ABSTRACT
A marketing communications plan is a similar document that clearly outlines an overall integrated promotional strategy and how it will be implemented. The audience for a proposal or a marketing communications plan is the person or people with the power to approve and implement the plan. Marketing communications plans follow the basic format and organizational structure of proposals. A memo or letter of transmittal generally is omitted from a marketing communications plan, which often has evolved from an earlier proposal. An executive summary is a concise, ideally one-page overview of the proposal’s highlights. A formal proposal can contain more than a dozen sections, each of which generally begins on a new page. Proposals for public relations, advertising, sales and marketing and business communications generally involve plans designed to affect relationships. Through clear organization, a successful proposal or marketing communications plan shows how a specific course of action will solve a well-defined problem or will seize a well-defined opportunity.
