Objectives
Two or three business objectives the marketing supports, written so you would know whether they had been met.
Audience
The groups you are speaking to and what each one needs to hear.
Positioning and messaging
How you want to be understood, and the wording that carries it.
Channels
A short list of where you will show up, chosen for your capacity rather than for completeness.
Content and campaigns
What you will publish and the promotional moments worth planning around.
Priorities and sequence
What happens first. A plan without an order is a wish list.
Review points
Fixed dates when you look at what happened and decide what changes.
Where to take this next
If you would like this applied to your own business rather than read in the abstract, the marketing packages cover reviews, campaign planning, content plans and full strategies as fixed-scope pieces of work.