-
Planning and Budgeting Guide
www.kevins.biz [email protected] (570) 344-8985
-
Promotional Planning and Budgeting Guide Event Description
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
Business-to-Business Business-to-Consumer Internal SCHEDULE: Order
Date: _____________________________________________________
Production Date: _________________________________________________
Delivery Date:
___________________________________________________
Objectives – What are you trying to achieve?
Employees Customers Awareness Motivate Thank New Product Launch
Improve morale/performance Traffic Builder Rename/Reposition
Performance Rewards Encourage Use/Trial Promote Recognition Gift w/
Purchase Cross/Sell Up Other
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
Audience – Who is your primary audience?
Present Customers Prospective Customers Employees Students Lost
Customer Top Customers _______% Job Function or Title
___________________________________
-
Audience Demographics Income Level ___________________________
Geography _____________________________ Age Range
_____________________________ Men Women Other:
________________________________ Message What major point do you
want to communicate? ____________________________________________
____________________________________________
____________________________________________ If you could sum up
your message in one sentence, what would it say?
____________________________________________
____________________________________________
____________________________________________ What are the copy
limits, if any, you need to consider?
____________________________________________ Theme Does your
promotion fit any theme? The list below may help you generate some
ideas. What is the theme of your promotion?
____________________________________________
____________________________________________ What tone would you
like to project? Exciting Informative Urgent Authoritative Factual
Competitive Educational Aggressive Promotional Themes
Medium Direct Mailer Ceremonies Hand Deliver Trade Shows Phone
Call Broadcast Advertising Internet Advertising Gift w/ Purchase
Networking Bundled w/ Product How will fulfillment be handled? Hand
delivered by assigned staff members In-house mailroom Outsourced
fulfillment house ____________________________________________
____________________________________________
____________________________________________
____________________________________________ Are there any other
sales collateral or marketing campaigns that this product must work
with? Envelope Cover Letter Your catalog/brochure/flyer Another
promotional product ____________________________________________
____________________________________________
____________________________________________
____________________________________________ What kind of packaging
do you want to use? None Individually wrapped Gift packaging Custom
Other __________________________________
__________________________________
__________________________________
Financial Recognition Cultural Holiday Mystery Internet Safety
Hi-tech Fundraising Generational Traditional Landmarks Fitness
Sports Religious Health TV Shows Hollywood Education Seasonal
Outdoors Spirit Union Academia Patriotic Motivation On the Move
Business Musical Performance Mythology Competition Events Artistic
Cartoon Medical
-
Deadline When must the message get to the audience for maximum
effect? Trade Show Special Event Holiday Specific Date
_____/_____/__________ Product Intro Other
_____________________________________________________________________
Check online for Yearly calendars for Holidays – specialty months –
and more, for help generating ideas during certain months of the
year!
Measure of Success How will you know if the program is
successful?
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
___________________________________________________________________________________________
Final Approval Signature
_____________________________________________________ Date
_____/_____/__________ Signature
_____________________________________________________ Date
_____/_____/__________
Notes
________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
-
Yearlong Budget Worksheet and Plans-at-a-Glance Date Events
Purpose Item/# of Items Unit Cost Misc. Fee Total Cost
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
(# of Items x Unit Cost) + Misc. Fees = Total Cost
Tip: Don’t forget to include setup charges, postage costs,
packaging requirements and other line items. Be realistic and match
your resources with your goals.
-
Calendar
Order Date
Logo Due Date
Delivery Date
Drop Date
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
Order Date
Logo Due Date
Delivery Date
Drop Date
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
Order Date
Logo Due Date
Delivery Date
Drop Date
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
Order Date
Logo Due Date
Delivery Date
Drop Date
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
_________ _________ _________ _________
Tip: Remember to allow for order processing, production time,
artwork, proof approval and shipping time. Plan to place your order
well enough in advance to meet your deadline.
