The first tab in the sample spreadsheet is meant to lay out your high-level plans for your business, including things like holidays, event and the supporting activities and content you need to manage.
The first column offer opportunities to detail platforms or categories of marketing initiatives. You can use them all, or just the ones that pertain to your current marketing infrastructure and budget.
The overall name of a group of marketing initiatives – the main ‘theme’. Then you can have multiple marketing channels and platforms supporting this one theme or campaign
Example: NFL Post Season 2019
List any holidays (Christmas, Easter, Thanksgiving, etc) or national/global events (National Taco Day, The Oscars Awards, Balck Friday, etc) that you can leverage in your marketing efforts.
Example: (Campaign) NFL Post Season 2019 > (External Event) Super Bowl LIII Game
Internal events refer to your in-house events such as parties, sales, etc that can support your higher level Campaigns or External Events.
Example: (Campaign) NFL Post Season 2019 > (External Event) Super Bowl LIII Game > (Internal Event) Super Bowl TV Party
Product / Service Releases
List any new business services or products that warrant a marketing campaign to inform the public.
Identify any changes to the website to help support marketing this campaign (popups, new slider banner, landing page, etc)
Identify newsletter or announcement emails to support the greater marketing campaign
Identify social posts and efforts to support the greater marketing campaign
Identify any networking or other local organization. (partnering with local schools, display at a local grocery store, etc)
Identify new blog articles to support the greater marketing campaign
Identify press releases to support the greater marketing campaign
Identify in-house (mostly print) materials (posters, table tents, etc) to support the greater marketing campaign
Identify partnerships with vendors to support the greater marketing campaign
Identify snail mail efforts to support the greater marketing campaign
Identify popular influencers to help spread the word and to support the greater marketing campaign
Identify paid marketing efforts (google search, retargeting, etc) to support the greater marketing campaign