Here is how to write a CCTV marketing plan sample.

The surveillance industry is a multi-billion dollar business with enormous opportunities for interested entrepreneurs.

One area we will focus on is the CCTV business.

We won’t be discussing the fundamental aspects of the business but only concentrate on the marketing plan—this is one of the most crucial business activities tied to sales generation.

CCTV Marketing Plan

Following through, you should understand what it takes to write an excellent plan for your CCTV business.

Mission Statement

Vision Line Inc. is poised to be among the country’s leading CCTV equipment and service providers. Our equipment consists of quality CCTV, alarm, and access control systems.

This is in addition to the consultancy services we offer.

While providing our clients with surveillance equipment they can trust, we also seek to offer value for money.

We serve an ever-expanding market consisting of residential and commercial clients. Also, our services are customized to fit the needs of customers.

Our current target market is customers (residential and commercial) within the state of Nevada (particularly the city of Nevada).

However, we seek to expand our business to more states to cater to more clients.

Niche Markets

To be more result-oriented to grow our business, we’ve identified niche markets we target and serve. These include traffic signal CCTV, health institutions, residential homes, educational institutions, and the banking and retail sectors.

For residential clients, our sights are set on the upwardly mobile market segment.

These groups have more dispensable income and form the bulk of the middle class. As people move up the class ladder, their security and safety concerns increases.

By providing them with a range of solutions, we can capture more and more clients through innovative service and product offerings.

Services Offered

When it comes to CCTV equipment and services, there are several. Each serves a specific purpose. We sell different types of CCTV as well as accessories.

Installation and maintenance services as also provided too. Among the equipment we sell, the following CCTV camera types are included; C-Mount camera, Day/Night CCTV camera, and Pan Tilt Zoom camera.

Other types include Network/IP CCTV cameras, Wireless CCTV cameras, High Definition, Infrared/Night Vision CCTV, Bullet, and Dome Cameras.

In addition, we have a wide range of accessories for servicing and maintenance. These are only a few of several services offered.

Others are the maintenance of the hybrid system (consisting of IP and analog cameras) and fiber-optic and wireless CCTV feed setup. We also provide CCTV configuration and management at public or government facilities.

Marketing And Promotional Strategies

We’ve adopted various marketing and promotional strategies to boost sales and response rates. Such proactive marketing efforts sets us apart from the competition.

We have noticed that regular platforms like google searches and Yellow Pages (although effective) pit CCTV businesses against each other.

It means tons of leads pop up whenever clients research CCTV business. We don’t dismiss this strategy.

However, we have focused more on result-oriented strategies such as newspapers, magazines, radio, TV, bus shelter, and flyer ads. Others include brochures and catalogs.

The advantages here are enormous! Clients stumble upon our business by listening to the radio, watching a TV program, reading the papers or magazines, etc.

This method has generated lots of positive responses and still does.

These strategies will be used in addition to social media marketing, direct marketing, or networking, and through training seminars and programs.


The surveillance industry is quite competitive.

Gaining a fair share of the CCTV market depends on identifying and learning about our competitors. Most of our competitors are major industry players.

These range from Honeywell International Inc., Samsung,  Toshiba Corporation, Bosch Security Systems, Vicon Industries, and Panasonic System Network Co., among others.

Due to these companies’ penetration and dominance of the CCTV market, Vision Line Inc will not compete but instead partner with them. As such, our surveillance equipment is sourced from these companies.

We are dealers of these trusted brands and will be spreading our reach to cover more locations.

We also plan on expanding our client base to include supplying surveillance equipment for places of historical importance and the healthcare industry.

Marketing Goals

Over the past four years, we’ve seen a rise in profits. From 7% annual growth in the first year, we have achieved a 20% yearly current growth.

However, while this is an impressive result, it is far from what we seek to achieve in the next five years. We have set a 60% sales growth which should be achievable within half a decade.

To achieve our marketing goals, we will be expanding our marketing budget. This is to create a more robust strategy where our marketing activities are more relevant to our target market.

These are expected to boost our med- and long-term sales term significantly.

Impact Assessment

Effective marketing of our CCTV business won’t be complete without an assessment of strategies deployed. Here, we intend to sit back to assess what methods work, those that require improvements, and those that need to be changed completely.

This is meant to achieve a single purpose: streamlining all our efforts toward implementing impactful marketing strategies. The result is the creation of the needed awareness about our business, products, and services.

Following this point, you should understand what it takes to write a marketing plan for your CCTV business.

This sample marketing plan has been simplified to help with easy comprehension and applicability. Using this guide, you only need to find what applies to your business.