Promotional campaigns are often extremely complex, involving numerous media, multiple channels and a plethora of different suppliers. Learn how to plan and manage direct and digital marketing campaigns to ensure that they happen on time, on brief and on budget.
By the end of the program, participants will be able to:
- Analyse the impact of the external and internal environments on defining realistic, measurable objectives.
- Design and test propositions to attract both new and existing customers
- Evaluate media and channel options to engage your target audiences.
- Consider how different creative treatments help your brand stand out from the crowd.
- Appreciate the legal and ethical issues affecting targeting and communications - including those relating to privacy and Data Protection
Module 1: Defining your objectives
- Setting specific and realistic campaign objectives and budgets
- Investigating how external environments can affect your campaign objectives
- Producing a situational analysis
- How to write a tactical campaign plan
- Planning an integrated multi-media campaign
Module 2: Engaging Your Audience
- Understanding the target audience, and how to segment and profile them
- Evaluating media and channel options to best deliver your campaign
- Designing and testing new propositions to attract new and existing customers
- Creative delivery, and how to integrate the creative story across online and traditional media
Module 3: Measuring Performance
- Setting KPIs and learning the principles to robustly monitor them
- Evaluating campaign performance using AMC, Yield and ROI
- Testing offers, media and incentives to fine-tune your campaigns
Module 4: Common campaign mistakes
- How to avoid common campaign mistakes
- How to assess risk and how to plan for it
- What to do when things go wrong
Module 5: Legal, decent and honest?
- Ensuring your campaign doesn't fall foul of privacy and data protection laws
- Opt in versus opt out - the latest best practice guidelines both on and offline
- Understanding the rules for free gifts, prize draws and competitions
- What to look out for when approving copy and the role of ASA
This course is designed for those new to marketing, or now taking responsibility for campaign development and implementation, this course will give you a 360 degree overview of the main steps for achieving a great performance.