Engagement › Marketing · 3 of 4
Writing a Marketing Plan
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
A marketing plan is a written outline of how your business will reach customers and expand into new markets. In RISE, the plan sets audiences, objectives, budget, competition, channels, a timeline and analytics. It then maps assets and a KPI to each stage: Plan, Reach, Act, Convert and Engage.
How RISE does it
- Identify target audiences, objectives, budget parameters and the competition.
- Assess media channels and create an execution timeline, with analytics to track progress.
- Adjust tactics as trends change or customer tastes evolve.
- The Plan stage is branded content. The RISE Content 9 Box sorts content by Emotion and Awareness.
Writing a Marketing Plan is one of four tools in Marketing, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
RISE Marketing Plan model
| Stage | Assets | Goal | KPI |
|---|---|---|---|
| Plan | Branded content | Feed every stage below | None listed |
| Reach | Search engine, social networks, publishers and blogs | Publish and promote content, allow sharing | Unique visitors |
| Act | Website, blog, community and interactive tools | Clear customer journeys and content that creates leads | Lead conversion rate |
| Convert | Ecom, products, price and promotion | Use automations and retargeting to drive conversion | Revenue/profit |
| Engage | Customer advocacy | Thrilled customers drive social proof, repeat sales and referrals | Referral/advocacy |
“In the age of digital dominance, marketing plans have become more intricate, requiring businesses to move beyond traditional methods and embrace new channels and strategies.”Gary Harper
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“Walk me through Writing a Marketing Plan in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have consistent company messaging that carries through to all of our marketing materials and creative.”
Frequently asked questions
What should a marketing plan include?
Target audiences, objectives, budget parameters, competitor research, media channels, an execution timeline and analytics. RISE adds a KPI for each stage of the customer journey.
How often should I update my marketing plan?
RISE does not set a fixed schedule. It says to adjust tactics as trends change or customer tastes evolve, using your analytics to guide changes.
What KPIs should a marketing plan track?
RISE tracks unique visitors for reach, lead conversion rate for action, revenue or profit for conversion, and referrals or advocacy for engagement.
The other tools in Marketing
- Analyzing a ProductRate each product on how scalable and how profitable it is, then take the action the 9-Box prescribes.
- Consumer PsychologyMatch your tactics to your buyers' mindset and to how they see your product's spending category.
- A/B TestingRun two campaigns side by side and compare them on eight measures to find what works.
Related in another quadrant: Finance
