Action Plan

It is a detailed plan showing how major marketing tasks will be managed and implemented by designating who will do them – also known as an ‘action program’.

These plans consist of developing very detailed promotions and in essence is an expanded version of the familiar “to do” list. This is more of a task and work breakdown list that expands on and then is used to track; what will be done, who will accomplish the tasks, and provide the entire team with a set of goals and milestones to guide the process.

A plan/program picks up where a promotion plan leaves off. Promotion plans usually provide long term or a wish list of opportunities to showcase a business or organization. Most times these state that a company will participate in industry trade shows, conferences, or other promotional event. An action program lists the trade shows and their dates, objectives for attending each one, which company representatives will be sent, the results expected, marketing and branding strategy, media promotion, direct client contacts for invitation, etc.

Actions are formatted and shared within the team environment with a project management program like Microsoft project, in a simple spreadsheet or chart, table, and/or timeline. These can be grouped chronologically or by event. For example, you could list all the activities planned in each month, or you could group similar activities, such as public relations activities, together to provide a larger view of the coming months and year.