90 day planning that help marketers plan and manage their marketing more efficiently. The idea is to create marketing or digital marketing plans and have a single page summary which gives clarity on a manageable number of initiatives you will work on in the 90 day period to boost performance.

1. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
90-days Timebox planning template approach
About this template
The thinking behind this template
We’re often encouraged to create annual marketing or digital marketing plans, for example, as part of annual budgeting. This is an approach we wholeheartedly recommend to help businesses create a strategy with all the good things this involves, such as specific SMART objectives, strategies to achieve these objectives and costed strategic initiatives and priorities.
But annual plans have the weakness that they don’t readily translate to operational plans that can be used to manage and project plan different marketing activities. This is where 90 day or quarterly planning can help. It’s a “half-way house” between annual planning and weekly or monthly operational planning.
What we hope to do is to offer new, practical tools to support 90 day planning that help marketers plan and manage their marketing more efficiently.

2. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
There are two parts to this template.
1. RACE 90 day mapping of objectives to “always-on” activities.
This table helps companies focus on activities which boost sales through optimization activities that should be completed every month, but after often neglected due to a focus on campaign activities like price promotions which are planned separately.
The idea is have a single page summary which gives clarity on a manageable number of initiatives you will work on in the 90 day period to boost performance. These will cascade down to more detailed activities, for example in a project management system – we use Basecamp or Liquid Planner.
Use it to define activities using these tactics to improve sales by working across RACE: SEO, AdWords, Advertising, Conversion Rate optimization, content marketing, email marketing and social media marketing

3. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
2. Commercial 90 day planning defining targets for KPIs.
This gives an example of a simple conversion model which helps give you a commercial focus on specific objectives for each quarter. This shows how your campaign and always-on activities will improve sales. It includes:
 Objectives for the 90 days (ideally broken down by Month)
 KPIs which help you track your objectives in – this still involves a lot of spreadsheet work, but we are increasingly using APIs and feeds to automate this (e.g. the Google Analytics API)
 Goals to ensure objectives are hit (i.e. launch product sales campaign)
 Deliverables per goal to ensure it is delivered (i.e. Paid search update, online advertising launch, E-shot update, shopping feed update, partners / affiliates brief)

4. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
1. RACE 90 day mapping of objectives to activities.
Example single page summary
Objectives
90 day targets
Tactics
90 day initiatives
Resources and
Content assets
Plan objectives (Overall contribution)
90 day targets:
 Leads
 Sales revenue
Planned marketing or content campaigns to align with:
 Month 1: New year campaign
 Month 2: Reserve and collect campaign
 Month 3: Plan Easter campaign

 Month 1: campaign assets
 Month 2: campaign assets
 Month 3: campaign assets
Reach objectives
90 day targets:
 Unique visitors
 Year-on-year: 15%
Activities that increase awareness and visits:
 SEO: Generic – internal link update
 SEO: long-tail via blog
 SEO: Guest blogging
 AdWords: Enhanced campaign review
 AdWords Remarketing
 Infographics
 AdWords remarketing creative
Act objectives
90 day targets:
 Add-to-basket conversion
 Search conversion
 Product page conversion
Activities that improve customer experience: and content effectiveness
 Value proposition test
 Product page enhancement
 Improve blog integration
 Select customer feedback tool
 Develop new product page templates
Convert objectives
90 day targets:
 AOV
 Revenue per visit
 Overall conversion
 Smartphone conversion
Activities that improve conversion and average order value:
 Checkout start page test
 Abandon cart email tests
 Checkout start page
 Abandon cart template
Engage objectives
90 day targets:
 Revenue per email
 Repeat sales conversion
 Reviews per customer
Activities that improve existing customer engagement and advocacy:
 Welcome sequence email test
 Renewal emails
 Facebook custom audience and Promoted tweet tests
 Customer review emails
 Welcome email creative
 Review email creative

5. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
Blank single page summary
Objectives
90 day targets
Tactics
90 day initiatives
Resources and
Content assets
Plan objectives (Overall contribution)
90 day targets:
 Leads
 Sales revenue
Planned marketing or content campaigns to align with:
 Month 1:
 Month 2:
 Month 3:

 Month 1: campaign assets
 Month 2: campaign assets
 Month 3: campaign assets
Reach objectives
90 day targets:
 Unique visitors
 Year-on-year: 15%
Activities that increase awareness and visits:
 SEO
 AdWords
 Affiliate


Act objectives
90 day targets:
 Add-to-basket conversion
 Search conversion
 Product page conversion
Activities that improve customer experience and content effectiveness:
 Customer journeys
 Content marketing


Convert objectives
90 day targets:
 AOV
 Revenue per visit
 Overall conversion
 Smartphone conversion
Activities that improve conversion and average order value:
 Checkout start page test
 Abandon cart email tests


Engage objectives
90 day targets:
 Revenue per email
 Repeat sales conversion
 Reviews per customer
Activities that improve existing customer engagement and advocacy:
 Welcome sequence email test
 Renewal emails
 Facebook custom audience and Promoted tweet tests
 Customer review emails



6. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
Start / End: 1st January 2014 > 31st March 2014
Commercial Objective(s)
Revenue = £XX
Units = £YY
Last Years Q1 Performance - example KPI January February March Q1 Total
Site Visitors
10,000
10,000
10,000
30,000
Leads
1,000
1,000
1,000
1,000
Total Units
100
100
100
300
Total ASP
£10.00
£10.00
£10.00
£10.00
Total Revenue
£1,000.00
£1,000.00
£1,000.00
£3,000.00
Key Performance Indicators (Targets) KPI January February March Q1 Total
Site Visitors
20,000
20,000
20,000
60,000
Leads
2,000
2,000
2,000
2,000
Total Units
200
200
200
600
Total ASP
£10.00
£10.00
£10.00
£10.00
Total Revenue
£2,000.00
£2,000.00
£2,000.00
£6,000.00
* These have to relate to hitting commercial objectives. KPIs are early warning indicators that you may not hit objectives and something needs to change. Add to / change such KPIs, as your business requires...

7. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
Goal 1: Implement the new product range
Deliverable Status Owner Deadline
All copy created & loaded in
Red
Joe B
28th Feb
Product data loaded
Amber
Joe B
7th March
Launch email created
Green
Joe B
28th Feb
Media Channels Live with new product
Amber
Joe B
28th Feb
Product Launched
Amber
Joe B
7th March
Red = Deliverable not on track & unlikely to be done on time
Amber = There are risks in play that could affect the deliverable been on schedule
Green = Deliverable is on track and there is no current reason why it will not be delivered on time
Goal 2 : ?? Deliverable Status Owner Deadline
Goal 3 : ??? Deliverable Status Owner Deadline

8. BINARY WEB SOLUTIONS (I) PVT. LTD.
702, 8th floor, ECSTASY, City of Joy Business Park, JSD Road,
Mulund (W), Mumbai – 80, INDIA.
www.binaryicl.com | mktg@binaryic.com |022-25696969
Need more clarity?
Please feel free to connect.
Jayesh Khagram, CEO - Binary
Email: Jayesh@binaryic.com