Example marketing plans (SOSTAC®)
Easy to follow marketing plan examples based around PR Smith's SOSTAC® framework
How will these example marketing plans help me and my business?
In our digital marketing toolkit we created a series of short templates in Powerpoint and Word to help create and communicate digital marketing plans. This is one of our most used series of templates.
Some (agencies and consultants working with small and medium businesses) asked us for even shorter summaries AND an example. We, therefore, produced a one-page summary so everything is on one page with a separate example of a fictitious company.
Who is the template for?
We’ve designed these example marketing plans to be as flexible as possible, so it can be applied for different types of businesses and roles including:
- Company directors and marketing managers
- Digital marketing managers
- Agencies and consultants
How are these example plans structured?
These example plans are based around PR Smith’s SOSTAC® framework relating to the areas of Smart Insights RACE Planning Framework. There are two samples both available for members to amend for their own organization or their clients:
- Sample 1. A long example plan in Microsoft Word for a B2B company:
“TechChester” is a software design and IT support business which uses the same structure as that recommended in our Business marketing plan guide. - Sample 2. A short example plan in Microsoft Word for a B2C company:
“Perfect Lawn” where their main communications and distribution are via their website. The Word document contains one blank plan in landscape format and one example plan.
Resource Details
- Author: Annmarie Hanlon
- Format: Word documents for you to download, modify and create plans for your own organization or clients
- Related guides: Accompanies the Business marketing plan guide. See also our longer RACE Digital Marketing Plan example (A more detailed example, also to amend in Word).
About the author
Dr Annmarie Hanlon
Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL within the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing.
Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing.
Annmarie has written several SAGE textbooks including Digital Marketing, Digital Business and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing. Her textbooks are adopted in nearly 30 countries by over 100 universities and are the leading textbooks in SAGE’s digital topic collections.
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