“How much is enough?” This question often stymies arts marketers when preparing a marketing plan. Properly planning for resource allocation (money, time, and people) may not be the most fun part of creating a marketing plan, but it is absolutely necessary. This session will cover the hows and whys of effective budgeting. It will move on to discuss impact measurement. Participants will learn how to develop a plan for measuring the impact of your marketing programs, while determining the best method of tracking, when to track, and how to present the results to management and other decision makers.