Marketing Strategy Template
powered by FoundersuiteTM
www.foundersuite.com
A marketing strategy helps you visualize exactly how you are going to reach the goals you set forth for your
company by providing a specific plan of action for you to follow. Following a predetermined marketing strategy
also helps to ensure that your messaging is always “on-brand”...in other words, that it not only contributes to
the overall goals of the organization, but that it does so in a way that is consistent with your brand’s voice and
image.
This Marketing Strategy Template is a good way to get started at organizing your overall marketing approach.
First, identify what you want to achieve - your Objectives - then layer on the accompanying Strategies to reach
those objectives. Next, determine the underlying Programs and Tactics - the actual tasks and actions -
necessary to executing those strategies. An example is shown on the following page.
This worksheet is completely customizable; you can include as many objectives, strategies, programs, and
tactics as make sense for your company.
OBJECTIVE: state the overarching goal you want to achieve (be specific!)
STRATEGY: describe how you will achieve the overarching goal listed above
PROGRAM: outline the channels or campaigns that will move the strategy forward
TACTICS: list actionable items to fulfill program / campaign
TACTIC 1:
TACTIC 2:
TACTIC 3:
TACTIC 4:
TACTIC 5:
Marketing Strategy Example
powered by FoundersuiteTM
www.foundersuite.com
Objective 1: DogSpanx will be recognized as a thought leader in each industry it serves
Strategy: DogSpanx will become recognized as a thought leader in the pet fashion, pet care, and
pet garment technology sectors by by sharing, releasing, and making news on a consistent basis.
Program: Social media channels and traditional PR efforts will be used.
Tactics:
1. write meaningful bylines and whitepapers (release 1-2 per month)
2. contribute to shared blog agreements (1-2 per month)
3. host experts on blog, whether through an interview or a featured blog
post (1x per month)
4. curate a collection of pieces by other industry leaders to share to our
audience (2-3 per month)
5. create case studies with empirical evidence (1 per quarter)
Objective 2: DogSpanx wil build Top-of-Mind Awareness (TOMA) within the pet industry.
Strategy: The company will build the brand name, recognition, and reputation by occupying the
spheres of its target markets - pet stores, vet offices, dog parks, dog boarding facilities, etc.
Program: Social media channels, traditional PR efforts (locally and nationally), and
physical presence will be used.
Tactics:
1. get featured in 3-5 publications each month:
a) Industry and well-known (Modern Dog, Dog Fancy, Animal Fair)
b) Product announcements, event news, expert interviews
c) Constant pitching and reframing (look at editorial calendars and
awards opportunities)
2. Consistent posts on social media channels:
a) Blog
i) 1 guest post, 3 internal updates, 2 specialized content
area, 4 news, 2 tips each month
ii) 12 posts per month = 3x per week, MWF posting schedule
b) Facebook
i) 2 types of asked engagement per week (1 poll / 1 fill in)
ii) Pictures and videos as much as possible
iii) Respond to all comments / messages day of
iv) Post small updates that don’t require an entire blog post
c) Twitter
i) Goal: participate in 1 chat / wk
ii) Engage ~2 people / day
iii) Post event and interview reminders and thanks
iv) Follow all clients and potential customers that we have a
connection with
3. Attend tradeshows and present at relevant expos and summits
