We’re heading into the final lap of 2022—which means the need for a 2023 marketing plan is looming. Such endeavors can fill many marketers with dread, but creating such a plan doesn’t have to be painful.
Consider the question, “How do you eat an elephant?” The answer is one bite at a time. While a comprehensive 2023 marketing plan might seem overwhelming, when broken down into its distinctive parts, it becomes an easier-to-tackle process.
Wait. Is This a Strategy or a Plan?
There is much discussion around the differences between a strategy and a plan. One of the most interesting perspectives on this comes from Roger Martin, Professor Emeritus at University of Toronto’s Rotman School of Management. Get his take on the topic here.
Personally, we like to make the following comparison: a strategy considers the longer-term “big picture”—how an organization intends to get from where it is now to where it ultimately wants to be—while a plan contains the shorter-term tactics that move it incrementally along that process.
For our purposes, we’re looking at building a marketing plan—a 12-month plan specifically—to move the needle toward meeting your organization’s higher goals.
6 Essential Questions to Ask
This is where we’re preparing to eat the proverbial elephant, which can be broken into the following components:
Once you have answers to these questions, you can begin to build your 2023 marketing plan. We’re big believers in living by a master calendar (typically created in Excel) as part of the plan that delineates a timeline for when each tactic must happen. The more wide-reaching your marketing program, the more you need to get everything on the calendar to stay organized.
When it comes to creating integrated marketing plans, this isn’t our first rodeo! If you need assistance brainstorming campaign components (or developing content) to achieve your business objectives, contact us today. We can help you determine the activities that will deliver the most bang for your buck in 2023 and beyond.
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