Action Programs

In the Action Programs section of your marketing plan, you're basically developing a very detailed promotions "to do" list. It's a task list that describes what will be done, when it will begin or be completed, who will accomplish the tasks, and so on.

The Action Plan picks up where the promotion plan leaves off. Whereas the Promotion Plan might state that your company will participate in industry trade shows, the Action Program lists the trade shows and their dates, your objectives for attending each one, which company representatives will be sent, the results you expect, the marketing tactics you will employ, and so on.

Action programs can be formatted in a chart, table, timeline or in any other way. Programs can be grouped chronologically or by event types. For example, you could list all the activities planned in each month, or you could group similar activities, such as public relations activities, together regardless of when they'll occur during the year.

If your action plan becomes too lengthy, you might decide that it's better to place some of the more detailed bits of information-such as a media placement plan outlining where and when ads will run for an advertising campaign-in the supporting documents section.

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