What your communications tactics will cost 

We recommend that plans that have many tactics should include a written budget summary early in the plan document.  Your plan should clearly explain, line by line, what tactics will cost. 

An example:  Full-color Jumbo Postcard mailing to 2000 prospects…. $1400 total (70 cents per prospect). 

---Creative development: $350.00

---Printing: $650.00

---Mail Handling and Postage: $400.00 

A well-conceived communications plan explains and merits its budget in terms of its objectives.  It does not justify objectives in terms of the budget.  We call this approach, “The Task Method” of budgeting.  

NEXT ELEMENT:  Your Communications Schedule