In previous articles on marketing campaign management we discussed campaign roles and responsibilities and typical phases of a campaign life-cycle. Today we will look at a campaign proposal template, a template campaign plan, and the workflow for preparing a campaign plan. As stated earlier, the purpose of having such templates is to have a process that works well for a small number of campaigns run by a small team but can also scale to support a larger team running many campaigns.
Campaign Proposal Template
The campaign proposal is prepared by the Campaign Owner and includes the following:
|Campaign ID||Leave blank; value will be assigned if the proposal is accepted|
|Campaign Name||A short but memorable and self-explanatory name|
|Start and End Dates||In the dd-mmm-yyy format (e.g. 12-Aug-2013)|
|Goals||What we are trying to achieve: sell products? Get newsletter subscribers? Increase brand awareness? Reactivate dormant customers?|
|Measures of Success||How will we measure goal achievement, e.g.: unit sales, revenue, gross margin converted, orders from dormant customers, etc. etc.|
|Expected Results||An expected range for goal achievement expressed in Measures of Success stated above|
|Definition of ROI||What formula will be used to measure the ROI for this campaign so that this campaign’s ROI can be meaningfully compared to other campaigns|
|Expected ROI||An expected ROI range|
|External Expenses||An estimate of external expenses|
|Internal Expenses||How much time and from what teams do we need? Any other internal resources such as free product for samples, etc.?|
|Offer||What is the offer / special deal? Are we using bundling, sweepstakes, referral rewards, etc.?|
|Financial Analysis||If any discounting is involved, what are we gaining by doing it? What is the breakeven point?|
|Target Audience and Segmentation||Who are trying to reach? What are the identifiable segments that we may need to treat differently? (for example, if it’s a worldwide Mother’s Day campaign, do we have different assets for the US vs UK vs. other countries?)|
|Messaging||What are the key messages we are going to send?|
|Media||Through what communication channels will we reach the audience and –if known – what media will we use (paid search, banner ads on specific sites, Facebook ads, Facebook etc. etc.)?|
|Risks & Mitigation||What are the main risks and can we reduce their likelihood and/or impact to an acceptable level?|
|Impact on Other Teams||What support from other teams will be needed? What other impact may happen, e.g. high increase in workload?|
|Assets||At a high level, what banners, landing pages, other assets will we need? Will we use any specially developed mobile apps or micro-sites?|
|Legal issues||What are the possible legal issues and do we need professional advice to deal with them (e.g. special Terms & Conditions for sweepstakes, etc.)|
The campaign plan is prepared by the Campaign Manager (not Owner!) and includes the following:
- Approvals and signatures
- Key Info
- Campaign ID
- Campaign Name
- Start and End Dates
- Goals, Measures of Success, Expected Results
- Budget (external and internal expenses)
- Campaign space on the network / location of key documents and other files
- Team: R- Chart
- Offer, Target Audience, Messaging
- What communication channels will be used
- What we will need to buy
- How is the advertising spend to be allocated between channels
- Tracking, testing and optimisation
- Mechanisms used (e.g. Google Experiments or separate landing pages)
- Naming conventions for campaign IDs, banner IDs, other tracking parameters
- IT Infrastructure
- Risks & Mitigation
- Impact on Other Teams, Training and/or Briefing Required
- Legal issues
- Development Phase schedule
- Execution Phase Activities
- Who and how will monitor results and tweak creative assets, campaign parameters and spend re-allocation between communication channels
- How the Campaign Owner will report results to stakeholders and the format of the report
- Close-out Phase Activities
- Format of the final campaign report
- BAU activities / follow-up for new customers
Note: The schedule is a simple table, for example:
|Deliverable||Start Work On||Due By||Who Does It||Notes|
|Creative brief for banners and landing pages||Campaign Owner|
|Develop the campaign theme||Creative Lead|
|Develop banners and landing pages||Copywriter, Graphic Designer|
The following steps are to be taken by the Campaign Manager to prepare the Campaign Plan:
- Review the Campaign Proposal and the experience from similar campaigns run in the past.
- Organise the Campaign Planning Meeting with relevant participants. At the very minimum, the Campaign Owner and the Marketing Manager / Head of Marketing need to be present. More often than not, other functional managers will also need to be present.
- During and after the Campaign Planning Meeting, get the missing information and do identification and selection of alternatives as required.
- Fill out sections 2 through 11.
- Prepare the schedule and fill out section 12.
- Fill out sections 13 and 14.
- Request and achieve feedback on the plan from the Campaign Owner and Marketing Manager (required) and other stakeholders (optional).
- Modify the plan as required.