How to create a marketing project timeline

When you’re planning an event or program and know you need to create print items, social media posts, or other promotional gifts, it might seem overwhelming to think about how you’re supposed to get it all done before you need it. However, anyone can make a timeline, and making the timeline will help you understand what can realistically be done in the amount of time you have, and what will not be possible.

How to start a marketing project timeline

Start with what you know. When do you need the project to be complete and in your hands?

Next, think about what the piece is and what it will take to get it done.

For example, if you know you need a program for your upcoming reception, think about what it will take, and who will be involved. You will need someone to write the text, someone to design, to find out how many programs you need based on the number of attendees at your reception, and time to get it printed and cut or folded.

In this scenario, you’ll also need a budget for printing. Remember to think about how much you have to spend before requesting print items.

Once you know what it takes to complete the project, you can break it down into individual tasks.

How to figure out due dates for your project tasks

Now that you have your tasks and know who and what is involved, you can start your marketing project timeline with the due date and then work backwards.

For example, if your event is on 10/1, you know you need to receive your programs a few days before, say 9/28.

Note: Make sure the day you choose as your “in hands” date is a weekday so that you can receive items at Augustana through a vendor or our copy center.

You should also think about how long each of the tasks will take. How long does it take to write the text for a program? How long to design? Do you need to wait for a certain date to get information that will go in the program?

Also think about a time “cushion” for yourself in case things happen and the tasks fall behind. People get sick, workloads or classwork gets heavy and things happen that are out of our control.

That’s why it’s important to build a cushion into your estimated work time. If you know you can get text done for a piece in X amount of time, you should plan to add a bit more on top in case the unexpected happens. This allows you to have flexibility. It also makes the project less stressful. A team member can miss a proposed deadline but still be on track to complete their work within the overall framework.

Now you are ready to work backwards and create your timeline, based on those estimates.

Example of a draft timeline:

Event date: 10/1
In hands date for programs: 9/28
Send program to copy center (allow 1 week): 9/21
[OR Send program to vendor (allow 2 weeks): 9/14]
Review and approve (allow at least 1 week): 9/14
Design completed (allow at least 1 week to complete): 9/7
Copy/text completed (allow at least 2 weeks to complete): 8/31
Research if needed (allow 1-2 weeks to complete): 8/17-8/24

If you then reverse the timeline, you can see it in order of action:

Research if needed (allow 1-2 weeks to complete): 8/17-8/24
Copy/text completed (allow at least 2 weeks to complete): 8/31
Design completed (allow at least 1 week to complete): 9/7
Review and approve (allow at least 1 week): 9/14
Send program to copy center (allow 1 week): 9/21
[OR Send program to vendor (allow 2 weeks): 9/14]
In hands date for programs: 9/28
Event date: 10/1

You might be surprised at how early you should start planning your project. Starting early and planning out exactly what is needed will make sure that your project is successful and delivers on time.

Need help planning your project timeline?

Please reach out to Lucas Johnson, project manager, with questions. The Office of Communication and Marketing can also provide branding resources for any element of your project. Click here for more information about the available resources.