Step 8: Implement Your Marketing Plan

In this step, you will put your previous work developing messages, strategies and tactics to use to deploy your marketing and outreach campaign. Follow these steps to implement your plan:

Staff Your Program
Create a Workplan
Establish a Marketing Budget
Conduct Marketing Activities

Staff Your Program

Identify an overall project manager for marketing and outreach activities. This person should have the power to make day-to-day decisions to keep things moving, as well as the ability to call together key decision-makers at major milestones. To support the marketing and outreach manager, appoint one person as the "lead" on each of the tactics. Hold regular meetings to check in on progress.

Create a Workplan

A workplan tells you what you're going to do, when you're going to do it, and who will be responsible. This document doesn't need to be overly complicated, but it should include a timeline and estimates on staffing needs and resources. Consider including information about your target audience, your program objectives, and other overarching information to make sure that each strategy and tactic is mapping back to these elements. Use the Workplan/Timeline worksheet to help you organize your workplan.

Planning Worksheets: Workplan/Timeline

Establish a Marketing Budget

When drawing up a budget for your activities, be realistic. Ensure that you have the resources for each strategy and tactic you want to employ. Often, it is better to put more resources into a select number of tactics—and really do them well—than to spread your budget too thin.

Conduct Marketing Activities

You are now ready to conduct your marketing activities, following the plan you established above!

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