LO 04: A media plan to support a marketing

campaign for an organization

4.1 Marketing Campaigns

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4.1.1 The purpose of
Marketing Campaigns
▪ A marketing campaign / marketing strategy, is a
long-term approach to promote a product or service
through multiple mediums.
▪ It typically has one goal, which tends to be to an
increase sale of a specific product. Yet, marketing
campaigns don’t only have to revolve around one
product; it can also have a goal to improve the image
of an entire brand or company. It can be synonymous
with a public relations campaign.

▪ As such, the purpose of marketing campaigns is to

generate revenue for a brand, company, or
organization. Marketing professionals and teams
achieve this through the execution of strategic
digital activities

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4.1.2 Different types of marketing campaigns

▪ The following are several types of marketing campaigns you can use to achieve
various marketing goals within your organization:
1. Traditional media campaign
2. Seasonal push campaign
3. Product launch campaign
4. Brand awareness campaign
5. Rebranding campaign
6. Brand launch campaign
7. Contest marketing campaign
8. Email marketing campaign

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4.1.3 Role pf creative brief
▪ Designing a website is a very creative and imaginative process. But to ensure a
successful outcome, it helps to write down the structure, style, content, strategy
and other requirements in clear language that the whole team will understand. A
creative brief is a concise document that articulates the goals of a creative project.
▪ When working on a creative project, especially on a collaborative one, it is
important to spell out the objectives of the project. At a minimum, the creative brief
should answer the following questions:
• What are we creating?
• Why are we creating it?
• Whom are we creating it for?
• Why will ours be better?

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Creative brief
In general, a creative brief should include:
• A brief overview of the entire project
• The current status of the existing site, if
there is one
• Target demographics for the site
• Goals and objectives
• Specific required elements
• Promotional plan
• Desired completion date

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4.1.4 Setting campaign objectives and parameters
▪ What do you want your campaign to achieve? The campaign's objective should
be as specific as possible. For example, "more sales" is too broad.
▪ A specific metric is required—a specific amount of sales for a specific product or
service within a specific amount of time. Why? So that the parameters of your
campaign are laser-focused and you can measure the effectiveness of the
campaign as it proceeds.
▪ A common marketing campaign objective formula is: What will be achieved plus
how long the marketing campaign will run.
▪ For example, "Sales of face beauty masks will increase by 50% in three months."
Or, "Sales of travel services will increase by 15% over the next eight weeks."

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4.1.5 Different communication, messaging and positioning
strategies. Campaign tactics that are SMART.
▪ Communication is all about the exchange of information between two or more people. In
any organization, employees need to communicate with one another to achieve desired
outcomes.
▪ When it comes to team communication, the purpose of interaction among the members is
to share information that is essential for achieving organizational goals. Moreover, good
communication makes it easy for team members to coordinate with one another effectively.
▪ Positioning helps to articulate how product or service is unique and why it is better than
the competition. Positioning establishes where the company fits in market and how will
succeed long-term. Goal in positioning is to identify how your team will communicate your
product or service to your audience based on factors such as:
• Demographics
• Specific needs / pain points
• Values
• How your product is unique

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▪ The positioning sets the strategy, and the messaging is the avenue by which that
strategy is articulated to the market. The positioning is not likely to change frequently, while
the messaging could be altered and optimized more often.
▪ The only difference between the two is that positioning is likely to stay the same, while the
message will evolve.
▪ For instance, Coca-Cola has consistently positioned itself as the beverage of choice for
people who like refreshing, carbonated drinks. For this reason, it is still one of the most
successful and recognizable brands in the world. Coca Cola positions itself in the following
ways:
• It is the ultimate symbol of pleasure and happiness.
• The company speaks to consumers at a personal and local level.
• Socialization is at the heart of Coca-Cola’s identity. Coke is an experience that is
meant to be shared.
• Nostalgia is a key positioning strategy. Coke has been around for a long time.

