A few weeks back I wrote a post on how writing a plan could help companies to determine ROI on social media, which generated a lot of great discussion by the Daily Fix readers. The same day I asked on Twitter how many marketers actually write a plan, stick to it and measure against it (or do the companies they work for). The answer, for the most part, was a resounding no one. I hope this little informal poll is wrong.
That said if you aren’t using plans for marketing/communications projects, I’d like to share a few reasons with you why you should. Then I’ll share a basic plan outline with you so you can get started to on some basic project planning (hopefully in the New Year!). (NOTE: Marketing plans are too complicated to discuss in a post.)
Team Management
You have a team that counts on you to lead them in the right direction during a project. Well, how can everyone get there without a plan? It’s a good idea to make sure the team sees the plan and knows it inside and out, that way everyone will be on the same page and moving in the same direction. It’s easier to keep marketers (including yourself) on the proverbial path when there is only one.
Performance Justification
In these economic times, unfortunately, marketers are always they first to go. If you have plans that back up the marketing department’s efforts, it might help justify your (or your team’s) performance in delivering measured results and meeting corporate goals. This is also great information to have if you are bucking for a raise or promotion. As they say, the proof is in the pudding.
Job Hunting
Maybe you are thinking about taking your career to the next level (or you’re a laid off marketer). Well, you know that a hiring company wants proof that you have been successful–and that means quantitative results. Is there a chance that you may not have that quantitative proof you need even though you know your campaigns were successful? What can you do about it moving forward? First, don’t let this continue to happen. Be sure to ask for a plan from your manager and if they don’t have one, take the initiative to create one. If you are managing your own projects and documenting your measured success, your boss might just thank you for being so diligent (hint, hint).
Steps for writing a measurable plan
Writing a plan is mainly about being SMART. Let’s start off basic. Keep in mind, plans can and do get more detailed than this. As well, there are a lot of different plan formats available; this is just a sample of one.
Goal
What is your goal?
Ex: Increase sales of XYZ division or to generate 500 leads in the first quarter?
Objectives
What steps are you going to take to meet your goal? Typically it takes more than one objective to meet a goal. Objectives should be SMART:
- Specific …. Objectives should specify what needs to be achieved.
- Measurable …. You should be able to measure whether you are meeting the objectives or not.
- Achievable (or Audience specific) …. Are the objectives you set, achievable and attainable?
- Realistic/Relevant …. Can you realistically achieve the objectives with the resources you have? Think results-oriented.
- Time …. When do you want to achieve the set objectives? By what date?
Ex.: Objective 1: To increase the number of Product X leads by 25% over the next 3 months.
Strategies
Describe how you will reach your objectives. You should have a separate strategy per objective.
Ex.: Strategy for Objective 1: Use a combination of direct mail, public relations, e-mail marketing and events to increase leads for Product X.
Tactics
Let’s get more specific. What tactics will you use to implement your strategies? Be as specific as possible. You should have tactics that are specific to each objective.
Ex.: Tactics for Objective 1: Send 40,000 pieces of direct mail piece Y that promotes product X to mailing list Z.
Evaluation
Did the strategy and tactics you select help you to achieve your objectives? Did the objectives help you meet your goal? Do you need to readjust your plan to meet the on-going goals/objectives?
Ex.: Evaluation for Objective/Strategy/Tactic 1: Sent 40,000 direct mail pieces to mailing list Z and received 400 responses that resulted in 4 qualified leads for Product X increasing by 2%. This tactic is on course for expected results.
What other reasons would you suggest to make plan writing a part of every project? What steps would you add to the above plan? If you use plans, how have they helped?
Tags: Marketing, planning, project measurement, project planning
It is always important to put together some sort of plan of attack for your business. Shooting from the hip every month is not going to cut it.
I’m suprised by the number of marketers who have a plan and actually stick to it. I mean someone should!
I too am a big believer in having written plans. For a small business, though, the planning process needs to be scaled way down, so the THINKING process is more important than the writing.
My large corporate clients often equate a good plan with thoroughness, plenty of facts and figures, and implementation details, while my smaller clients err on the side of breezing through the strategic thinking that underpins a good plan. Obviously both are missing the most important aspect — the hard strategic thinking.
Creating a plan is more than writing down a lot of information.
To show higher-ups the value of your marketing ideas, be sure to link your goals to the company’s goals. For example, explain how your marketing plan will increase company revenue/profit and/or improve your firm’s competitive standing. Clever tactics just aren’t enough: The bottom line is, well, the bottom line for management.
Having a well developed and organized plan helps take the Marketing Department from being that ‘kooky creative group’ to being a department with goals and objectives and measurement benchmarks just like every other department. Upper management appreciates that and the marketing team appreciates knowing what path and goal they are to be working toward.
Great points about the importance of “thinking” through the plan and its importance relative to “writing” a plan.
I use this checklist of questions as a cheat sheet to make sure we’ve considered fundamental planning elements amid the pressures of just getting things done and out the door. You can find the checklist at: http://brainzooming.blogspot.com/2008/03/do-you-have-what-it-takes-for-marketing.html
Thanks,
Mike Brown
http://brainzooming.blogspot.com
Happy New Year everyone! Thanks for the feedback.
The marketing descriptors (’shooting from the hip,’ ‘clever tactics,’ and ‘kooky creative department ‘) used are quite interesting. Perhaps it’s time for the marketing department to get a makeover–especially if it’s ever to earn the respect it deserves either from marketers or management.