What to Include When Planning a Tactic

Use the lists below to ensure the Tactics you enter into Annum ladder up to your objectives and serve the strategic integrated planning process well.

Find a full overview of how to plan a Tactic within our Account Owner, Admin, and Contributor guides.

Mandatory Information

The following core facets are required in order to enter a Tactic into Annum:

1. Topic – what the Tactic is about or related to, the subject of the Tactic >> Provides context when viewing the Tactic in the calendars
2. Channel – the high-level category of media or tool used to deliver the Tactic to the intended audience. Examples: website, organic social media, signage, email, paid search >> Part of the Tactic detail data shown within the calendars so cross-functional teams can easily assess cross-channel coverage , Tactics are color-coded by Channel 
3. Type – the different vehicles used within a Channel.  Example: Channel = website, Tactic Types = home page banner, blog post, product detail page, case study >> Part of the Tactic detail data shown within the calendars to provide distinction between Tactics
4. Platform – 3rd party websites, apps, and media where a business publishes content and advertises. Examples: Instagram, Google, Clear Channel >> Part of the Tactic detail data shown within the calendars (as appropriate) to provide distinction between Tactics
5. Timing – When the Tactic is in market >> to ensure you have an accurate representation of the planned omnichannel customer experience as well as an accurate historical plan of record

Strategic Must-Haves

These facets ensure the Tactic is strategic, aligned, and actionable. 

1. Notes: Use the Notes section as a lightweight brief. Include: a short summary of what the tactic entails, key message, call to action, link (as appropriate) >> To provide direction for those executing the Tactic and context for those reviewing the Plan
2. Tags: Tag the Tactic to the marketing objective it supports >> If you cannot tie a Tactic to an objective, pause and consider whether it actually belongs in the Plan
3. Tags: Tag the Tactic to the target audience segment it is meant for >> To support message segmentation and personalization, and to allow for filtering to check cross-channel coverage of a target audience
4. Tags: Tag the Tactic to the business unit, product line, and/or region it supports >> To help you balance communications across the corporate portfolio
5. Initiatives: Link the Tactic to the Initiatives it supports >> Show how the Tactic fits into the integrated plan for campaigns and other bigger efforts, allow for filtering to check cross-channel coverage of an Initiative during Plan review
6. Closeout – After the Tactic has run in market: Ensure all facets of information have been appropriately updated and reflect what happened >> To ensure an accurate historical plan of record

Nice-To-Have Enhancements

These facets add clarity, depth, and future value. When you get to this level of tactical planning your future self will thank you!

1. Budget: Enter an estimate and actual for each Tactic >> To support effective budget management
2. Notes: Include the final approved creative asset >> To support cross-channel planning and to ensure you have an accurate historical plan of record
3. Notes: Call out the primary KPIs and expected outcome >> To keep executional decision-making on target
4. Tags: Include Tags related to core content pillars, and other strategic planning priorities >> So you can filter to check cross-channel coverage and assess the balance of your efforts
5. Documents: Upload full creative briefs and other supporting documents >> Centralize key information for analysis and future planning reference
6. Closeout – After the Tactic has run in market: Add links to published content, upload performance and insight reports >> Centralize key information for analysis and future planning reference

Something Missing?

Please note that Channels, Tactic Types,  Platforms, Tags, Initiatives and additional Custom Fields of Data can only be added and edited by Admins. Also, the Budget feature can only be activated by an Admin. To see who the Admins (or Account Owner) for your Plan are, click on Plan Settings in the middle top of the app. Then select Team from the drop down menu. There you will be able to see role by team member.

For more explanations and instruction, visit Guides where you will find a Glossary of terms, guides by role, and more. If you still have unanswered questions, contact us.

Annum's integrated omnichannel marketing planning software is patented. Patent Number: 12,079,779.