12 marketing plan examples to inspire your own (with templates)

A strong marketing plan is more than a to-do list—it’s a roadmap that keeps your team aligned, your marketing activities consistent, and your goals measurable. Whether you’re planning a product launch, running a social media campaign, or mapping out your content strategy, having the right marketing management plans helps ensure your work has an impact.

In this guide, we’ll walk through how to create a marketing plan, explore 12 real-world examples you can adapt for your own work, and show you how to use tools like Airtable to bring your strategy to life. We’ll also provide free marketing plan templates to get you started.

How to create a marketing plan

Every effective marketing plan includes the same essential building blocks. The level of detail may change depending on your goals, but the core process stays consistent across types of marketing plans.

Here are the key steps to follow:

For a deeper dive, check out Airtable’s in-depth guide on marketing management to see how leading teams organize and execute their strategies.

Top 12 marketing plan examples

Let’s look at some of the most common marketing plan types—ranging from high-level strategic roadmaps to specialized plans for events, content, or organizational changes. Each example demonstrates how businesses can tackle different challenges with structure and clarity.

1. Event marketing plan

An event marketing plan lays out everything you need to attract, engage, and convert attendees before, during, and after an event. This could be a trade show, webinar, conference, or in-person activation.

A typical event plan covers promotion channels (email, social, PR), key messages, a timeline for pre-event hype, day-of logistics, and follow-up activities like surveys or nurturing campaigns. A strong plan ensures no detail—big or small—gets overlooked.

This type of plan is essential for maximizing attendance and ROI while building long-term brand equity.

2. Content marketing plan

A content marketing plan maps out the creation, distribution, and measurement of blog posts, videos, podcasts, case studies, and other content formats. It’s designed to build trust, establish authority, and generate leads over time.

This plan usually includes editorial calendars, keyword strategies, content formats, and promotion tactics. It ensures your team produces content consistently and strategically, rather than ad hoc.
By aligning content with audience needs, you position your brand as a go-to resource—while also driving organic traffic through SEO content.

3. Social media plan

A social media marketing plan details how your brand shows up on platforms like LinkedIn, Instagram, TikTok, or X. It helps you set goals (e.g., community growth, engagement, conversions), define posting cadence, and track success metrics.

The plan usually outlines voice and tone guidelines, campaign themes, creative asset needs, and response strategies for audience interaction. It can also help identify where influencers or other collaborations can augment the social media strategy.

With a solid social media plan, teams avoid random posting and instead focus on building an authentic, consistent brand presence that supports business goals.

4. Product launch plan

A product launch marketing plan ensures that when you introduce a new product, it gets the visibility it deserves and your value proposition is clear. These plans coordinate cross-functional teams across PR, paid ads, content, and sales enablement.

Key elements include messaging frameworks, launch timelines, promotional campaigns, and measurement strategies. This type of plan ensures alignment between departments so customers hear a unified story.

For best results, combine your product launch plan with an integrated marketing campaign to deliver a consistent experience across all channels.

5. Creative agency proposal plan

When agencies pitch clients, they often create a creative agency proposal plan—essentially a marketing plan tailored to winning new business. It showcases strategy, timelines, deliverables, and budget in a structured format.

By presenting clear goals, tactics, and outcomes, agencies demonstrate value and differentiate themselves from competitors. This type of plan doubles as both a strategic guide and a persuasive sales tool.

It’s not just about getting sign-off—it’s about setting the stage for a productive client-agency partnership.

6. Marketing promotion plan

A marketing promotion plan zeroes in on a specific campaign—like a seasonal sale, limited-time offer, or special discount. It covers creative themes, promotion channels, timelines, and tracking methods.
The goal is to generate short-term results—boosting awareness and sales—while also strengthening brand recognition.

Promotion plans are especially valuable for retail, ecommerce, or B2C brands with cyclical demand. They ensure campaigns are well-timed, consistent across channels, and measurable.

7. Program communication plan

A program communication plan ensures that internal or external stakeholders understand the purpose, progress, and outcomes of a program. It’s often used in nonprofit, government, or corporate settings.

This type of plan includes communication objectives, messaging, stakeholder maps, and distribution channels. It helps avoid misunderstandings, align expectations, and increase transparency.

By keeping the right people informed at the right times, program communication plans build trust and buy-in.

8. Sitemap plan

In the digital world, a sitemap marketing plan outlines how your website structure supports user journeys and marketing goals. It ensures every page has a clear purpose—whether driving awareness, leads, or conversions.

This type of plan typically maps out content hierarchy, navigation flow, SEO considerations, and CTAs. It bridges the gap between UX design and marketing strategy.

When executed well, a sitemap plan improves both discoverability and user experience, boosting site performance and ROI.

9. Resource plan

A resource marketing plan details how you’ll allocate time, people, and budgets to campaigns. It’s less about tactics and more about making sure initiatives are feasible with the resources you have.

Resource plans track team bandwidth, vendor support, software tools, and financial investments. This clarity prevents overcommitment and burnout.

By aligning resources with goals, you ensure marketing strategies are realistic, efficient, and scalable.

10. Company restructuring plan

During periods of organizational change, a company restructuring marketing plan communicates updates to both employees and customers. This could include mergers, acquisitions, or leadership changes.

This kind of plan outlines key messages, audiences, and communication channels. It focuses on transparency, reassurance, and preserving brand reputation during uncertain times.

Handled thoughtfully, these plans maintain trust and minimize disruption, ensuring stakeholders stay informed and engaged.

11. UX plan

A user experience (UX) marketing plan bridges the gap between product design and marketing strategy. It ensures that every customer interaction—whether on a website, app, or campaign landing page—supports both usability and brand goals.

UX plans typically include research, wireframes, testing strategies, and recommendations for improving engagement. For marketers, they ensure that user flows are conversion-friendly.

By prioritizing UX, businesses enhance customer satisfaction and reduce friction in the buyer’s journey.

12. Succession plan

Finally, a succession marketing plan prepares for leadership or role transitions within a marketing team. While often overlooked, it’s critical for long-term stability.

This type of plan identifies key roles, outlines handoff processes, and ensures continuity of brand voice, strategy, and operations.

Succession plans safeguard against disruption when team members leave, helping marketing efforts remain consistent and resilient.

How to use marketing plan examples to create your own

These examples aren’t just templates—they’re starting points. The key is adapting them to your own goals, audience, and resources.

Here’s how to get the most out of them:

For larger organizations, building a plan at scale may involve enterprise marketing strategies to ensure alignment across multiple teams and regions.

Build a successful marketing plan with Airtable

The best marketing plans aren’t static documents—they’re living systems that adapt as your business evolves. That’s where Airtable comes in.

With Airtable, you can:

Whether you’re launching a product or managing an ongoing content strategy, Airtable helps you turn marketing plans into action.

Learn more about Airtable for marketing teams, or explore guides on marketing campaign management to take your planning to the next level.