tactical JdpsIf

We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.

At this stage of our discussion, a digital marketing strategy has been created based on marketing goals, business goals and marketing personas. Now we need to implement that strategy, and that means drawing up a marketing tactical plan specifying exactly what tactics will be used – when and how – to achieve our desired goals.

Enter Christina’s trademark tactical spreadsheets, which spell out the implementation plans, while also making room for adjustments as a marketing campaign progresses. They provide definite goalposts and a clear line of sight towards the aims of the overall marketing strategy.

The tactical plan is the document that we refer to most often as we work on a campaign. The marketing strategy that informs it is often left on the shelf unless the implementation starts to veer far off the original plan for some reason. While the strategy contains the overarching concepts and goals, the tactical plan provides a practical guide to daily, weekly and monthly actions that need to be taken in order to make the strategy a reality. 


What does a tactical plan look like?

Every client and every campaign will have a different tactical plan. They could be organized on a weekly, monthly or quarterly basis, according to target audience or persona, or reflecting high-level goals and the tactics relating to them. Whatever form a marketing tactical plan takes, it is an all-important blueprint that enables us to take a campaign forward. It not only turns a marketing strategy into a tangible reality, but it also helps to allocate workloads, highlight budgetary considerations, track the success of specific tactics, and give a clear indication of return on investment. 

Creating a marketing tactical plan


CIPR Communications

Log in to your author account at CIPR Communications, a leading public relations firm in Calgary. Gain access to our content creation tools and resources.