Monthly Archives: February 2013

Promotion Scheduling

You could imagine that I deal with promotion scheduling on a regular basis. So that's this month's topic.  🙂

Steps of Promotional Projects

Before planning a promotional project, you should first have a promotional goal or problem you're trying to solve. Presuming that, the sequence of a promotional project is something like this:

  1. Research options and costs, and decide to do the project.
  2. Craft the message, write the text and create the graphics.
  3. Design text, layout or video.
  4. Decision maker review of the design(s).
  5. Tweak and adjust the design and content.
  6. Repeat steps 3 thru 5, sometimes several times.
  7. Print or produce the finished product.
  8. Ship the product to you.

So how long does it take?

Planning Times

I use the term "planning time". It’s an estimate that’s includes some time to "do it right" and is a little inflated in case there is a delay. The list below has planning times I suggest for typical promotional projects and commodities.

And earlier is even better because the commodity is one thing–the postcard, the website, the brochure. But what about the message you put on those commodities? That message is usually more important. Early planning means more time to generate ideas and refine your message. So earlier is a good idea, too.

  Simple – First Run
(Subsequent Runs)
Complex – First Run
(Subsequent Runs)
Business Cards 2.5 weeks
(1.5 weeks)
4 weeks
(2.5 weeks)
Brochures 3 weeks
(1.5 weeks)
8 weeks
(3 weeks)
Signs 4 weeks
(2.5 weeks)
8 weeks
(3-4 weeks)
Website 4 weeks 3-6 months
Logo Design 3 weeks 8 weeks
Promo Items 3-5 weeks
(2-3 weeks)
8 weeks
(3-4 weeks)
Logo Apparel 4 weeks (3 weeks) 6 weeks (and longer)
(4 weeks)
Trade Show 3-6 months 6-12 months
as early as possible
Photography 1 month
(2 weeks)
6 months
(6 months)
Video 2 months
(5 weeks)
8 months
(8 months)
New Branding Project 3 months 12 months

“Simple” means projects with a basic design or concept.

“Complex” means projects with extra features, high-end materials or complex design concepts.

“First Run” means the first creation and production of a project.

“Subsequent Run”, when applicable, means additional runs of the same project with very few tweaks or changes.