Online Creative Plan

Your marketing plan also includes your online creative plan. Just as you would with any other marketing initiative, you need to consider the following when planning an email campaign.

Your account management group needs to provide as much information as possible, writers and creative types are not always up to speed. It’s important for your team to translate current positioning. Your digital agency can always assist here.

Some things to consider for your online creative plan:

• Background – you can never have enough
• Strategy – what’s your message
• Target Audience – no use selling until we know to whom we are selling
• Legals – anything else need to be considered
• Timing – yes always a good idea, plan for more time than less
• Budget – I was told once there is never enough budget

Once you get this segment out of the way you can actually begin to get your plan underway. Remember, there is never enough time and never enough money. Planning is the key to producing a viable online campaign.

Michael Bickerton, Raven5 Ltd, August 2010