With summer break barely into full swing, most people aren’t thinking about kids heading back. Marketers, on the other hand, were planning back-to-school campaigns long before students and teachers celebrated the last day of class.
Back to school isn’t a busy season for every company, but it is an example of how those in charge of marketing budgets are ideally planning at least a quarter ahead.
Here’s why.
The Necessary Perks of Planning
Planning 90 days in advance comes with the opportunity to set out a defined roadmap before you’re knee-deep into your busy season. It gives you time to be objective, creative, and avoid decision making under the pressure of deadlines.
It also makes it possible for all your marketing efforts to have a cohesive, strategic common thread. Aligning your digital marketing with your radio and TV, with your billboards, with your sponsored content to all have the same key messaging can only be realistic with sufficient lead-up.
The Sweet Spot
A 90-day plan provides enough time for both planning and flexibility. Starting anywhere from six to three months out allows you to respond to challenges as well as take advantage of opportunities.
While it should fit within the goals of your long-term strategic planning, a seasonal campaign plan is much more specific in how to promote an event. Three months before a busy season is not ideal timing to take on a comprehensive rebranding, but it does provide you enough time for things like developing a clever catch phrase that’s specific to the season.
Max out that marketing budget
At three months out, you have both the ability to negotiate for added value and the flexibility to take advantage of special pricing or seasonal packages that may come up.
Setting your campaign budget well ahead lets you avoid overspending while making the best use of your budget. It allows you time to consider what channels you’ll use and how much budget to allocate to each to reach your target audience.
Everybody on board
A well-planned seasonal campaign can run smoothly without putting significant strain on other priorities. Whether it’s just you or you have a full team to execute the plan, having necessary tasks identified and assigned well in advance avoids the last-minute scramble or having to move other projects to the side.
Even earlier
Note that you’ll likely need to book far earlier for placements that are in high demand, such as a billboard in a premium location or having an announcer from a local radio station on site. Lock these down as early as possible, and then at the 3-month mark, start planning how to best leverage these to fit your campaign.
Proactive planning
A clear course of action is key, especially during peak seasons like back to school. Starting the process at least 90 days in advance lets you craft a cohesive campaign that aligns across multiple channels, maximizes budget, and ensures smooth execution.
Early and thorough planning sets the foundation for a campaign that stands out and achieves its goals.
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