The fourth section of the plan is where you develop your STRATEGIES. This is where you choose which tools (media) you will use to reach your target audience. With many marketing tools available for businesses, choosing the right ones can make a big difference in your bottom line. Using the information gathered in the first three sections of the marketing plan template will make the step of deciding which media tools to use easier.
The fifth section of the marketing plan is TACTICS. Here you lay out the logistics of how you are going to use your marketing tools. When will your marketing tools be implemented? What happens when? In this section you will create a Media Rationale and a Marketing Calendar. The media rationale justifies the use of a particular tool by outlining specific reasons why that tool is a good choice and the specific way it will be implemented within your plan. The marketing calendar is simply a week_by_week calendar of your marketing activities.