When you write an executive summary for a marketing plan, you want to make sure that your audience understands the goals of your business and how they can help achieve them. You also want to make sure that your audience is aware of any potential obstacles that could prevent them from achieving their objectives. Finally, you want to provide readers with a clear understanding of the opportunities for growth that exist in your industry. By following these steps, you will know the Examples of Executive Summary of a Marketing Plan, what is an executive summary in marketing?, how to write a marketing plan executive summary and marketing plan summary example.
What Is An Executive Summary In Marketing?
The section of your marketing strategy known as the executive summary presents the key findings of your research. It is a synopsis of the whole marketing plan. It provides a high-level overview of your brand’s overarching objectives, marketing objectives, and marketing activities. It is brief but precise.
The length of your executive summary is one to two pages. Following the completion of all other sections of your marketing strategy, you write the executive summary. The executive summary always comes first in your marketing strategy, which may have you wondering why we chose to feature it as the series’ first installment. The most important details regarding both your short-term and long-term plans are included, and it is intended to stand out, attract the reader’s attention, and do so.
It outlines your key objectives, course of action, and conclusions from your research. It enables the reader to comprehend the direction in which your company is going and how quickly it intends to get there.
A strong executive summary will:
- Outline your goals
- Reveal the most important findings from each section of your plan and how they relate to achieving your goals
- Use concise language that is easy to follow
- Have a positive and interesting angle
Examples of Executive Summary of a Marketing Plan
- Connected
The executive summary for Connected immediately grabs your attention with its headline, which succinctly and clearly summarizes what the company does. You can infer what Connected does from the heading alone, without reading the rest of the summary. The company then goes into great detail about its history, purpose, and values.
Try it on your own
Rather than using “About Us” or “Executive Summary” as the title, use the heading of your page to briefly describe what you do. Give readers the chance to read more and the option to get what they need above the fold. Be aware that this would not apply to a business plan’s executive summary.
- Events Industry Council
The executive summary of the Events Industry Council is succinct and to the point, but it contains all the details readers need to know about the organization’s work and the products it sells. The mission, vision, and values sections are brief; this shows that they don’t need to be lengthy if it doesn’t suit you to do so. This uses a strong attention-grabbing technique by placing the most emphasis on the “Who we are” section.
Try it on your own
Spend more time on the section you believe will be most interesting to your audience. Spend more time on the Market Analysis and Financials sections if you’re pitching investors. If you’re writing for a broad readership, you might concentrate on your company history.
- Company Shop Group
The subheading “Company Shop Group is the UK’s leading redistributor of surplus food and household products” is one of the first things you see on the Company Shop Group About Us page. Like Connected, Company Shop Group makes its services visible above the fold so that readers can decide whether to continue reading or stop after learning what the business does. In order to engage visitors and present its business model in an approachable manner, the organization also uses multimedia.
Try it on your own
Include your work above the fold and incorporate multimedia components to give readers another way to learn more about you. Your executive summary can be much easier to scan with the help of videos, images, and headings, But take care to only apply this strategy to the appropriate audience and via the appropriate medium. (For example, in a formal business plan, images might not be included.)
- FirstEnergy
If your brand is more corporate and formal, the executive summary of FirstEnergy is a great source of inspiration. The executive summary of the business includes information on its mission, divisions, operations, goods and services, corporate responsibility principles, and strategic plan objectives. Given that the company is publicly traded, this information is helpful for prospective investors.
Despite being thorough, the executive summary is still brief. It uses images and bullet points to break up the text, and a sidebar menu gives readers the option to learn more.
Try it on your own
When writing your executive summary, keep in mind where your company is in terms of status. You should provide more information, such as your strategic plan and expansion opportunities, if it is publicly traded. Use a sidebar if you’re publishing your executive summary online so that readers can navigate between pages without losing their place.
How To Write A Marketing Plan Executive Summary?
Here’s how to write a marketing plan’s executive summary:
- Add a header and an introduction.
Your executive summary’s first page should have a header to let readers know what the document is about. The title could be something as straightforward as “Executive Summary,” with the name and location of your company listed beneath. To make sure that potential investors can get in touch with you, you might also want to include the business’s phone number or email address.
- Describe the company
The next sentence can include a succinct summary of your company. Mention the organization’s history, structure, and objectives in a few sentences. Readers who may not be familiar with your company will now have context, which will help them understand the document’s goal. List important individuals to emphasize pertinent points of contact. For instance, you might add a budgetary accountant for the marketing division or a supplier of necessary advertising supplies.
- Refer to market trends.
Think about including market trends that are pertinent to your industry. This information aids readers in understanding the competition, how your business stands out, and potential sales-affecting variables. For instance, a business in the travel and tourism sector might highlight how it can provide customers with a distinctive travel experience. It could also discuss how factors like a greater emphasis on security encourage consumers to spend money in its sector.
- List the company’s primary goods and intended market.
The main products of the company are listed here along with an explanation of their appeal to the intended market. You can concentrate on how the product supports the organization’s current mission and how it differs from the competition if the marketing plan is for a specific product. For instance, a car manufacturer wishing to advertise a new model might highlight how the emission-free vehicle appeals to a growing segment of the population that gives the environment some thought before making a purchase.
