies against 
                                             (on upcoming slides). No more and 
                                                       no less.
    [Year] Marketing Objective and 
    Goals
    [Year] Marketing Objective: Spell out your objective 
    here.
                                 It is best to boil down your objectives to 
                                  just one or two for the year. If you are a 
    Goals:                       brand with a very big budget and lots of 
                                  resources, you might get away with 3, 
                                   tops. But… Stay focused. Examples: 
      • Goal 1                    successful product launch, surpass a 
                                         competitor, etc.
      • Goal 2                    You will typically have more goals than 
      • Goal 3                    objectives. Goals are binary and help 
                                  you make progress towards the larger 
                                 objective (e.g., grow volume, take share, 
                                  increase penetration, rank #1, leads, 
                                      conversion, loyalty, etc.)
                                   Important: Your goals on this page 
                                     should correspond to the key 
                                  issues/opportunities you just set up on 
                                  the previous slide. For example, if a key 
                                  issue is that no one knows you exist, 
                                  then a goal on this page should be to 
                                        build awareness.
    Marketing Plan Summary
          Goals           Strategies          KPIs
    Goal 1            • Strategy 1      KPI 1, KPI 2, KPI 3
                      • Strategy 2
    Goal 2            • Strategy 3      KPI 4, KPI 5, KPI 6
                      • Strategy 4
     Goals slot in from the previous page. You should then have specific marketing strategies 
                  against each goal (at least one per goal).  
    Examples: If “build awareness” is a goal, your strategies might include “launch new media 
    Goal 3            • Strategy 5      KPI 7, KPI 8, KPI 9
    campaign,” or “create a website.” If “generate leads” is a goal, then a strategy might be to 
    “create premium gated content.” If “increase in-store presence” is a goal, then you might 
                      • Strategy 6
           “design and launch 3 new in-store displays at our top 3 accounts.”
    KPIs (Key Performance Indicators) are how you will know that your efforts were successful. 
   Ask yourself: How will you specifically measure success? Examples include impressions, CPM, 
    visits, search rankings, sales lift, leads generated, downloads, new accounts, market share, 
                             etc.