Meeting to discuss your goals and objectives, and assess your current marketing situation. Develop some quick wins for your business. Establish a timeline and schedule.
Identify the critical calendar dates that you want to target, such as Black Friday and Cyber Monday, etc.
Map these dates out and determine the timeline you want to allocate for each in terms of business activities, marketing content creation, marketing period, etc. Keep in mind that a number of things may overlap, for example, you may begin advertising for Thanksgiving and part-way through this, Halloween advertising will need to be kicked off.
Set an overall holiday marketing budget and then break this down based on the mapped-out timeline and holidays. For instance, you may spend more on Christmas than on Halloween.