February 8, 2022
Every marketing strategy benefits from a well-written marketing plan and at the core of every successful plan is a handful of carefully developed marketing action plans.
By definition, a marketing action plan (MAP) outlines a specific activity that will help you accomplish one or more marketing goals.
For example, you might have a marketing goal to increase retention by six percent over a three-year period.
Some of the individual marketing actions for that goal might include:
As you can see, a marketing goal is the “what” and the marketing action plan is the “how.”
1. A clear but simple title of the action plan. This title is used on the planning calendar and appears as a line item in the overall budget.
2. The marketing goal or goals this plan supports. If the action plan doesn’t clearly support one or more marketing goals it should be discarded or refined.
3. A detailed description of the action plan. This description is a brief overview of the action plan. In some cases, it includes milestones for action plans that will take longer to complete.
4. The person who is assigned to complete this action plan. This can be an individual working alone or the leader of a team. The key is single-point accountability.
5. Timeline or calendar for completion. Often includes a begin date and an end date.
6. The budget includes the dollars and other resources required to accomplish this action plan and often includes information on whether this is a request for new dollars or reallocated dollars.
The budget for individual action plans, when rolled up, becomes the overall marketing budget.
It is important to remember that the budget commitment is often for multiple years. Be wary of leaders that refuse to commit long-term dollars to marketing.
7. How and when evaluated. This includes not only whether the action plan was completed, but whether or not the action plan had the desired results. In other words, did it move the needle?
8. Retrospection. This evaluation can also provide information on how to improve the action plan if it is to be repeated. For example, if the action plan involves holding an open house for campus visitors, this evaluation would include insights into how to improve future open houses.
By clarifying what is done and by whom, marketing action plans become an essential tool for both developing and managing your marketing strategy. Ready to get started? Email us today!
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