Points for Planning |
Write Answers Here |
| Environment: Brief statement of the competitive environment that this site is entering. Detail competitive sites. | |
| Strategy: Single sentence defining strategy for this site | |
| Individuals: List target individuals to whom plan is directed | |
| Messages: List specific messages that you are sending from this site | |
| Media | |
| Site registration tactics. List and rationale | |
| Meta-Tags. Tags and rationale | |
| Press releases. | |
| E-mails | |
| Announcements: Internal and external | |
| …..Internal. Announcement and rationale | |
| …..External. Announcement and rationale | |
| Newsletters. Rationale | |
| Ads. Rationale | |
| Direct mail letters. Letters plus rationale | |
| Other. List and reasons | |
| Distribution | |
| Traditional media lists for site announcement | |
| …..National media list | |
| …..Local media list | |
| …..Trade media list | |
| National, local and trade media advertising | |
| …..National advertising targets | |
| …..Local advertising targets | |
| …..Trade advertising targets | |
| Direct mail list | |
| Online media | |
| …..Usenet site list and rationale | |
| …..Listservs list and rationale | |
| …..Online chats/appearances. List and rationale | |
| Online services other than Internet. List and reasons | |
| Linkage campaign. List target sites and rationale | |
| Events, contests and giveaways. List and rationale | |
| Assumption check: Detail what might go wrong with your promotion and what you will do to counter failure | |
| Feedback and measurement: Detail the feedback and measurement devices that you will place in all of your media and on your site. | |
| Structure and budget | |
| Estimate what this promotion plan will cost. | |
| Estimate people needed to effect the plan and man-hours. |
Last Updated on 1/11/99
By James L. Horton