How to Write an Executive Summary for a Marketing Plan
Looking to know how to write an executive summary for a marketing plan? This article will guide you through simple tips to write an effective summary for a marketing plan.
A marketing plan is a document that details how the business will encourage people to buy its products or services while the executive summary of a marketing plan is a brief overview of the entire plan. A marketing plan is essentially a part of the business plan and it introduces your business to the reader, how you intend to reach your target audience, and drive conversions. The executive summary of the marketing plan highlights the main points of your marketing plan.
7 Tips on How to Write an Executive Summary for a Marketing Plan
Essentially the executive summary of a marketing plan is a simple highlight of the contents of the marketing plan, however, you must know how to write an executive summary for a marketing plan so it can be understood by a layman. Such a summary will equally benefit the higher management and the entry-level executives and will bring them all to one page.
Below are seven essential tips on how to write an executive summary for a marketing plan so the single document can be used across the organization to bring all the relevant employees on the same page.
- Keep the summary as brief as possible. It is usually 1 or 2 pages long.
- Write it last and make sure it precisely covers all the contents.
- Include interesting statistics, ideas to support promotion and interesting events.
- Write key data & findings, do your research and include your competition, budgetary and financial observations.
- Write it in a professional manner by using strong and positive language.
- Its purpose is to market your business so do remember to use the relevant marketing terminologies.
- Keep it updated by including all updates in your products/ services, technologies, audience or competition.
What Information to Include in an Executive Summary for a Marketing Plan
If you are troubled about what should be included in the perfect marketing plan executive summary? Or how to write an executive summary for a marketing plan that includes all that it needs?
All you have to do is to cover the main parts of your marketing plan by including the following information given below.
1- A Brief Description of Your Company
Start the marketing plan summary with a quick introductory paragraph. Briefly describe your business and the services/products you offer, daily business activities (clients & sales), and forecasts.
2- State Your Marketing Objectives
A quick elaboration of the forecasts will help you identify the objectives of the marketing plan, i.e. XXX numbers of subscribers, XXXX sales, etc.
3- Description of Team
A brief description of the main people involved with the marketing, their role & responsibilities, will suffice. Also include external service providers like freelancers, consultants, marketing experts, and suppliers if there are any.
4- Market Influencers & Trends
You should briefly list down the factors in your executive summary that influence the market. Write about the innovations that are taking place and also the drivers & players involved. Also briefly describe the market trends and the sectors in which you are selling your products/services.
Add a quick list of marketing automation tools and software you will be using, and the estimated time the team will require for learning and training.
5- Customer Base & Marketing Strategies
Write about your customer base e.g. where you find your customers and how you will reach them, i.e. reach out strategy, list of possible marketing campaigns to acquire new users, and strategies to retain the existing ones.
6- Include Costs & ROI
Briefly explain your financial & budgetary forecasts related to the marketing plan, i.e. cost of supplies, costs of tools, and software subscription, payments to vendors and outsourced partners, etc.
Do mention the expected ROI from marketing campaigns.
Bottom Line
By now you know how to write an executive summary for a marketing plan. Make sure that your marketing plan executive summary can be used as a framework of what your marketing plan is all about. Try to make this document as outstanding as possible with the help of the guidelines that we have presented to you above.
