Understanding the Resources at Play

So you know which tactics you want to use, but are they available? Does your marketing round—and specifically the tactical practitioners who are leading your marketing effort—have the resources necessary to succeed?

Is there enough human resource capacity to wage a marketing program? If not, are there enough monetary resources to hire a staffer, a consultant, or an agency (or extend the current scope of work with your preferred agency)?

Consider creative and media costs. If advertising will be used—even in just a supporting role—can you pay for a creative campaign? Or just an ad? Does the marketing round have any prepurchased media inventory? If not, can you afford it?

What about interactive? Do you have or need to purchase development resources? Is an online expenditure needed? Do you have the resources to have people present and to create content for social media tactics?