Creating a marketing plan that works does not happen under a magical team of marketing wizards that exists purely to send you mass emails or scam phone calls. The right marketing strategy forms from the magic within you and your team members. You know your brand best. You can do this.

A good PR agency is on your team from the beginning. They may be an outside service, but the valiant creative, strategic efforts they show will reflect in their work ethic. Between you and your agency, here are five easy things you can do to start your marketing strategy for the new business year on the right foot:

1. Start with a situational analysis

Though your company may already have a business plan lined up, what owners or executives often misplace is the importance of a developed, strategic, and creative marketing plan that delivers ROI as it builds brand identity. Do not let this part of the product development process become an after-thought. A situational analysis is a snapshot of your company’s current situation. Analyze where your company currently stands in terms of marketing, promotions, and growth, then make projections and goals about where you want to go among quarters.

Split your goals wisely. Be practical, but hopeful as you analyze and project. Identify key components in your marketing plan, such as external opportunities your company can take advantage of, team members’ strengths and weaknesses, then your target audience.

2. Describe your target audience

It’s one thing for you as a marketing director or advisor to know who your target audience is, but if your team members are not on the same page, brand identity can easily be lost. Whether they are members of the sales or support staff, it’s important that everyone be on the same page about who you want to reach.

If there is a mix-up among members, objectives can get murky. Is your target audience progressive? Millennials? Extroverts? What are their spending habits like? How will you reach them? Ask the right questions to get the best results from your team.

3. Create measurable goals, then write them down

It sounds simple and obvious, but it must actually be executed in order to see your team’s ultimate success. Without writing things down and keeping track of goals, responsibilities and objectives get lost throughout the year. It happens too often among companies. Do not let it happen to yours. Be aware and ahead of the curve. Make an effort to track your goals. This will help you measure progress and outcomes later in the game.

4. Execute your plan under practical objectives

As marketers, we all have a dream list of what we would like our goals and companies to look like in the next three to four months. We must be practical when we aim high. If a goal is out of reach and the team already knows it, start smaller. Reach smaller goals to build bigger ones. Be mindful of your budget. To not run too far outside of it. If you don’t start off living in reality, the dreams you have for your company’s overall success and marketing plan will not become a reality. Make every dream come true by way of practical marketing magic. Let this guide serve as your basis, then soar.