Cost, Time, & Metrics
We covered the first three steps on other pages. We recommend you start with Brand Strategy and follow in order. We will cover the final step in this section.
Developing the Promotional Calendar
It's often best to layout your brand strategy (or strategies) by topic, as we did in this example. Here we have technical requirements, our main target, and our secondary target. You may have less. This is simply for the purpose of demonstration. Next, you would align your digital strategy by tactic for each topic. For example, we have website creation in our technical section, and we have search in our primary target. Then, you would show which months each tactic would be active. Finally, you would put a cost for each tactic. The sum of all equals your promotional budget.
Now that we've covered cost and time, it is time to discuss metrics. All marketing plans need to have metrics. Coupled with the budget or actual spending numbers you have, these metrics help calculate your return on advertising spending (ROAS).