Marketing plan - Your organisation name - create SMART goals

Aug 31, 2026

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Marketing plan template for an organization to define clear, measurable marketing objectives and translate them into practical actions. Guides users to describe beneficiaries, understand behaviors and segmentation potential, map competitors, and articulate unique selling points and brand values. Provides a SWOT-based method to evaluate strengths, weaknesses, opportunities, and threats, then helps choose suitable communication channels and prioritize approaches for different prospect levels.

LanguageEnglish

CategoryPresentations

FormatDOCX

Pages12

Reading Time4 min

AccessFree to download

Goals

Section 1: Understand your market

Who are your beneficiaries?

How do your beneficiaries behave?

Who are your competitors?

What's special about you?

Section 2: Identify marketing opportunities using SWOT analysis

What are your strengths?

What could you improve on?

What opportunities are out there?

What threats are you facing?

Section 3: Assess potential marketing channels

Review your options

Match the marketing method to your target market

Marketing plan - Your organisation name [logo] Use this template to help you create a marketing plan for your organisation. Contents HYPERLINK \l "Goals" Your goals HYPERLINK \l "Section1" Section 1: Understand your market HYPERLINK \l "Section2" Section 2: Identify marketing opportunities using SWOT analysis HYPERLINK \l "Section3" Section 3: Assess potential marketing channels HYPERLINK \l "Section4" Section 4: Prepare the ground HYPERLINK \l "Section5" Section 5: Create your marketing action plan HYPERLINK \l "Section6" Section 6: Review your plan Your goals Explanation: Write a short description about what you aim to achieve with this marketing plan. Your goals should be SMART - specific (x% more supporters, x new beneficiaries, x website visitors), measurable, attainable, relevant and time-bound. Revisit these goals at regular intervals to assess how your objectives are being met; it's likely that you will need to keep fine-tuning your marketing plan as you learn more about what works. HYPERLINK \l "top" back to top Section 1: Understand your market It's vital to know who benefits from the work of your charity, who might support you financially or in other ways, and who your potential partners and competitors are. If there are gaps in your knowledge, it may be worth spending some time and potentially resource on market research. Having accurate data is the cornerstone of every marketing plan. 1. Who are your beneficiaries? Describe who currently benefits from your organisation’s work and create a snapshot of their main characteristics – this could include their age, their lifestyle, their needs or their location. If you ‘sell’ to other organisations, it could include their job title and area of responsibility. How you market to them will depend on their profile so gather as much information about them as you can; think about the best way to reach out to them and the messages they might respond to. Once you know more about your beneficiaries, you should be able to segment them into groups so that you can target them with specific messages and offers. Bear in mind you might have multiple groups. 2. How do your beneficiaries behave? Unless you are starting up, you will already have valuable information about your beneficiaries’ and stakeholders’ behaviour. How often do they come into contact with you, what do they need when they do and how does that help them ? How do they interact with your organisation? By studying the data you should be able to identify which customer segments have the greatest potential for growth. These are the groups you should target with your marketing activity. Rank your prospects from cold to warm. Those that already know and like your organisation (your hottest prospects) will respond to more personal marketing approaches such as permission-based email and events. 3. Who are your competitors? List your key competitors. Your rivals might include local organisations, charities, social enterprises, local authorities and other experts in your field or even corporate competitors. Against each competitor, explain why your customers or potential customers might choose their product/service over yours. 4. What's special about you? Explanation: Now focus on why customers are most likely to choose your organisation. List your unique selling points (USPs) and describe the brand values that underpin everything you do. What is your main selling point – value for money, quality, service, convenience, expertise, specialist support? HYPERLINK \l "top" back to top Section 2: Identify marketing opportunities using SWOT analysis SWOT, which stands for strengths, weaknesses, opportunities and threats, is a technique to help you analyse your internal and external environment in which your organisation operates. 1. What are your strengths? Identify the key ways in which you stand out from your competitors. Your strengths can be used to create compelling marketing messages. This

FAQs

How should goals be written in this marketing plan template?

Goals should be SMART: specific, measurable, attainable, relevant, and time-bound. The template also suggests revisiting goals regularly to fine-tune the plan.

What is the purpose of Section 1 in the template?

Section 1 focuses on understanding the market by describing beneficiaries, studying their behavior, listing competitors, and clarifying what makes the organization special through USPs and brand values.

How does the template use SWOT analysis to improve marketing opportunities?

Section 2 uses SWOT to analyze internal strengths and weaknesses, identify opportunities from external trends and gaps, and recognize threats such as changing customer behavior or economic and political shifts.

Aug 31, 2026

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