Action planning
In the action planning you include what has to be done, what the deadline is and who is responsible.
When does the text for the folder has to be written, for example. When do text and photo’s have to go to the designer and who is responsible for this? When and where will the promotional material be distributed? Also include media planning in this. Who writes the press release? When will it be sent out? To which media, with what deadlines, etc. Take into account the agreements with venues and collaborative partners about the publicity jobs they might do. The most practical approach for an action plan is often a scheme, with which it is clear for everyone at a glance what has to be finished when and who has to do what. A scheme like this can be added to the agenda during meetings and serve as a guideline for keeping an eye on the planning.
Example format action planning
The budget
For carrying out the marketing and communication plan you need money. The project budget therefore should also include marketing. Don’t forget costs for print work, distribution of posters and flyers and costs for sending out mailings, advertisements etc. The costs you will make of course depend on the nature of the project.
Evaluation
Guided by the goals and targets from the marketing plan you can evaluate the project afterwards. When you do this, also go through the action plan. Which targets were met and which were not? Was a certain approach the right one? Did some things not go as planned, either deliberately or by accident? What should you do differently for a next project? Were the numbers for the print work correct? Which media generated the most publicity? Which did not and why was this? Also consider your own role. Did you get the maximum out of the project? What were learning points for yourself? Even if it will take some time, evaluation is important! This will help you avoid having to conquer the same obstacles again with every new project!