What a video marketing agency 90 day plan should cover

What to take away

A video marketing agencies ninety day plan is a written schedule that splits the first quarter of agency work into briefs, production slots and review points, each with a budget line.

Why a fixed quarter works

A quarter is long enough for an agency to research, script, film and edit several videos. It is short enough to stop a weak idea running all year. Both sides get a shared calendar, so nobody is chasing updates or guessing when a cut lands.

The plan also fixes the success measure before production. A video built to win search traffic needs a different script from one made to warm up leads. Decide each video's job, then hold the agency to it at the review.

If scope is still open, the strategy and planning guide sets out the objective and channel choices that a quarter plan then schedules.

The fortnightly rhythm

Split the quarter into six fortnights. Each ends with a short written update: what was filmed, what was edited, what is waiting on you. Decisions stay close to the work, and there is no single large handover at the end.

Name one approver on your side. A video needing sign-off from four people will miss its slot. Give that person authority up to a stated spend and one escalation route above it.

Agree one revision round per video in the contract. Extra rounds cost both time and money.

Budget and cost checks

Production costs move with wages, energy, equipment hire and travel. Use current inflation figures when rebuilding an old quote. The Office for National Statistics publishes consumer price inflation data for the UK, which is a defensible starting point for that adjustment.

Build the budget in blocks: pre-production, shoot days and post-production. Add a contingency line, for example 10 per cent of the total, and name who can release it. A team paying £400 a month for ongoing edits should still hold a separate pot for a launch film.

Rules and safety duties

Any online video ad you publish in the UK must follow the advertising codes enforced by the ASA and CAP. Check claims, prices and testimonials before the edit is locked, because a reshoot costs more than a script fix.

Filming carries health and safety duties too. The Health and Safety Executive publishes guidance for the entertainment and leisure industry covering film and production work. Ask for the risk assessment before any shoot involving stunts, vehicles or large crews.

Reviews at day 30, 60 and 90

Hold three reviews, not one. Day 30 checks the brief and audience. Day 60 checks output volume and cost per finished video. Day 90 decides what to repeat and what to drop.

Score each video against the measure set in week one. Views alone rarely justify a second quarter. Look at watch time, enquiries and cost per useful response.

Keep the record in a shared document so the numbers survive staff changes. A planning template gives you the columns for each review, including spend, output and the next action.

Common questions

How long should the first quarter be?

Thirteen weeks, split into six fortnights. If your sector has a seasonal peak, shift the start date so the launch phase lands before the busy period.

What should the plan include?

A brief per video, a named approver, a budget by phase, a revision limit and three review dates. Add the success measure agreed for each video.

How do we handle cost rises mid-quarter?

Agree a contingency line and a trigger for using it. If input costs move sharply, check the latest inflation figures and reprice the remaining work only.

Who signs off the finished videos?

One named approver with a spend limit and one escalation point. That keeps the schedule intact and prevents late changes once an edit is locked.