Your Franchise Marketing Budget Template: Information and Introduction


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Developing your franchise marketing budget can be as simple or as complicated as you like. Themore detail you put in though, the more accurate your final budget will be.Your budget will rely on both past financial and other data you've collected from operating yourfranchise system, and data collected from your industry and market as a whole.

No One Way is Correct

How to Calculate Your Franchise Marketing Budget

This template shows you only one of the ways in which you can calculate the marketing budget for your franchise business. It is not the only way you can do this, but it is a good way to do this.

Key to This Marketing Budget Template

"How to Fill in This Section" - here you'll find instructions for how to complete each section. (e.g. £_) - these italicised example figures can usually be found in the first cell of any table. They can be deleted after being read.

Calculating Your

Percentage of Revenue FigureThe figure you decide on for Percentage of Revenue is very important. Some of the data you might base your decision on will include:
  • Strength of your brand and brand awareness in target market
  • The industry you're in
  • Your expectation for growth (revise up for greater projected growth)
Some sample figures might include: 
  • 3-5% - you're a well-established franchise business without a strong marketing focus
  • 8% - you're an established franchise and are targeting moderate or average growth
  • 15% - you're a relatively well established experienced franchise seeking large-scale growth
  • 20-30% - you're a brand new franchise

Franchise Marketing Budget Template

1. Marketing Budget as Percentage

of RevenueThis section of your marketing budget will show your proposed marketing budget as a percentage of yourrevenue each month, and year.

Completing This Section

I. Enter your projected revenue in the table in (a)II. Enter your selected percentage of revenue to be used in marketing in (b)III. Multiply each monthly figure from (a) by your Percentage of Revenue and enter those into the table in (c) to get your monthly Proposed BudgetIV. Calculate the sum of the monthly figures to get your annual Proposed Budget

a) Projected Revenue

Enter your projected monthly revenue figures for the coming year here:

b) Percentage of Revenue

Enter the figure you've decided on as the percentage of revenue you will allocate to marketing here (for more guidelines see the "Calculating Your Percentage of Revenue Figure" in the introduction section):    

c) Proposed Budget

Now use the Percentage of Revenue you've decided upon multiplied by your Projected Revenue per month to calculate your monthly and annual figures:   

2. Marketing Budget Spending

This section of your marketing budget contains details relating to how you will spend your actual budget in order to achieve the goals set out in your marketing plan.

Completing This Section

I. Complete section (2a) Staff and Consulting Costs by entering the projected spend for each activity on an activity by activity basis: e.g. staff salaries, staff benefits and ancillary costs, outside consulting fees for professional marketing companies, and all other activities you designate as falling under this headingII. Enter a sum total for all activities each monthIII. Repeat for sections (2b)-(2e)

a) Staff and Consulting Costs

Staff and consulting costs should include figures for activities such as:-Staff salariesStaff benefits and ancillary costsOutside consulting fees for professional marketing companiesEnter your projected monthly figures for staff and consulting costs here:   

b) Online Marketing Channels

Online marketing channel costs should include figures for activities such as:Website design and developmentWebsite hosting costsSEO and content creationPPC advertisingSocial media marketing and content creationEmail marketing Enter your projected monthly figures for online marketing channel costs here:          

c) Offline Marketing Channels

Offline marketing channel costs should include figures for activities such as:
  • Direct mail campaigns
  • Brochures and flyers
  • Banners, posters, and physical advertising
  • Telemarketing
  • Press releases and media relations materials creation
Enter your projected monthly figures for offline marketing channel costs here:        

d) Branding Costs

Branding costs should include figures for activities such as: 
  • Brand and campaign imagery creation and design costs
  • Envelopes, letterheads, stationary, etc.
  • Business cards
  • Packaging and other campaign-branded materials
Enter your projected monthly figures for branding costs here: 

e) Promotion and Marketing Materials

Promotion and marketing material costs should include figures for activities such as: 
  • Event location hire
  • Event promotion costs
  • White paper, presentation, and other content creation costs
Enter your projected monthly figures for promotion and marketing material costs here:         

3. Marketing Budget Total

This section of your marketing budget allows you to match the projected Marketing Budget as Percentage of Revenue you calculated in (1) - sometimes thought of as a "top-down" approach to calculating your budget - with the Marketing Budget Spending you calculated in (2) - often considered a "bottom-up" way of calculating your budget.:

Completing This Section

I. Simply total the monthly sums of all the individual monthly costs in tables (2a)-(2e), and enter them in the table below. II. Total those figures and enter them as your Annual Marketing Total III. Take your Proposed Annual Budget from (1) and enter it as your Proposed Annual Budget IV. Compare


Enter the monthly sums of all of the marketing costs detailed in (2) here:  

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