2. Executive Summary
The Executive Summary is the first section of the marketing plan and serves as a brief overview of the entire document. It should be written in a concise and clear manner, providing the reader with a clear understanding of what the marketing plan is about, its purpose, and its key highlights.
The purpose of the Executive Summary is to give the reader a quick and comprehensive understanding of what the marketing plan is about, including the goals and objectives of the plan, the target audience, and the strategies and tactics that will be used to achieve those goals. It should be engaging and compelling, making the reader interested in reading the rest of the document.
The key highlights of the marketing plan should be included in the Executive Summary. This could include the most important goals and objectives, the key strategies and tactics that will be used to achieve those goals, and any significant challenges or opportunities that the team may face.
Overall, the Executive Summary should provide the reader with a clear and concise overview of the marketing plan and its key components, setting the stage for the rest of the document. It should be written in a way that grabs the reader's attention and leaves them wanting to know more.
Example
The Western University Wildcats Marketing Plan aims to increase team awareness, boost game attendance, and enhance the fan experience. The plan is based on a thorough analysis of the team's history, achievements, and current marketing efforts, as well as a detailed understanding of the target audience and competitors.
The target audience for the Western University Wildcats includes college students, alumni, and local sports fans who are interested in football. The team's marketing efforts have been somewhat successful, with rising social media engagement and merchandise sales. However, attendance at games has been lower than desired.
To address these issues, the marketing plan includes several key objectives, including increasing ticket sales and attendance, improving the fan experience, and expanding the team's reach on social media. Strategies to achieve these objectives include a targeted advertising campaign, enhanced game-day experiences, and the development of a solid social media presence.
To measure the effectiveness of these strategies, the plan includes a comprehensive set of metrics, including attendance figures, social media engagement rates, and merchandise sales. The plan includes a SWOT analysis, identifying the team's strengths, weaknesses, opportunities, and threats, and an action plan with timelines, budgets, and responsibilities for each tactic.
Overall, the Western University Wildcats Marketing Plan is designed to increase the team's visibility and fan base, leading to greater support and success on and off the field.