5-Page Strategic Marketing Plan for an Event of Your Choice
Step ONE:
Brainstorm an idea for an event you would like to market. Ideally, this would be something of interest to
you. Some examples might be a concert, a fair, a webinar, or a party. Once you decide on the type of
event you want to market, then you will include specifics. For example, if you decide on a party what
might it be for? A tea party for a nonprofit that supports children in Africa perhaps? Think about what
would inspire someone to attend, and build it around that.
Step TWO: Create Your SWOT Analysis Matrix
Based on the material you have covered in this competency, you will create a SWOT analysis in order to
evaluate the strengths, weaknesses, opportunities, and threats pertaining to your event. In this step, you
will start by creating a SWOT analysis matrix. For a review on SWOT analysis and a SWOT matrix, see the
Resources/Templates section below.
Final Assessment: Outline and Rubric 1
Fundamentals of Marketing Final Assessment: Outline and Rubric
Step THREE: Write Your Strategic Marketing Plan
Create a 5-page strategic marketing plan. Your plan should include the following:
● Cover page with the company logo, title, organization name, date and your name.
● Summary with the organization name, list of leaders within the organization with their titles/job
roles
● Explanation of the business which should include what the organization does and what industry
it is in
● Company and marketing department missions
● Business objectives including the company initiatives and goals of the initiative
● SWOT analysis
● Market research that includes the industry, target audience/psychographics and competitive
analysis
● Strategic marketing goals for the year
● Key marketing metrics, i.e., what quantitative measures will be used to track success?
● Marketing channels, i.e., channels/social networks
● Budget, including the departmental budget and how you will allocate the budget
Step FOUR: Complete Checklist for Submission
Before you submit your work, check to see if you have met the criteria noted below. Did you:
✓ Come up with an idea for an event to market?
✓ Ensure there are ample details about the event and potential attendees?
✓ Create cover page that includes:
o Company Logo
o Title
o Date
o Your Name
✓ Write a summary with:
o Company Name
o Leadership
o Business Explanation
✓ Include the company mission and marketing department mission?
✓ Include business objectives including:
o Company Initiative
o Initiative Goals
✓ Include your SWOT analysis with reasoning for each component provided in a logical manner:
o Strengths
Final Assessment: Outline and Rubric 2
Fundamentals of Marketing Final Assessment: Outline and Rubric
o Weaknesses
o Opportunities
o Threats
✓ Include market research which includes:
o Industry
o Target
o Competitive analysis
✓ Include key marketing metrics including quantitative measures you will use to track success?
✓ Include share marketing channels including channels and social networks that will be utilized?
✓ Ensure all of the required elements of the strategic plan are covered in full, and there is ample
detail for each section.
✓ Include your budget, including
o Departmental budget
o How you will allocate the budget
✓ Ensure your plan adheres to technical business writing standards.
