Top

Review & Adapt

Review

The fifth and final step of developing a promotional plan includes reviewing and adapting your plan as needed before getting ready to put it out into the world! As you and your team finish developing your marketing plan, review and polish your strategies by reflecting on the following:

  • Do the 4Ps (product, price, place(ment), promotion) of your marketing strategy fit together?
  • Do the promotional tactics you and your team identified in How to Deliver Your Message work align with your budget? 
  • Have you considered how to ensure equity, diversity, and inclusion (EDI) in your marketing plan?

Before hitting “send” on your marketing plan materials, make sure to consider these two final steps:

With your team, think about: 

  • How will you know whether you were successful? 
  • How will you measure success? 
  • How will you know if one promotional tactic was more successful than another? 
  • How will you find what you can do better? 

Your team might consider using social media and email analytics to calculate open rates, clicks, and interactions with your messaging(1).

Choose a small sample of your target community to test-run your communications through. Use their feedback to fine tune your messages and ensure that your message meets the needs and values of the community(2).

Adapt

As you and your team implement your marketing plan(1 & 3):

  • Regularly review and update your SWOT analysis to monitor any new Opportunities or Threats to your product
  • Review your Evaluation Plan to see where your strategy is working and where there are opportunities to improve
  • Regularly review your 4Ps to ensure that all your strategies are aligned with the current context
  • Periodically check in with your target audience to update your communications as people’s values or context changes

Developing a Promotional Plan

Continue exploring the steps to help guide you through developing your own promotional plan!  

Step 1: Identify Your Product

Step 2: Get to Know Your Community

Step 3: Set Your Price

Step 4: Develop Your Message

Step 5: Review & Adapt

Continue Exploring Promotions

Icon for Tips & Tricks

Tips & Tricks

Tips & Tricks
Icon for Tips & Tricks

Tips & Tricks

Tips & Tricks

Icon for Promoting Healthy Eating

Promoting Healthy Eating

Promoting Healthy Eating
Icon for Promoting Healthy Eating

Promoting Healthy Eating

Promoting Healthy Eating

Icon for Promoting Active Living

Promoting Active Living

Promoting Active Living
Icon for Promoting Active Living

Promoting Active Living

Promoting Active Living

Icon for Uplifting Indigenous Voices through Storytelling

Uplifting Indigenous Voices through Storytelling

Uplifting Indigenous Voices through Storytelling
Icon for Uplifting Indigenous Voices through Storytelling

Uplifting Indigenous Voices through Storytelling

Uplifting Indigenous Voices through Storytelling

  1. Community Tool Box [Internet]. Section 1. Developing a Plan for Communication; 2022c [cited 2023 January 14]. Available from: https://ctb.ku.edu/en/table-of-contents/participation/promoting-interest/communication-plan/main
  2. Model Systems Knowledge Translation Center. Developing Key Messages for Effective Communication [report on internet]. N.d. [cited 2023 January 14]. Available from: https://msktc.org/sites/default/files/Key_Message_Development_508.pdf
  3. American Marketing Association [Internet]. The Four Ps of Marketing; July 2022 [cited 2023 January 14]. Available from: https://www.ama.org/marketing-news/the-four-ps-of-marketing/