Create a campaign with Pomegranate: Integrated marketing campaign

1. CAMPAIGN FOUNDATION: ACCELLION
AUDIENCE
1 PROFILING
Target sector:
i.e Government
Target sector:
i.e. Pharmaceutical
Large Enterprise Large Enterprise
Pomegranate will target 5,000
contacts in 2 different sectors.
CTO IT Manager CTO IT Manager
2 MESSAGING Accellion Messaging
Targeted campaign messaging
based on audience profile to
ensure relevance and stimulation.
ATTRACTION
3 POINTS
Tick all your audience
requirements
CAMPAIGN LANDING
4 PAGE (CLP)
The main functions of the CLP is the
data capture form for users to sign up
to the seminar.
All forms of contact will point the
recipient to the Campaign Landing Page.
CLP

2. CAMPAIGN CHANNELS: ACCELLION
5 DIRECT MAIL (DM)
Pomegranate will have printed DM sent to 1,000
of the key decision makers from the overall database. DIRECT MAIL
Conversion
YES NO
Subscriptions
6 ELECTRONIC DIRECT MAIL
(EDM): PHASE ONE 1
Pomegranate will broadcast the EDM to 5,000 contacts
and will track the results through PomeMailer. EDM
Conversion
YES NO
7 EDM: PHASE TWO Subscriptions
Pomegranate will launch a follow up EDM to optimise 2
the effect of the first broadcast. Pomegranate assume the
number of this phase 2 to be around 2,000 contacts. EDM
Conversion
YES NO
8 TELEMARKETING Subscriptions
Pomegranate will arrange a full telemarketing approach
to the hot leads of approximately 1,000. This equates to 30
hours of calls. We look to generate 30 booked attendees. TELEMARKETING
Conversion
YES NO
9 EDM: PHASE THREE Subscriptions
Pomegranate will launch a reminder EDM to re-engage
the audience who might be interested in attending to the
3
seminar. Pomegranate assume the number of this phase
3 to be around 500 contacts EDM
Conversion
YES NO
10 EDM: PHASE FOUR Subscriptions
Pomegranate will launch a last reminder EDM to re-engage 4
the audience. Pomegranate assume the number of this
phase 4 to be around 250 contacts.
EDM
11 SEMINAR
Pomegranate will select the most suitable venue holding
up to 70 attendees, with projector, flip chart and option for
refreshments. At the end of the campaign, Pomegranate is
looking to get at least 20 subscriptions for the seminar. SEMINAR