- Condense financial forecasts.
Detailed financial projections are part of a marketing plan, but you can also include them in your executive summary. Consider mentioning the overall marketing budget as well as the amounts you intend to spend on various expenses. For instance, 10% could go toward printed promotional materials, and 25% could be allocated to social media marketing.
- Add a final sentence.
A few sentences that restate the project’s strategies can serve as the conclusion paragraph. Although it summarizes the executive summary, this paragraph may also be the last argument for readers to read the rest of the marketing plan. Try to speak with assurance to reassure investors and suppliers that working with your company would be a smart move.
What is a Marketing Plan?
A marketing strategy is a plan that outlines the steps that will be taken to achieve and maintain success with a marketing campaign. A marketing strategy should include the following:
1. The objectives of the marketing campaign.
2. The target audience for the product or service.
3. The channels through which the product or service will be marketed (e.g., print, online, radio, television).
4. The messaging that will be used in order to get people to buy or use the product or service.
5. How much money will be spent on advertising and other marketing activities?
6. What are some common mistakes made when planning a marketing campaign?
The Types of Marketing Plan.
Direct marketing is the most common type of marketing. It involves contacting customers directly to sell products or services. This can be done through telephone, email, or in-person contact.
Social Media Marketing
Social media marketing is a way of using social media outlets (like Facebook, Twitter, and LinkedIn) to promote your business or product. This includes posting content that promotes your company or product, and using social media tools like hashtags, influencers, and DMs to reach a wider audience.
Event Marketing
Event marketing is when you plan and/or participate in events to attract attention to your business or product. These events can be held at local businesses or events related to your industry. You can also use events to promote your company or product to a wider audience.
Telemarketing
Telemarketing is the act of calling customers and selling products or services over the phone. This can be done through personal visits, ads in print publications, or online ads.
How to Write a Marketing Plan.
The first step in writing a marketing plan is to identify the objectives of your marketing campaign. How will you reach your target market? What are the unique selling points of your product or service? What techniques will you employ to generate leads and promote your products or services? These questions and more need to be answered before beginning any marketing planning process.
Define Your Market
In order to understand the target market for your product or service, you must first define what that market is. Do you want to sell to people who live in certain areas, who make a certain type of income, or who have a specific interest? Once you know the definition of your market, you can begin planning your marketing strategy accordingly.
Research Your Market
After understanding your target market, it’s important to research what type of consumers they are and how likely they are to buy your product or service. Use industry-specific research tools like ComScore or Alteration Social Media Intelligence to get a good sense of how popular and effective your product or service might be in different parts of the world. Additionally, use online surveys and focus groups to gather insights into customer behavior and preferences (and see if there are any ways that you can improve on these findings).
Design Your Marketing Plan
Once you have a good understanding of the demographics and buying habits of your target market, it’s time for design work! In designing your marketing plan, think about everything from creating targeted advertising campaigns to setting up contact lists and sending out invitations for special events/Consulting Sessions!
Marketing Plan Summary Example
- Visit Baton Rouge
Baton Rouge encourages a resurgence of local passion and enthusiasm in an effort to position itself as “An Authentic Louisiana Experience.” There are a lot of lessons you can apply to your marketing plan, from a thorough SWOT analysis to a clearly defined target audience.
- University of Illinois
The University of Illinois lays out a thorough marketing strategy in this high-level overview of the marketing strategy for the Office of Undergraduate Admissions and its 2021 recruitment cycle. This marketing strategy’s method of defining goals, strategies, and success metrics for each segment stands out.
- HubSpot
The template from HubSpot has sections for the business overview, business initiatives, target market, market strategy, budget, marketing channels, and all other crucial components of a marketing plan.
- Monday.com
This one from Monday.com can be useful if you want to create a plan that already exists in a project management tool. You can keep track of all of your marketing initiatives, strategies, business objectives, budgets, and marketing campaigns using this template. The best part is that a range of data visualizations, including kanban, calendar, timeline, gantt, map, form, workload, and others, can be used to transform data.
- Evernote
Another excellent illustration that can assist you in outlining your marketing strategy and monitoring your progress is Evernote. Details, Research, Goals & Objectives, Buyer Persona, Calendar, Evaluation, and Sign Off are the seven main divisions of the template. There is an explanation for each section to guide your next move.
- G2
This G2 guide walks you through the process of writing a marketing plan step by step and includes examples and clearly defined sections to make it easier. You can easily edit and modify it for your company’s needs, and it covers every important component of a marketing plan.
- Smartsheet
Ensure you have a comprehensive action plan by outlining the purpose of your company, its strategic goals, its target market, and its standards of performance using this pre-built marketing plan template from Smartsheet. This editable PDF will lead you through the steps necessary to create a thorough marketing strategy.
Conclusion
Having a marketing plan can help your business achieve its marketing goals. By designing a plan that objectives and research your market, you will be able to develop the most effective marketing strategy for your business. Additionally, by employing telemarketing and event marketing strategies, you can reach more potential customers. In the end, having a well-planned marketing campaign is key to success in any business.