Marketing Plan & Funnel Blueprint

Offer positioning, channel mix, 90-day campaign calendar and a landing-page-to-checkout funnel map.

Written against

· Competition Act — misleading representations, drip pricing, substantiation
· Canada's Anti-Spam Legislation (CASL)
· Consumer Protection Act, 2002 (Ontario)
· Personal Information Protection and Electronic Documents Act (federal)
· AODA information and communications standard (WCAG 2.0 AA for public websites)

1. Positioning statement

For [audience] who [problem], [brand] is the [category] that [key benefit], unlike [alternative], because [proof].

2. Funnel map

Stage	Asset	Metric	Benchmark
Awareness	Short video, ads, local SEO	Reach, CPM	Trend
Interest	Landing page, lead magnet	Opt-in rate	20–40%
Consideration	Email sequence, case studies	Open / click	35% / 3%
Purchase	Checkout or booking	Conversion	2–5% site, 20–40% booked call
Retention	Onboarding, review request	Repeat rate	20–40%

3. 90-day campaign calendar

· Weeks 1–2: foundation — offer, landing page, tracking, email automation
· Weeks 3–6: content and organic proof; small paid tests
· Weeks 7–10: scale the winning channel; add retargeting
· Weeks 11–13: promotion moment, review harvesting, next-quarter plan

4. Website and landing page requirements

· All-in pricing with HST treatment stated; no surprise fees at checkout
· Terms of service, refund and cancellation policy, and shipping timelines disclosed before payment (Consumer Protection Act, 2002)
· Privacy policy naming what you collect, why, and every analytics or advertising tool used (PIPEDA)
· Accessible to WCAG 2.0 Level AA — required for many Ontario organizations under the AODA and good practice for all
· Business name, address and contact information on every commercial email (CASL)

5. Email and SMS rules

· Express consent captured with a dated record, or documented implied consent (e.g., an existing business relationship, generally valid for 24 months after a purchase)
· No pre-checked consent boxes
· Unsubscribe honoured within 10 business days and functional for at least 60 days
· Penalties under CASL are significant — treat the consent log as a compliance record

This template is provided for general business use and reflects Ontario and federal Canadian requirements as commonly applied. It is not legal, tax or clinical advice. Confirm current requirements with Ontario.ca, your local public health unit or municipality, the Ministry of Labour, Immigration, Training and Skills Development, the CRA, WSIB and your professional regulator, and have high-risk documents reviewed by a licensed Ontario lawyer or accountant before use.