Marketing kit sample: the nine sections, with a worked example of each

A marketing kit is the single folder a salesperson, a partner, a journalist or a new hire opens to find everything they need to describe your business correctly. A complete one has nine sections: the one page overview, the positioning statement, who it is for, the proof, a one pager per product or service, how pricing works, the objection answers, the brand assets, and who to contact. A worked example of every section is below, so you can see the difference between a section that is filled in and one that is only labelled.

Most kits fail in the same way. They are a design exercise with a mission statement and three stock photographs, and the salesperson keeps using their own slides because the kit never answered a buyer's question. Write it so that somebody who does not work at your company could pitch from it.

What a marketing kit is, and what a media kit is

The two words get used for each other, so settle it before you build. A marketing kit is for selling: it is aimed at buyers, partners and your own sales team. A media kit is for publicity: it is aimed at journalists and sponsors, and it leads with audience numbers, boilerplate and press contacts. Several sections overlap, and if you need both, build the marketing kit first and lift the overview, assets and contact sections into the media version.

The nine sections, with an example of each

The examples below are written for an illustration: a commercial cleaning company serving offices in one city. Swap the specifics for your own.

1. The one page overview

One page. What you do, who for, where, since when, and the three things that make you the easy choice. This is the page most people will read and the only page some of them will read.

We clean offices in [city] and the surrounding area, out of hours,
on a fixed monthly contract. We have run since [year] and clean
[number] sites each week.
Why clients pick us: one named supervisor per site, a photographed
check after every visit, and a replacement cleaner within 24 hours.

2. The positioning statement

One sentence that says who you are for and what you do differently. If it would be true of your three nearest competitors, it is not positioning, it is a description of the industry.

For office managers responsible for 5 to 50 desks who are tired of
chasing a cleaning contractor, we are the only firm in [city] that
sends a photographed completion report after every single visit.

3. Who it is for

Two or three buyer descriptions, each with the job title, what they are measured on, what they are afraid of, and the question they ask first. This is the section that most changes how a salesperson talks.

Office manager, 5 to 50 desks. Measured on cost and on complaints.
Afraid of an inspection or a visitor seeing a dirty washroom.
First question: what happens when somebody does not turn up?

4. The proof

Everything a sceptical buyer can check. Years trading, number of clients, retention, certifications, insurance cover, memberships, named references, awards with the year. Put a date next to every number so a reader knows how fresh it is, and only put in figures you can show.

5. One pager per product or service

One page each, in the same layout every time: what it is, what is included, what is not included, how long it takes to start, how it is priced, and the one question buyers always ask. Consistency is what makes these usable, because a buyer comparing two services should not also have to learn two layouts.

6. How pricing works

Not necessarily your price list. The structure: what you charge for, what drives the number up or down, what is billed once and what recurs, contract length, and what a typical engagement includes. Buyers who understand the structure stop treating your quote as a mystery.

Priced per square metre per visit, set by three things: floor area,
visits per week, and whether washrooms and kitchens are included.
Monthly invoice, 12 month term, 30 days notice after month three.
Deep cleans and carpets are quoted separately.

7. The objection answers

The seven objections you actually hear, each with the honest answer in two sentences. Every salesperson invents an answer to these on a call, and most of them invent a different one. Write them once.

"You are more expensive than the quote we have."
Yes, usually by about 10 per cent. That difference is the supervisor
and the replacement cover, which is the part that fails in the
cheaper contracts. Ask the other firm what happens at 6am when
their cleaner is ill.

8. The brand assets

Logos in the formats people actually need, the colour values, the fonts, the approved company description in short and long form, and the two or three photographs you are happy to see reused. Add a short note on what not to do with the logo. If you have brand guidelines, this section links to them rather than repeating them.

9. Who to contact

Named people with real titles and direct contact details, one line each on what to come to them for. A generic inbox at the end of a kit is where partner enquiries go to die.

Format, and keeping it current

Format	Best for	Watch
A shared folder of PDFs	Partners and press who want to download and forward	Date every file name so nobody sends last year's
A single page on your site, unlisted	Sales, who need the current version on a call	Keep it out of the sitemap if it holds pricing
A slide deck	Pitching live	Keep it as a cut of the kit, not a second source of truth
A notion or wiki page	Internal teams who edit often	Export a PDF when you send it outside

Set a review date, put it on the first page, and give one person the job. A kit with a figure from three years ago costs more credibility than no kit at all.

This page covers the kit itself. For the brand assets section in depth, see the brand guidelines template, and for the proposal that follows a pitch see the questions and evidence buyers ask for.

What people ask about marketing kit sample

How long should a marketing kit be?

Count pages, not words: one overview page, one positioning page, one audience page, one proof page, one page per service, and three short closing sections. A six service business lands around twelve pages. Anything longer is usually two kits that want separating by audience.

Do I need a designer?

Write the content first, in plain documents, and get it approved. Design afterwards. Kits that start in design software end up with sections sized to fit a layout, and the pricing structure gets cut because it did not look good on a slide.

What is the difference between a marketing kit and a pitch deck?

A kit is reference material, read in any order, by anyone. A deck is a sequence, presented by a person, in one order. Build the kit and cut the deck from it, so the deck can change per prospect while the facts stay in one place.

Should pricing really go in?

The structure should. The numbers are your call, and a sensible compromise is a public version with the structure and a typical range, plus an internal version with the full rate card. Buyers who cannot work out roughly what something costs tend to assume the worst.

How often should it be updated?

Review it twice a year, and immediately after a price change, a new service, or a change to what you claim about yourself. Keep one owner and one dated master file.

The tenth section: what assistants say about you

The nine sections above give a partner, journalist or buyer what they need. Many of them will also ask an assistant about you first, and the kit has to agree with what comes back.

Add a short tenth page for internal use: the answer to your category question, dated, with the sources cited. If it conflicts with the kit, fix the kit or the source. AI Knows Us produces the answer and the sources for that page.