During the planning and strategy stage, your current pool of affiliates must be carefully examined. A segmented list of affiliates will be produced, based on their results or possibly type/topic of Web site.

Next, a migration plan will be devised to make the transition to your new program as smooth as possible. A specific marketing plan will be created for each level of production identified during this program analysis.

For example:

• Contacting top level affiliates to develop and strengthen relationships.
• Provide advice and ideas for mid-level producers.
• Launch a "try something new advice" campaign for no-production affiliates who currently have banner ads placed.
• Launch a "Get Live or Get Out" campaign for no-production affiliates who currently have NO banner ads placed.