1. Take a Hard Look at Current Messages in The Market

You might have stepped into a business that already has a bold marketing plan with a range of digital and above the line tactics. Or you may have just taken the reigns at an organization proudly boasting to be ‘not doing any marketing at all’.

If the latter, when you take a closer look, you’ll realize that there’s still plenty to assess. Marketing is more than advertising. There’s probably a range of print and digital collateral that needs your attention, a brand in need of a style guide, and a social media page or two that could use some structure and consistency. 

Regardless, your first job is to assess both the current marketing messages out in the field as well as those that have been tried in the past. Set up an audit in an Excel spreadsheet to document what messages are being delivered across each of your social media channels, your website and blog, and any media your team (or agencies) are buying. 

Get a quick handle on what is working and what is clearly not. Understand what needs immediate attention to stem any budget waste and what is harmless enough to wait until later.