Event Description 1: Event Description 2: Event Description 3:
Event Description 4: Event Description 5: Event Description 6:
Order Date: Production Date: Delivery Date: Other 1: Other 2: Other
3: Other 5: Top Customers: Job Function or Title: Age Range: What
major point do you want to communicate 1: What major point do you
want to communicate 2: What major point do you want to communicate
3: what would it say 1: what would it say 2: what would it say 3:
What are the copy limits if any you need to consider: What is the
theme of your promotion 1: What is the theme of your promotion 2:
Other 1_2: Other 2_2: Other 3_2: Specific Date: undefined_2:
undefined_3: How will you know if the program is successful 1: How
will you know if the program is successful 2: How will you know if
the program is successful 3: How will you know if the program is
successful 4: How will you know if the program is successful 5:
Date: undefined_4: undefined_5: Date_2: undefined_6: undefined_7:
Notes 1: Notes 2: Notes 3: Notes 4: Notes 5: Notes 6: Notes 7:
Notes 8: Motivate: OffImprove morale: OffPerformance Rewards:
OffRecognition: OffOther1: OffThank: OffTraffic Builder:
OffEncourage Use: OffNew Product Launch: OffRename Reposition:
OffPromote: OffCross Sell Up: OffBusiness to Business: OffBusiness
to Consumer: OffInternal: Offfulfillment 1: fulfillment 2:
fulfillment 3: fulfillment 4: sales collateral 2: sales collateral
3: sales collateral 1: sales collateral 4: other 2: Present
Customers: OffEmployees: OffLost Customer: Offjob function:
OffProspective Customers: OffStudents: OffTop Customers CheckBox:
OffIncome Leve CheckBox: OffGeography: Income Level: Geography
CheckBox: OffAge Range CheckBox: OffMen CheckBox: OffWomen
CheckBox: OffDirect Mailer: OffHand Deliver: OffPhone Call:
OffInternet Advertising: OffNetworking: OffCeremonies: OffTrade
Shows: OffBroadcast Advertising: OffGift with Purchase: OffBundled
with Product: OffOther 2 CheckBox: OffHand delivered by assigned
staff: OffIn house mailroom: OffOutsourced fulfillment house:
OffEnvelope: OffCover Letter: OffYour catalog brochure flyer:
OffAnother promotional product: OffExciting: OffUrgent: OffFactual:
OffEducational: OffCheck Box55: OffAuthoritative: OffCompetitive:
OffAggressive: OffNone: OffIndividually wrapped: OffGift packaging:
OffCustom: OffOther 3 CheckBox: OffOther 4: Trade Show: OffSpecial
Event: OffHoliday: OffSpecific Date CheckBox: OffProduct Intro:
OffOther 4 CheckBox: Off1: 2: 3: 4: 1_2: 2_2: 3_2: 4_2: 1_3: 2_3:
3_3: 4_3: 1_4: 2_4: 3_4: 4_4: 1_5: 2_5: 3_5: 4_5: 1_6: 2_6: 3_6:
4_6: 1_7: 2_7: 3_7: 4_7: 1_8: 2_8: 3_8: 4_8: 1_9: 2_9: 3_9: 4_9:
1_10: 2_10: 3_10: 4_10: 1_11: 2_11: 3_11: 4_11: 1_12: 2_12: 3_12:
4_12: 1_13: 2_13: 3_13: 4_13: 1_14: 2_14: 3_14: 4_14: 1_15: 2_15:
3_15: 4_15: 1_16: 2_16: 3_16: 4_16: 1_17: 2_17: 3_17: 4_17: 1_18:
2_18: 3_18: 4_18: 1_19: 2_19: 3_19: 4_19: 1_20: 2_20: 3_20: 4_20:
1_21: 2_21: 3_21: 4_21: 1_22: 2_22: 3_22: 4_22: 1_23: 2_23: 3_23:
4_23: 1_24: 2_24: 3_24: 4_24: 1_25: 2_25: 3_25: 4_25: 1_26: 2_26:
3_26: 4_26: 1_27: 2_27: 3_27: 4_27: 1_28: 2_28: 3_28: 4_28: c1: c2:
c3: c4: c1_2: c2_2: c3_2: c4_2: c1_3: c2_3: c3_3: c4_3: c1_4: c2_4:
c3_4: c1_5: c2_5: c3_5: c4_5: c1_6: c2_6: c3_6: c4_6: c1_7: c2_7:
c3_7: c1_8: c2_8: c3_8: c4_8: c1_9: c2_9: c3_9: c4_9: c1_10: c2_10:
c3_10: c4_10: c1_11: c2_11: c3_11: c4_4: c4_7: c4_11: c1_12: c2_12:
c3_12: c4_12: c1_13: c2_13: c3_13: c4_13: c1_14: c2_14: c3_14:
c4_14: c1_15: c2_15: c3_15: c4_15: c1_16: c2_16: c3_16: c4_16:
c1_17: c2_17: c3_17: c4_17: c1_18: c2_18: c3_18: c4_18: c1_19:
c2_19: c3_19: c4_19: c1_20: c2_20: c3_20: c4_20: c1_21: c2_21:
c3_21: c4_21: c1_22: c2_22: c3_22: c4_22: c1_23: c2_23: c3_23:
c4_23: c1_24: c2_24: c3_24: c4_24: c1_25: c2_25: c3_25: c4_25:
c1_26: c2_26: c3_26: c4_26: c1_27: c2_27: c3_27: c4_27: c1_28:
c2_28: c3_28: c4_28: c1_29: c2_29: c3_29: c4_29: c1_30: c2_30:
c3_30: c4_30: c1_31: c2_31: c3_31: c4_31: c1_32: c2_32: c3_32:
c4_32: c1_33: c2_33: c3_33: c4_33: c1_34: c2_34: c3_34: c4_34:
c1_35: c2_35: c3_35: c4_35: c1_36: c2_36: c3_36: c4_36: c1_37:
c2_37: c3_37: c4_37: c1_38: c2_38: c3_38: c4_38: c1_39: c2_39:
c3_39: c4_39: c1_40: c2_40: c3_40: c4_40: c1_41: c2_41: c3_41:
c4_41: c1_42: c2_42: c3_42: c4_42: c1_43: c2_43: c3_43: c4_43:
c1_44: c2_44: c3_44: c4_44:
