Do you ever find yourself gazing out the window, pondering on the changes happening around you, and wondering what the future holds? It’s a common feeling, especially when it comes to media, marketing and communication plans. These plans can sometimes feel fixed and unchanging because they are typically driven by a budget you manage but in today’s rapidly evolving landscape, they need to be adaptable.
One solution is to adopt a “rolling” plan structure. This involves creating a plan with a set budget, but also allowing for reflection and reassessment along the way. As new communication channels emerge, you can assess whether they will impact your plan’s intended outcomes.
Therefore when creating a plan know that it is a journey and that the destination is what is most important. Through the checkpoints throughout the year looking at the plan, the conversation can also be around whether the outcomes are the right ones to pursue too if there are drastic shifts. However, by doing a rolling plan you have these conversations at more timely points and respond in ways that demonstrate innovation and leadership. Do not simply stay ahead of the curve, guide it.
By adopting this approach, you can remain flexible and responsive to the changing landscape. You won’t be locked into a rigid plan developed months ago, but instead, you’ll be able to roll with the changes. So next time you find yourself contemplating what lies ahead, remember that with a rolling plan, you can stay ahead of the curve.