9 finished slides

Marketing plan presentation

A nine slide annual plan for a gym chain that decided to stop discounting. It shows how to argue for a strategy rather than list activities, which is what a plan has to do to get approved.

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The full deck

Every slide as it was built, in order. All the content was written for this example, so the structure can be judged on real numbers rather than placeholder text.

Photograph of an empty modern gym floor in morning light, racks of dumbbells and rubber flooring, tall windows, wide calm composition, no text, no logos

Marketing plan

FY27

Ironbark Fitness

Fill the quiet hours

Growing membership 18 percent without discounting the joining fee, by selling the hours our nine clubs already pay for and barely use.

Cara Delaney

Marketing lead

Board pack

12 Aug 2026

Slide 1 of 9

The one number for FY27

Everything in this plan is judged against a single target.

+2,400

Net new members

From 13,300 to 15,700 across nine clubs, with joining fee held at $79. Growth has to come from more joins and fewer leaves, not from price.

02

Slide 2 of 9

Why growth stalled

Two years of flat membership, with the same pattern in every club.

What happens now

Discount, spike, churn

Every January we cut the joining fee, sign 900 members in three weeks, and lose most of them by June. The discount trains people to wait, and it prices the members who stay against the ones who never come back.

What we will do

Sell the quiet hours

Clubs are empty from 10am to 3pm and after 8pm. We build offers around those hours for shift workers, parents and over 55s, at full price, where the club has capacity and the coach has time.

03

Slide 3 of 9

The mix for FY27

Four decisions that everything else in the plan follows from.

Product

A daytime membership at $19 a week with coached small group sessions between 10am and 3pm, plus a 55 plus program in the same window. The full membership stays exactly as it is.

Price

Joining fee held at $79 all year, no January discount. Value comes from the daytime tier and a three month referral credit, not from cutting the entry price.

Place

Nine clubs, each with a two kilometre catchment. Local marketing is run by the club manager against a shared calendar, not by head office broadcast.

Promotion

Search and local social carry the year. Member referrals and workplace partnerships fill the daytime hours, where paid media has never worked for us.

04

Slide 4 of 9

How a member joins

Four stages, each with one thing we are changing this year.

Aware

Local search first

Nine club pages rebuilt for "gym near me" and suburb terms, each with real photos and hours.

Interested

Show the quiet hours

Ads and posts feature the 11am class, not the 6pm crowd, so the daytime offer is what people see.

Decide

Three day pass

A free pass booked online in under a minute, with a coach expecting them by name at the door.

Join and stay

First 30 days

Two coached sessions booked at signup. Members who attend twice in month one stay four times longer.

05

Slide 5 of 9

Where the budget goes

A $640,000 program, weighted to the channels that already convert for us.

Local search and SEO

Club pages, listings, reviews and a small always-on search budget.

32%

Local social

Club level posting, coach video and paid boosts inside each catchment.

24%

Referral program

Three month credit for the member and the friend they bring in.

18%

Workplace partnerships

Daytime access deals with hospitals, councils and two call centres.

16%

Brand and print

Signage, launch events and the two openings in the second half.

10%

06

Slide 6 of 9

The year, quarter by quarter

Two openings in the second half shape the calendar.

Q1

Jul to Sep

Club pages rebuilt. Daytime membership launched at three pilot clubs.

Q2

Oct to Dec

Referral program live network wide. First two workplace partnerships signed.

Q3

Jan to Mar

No January discount. New year campaign sells the first 30 days instead.

Q4

Apr to Jun

Two club openings, each with a six week local launch plan.

07

Slide 7 of 9

The catchment

Who we can actually reach

412k

People in catchment

Adults living within two kilometres of one of the nine clubs.

96k

Gym users

Hold or have held a gym membership in the last three years.

11k

Daytime available

Work shifts, part time or are retired, so the quiet hours suit them.

08

Slide 8 of 9

The plan in one line

We are not buying more members this year. We are selling the hours we already pay for.

Cara Delaney

Marketing lead, presented to the board on 12 August 2026

Daytime capacity across nine clubs is 61 percent unused between 10am and 3pm, while peak hours run at 94 percent. Filling a third of that gap delivers the FY27 target without a single discount.

09

Slide 9 of 9

What makes this deck work

One number owns the plan

A single target on slide two, so every later slide can be judged against it instead of arguing for its own budget.

The mix is a decision, not a list

Product, price, place and promotion each state what changes and what deliberately stays the same.

Budget is shown as shares

Five bars covering the whole spend, which is the slide a board actually debates.

Questions people ask

What should a marketing plan presentation include?

The goal, why the current approach is not working, your positioning and mix, the funnel, budget by channel, a calendar and the measures.

How long should a marketing plan deck be?

Eight to twelve slides for the approval meeting. Campaign detail belongs in the working document, not the deck.

Should the budget be in the deck?

Yes. A plan without a budget split is a wish list, and the split is usually the only part the board wants to discuss.

Can I change the channels in this example?

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