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Printer an2017-marketing-plannerd founding father Benjamin Franklin once said, “By failing to prepare, you are preparing to fail.” It was thoughtful preparation and planning that helped Franklin become one of America’s first millionaires.

Through hard work and careful planning Franklin created a successful printing operation. Once his business was well established he began opening up printing franchises throughout the colonies. This successful printing endeavor allowed him to begin publishing his own newspaper. According to, in 1729 Franklin began publishing the Pennsylvania Gazette in Philadelphia, which included pages of “new advertisements.” And later, in 1742, Franklin’s General Magazine printed the first American magazine ads.

What, you may ask, does Benjamin Franklin, being prepared, and advertisements have to do with us today?

Lessons from Benjamin Franklin

We here at Westamerica Communications have a special gift for of our clients and friends who’d like to follow in the footsteps of Benjamin Franklin. Because today’s advertising landscape is much larger than it was back in the 1700s, it’s even more important to plan ahead. To aid in that planning we’ve created the 2017 Marketing Calendar & Planner.

Our 2017 Marketing Calendar & Planner will guide you step-by-step through developing a successful marketing plan for the coming year. The planner will help you assess, refine, create, build and execute a successful plan.

Included in the planner are topics like:

  • 14 guidelines to create successful promotions
  • What a promotion is and isn’t
  • Promotion as part of the marketing process
  • The five pre-promotional steps that lead to a successful campaign
  • And much more

The Promotion Plan Worksheet included in the planner will help with:

  • Defining your target market
  • Identifying your competitive advantage, benefits and specials factors
  • Identify various form of media to be used in your promotion including print and digital advertising, direct mail, email and other electronic media

The Return on Marketing Investment section of the planner will help you calculate the cost, sales and profits of your promotion.


Franklin was an Innovator

b-franklin-w-shadow-002Franklin’s Pennsylvania Gazette and General Magazine were on the forefront of 18th century advertising. Westamerica’s 2017 Marketing Calendar & Planner will help you be on the cutting edge of 21st century advertising. The planner will help you explore different media and formats that can be used to deliver your message. By exploring alternative media and cutting edge technology you can capture additional opportunities to communicate with your audience. Television and radio spots, lobby videos, your website, email blasts, social media and other techniques will help you reach a wide variety of demographics at various times and places.


I also encourage you to follow in the footsteps of Benjamin Franklin and plan ahead. To help you in that endeavor we are providing our 2017 Marketing Calendar & Planner free of charge. To get you copy click here.