A 12-month marketing plan for your business
A custom, step-by-step marketing plan aligned with your KPIs, so the next year runs on decisions and not on whatever feels urgent this week.
A 12-month marketing plan for Perth businesses sets out what to do, in what order and why. Candour Media Solutions builds it as a custom, step-by-step roadmap aligned with your business KPIs, the numbers you use to judge progress, starting with a brand audit and competitor analysis. Your team or ours can then run it.
A 12-month marketing plan for Perth businesses that gets opened
The usual fate of a marketing plan: it’s finished, everyone agrees with it, and three months later it’s in a folder. We write the roadmap to be used, which means steps someone can act on, in an order that suits your business.
The year has a shape, too. End of financial year, WA school holidays, Christmas and your own quiet months all change what’s worth doing and when. A plan that ignores them asks your team to push at the wrong time.
Treat it as the agenda for your marketing conversations. The government’s business.gov.au guidance is to evaluate and update your plan as the business evolves, removing what wasn’t effective, and we agree. In practice, a business uses its roadmap to:
- Brief staff, suppliers and agencies from one document
- Say no to good ideas that don’t fit this year
- Review progress against the KPIs you set at the start
- Set budgets around work that has a reason to exist
What goes into your marketing roadmap
The plan is built for your business, so the emphasis shifts. These are the parts we work through.
- Brand audit
- A close look at your current digital footprint to find the leaks in your sales funnel: the places where interested people fall away before they buy or enquire.
- Competitor analysis
- What competitors are doing well, and how you can do it better. You see what customers are comparing you with.
- Your KPIs
- The plan is aligned with your specific KPIs, so the work connects to numbers you already care about. If you haven’t set any, that conversation comes first.
- Target customers
- Who you’re trying to reach, so less of your budget goes to people who were never going to buy.
- Brand voice
- A shared brand language, so your whole team describes the business the same way.
- Step-by-step actions
- The work itself, set out in order across the year. The channels depend on your goals and may include SEO, paid ads, social media or website work.
- Lead sources
- How you’ll see which activity brings enquiries, so next year’s decisions rest on evidence.
A free template, or a roadmap built with you
Plenty of people searching for a marketing plan want a template, and that may be all you need.
A template you fill in
- Free: business.gov.au has a marketing plan template and online tool
- Good for thinking through customers, goals and a basic budget
- Done at your own pace
- Limited to what you already know about your market
A Candour roadmap
- A brand audit and competitor analysis before anything is decided
- Steps aligned with your specific KPIs
- An outside view, including things you may not want to hear
- A paid piece of work that needs your time as well
Frequently asked questions
What should a 12-month marketing plan include?
It should cover who you’re targeting, your goals, what you’ll do, when you’ll do it, what it costs and how you’ll measure it. That’s broadly what business.gov.au recommends. Ours adds a brand audit and competitor analysis at the start, so those decisions rest on evidence.
What is the difference between a marketing strategy and a marketing plan?
Strategy is the direction, and the plan is the schedule of work that gets you there. Strategy says who you’re for and why they’d choose you. The plan says what happens, in what order, and who does it.
How often should a marketing plan be reviewed?
Regularly, and we’d suggest at least once a quarter. That’s often enough to drop what isn’t working and adjust for changes in your business, without rewriting the plan whenever something feels slow.
How is a 12-month plan priced?
By the size of the job, and we don’t publish a figure. A single-location service business needs less research than a brand selling nationally through several channels. Writing the plan and carrying it out are separate spends, and our guide to small business marketing budgets can help with the second.
Can you carry out the plan for us?
Yes, if that’s what you want. We offer the main services a roadmap tends to call for, and small businesses often want one team across all of it. Others prefer to run the plan in-house, and our training and strategy work can support that.
Can you plan for a business outside Perth?
Yes, the research just changes shape. A Perth plan looks closely at the competitors your local customers see. A national one looks wider.
Put the next 12 months on paper
Start with where the business is now and where you want it to be. We’ll work out what a roadmap would need to cover.