Time your tactics for maximum results 

The well-conceived, well-implemented integrated marketing communications plan always includes a well thought out schedule. Make sure your newspaper ads, direct mailings, publicity, Web site home page postings---whatever tactics you use---are timed to reinforce your selling points. Here are a couple of simple tracking tools. 

Annual Master Calendar Sheet: List your tactics in a column at the left. Place an X for each tactic planned under the appropriate month.  Gives you a same page, big picture tool to share and review with all agency associates. 

Monthly Calendar Sheets:  List each tactic to be used during the month with specific information.  Examples:  “Mail Home to Auto cross-sell postcards to 400 homeowner customers on November 18”; “Ad, Home-Auto account savings, Smithville Bugle, November 19.”   Management calendar sheets should include

(1) budget figures for each tactic;

(2) “results box” for comments and use in measuring success of each tactic later;

(3) other specifics that you deem helpful in tracking your programs.  

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