2. Budgeting in context...
Be realistic… think about what you want to achieve
Bring the costs into your implementation plan
You may want to work under Objective and Task
Break down by activity, time and also a final total
11. control and evaluation…
Link to the SMART objectives set earlier…
We also need to evaluate…
The different tactics implemented
The different media implemented and…
So we have measureable criteria – or metrics
And a time-frame to achieve them within
…the different vehicles
We can also evaluate performance against the budget
12. …developing intelligent objectives
Objective Substantiation Strategies to
achieve goals
KPI’s
Link to stage of
consumer journey
and SMART
Link to audit findings Link to STP, brand
and 3P’s
What will you be
measuring?
Reach – raise
awareness of One
Nutrition by 10%
with 35-54 year olds
through social media
posting by December
June 2017
Weakness in brand
awareness – very low
Increased supplement
competition
Re-launch and re-
position
Raise awareness
of brand and
benefits
Target broad
audience
Focus on Profile
strategy
% increase in
awareness via pre
and post testing of
key social media
channels
Positive sentiment
analysis
13. gap analysis…
If we know what we want to achieve as a metric…
…and when we want to achieve it by…
We can conduct a simple gap analysis
timeframe
Measure…let’ssayincrease
salesby10%
15. Implications of control
Structures must be clearly defined
The extent of functional control must be determined
Responsible individuals should be fully involved in planning
Regular performance reports should be provided
Responsible individuals should revise the plan when necessary
Every item should be the responsibility of an individual within
the organisation
25. evaluating sponsorship…
media exposure
pre and post testing…
objectives – awareness, image perceptions, attitudes
participant feedback – sponsor and sponsored
tracking studies