Planning on Growing Your Brand? Try the 30-60-90 Day Plan
Whether you are a newly installed Marketing Director, or have simply been asked to add ‘looking after marketing’ to your job description, you need a plan to get off to the best possible start. Taking on the marketing of a brand or business can be a daunting task.
Of course, underpinning every brand is a Marketing Plan, setting out your goals, and your strategy for achieving them. A huge amount of time and effort goes into preparing one, but you (and your bosses / shareholders) want to see what you can achieve in your new role as quickly as possible!
Help is at hand. Whilst you can’t expect to write a good Marketing Plan in week one of a new role, there’s another kind of plan that will set you on your way to success – step forward the 30-60-90 day plan!
What is a 30-60-90 plan and why is it relevant here?
If a 90 day plan seems a bit short-term (after all, most of us are used to annual marketing plans), there are good reasons for this. When the people that hired you are expecting you to inject new life into the business, the time to get started is NOW! And a great way of creating and sustaining energy is through quick wins and highly visible results that set the direction and tone of the new era.
The idea of the ‘30-60-90’ plan actually hails from the world of HR, where it is used to help new employees understand and achieve their goals and expectations. Often coinciding with a typical 3-month probation period, the intention is that by the end of it, the new employee can show the difference they have made.
The first 30 days – let’s get started!
The first 30 days is often referred to as the ‘learning phase’, where we dive deeper into understanding the existing brand and its environment. Armed with this information, we can get to work strategising for the longer term and drafting the core plan.
At the same time, by targeting the quick wins and ‘low-hanging fruit’ (such as correcting obvious brand inconsistencies), momentum for the project can be built and a clear signal sent that change is happening now.
31-60 days – build, build, build . . .
After the learning period of the first 30 days comes to an end, we will be in a better position to take action. The 60 day (mid-term) part of the plan focuses on implementation – building and tweaking concrete goals and actions, such as new logos a refreshed website and brand assets.
61-90 days – get your priorities straight
By the end of the 90 days, the aim is to be able to show the difference that we have made. Activities have been tested and optimised. Longer-term strategic projects are underway, evaluation metrics are agreed, and a clear plan for success is in place.
The beauty of the 30-60-90 plan is that it charts a clear course of action to achieve brand goals. We get off to a flying start with visible wins in the first 30 days, building momentum through the second month and ultimately arriving at the 90 day mark with a solid prioritised plan built on actual results.
Still don’t know where to start? How can we help?
Here at Challenge Marketing we have been getting heaps of positive feedback about our Brand Review service.
A strong brand helps a business grow more quickly – it’s good for revenue, profits, productivity and employee retention. When Challenge Marketing runs an initial Brand Review for your business, the goal is to help you understand how your business and brand are currently positioned.
We look at how your brand is perceived and we take a look at your key competitors too. We critique your visual identity, your website, advertising and collateral. We assess your social media, SEO / PPC and PR activity.
Does your brand need new energy? Let’s go!
If you think your brand could benefit from our brand review service, read more about how our team of director-level experts will work with you to understand your challenge.
Meet The Magnificent Seven experts – we are waiting to help you!