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Strategies and tactics for effective Strategies and tactics for
communication campaign positioning
▪ Keep it real
▪ Relevant
▪ Be timely
▪ Clarity
▪ Focus on consistency
▪ Unique
▪ Tailor your message
▪ Desirable and Deliverable
Strategies and tactics for
messaging
▪ Inside Out Approach
▪ Tell Your Story
▪ Create a Movement
▪ Keep It Simple and Direct

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4.1.6 Metrics for measuring success
1. The break-even point: This is the number you need to get to in a given period (generally monthly or
quarterly) in order for the company to cover its own costs and sustain itself, even if it is not making a
profit during a slow time.
2. Leads generated and leads converted: Not all organizations are marketing-dependent. But if yours
is, you need to keep track of where your leads come from (direct mail, email, ads, etc.) to help you decide
where to allocate marketing dollars.
3. Sales indicators: Volume and frequency of sales can provide data on overall business success. You
can break this down by sales to new customers, sales to existing customers, profit per sale, which
products/services are making the most money, or any other categories that might be important to your
business.
4. Net income ratio/profit: Your profit—the money left over after operating expenses are subtracted
from revenue—is an important benchmark. A business just starting out, or one in an industry that
experiences periodic or seasonal slowdowns, may have a bottom line in the red from time to time.
5. Customers (new, repeat and referrals): A growing customer base means your business is meeting
target audience needs and creating happy customers who are likely willing to refer others.
6. Employee satisfaction: Your employees are a critical part of your company. Helping ensure they have
a positive, supportive work environment with tools that let them succeed will motivate them to work
harder.

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4.1.7 Setting timelines and action plan
A campaign plan includes the following:
• Relevant customer profiles or personas to target
• The value proposition of the product or service
• The primary or hero offer which is the call to action (CTA)
• The promotional channels for raising awareness and encouraging action
• How website landing pages and customer journeys will feature the offer
• The timeline and action plan
• The budget required
• The mechanics for how leads generated will be nurtured and followed up
through offers
• How results will be measured and reported

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There are many reasons why a marketing team would adopt a marketing timeline into their
overall marketing strategy.
1. Timelines allow your team to see a full overview of which marketing activities are coming
up.
2. They allow you to plan your work, then work your plan. Planning ahead can mean the
difference between a well-executed project and one that is thrown together haphazardly.
3. Finally, they help keep all of your marketing tasks on track. These brief overviews can
show each member of your marketing team at a glance what they need to get done for a
specific project and more importantly when it is due. That means less stress and fewer
missed deadlines.

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Creating action plan
1. Understand Your Audience
It is crucial to any marketing strategy to understand its audience. Knowing who they are, where they hang
out, what are their needs and problems, and other vital information can help you craft an effective
strategy. But what kind of information should you gather about your target audience? There are two kinds
of information to make an informed digital marketing strategy.

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2. Create a List of Goals You Want to Achieve
Below, find out some common examples of digital marketing goals as well as
business goals. These should be SMART.
• Drive more sales
• Raise more revenue
• Increase profits
• Grow brand awareness
• Reach new audiences or demographics
• Secure funding
• Enter new markets or territories
• Develop stronger relationships with stakeholders
• Expand market share

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3. Identify What Tools Can Help You Reach Your Goals
There are plenty of digital marketing tools out there that makes executing your strategy
easier. From organizing your to-do list, automating tedious tasks, and tracking your progress,
you can find a tool that best suits your needs.
Ex: organization tools (Trello, Slack, Evernote), automation tools (MailChimp, HubSpot,
Hootsuite), tracking tools (google analytics, google search console)

4. Analyze Your Current Online Presence

A thorough audit of your online presence (e.g. website, editorial content, social accounts, etc.)
will give you a clear picture of where you are standing right now.
It identifies and rectifies potential issues that weigh down the performance of your
business. And a good start to do this is by looking at your available digital marketing channels.

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5. Create High-Quality Content
Content gaps are areas in content that could be improved upon. For instance, if you’re writing a post
about web design, you may find that the content on Google’s First Page may be outdated, lacking
examples, or difficult to understand. Those are gaps that you could fill with your content. And
because you are improving those gaps, you are able to create better content.
Some best practices to spot content gaps include:
• Evaluating Google’s first page
• Using gap analysis tools such as SEMrush to scale the process
• Auditing your own content

6. Launch, Analyze, and Relaunch

Giving yourself enough time to prepare before the launch of a campaign significantly increases your
chance of achieving your goals. With all these goal-setting, planning, and organizing, you’re one step
closer to success. There is always the possibility that you might not experience what you had hoped for
once you launch your digital marketing campaign. And that’s an inevitable part of the process.

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Thank you!

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