Marketing template
Marketing Plan template
An annual marketing plan with objectives, audience personas, positioning, a channel plan with lead targets, a budget, a quarterly calendar, retention steps and measures. It suits small businesses and studios planning a year of growth.
12 sections, 7 tables, with a cover page
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What you fill in
- [Your company]
- [Date]
The template, in full
1. Summary
[Your company] is a 420 square metre strength and conditioning gym with small group classes capped at eight people and four coaches. It has 240 members at an average of $189 a month. This plan sets out how the studio will reach 340 members by [Date] by winning about 230 new members while cutting the number who leave, using a marketing budget of $36,000 across the year.
2. Where the studio stands
The studio has grown by word of mouth for three years, and the numbers show both its strength and its leak. People who try a session tend to join, and members who stay past six months rarely leave. The problem is the first few months: too many new members drift away before the habit forms, and there is no steady flow of new trials outside January.
3. Objectives
4. Audience personas
Member surveys and trial notes point to four groups. Each needs a different message and is reached in a different place, which is what the channel plan in section 7 is built around.
5. Positioning and offer
[Your company] is the place where a qualified coach watches every lift, in a group small enough to be noticed. It is not the cheapest gym in the suburb and does not try to be. Every campaign carries the same three messages and the same entry offer: a free first session, then a 14 day start pack at $49 with three coached sessions and a movement assessment.
6. Competition
Three other gyms sit within 5 km. None offers coached small groups at every session, which is the gap the studio already fills and the message every campaign leads with.
7. Channel plan
Six channels share the enquiry target of 1,210. Paid channels fill the funnel; referrals and partnerships bring the warmest leads at the lowest cost.
8. Budget
The $36,000 budget is about 5.5% of the roughly $658,000 in membership fees the plan expects across the year. It is weighted to the channels that produce the most enquiries, with 5% held back as contingency for whatever is working best by midyear.
Spending is heaviest in the first quarter, when people make fitness resolutions and search volume peaks, and rises again in the fourth quarter for the spring push. The four quarters add to $36,000: $10,800, $8,640, $7,560 and $9,000.
9. Quarterly calendar
Each campaign has a one page brief agreed two weeks before it starts, with its audience, offer, channels, budget and the enquiry target it must hit. The owner approves every brief.
10. Keeping new members
Winning 230 members only works if fewer of them leave. The first 90 days get their own plan: a coach call after the first week, a progress check at week six, a members only social night each quarter, and a call from the owner to anyone who misses two weeks in their first three months. This costs coach time rather than budget, and it is the single biggest lever on the 340 target.
11. Measures
12. Risks and review
The owner and marketing lead review the measures on the first Monday of each month and rework the next quarter's campaigns at the end of each quarter. The plan is rewritten for 2029 in December 2028.