Objectives---what you want to happen 

This is where your marketing communication plan begins—the fountainhead.  Make sure you state what you want your communications to accomplish in a specific time period. Remember, they are not sales objectives. They must be related to what communications can do to SUPPORT your agency’s sales objectives. 

Make sure each communication objective is specific,quantifiable and measurable.  For example: 

“Increase customer awareness that our agency sells life insurance from 10% to 40% in 12 months beginning January 1, 20XX.” 

“Obtain a minimum of 100 referral leads from existing customers in a three month period beginning  April 1, 20XX.”  

NEXT ELEMENT:  Your Communications Strategies