Marketing Calendar Planning Series: Step 3 – Getting Funding

This week I’m returning to my Marketing Calendar Planning Series posts to investigate the next crucial step in building a successful marketing campaign – getting funding.

Just to recap, so far we’ve gotten a project idea and put it together in a thoughtful, digestible package, aka “Getting Your Project Off the Ground”. Then after we considered the best ways to get our campaign message to our key demographic in “Bringing the Message to Your Audience,” in the second stage of building your marketing calendar. Now that you’ve decided on the channel(s) that your campaign needs, you probably need some money. This is where things may get tricky.


Now sometimes this part is easy. After you pitch the idea to the key person in your organization (VP of Sales and Marketing, Marketing Manager, the CEO, etc… the person with their hands on the bucks) they may just fall in love with it. This is good. Actually this is probably the best way to start off your campaign. Once you see you can build that emotional connection with the person in charge, chances are you have a pretty well thought out concept and you’re off to a successful start. If the key person feels the emotional connection, your audience will as well.

Other times you may have to do a little bit more work. Sometimes you can’t hit any emotion. If this is the case, you may have to make it make sense on paper. This is where data comes in to play. Make ROI your friend, because that line in the proposal is going to be looked at the most, questioned, a determining factor whether or not you get the funding you need.

getting a return on your marketing investment


Say for instance your key demographic is married mothers from ages 28-35. You’ve determined after some study that they like to listen to a certain type of music. Your channel could be radio advertising. Earn an extra plus if your product or service is somehow connected to music.

Now radio advertising isn’t cheap. You want to have your message perfectly tailored to fit your audience so when members of your target demographic hears your message, they respond.

Landing pages

I usually like to use landing pages as a call to action. They are easy to track using Google Analytics, and they are not expensive if you do most of the work yourself. I’ll have more on this in Step 5 of the Calendar Series. In a nutshell, at this point you have to predict with some thoughtfulness the results of your campaign.


A key component in your proposal is data. You need data from a previous campaign or study that shows the results you’re trying to achieve. Documenting this will show the powers that be the benefits of your campaign to your organization. Naturally, your results have to show a bigger return than the money you are asking for.

Hopefully this gives you some direction for building a solid proposal. Following these steps are even good for you to get a better handle on your campaign. Taking the time will help you focus on what’s important and what isn’t, and it will hopefully give you the results you’re looking for.

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