You need to itemize your budget with breakdowns for advertising and promotions. Include any design, development for needed materials to facilitate the marketing. List the media outlets that will be used to execute your marketing plan and break out the online, social, e_mail marketing, e_brochures/e_catalogs, TV, print, radio, PR, tradeshows, sponsorships, philanthropic partnerships, direct_mail, telemarketing, and other outlets. I would also identify which components that will be completed in house and whether you will have an outside agency to help with your media buying and planning.
You will need to develop or define important information about your company. In your business plan, you should have developed a Mission Statement, a Vision Statement, and a Culture Statement. If you did not develop these three items, you must create them immediately before continuing onward. It is vitally important that everyone knows about and buys in to these three company statements with all employee staff so that every person inside the business will communicate these items correctly to all external people outside of the business. You want their belief and confidence as high as the owners or top executives.