What the plan contains
- Summary: where we are, where we want to get to, and how.
- Starting situation: what the audit data says.
- Strategy: market, audience, competitors, positioning, canvas.
- Measurable goals, with a starting point and a target, broken down by month, quarter and year.
- Channels, actions ranked by priority (ICE) and calendar.
- Team, roles and resources: who does what and whether the hours are enough.
- Budget by channel and by month.
- Calendar and deadlines: launch, actions, reports and reviews.
- Measurement, assumptions, risks and next steps.
Goals you can verify
A goal is useful if it has a starting point, a target and a date. “More enquiries” is not one; “from 80 to 120 enquiries a month by December” is. For totals (enquiries, revenue), the target is spread across the months according to the previous year’s seasonality; for rates and averages, you set the threshold to reach by the end of the period.
How actions are chosen
Every action has an ICE score: impact (how much it can move the result), confidence (how sure we are that it will work) and ease (how simple it is to do). You start with those with the highest score, which are often small changes with a big effect.
An example: six months for a hotel
Goal: go from 120 to 170 direct bookings in six months. Actions: a clearer booking engine (month 1), a Google campaign for “hotel in Tropea” (months 2–6), a newsletter to past guests (month 3), packages for May and October (month 4). Each action has an owner, hours, budget and dates. Each month’s report compares the result with the forecast.
The calendar
The plan’s deadlines (start and end, start and due dates of actions, monthly reports, reviews with the client) also appear in the Editorial plan, alongside the content to be published: a single calendar to check.
