Action Program

It is a detailed and well-documented plan that should be created, managed and implemented for all major marketing promotions, especially those that encompass websites, email newsletters, direct mail, traditional media, and social network integrations. These action plans or programs should also identify tasking responsibility for all of the standard, who, what, when, where and how. Basically they should be a comprehensive “to-do list” for the entire marketing team.

The format for these can be presented in a simple table, chart, or timeline and can also be shared as a Microsoft Project complete with milestones and tasking flow charts. More complicated programs can be organized chronologically, by event types, and social media timelines, etc. Supporting timetables for the most complicated brand marketing should be segmented by media placement dates, followup promotions, contests, and if applicable, include tracking data as the program moves forward.

At different intervals throughout the duration of the program, notes or comments should be added that help to adjust, if necessary, the program activities, staff assignments, design changes, based on consumer feedback, response, and conversion rates.