The final step before executing your marketing plan is to estimate a budget and establish timelines. All the work you’ve done so far in formulating your marketing plan with well-defined objectives and strategies won’t amount to much if you don’t know what it will cost and how long it will take.
So, here’s what you need to do next: research the costs associated with every marketing tactic in your plan and define a timeline for executing them. You may not have the budget to execute all of your strategies, but it will be easier to solicit funding or sponsorships if you have every detail included in your plan, and it will give you a clear vision of what you can do now.
I’ve found the easiest way to complete this portion of the marketing plan is to create a spreadsheet containing the following information:
1- Marketing Strategy
5- Point Person
Here’s an example from my organization:
Objective: Recruit 100 more volunteers within the next 12 months.
|Marketing Strategy||Channels/Tactics||Timeline||Budget||Point Person|
|Develop a public awareness campaign around your services and the need for additional volunteers. This will include specific messaging that can be used on various channels and the creation of some graphic materials like fliers and postcards.
|Create a one-sheet that tells your story and volunteer needs and post on website and blog, include in newsletter and e-newsletter, and send out via Facebook and Twitter. Ask your supporters and current volunteers to share with their networks.
|August- December||No direct costs, only indirect for staff time in developing materials and distributing via various channels||Amber|
|Develop a target media list and create a media advisory inviting them to cover the volunteer need and profile current volunteer stories. Follow the advisory up with phone calls.
|Mid-August||No direct costs, only indirect for staff time in development, creation and follow up||Linda|
|Run print ads in local newspaper and magazines with information about volunteering.
|Throughout September, October, and November||$400- Fort Wayne Monthly
$180- Journal Gazette
$225- Business Weekly
$175- Times Publications
Repeat the process for each strategy and you’ll have the information you need to make good marketing decisions. Your path is focused and clear. You’re ready!
I’ll have another post ready next month, but I’d love to hear from you. If you have questions or ideas for this blog, please email me at firstname.lastname@example.org. I’d love to connect with you on social media too.