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Your Franchise Marketing Budget Template: Information and Introduction
by Local Fame on
Developing your franchise marketing budget can be as simple or as complicated as you like. The more 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 your franchise 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.
Percentage of Revenue Figure The 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 Revenue This section of your marketing budget will show your proposed marketing budget as a percentage of your revenue 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 Budget IV. 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 heading II. Enter a sum total for all activities each month III. Repeat for sections (2b)-(2e)
a) Staff and Consulting Costs
Staff and consulting costs should include figures for activities such as: -Staff salaries Staff benefits and ancillary costs Outside consulting fees for professional marketing companies Enter 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 development Website hosting costs SEO and content creation PPC advertising Social media marketing and content creation Email 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
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.
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
Enter the monthly sums of all of the marketing costs detailed in (2) here:
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