A marketing plan is a comprehensive document that outlines a brand’s marketing efforts for the coming year. We start by viewing the objectives from the eyes of the customer, client or end-user. The plan we develop then consists of specific objectives, quantified by goals and executed through intentional strategies and tactics that reach identified market segments. Every plan includes a detailed budget, with projected costs attributed to respective tactics. These strategies and tactics may include but are not limited to earned media opportunities, paid advertising in traditional and digital channels, social media planning, event initiatives and community promotions. Each objective includes measures for success benchmarked against campaign progress to allow for agile adjustment of tactics.