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Arrow Guide to Creating An Effective Marketing Plan

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Section Two: Build Your Outline

Now that you've worked through the preliminary items in section 1.0, you're ready to build your plan outline. The following is a suggested Marketing Plan outline, which may be modified, based on your specific technology and needs. Developing your plan outline at this stage allows you to more easily incorporate information you've already developed, task out and/or collaborate with core team members on certain areas, and track your plan development progress.

Sample Marketing Plan Outline

  • 1.0 Executive Summary
  • 2.0 Situation Analysis
    • 2.1 Market Summary
    • 2.2 Market Demographics
    • 2.2.1 Market Needs
    • 2.2.2 Market Trends
  • 3.0 Filling the Need: Technology/Innovation Description and Mission
  • 4.0 Target Audiences
    • 4.1 Primary
    • 4.2 Secondary
  • 5.0 Positioning
  • 6.0 Marketing Goals
  • 7.0 Opportunities
  • 8.0 Obstacles
  • 9.0 Marketing Strategy
    • 9.1 Marketing Objectives
    • 9.2 Personnel
    • 9.3 Channels of distribution
    • 9.4 Action Plans with timelines and personnel assignments
  • 10.0 Financials/Budget (recommend moving this after contingency planning)
  • 11.0 Program reviews and evaluation
  • 12.0 Implementation
  • 13.0 Contingency Planning
  • 14.0 Appendices
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Contact

Kathleen Bergeron
Highways for LIFE
202-366-5508
kathleen.bergeron@dot.gov

This page last modified on 04/04/11
 

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