It should include all your initiatives, events, opportunities, duties and efforts so that nothing slips through the cracks for planning, assigning responsibilities, and budgeting. Without a marketing calendar to guide your annual efforts, you’ll most likely fall into the trap of reactionary marketing which wastes resources and time, and often generates very poor results (if any).
At the end of your marketing calendar year, we’ll help you evaluate your marketing effectiveness to determine which initiatives and opportunities to carry over to next year, and which ones to scrap and replace. This is how effective marketing gets done. It’s a work in progress, and your marketing calendar must be the blueprint for all your on-going efforts.