Executive Summary

Mission Statement

Organization Description and Background

Revenue Model(s)

Overall Business Goals and Objectives

Marketing Goals and Objectives

Brand Components and Guidelines

Key Brand Messaging Differentiation and Positioning

SWOT Analysis Chart and Support

Industry Analysis

Competitor Analysis

Company Brief

Internal Analysis

Customer Analysis

New Media

Social Media

Mobile Marketing

Experimental Technology

Website: Conversion Goals, Landing Page, Home Page Funnel Navigation

SEM: SEO and PPC Breakdown

Email Marketing & Customer Messaging

Partner and Affiliate Marketing

Public Relations

Offline Marketing: Broadcast, Print, Live Event

Three Example Campaign Briefs

Financial Projection and Budget Breakdown Examples – One Campaign Brief Example

Evaluation, Control, and Improvement Analysis Metrics – One Campaign Brief Example

Summary of Special Considerations

Specific Examples

Marketing Plan Execution Resource Software and Sites References