90 day Planning Template Approach
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BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8 th floor, ECSTASY, City of Joy Business Park, JSD Road, Mulund (W), Mumbai – 80, INDIA. www.binaryicl.com | [email protected] |022-25696969 90-days Timebox planning template approach About this template The thinking behind this template We’re often encouraged to create annual marketing or digital marketing plans, for example, as part of annual budgeting. This is an approach we wholeheartedly recommend to help businesses create a strategy with all the good things this involves, such as specific SMART objectives, strategies to achieve these objectives and costed strategic initiatives and priorities. But annual plans have the weakness that they don’t readily translate to operational plans that can be used to manage and project plan different marketing activities. This is where 90 day or quarterly planning can help. It’s a “half-way house” between annual planning and weekly or monthly operational planning. What we hope to do is to offer new, practical tools to support 90 day planning that help marketers plan and manage their marketing more efficiently.
description
90 day planning that help marketers plan and manage their marketing more efficiently. The idea is to create marketing or digital marketing plans and have a single page summary which gives clarity on a manageable number of initiatives you will work on in the 90 day period to boost performance.
Transcript of 90 day Planning Template Approach
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
90-days
Timebox planning template approach
About this template
The thinking behind this template
We’re often encouraged to create annual marketing or digital marketing plans, for example, as part
of annual budgeting. This is an approach we wholeheartedly recommend to help businesses create a
strategy with all the good things this involves, such as specific SMART objectives, strategies to
achieve these objectives and costed strategic initiatives and priorities.
But annual plans have the weakness that they don’t readily translate to operational plans that can
be used to manage and project plan different marketing activities. This is where 90 day or quarterly
planning can help. It’s a “half-way house” between annual planning and weekly or monthly
operational planning.
What we hope to do is to offer new, practical tools to support 90 day planning that help marketers
plan and manage their marketing more efficiently.
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
There are two parts to this template.
1. RACE 90 day mapping of objectives to “always-on” activities.
This table helps companies focus on activities which boost sales through optimization activities that
should be completed every month, but after often neglected due to a focus on campaign activities
like price promotions which are planned separately.
The idea is have a single page summary which gives clarity on a manageable number of initiatives
you will work on in the 90 day period to boost performance. These will cascade down to more
detailed activities, for example in a project management system – we use Basecamp or Liquid
Planner.
Use it to define activities using these tactics to improve sales by working across RACE: SEO,
AdWords, Advertising, Conversion Rate optimization, content marketing, email marketing and social
media marketing
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
2. Commercial 90 day planning defining targets for KPIs.
This gives an example of a simple conversion model which helps give you a commercial focus on
specific objectives for each quarter. This shows how your campaign and always-on activities will
improve sales. It includes:
Objectives for the 90 days (ideally broken down by Month)
KPIs which help you track your objectives in – this still involves a lot of spreadsheet work, but we
are increasingly using APIs and feeds to automate this (e.g. the Google Analytics API)
Goals to ensure objectives are hit (i.e. launch product sales campaign)
Deliverables per goal to ensure it is delivered (i.e. Paid search update, online advertising launch,
E-shot update, shopping feed update, partners / affiliates brief)
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
1. RACE 90 day mapping of objectives to activities.
Example single page summary
Objectives
90 day targets
Tactics
90 day initiatives
Resources and
Content assets
Plan objectives
(Overall contribution)
90 day targets:
Leads
Sales revenue
Planned marketing or content campaigns to align with:
Month 1: New year campaign
Month 2: Reserve and collect campaign
Month 3: Plan Easter campaign
Month 1: campaign assets
Month 2: campaign assets
Month 3: campaign assets
Reach objectives
90 day targets:
Unique visitors
Year-on-year: 15%
Activities that increase awareness and visits:
SEO: Generic – internal link update
SEO: long-tail via blog
SEO: Guest blogging
AdWords: Enhanced campaign review
AdWords Remarketing
Infographics
AdWords remarketing creative
Act objectives
90 day targets:
Add-to-basket conversion
Search conversion
Product page conversion
Activities that improve customer experience: and content effectiveness
Value proposition test
Product page enhancement
Improve blog integration
Select customer feedback tool
Develop new product page templates
Convert objectives
90 day targets:
AOV
Revenue per visit
Overall conversion
Smartphone conversion
Activities that improve conversion and average order value:
Checkout start page test
Abandon cart email tests
Checkout start page
Abandon cart template
Engage objectives
90 day targets:
Revenue per email
Repeat sales conversion
Reviews per customer
Activities that improve existing customer engagement and advocacy:
Welcome sequence email test
Renewal emails
Facebook custom audience and Promoted tweet tests
Customer review emails
Welcome email creative
Review email creative
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
Blank single page summary
Objectives
90 day targets
Tactics
90 day initiatives
Resources and
Content assets
Plan objectives
(Overall contribution)
90 day targets:
Leads
Sales revenue
Planned marketing or content campaigns to align with:
Month 1:
Month 2:
Month 3:
Month 1: campaign assets
Month 2: campaign assets
Month 3: campaign assets
Reach objectives
90 day targets:
Unique visitors
Year-on-year: 15%
Activities that increase awareness and visits:
SEO
AdWords
Affiliate
Act objectives
90 day targets:
Add-to-basket conversion
Search conversion
Product page conversion
Activities that improve customer experience and content effectiveness:
Customer journeys
Content marketing
Convert objectives
90 day targets:
AOV
Revenue per visit
Overall conversion
Smartphone conversion
Activities that improve conversion and average order value:
Checkout start page test
Abandon cart email tests
Engage objectives
90 day targets:
Revenue per email
Repeat sales conversion
Reviews per customer
Activities that improve existing customer engagement and advocacy:
Welcome sequence email test
Renewal emails
Facebook custom audience and Promoted tweet tests
Customer review emails
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
Start / End: 1st January 2014 > 31st March 2014
Commercial Objective(s)
Revenue = £XX
Units = £YY
Last Years Q1 Performance - example
KPI January February March Q1 Total
Site Visitors 10,000 10,000 10,000 30,000
Leads 1,000 1,000 1,000 1,000
Total Units 100 100 100 300
Total ASP £10.00 £10.00 £10.00 £10.00
Total Revenue £1,000.00 £1,000.00 £1,000.00 £3,000.00
Key Performance Indicators (Targets)
KPI January February March Q1 Total
Site Visitors 20,000 20,000 20,000 60,000
Leads 2,000 2,000 2,000 2,000
Total Units 200 200 200 600
Total ASP £10.00 £10.00 £10.00 £10.00
Total Revenue £2,000.00 £2,000.00 £2,000.00 £6,000.00
* These have to relate to hitting commercial objectives. KPIs are early warning indicators
that you may not hit objectives and something needs to change. Add to / change such KPIs,
as your business requires...
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
Goal 1: Implement the new product range
Deliverable Status Owner Deadline
All copy created & loaded in Red Joe B 28th Feb
Product data loaded Amber Joe B 7th March
Launch email created Green Joe B 28th Feb
Media Channels Live with new product Amber Joe B 28th Feb
Product Launched Amber Joe B 7th March
Red = Deliverable not on track & unlikely to be done on time
Amber = There are risks in play that could affect the deliverable been on schedule
Green = Deliverable is on track and there is no current reason why it will not be delivered on time
Goal 2 : ?? Deliverable Status Owner Deadline
Goal 3 : ???
Deliverable Status Owner Deadline
BINARY WEB SOLUTIONS (I) PVT. LTD. 702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | [email protected] |022-25696969
Need more clarity?
Please feel free to connect.
Jayesh Khagram, CEO - Binary
Email: [email protected]
