← DictionaryMarketing Calendar
also called promo calendar
A dated schedule of campaigns, launches and promotions across the year.
The year mapped out so nothing is improvised.
What It Is
In the BWH map, Marketing Calendar lives under Marketing — Planning. Stated plainly: a dated schedule of campaigns, launches and promotions across the year.
It is a label with a settled working definition, so the value is in using it the same way every time. Keep it that plain and it will still be true in twelve months.
How It's Used
In practice, Marketing Calendar shows up in campaign planning, channel choices and the reporting that follows them. It normally appears alongside Marketing Plan, Editorial Calendar and Campaign. The practical test is whether everyone in the room means the same thing by it.
Why It Matters
Marketing Calendar is one of those items that only becomes visible when it is missing. When it is unclear, spend keeps moving but nobody can say what it bought. Clarity here removes a surprising amount of downstream argument.
Picture a word everyone in the room has agreed to use the same way. The year mapped out so nothing is improvised.
Termshift™
How the meaning shifts depending on who is using it, and where.
Professionally, Marketing Calendar carries the narrow meaning: a dated schedule of campaigns, launches and promotions across the year.
Explained to someone with no marketing background, Marketing Calendar is the year mapped out so nothing is improvised.
The Bottom Line
Keep Marketing Calendar plain: the year mapped out so nothing is improvised. That is the version that holds up in a real project.