Marketing Plan Guidelines And Sample Page 5
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19Writing a Marketing Plan
Chapter Two Appendix
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Lay out the plan clearly and logically.
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Organize sections logically, using multiple levels of headings, distinguished
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clearly by font differences (e.g., bold for fi rst-level heads, italics for second-
level heads).
Consider the use of bullet points or numbered lists to emphasize important
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points.
Exploit modern technology (e.g., graphics software, page layout software,
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laser printers) to ensure the plan looks professional.
Adopt an appropriate font to make the text easy to read and visually
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appealing—avoid using anything smaller than 10-point font at a minimum.
Avoid unusual or decorative fonts; stick with a common serif type to make
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the text easy to read.
Consider binding the report with an attractive cover and clear title page.
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Generally aim for a plan that consists of 15–30 pages.
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