What to put in a 90-day marketing plan

1. Choose the target

Suppose a showroom wants more appointments with local homeowners planning a kitchen project. Record how many of those appointments currently happen each week. Decide what counts: booked appointments, attended appointments or customers who received an estimate.

Set a target against that starting point. Check the advertising budget and the designers’ schedules before committing to it. If the team cannot handle more appointments, address that first.

2. Assign the work

For this example, the work might be updating the appointment page, assigning incoming inquiries and testing one advertising channel. Give each job a responsible person and a deadline.

Describe what finished means. “Improve follow-up” could mean almost anything. “Assign every new inquiry and record the first response time” tells the team what to do and what to check.

• The current result and the target.
• The work, responsible people and deadlines.
• The budget and hours available.
• The projects you are postponing.

3. Put tasks in order

Check that the appointment page works and inquiries reach the right person before paying to send visitors there. Test the tracking. Then launch the campaign and leave enough time for inquiries to become appointments.

If a task is late, update the dates for the work that depends on it. Make the delay visible to the people affected.

4. Check progress weekly

Review spending, inquiries, attended appointments and unfinished tasks. Ask why the numbers changed before changing the budget. A week with fewer appointments may reflect missed calls, poor-fit inquiries or normal variation.

At day 90, compare results with the starting point. Record what to continue, change or stop, including anything you still cannot explain.