This is the last of a 12-step program to create a marketing plan specifically for your school.  You may choose to use this material in a variety of different ways, such as:

• Assigning each week to a staff member over the summer so that everyone will have something to work on;
• Waiting for all 12 parts to be posted, then downloading them all into one document so you can have a complete set before starting work, or
• Joining the SchoolAdvancement eCommunity so that you can receive an email each week when the next part is posted.

     These 12 parts are designed to be short "thought-starters" which get you to think about how they relate to your school, with an assignment relative to what you need to do in the ensuing week to prepare for the next part (sounds just like a class, doesn't it?).  The "Objective" of this 12-week course is to begin to think about AND DO what you need to do to begin to effectively market your school in order to increase enrollment.

     Let's review!  Last week's task was to execute your plan.  After changing the goal to be a marketing goal instead of an enrollment-oriented one, the next step is to put the plan into action.  There is, however, one more step that must be described before moving ahead.  It's an important one, and it seems like common sense, but when it's not specified, it's not part of the plan, and therefore, its omission is pointed to as the culprit if a plan fails.

     This week's main objective: Evaluate.

     Just like any lesson plan, there has to be a way to measure the results of the marketing plan.  More important, however, is the comparison of milestones along the way.  Huge projects use a Gantt Chart to track particular timelines for particular objectives.  You might put milestones within your plan to make sure the entire plan is on track, for example:

- By September 30th, have all print materials (brochure, yard signs and door hangers) prepared.

- By October 31st, have Web site redone to be more marketing focused

- By November 30th, have brochures in places where young females with children wait, and door hangers distributed to direct parents to Web site.

- By December 31st, have yard signs distributed.  Wait until after elections are complete so as not to confuse messages.

     Notice that these are "end of the month" oriented as well.  To say "By September 1st, we will..." creates the impression that a task is not due until September, no matter what day it falls on.  Then, at the end of August, you discover you have a due date of September 1st, and then scramble to meet the deadline with less than stellar results.

     For a more structured timeline, you can state "From November 15th through December 31st, distribute yard signs.  Wait until after elections are complete so as not to confuse messages."  This gives each task a starting point and an ending point.

     Then, as the kids in the band say, "Check and adjust."  Don't wait until it's all done to see how it all turned out.  If one step was executed poorly, and you don't know that until the end of the plan, to wait until the next plan to "tweak it" might be too late.  The purpose of the the plan is the same as a budget - it's a guide.  Think of it as a road map.  Even though you use a map, you still might have detours you need to deal with.  Therefore, some "extension" time should be planned for, or built in to the plan.

     You may still be wondering what that "Check and adjust" comment means.  If you've never been in a marching band that is involved in national competitions, you may have never heard it.  Students in high school bands across the nation have been hearing that phrase all summer long.  As they practice there on the field drill, the director stops them at particular points, and tells them to "Check and adjust."  This is so the band members can stop at a point in the music, look around to see where there are, and make the appropriate correction to ensure that the visual aspect of the performance is properly executed.  If bands would just keep going over and over everything from the beginning of their routines, and not stopping along the way to see what needs to be changed (perhaps their steps need to be smaller or larger, or they may have to key on another member of the band in order to not move to the left so much), the performance would be lacking.  Although the music might be fantastic, ALL the aspects of the show (visual, musical, ensemble, solo and transitions) must work together to bring home a championship performance.

     Hmmm...ALL aspects working together...where have I heard that before?

     As you move forward with your plan, remember to pray about it.  Keep in mind the words of Jeremiah: "For I know the plans I have for you," declares the Lord, "plans to prosper you and not to harm you, plans to give you hope and a future" (Jer 29:11).