Okay, you’re in the mail, the project is completed, now what? The good part, if the groundwork was laid correctly, means the answer is start on next season. This is the best time to review each step and lay the foundation for next year.

After three months of planning, creative, records maintenance, proofs, database testing, production, and, finally, launch, you want to be able to turn your focus to other things, especially if the project went as planned. But, there are still processes that can be and should be reviewed.

After each project close, regardless if it is season tickets, credentials, or an activation project, ask your outside source(s) of supply what will we do to improve. What did we learn this project that we didn’t anticipate? What will we do different, better, bigger, or smaller, next time? The best ideas seem to come at the end of a project, not at the beginning.