FINAL LESSON

WHAT IS A CAMPAIGN WORKING FROM A BRIEF CREATING CONCEPTS BUILDING A CAMPAIGN

WHAT IS A CAMPAIGN? Campaign are used to fulfil your business goals. Often a goal is a large piece of work, like ‘increase awareness’ so to achieve this marketers break it down into smaller campaigns. Campaigns differ from everyday marketing efforts because of their increased focus, targeting and measurability. Whether you’re launching a new product or announcing a new shop, campaigns work wonderfully with pivotal moments in a company’s life. Essentially a campaign is a coordinated marketing effort any time you need to communicate a goal or generate buzz, using one or more platforms

WORKING FROM A BRIEF

KEEPING IT BRIEF Whether you’re creating a campaign for yourself or a client, it’s important to set the expectations and know what you want out of it. Key Information: Business Goal Measurables Timescale Budget

GROUP 1 Wendy Wallace GROUP 2 Penny Paddles GROUP 3 Prep Stars GROUP 4 Barrys Bakery

CREATING CONCEPTS

MAKING A PLAN Now you know a bit about your client, how will you meet their needs? Put together a campaign plan. Have you defned the brand? Who is the target audience? What channels are you going to use? What trends can you leverage? Are there any SWOT’s to consider? Which platforms will you use? Are you going to utilise a hashtag? What type of content will work? Do they have an existing network? What is the public perceptions of them? Now let’s build our campaign!

_______________________ YOUR PRESENTATION Brand Name (Group) _______________________

_______________________ WHAT IS THE OBJECTIVE? _______________________

WHAT ARE YOU OFFERING IN THIS CAMPAIGN? _______________________

WHAT IS YOUR CORE MESSAGE? _______________________

YOUR KEYWORDS FOR THIS CAMPAIGN _______________________

YOUR CUSTOMER PERSONAS _______________________

Insert your own below based off your persona buying behaviour BUYER CYCLE Insert your own below based off your persona buying behaviour Buyer Stage Need Discovery Consideration Decisions Review Description Identifying the problem Search for solution Assessment of information Purchase the product that satisfies the need Did they get what they want? Action Buyer is aware that skills need improving Discovers the cost-effective courses to progress his photography career Evaluates this against other solutions Needs to make decision to book Fills out survey and reviews the course Questions What skills are going to help my career?   Why should I choose you over online or local competitors Will this teach me what I need to know, are there any alternatives? Does it look like others have enhanced their photography skills? Was this worth the time and money? Influencers Blogs, Photography experts. Reviews, website, customers, competitors, tutors, curriculum Marketing, customer service Showcase, marketing, sales Customers, marketing and sales Seller Stages Provoke Educate Explain Reassure Maintain Content Insights in course benefits and how it helps a career Testimonials, social media, infographics Case studies, course guides, course videos, landing pages Course materials, tutor bio, case studies, testimonials Satisfaction survey, referral scheme, reviews Message Our courses are a quick start to enhance your skills The highest quality creative offering for short courses there is. Get hands on. Be part of a community enthusiastic to develop their skills We’ll ensure you get where you want to be. How was your experience?

COMPETITOR ANALYSIS Strengths Weaknesses Opportunities Threats

WHAT CHANNELS ARE YOU USING? _______________________

WHAT CONTENT ARE YOU PROVIDING? _______________________

CREAT EXAMPLES OF CONTENT Blogs / Social Post / Paid Adverts / Landing Page / Infographics / Videos / Offers etc

Describe what you’ll do per channel per week SCHEDULE / PLAN Describe what you’ll do per channel per week Channel Week One Week Two Week Three Week Four Week Five Facebook Instagram LinkedIn Email PPC Add More if Required

WHAT ARE YOU TRACKING AND HOW ARE YOU GOING TO CAPTURE DATA? _______________________

HOW WILL YOU KNOW YOUR CAMPAIGN WAS SUCCESSFUL? _______________________

GO CRAZY! THINK OUTSIDE THE BOX, IOT, VR, AR, BEACONS, THE LOT! _______________________