The 12-month visual marketing calendar is your guide to success

The 12-month visual marketing calendar is your guide to success

marketing calendar, project management, marketing plan, marketing communications plan, 12-month calendar, irene crosby, marketing communications consultant ottawa, target insight marketing communications, marketing tactics, marcom plan

If you wear the ‘marketing’ hat in your organization, and January marks the start of a fresh new fiscal year, you may be putting the final touches on your annual Marketing Communications Plan right now. In my 20+ years of experience, it’s the ever-so-beneficial extra step of developing a visual 12-month marketing calendar that takes a plan from obscure to obvious. As a visual calendar, your marketing plan takes on a clarity that is both tangible and achievable. I know this because I’ve seen clients’ responses when I deliver their visual marketing calendars of activities.

What is a visual 12-month marketing calendar?

marketing calendar, project management, marketing plan, marketing communications plan, 12-month calendar, irene crosby, marketing communications consultant ottawa, target insight marketing communications, marketing tactics, marcom plan

 

The visual marketing calendar is your guide to achieving marketing success. Whereas an approved marcom plan may be viewed quarterly, a 12-month calendar of activities is viewed monthly if not weekly, which keeps you on plan. At a glance, you can determine when to begin planning each initiative within the big picture. (NOTE: The image provided is an example only; every organization’s calendar will be different.)

 

 

 

6 advantages a 12-month visual marketing calendar gives you

  1. You’re organized. You have a clear view of the “known” initiatives. This clear view gives you confidence that you can achieve success.
  2. You’re better prepared to deal with the “unknown.” There will always be requests made of you that you hadn’t anticipated. When the “unknown” roars its head, you can quickly assess your capacity to take on the new project.
  3. You have a clear view of the “big picture.” Once you see all initiatives on one calendar, you can quickly see where there may be issues. As an example, “events” may be defined as a strategy to reach your target audience and achieve your business goals. The plotting of each event—either by exhibiting, speaking, sponsoring, networking, hosting meetings, hosting customer events, or all of those mentioned—visually speaks to you. Once you see the number of events or the location of events or the timing of events, you may quickly realize that you need to cull back some events rather than committing to them all.
  4. You can improve planning. Looking at an initiative on a calendar helps you determine when you need to start planning.
  5. You can ensure the appropriate frequency of messaging. Seeing the “big picture” helps you assess whether you’re engaging target audiences (including installed base customers) at an appropriate frequency.
  6. You can manage your resources better. Seeing the “big picture” helps you assess whether you have the resources (time, people) to commit to a tactic or tactics(s). (Calendars can also serve double-duty to build out a budget. In these cases, the calendar can also help you assess that you don’t go over budget—or have the appropriate budget or pick the best-bang-for-budget initiatives to achieve your goals.)

Do you need help developing your 12-month visual marketing calendar?

I’ve been developing visual 12-month marketing calendars (and project-specific calendars) for 20+ years—first as a corporate employee, now as a reliable marketing communications consultant. Please contact me to arrange a meeting at your convenience. 613.769.7054 or Irene.Crosby@targetinsight.ca

The Extra Insight: Use the visual 12-month marketing calendar file as “the single source” for all knowledge concerning the marketing plan. For example, if an event was researched but didn’t make the cut, put this in the file. Next year, when you’re in planning mode, you can save time because you won’t have to research the event again.

Cheers!

 

Tags: marketing communications consultant, marketing communications consultant Ottawa, marketing communications plan, marcom plan, marketing tactics, website planning, event planning, copywriting, Irene Crosby, Target Insight Marketing Communications

Photo Credit: iStock