"Next Steps" as Part of a Marketing Program Plan

First, please look at this graphic. It's a Google doc, so you have to be signed in. Note that you are working at the next-to-bottom level, a communications plan, in your case an Internet marketing plan. The bottom level is a social media marketing plan; some of you have social media elements in your plan (integration of channels) but no one should be doing a pure social media marketing plan.

Hopefully that helps establish the role of a campaign (program, I use the 2 synonymously to differentiate from "annual marketing plan"). The implication is that it is only one of the marketing programs going on, perhaps sequentially, perhaps simultaneously.

You may, however, already know that there is more that has to be done. However, I've told you to concentrate on the highest priority and do it well, not try to do a lot of things. That's where "Next Steps"-- a final section in the plan document comes in. It is not on the outline, because I don't want to imply that every plan should include it. You may not know what is most important to do next until you evaluate the results of this program. However, if you need to make the point that something important is still waiting to be done, include Next Steps--just 2 or 3 descriptive paragraphs, nothing formal.