The Second Quarter

The second quarter of everything is important. In football, the team in the lead at the end of the second quarter often wins the game. In basketball, the second quarter makes a time when the players can push their abilities and stamina to the max, knowing that they have a break at the end.

In banking, the end of the second quarter also marks the half way point. So, before the year escapes us, take a minute as we wrap up the first quarter of the year to take a step back, evaluate our marketing plan and make sure we are on track to deliver. This blog will be short, but also very important! Here are three questions you should be asking:

1. Are we on track to execute the plan as written, on time, on budget and with the predicted results?

If everything is in line then you are good to go. Reality checks are the most difficult part of a marketing plan. And we like to consider marketing plans as more of a guideline to operate within. The plan is the ultimate goal to be reached barring any unforeseen circumstances. The best marketers have solid plans and execute them flawlessly, all the while understanding that the marketplace is a constant moving target. We must be prepared to evolve with our environment.


2. Has the marketplace changed?

Maybe a large company opened or closed its doors. Was there a significant event at the local university (big layoffs, a flu outbreak, etc). Did your budget change since you completed your marketing plan? These are all external factors that will play a role in how you execute your marketing plan. It's good to take a step back and make sure you are still on track to deliver. If there have been big changes around your, adjust your plan to meet the changing needs of your marketplace, but keep the goals the same.

3. Has phase one been completed (please say yes to this one!!!)?

Congratulations! Finishing the first phase of a marketing plan is worth celebrating! Calculate your ROI and share it with the world! OK, well not the world, but be sure to let your CEO, CFO and other key players in your organization know what a rock star you are. If you want your budget to increase more than the standard 3% then illustrate your value to those who don't "get it" like we do!

If you want a little help with the ROI part, post a comment here (or email me) and I will be more than happy to share the formulas with you!

Enjoy your week!
Jenna