How to Effectively Plan & Manage a Marketing campaign that align with your business objectives. Online Marketing Campaign Planning presentation

1. Managing a Successful
Marketing Campaign
- BY ADA OKOLI, (MARKETING & COMMS)

2. What is a Marketing Campaign?

3. A campaign
A marketing campaign is any group of related efforts undertaken to achieve a
desired marketing objective e.g increase awareness or sales for a particular
brand, product or service.
A campaign has a limited duration.
A campaign is a type of project, and some key project mgt principles should be
applied

4. Metrics
How will you know whether your campaign is
successful or not? How will you measure this?
This is where problem solving and attention to
details is important. Think about What you would
need to measure and how best can it be done?
Your metrics will you tell if your marketing campaign
is succeeding or whether continuing with the
campaign is worth the cost.
Make sure to Establish a baseline before beginning
the campaign.

5. Setting Objectives
What do you want to achieve with this
campaign?
Can it be easily measured?
Examples:
● To gain brand awareness and customer loyalty,
increasing customer retention 10%.
● Another company's goal may be to increase sales
by $5.2 million by the end of the quarter.
● sales will increase by 50 percent in three
months
Campaign objectives should align with an overall goal.
Your objectives should always be REALISTIC and
achievable while maximizing profitability.

6. Choose Your
Strategies
What communication channels are
you going to use? Email? Direct
mail? Pay-per-click online
advertising?
Some communication channels will
be better suited to your target
market, and you should know your
target market.
Consider your budget while
choosing a strategy.

7. Resources &
Budget
A campaign budget can be developed
in several ways:
● From historical data,
● From market data (research)
Be realistic with the budget and
Always consider if the results can
justify the amount budgeted.
Include other needs for the campaign
e.g prints, cost of labor etc
While budgeting, some strategies may
need to be reviewed

8. Create a Timeline & Action Plan
Record exactly you are going to do and when. Who
is responsible for what and when.
● Increase the chances that you follow through
● Gives you a record to evaluate the campaign
success.
What needs to be done from beginning to end?
Designs to make? Meetings to have?
How often do these actions need to happen?
Is the timeline realistic for the goals?
How does it tie into other marketing activities?
Is it feasible? Do you need extra hands to achieve
this?
Who else needs to get involved? Loop them in
during the planning stage

9. Execute & Measure
Whatever actions your campaign
involves, execute.
Go back to your action plan timeline
and check items off writing in the
date of completion.
When the campaign is over, it's
time to measure its success. If your
marketing objective was to increase
sales by 25% over four months,
compare sales figures etc

10. The campaign data should be able to help you make decisions. E.g If the data showed that only 2 percent of
increased sales came from your Twitter and Facebook strategies, you might decide to eliminate them from
your campaign next year.

11. Key Takeaway: Before
embarking on any campaign,
you should have a realistic
action plan

12. Thanks!