Marketing and Communications Planning

Sample Documents

American Alliance of Museums

AAM provides Tier 3 museum members with sample marketing & communications plans, and style guides.

Building a Successful Marketing Plan

Wolters Kluwer

Business Owner’s Toolkit provides resources on building a successful marketing plan.

Marketing Plan Component of Your Business Plan

Wolters Kluwer

Business Owner’s Toolkit shares guidance on integrating marketing into overall business planning.

2012 Nonprofit Communications Trends Report

Nonprofit Marketing Guide

Nonprofit Marketing Guide shares trends on nonprofit communications that offers metrics and trends on communications tools, marketing plans, social media, email and direct mail.

The Just Enough Planning Guide

Spitfire Strategies

Spitfire Strategies shares a guide on planning for a campaign–whether it be policy, issue or education campaigns. This tool can be useful for marketing planning (PDF, 44 pages).

Tools for Results

Texas Commission on the Arts

The Texas Commission on the Arts shares a marketing toolkit that may be useful to small museums. It has guidelines for creating a media plan, an overview of different vehicles for getting the word out, tricks of the trade, tips for conducting market research and developing a media list, information, and samples (such as ads, fact sheets, press releases, and group sales documents).

Developing a Marketing Plan

U.S. Small Business Administration

The U.S. Small Business Administration discusses the purpose of a marketing plan, provides an outline, and details the components.

AAM Member-Only Content

AAM Members get exclusive access to premium digital content including:

  • Featured articles from Museum Magazine
  • Access to more than 1,500 resource listings from the Resource Center
  • Tools, reports, and templates for equipping your work in museums
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