1. FINAL LESSON

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

3. 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

4. WORKING FROM A BRIEF

5. 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

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

7. CREATING CONCEPTS

8. 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!

9. _______________________
YOUR PRESENTATION
Brand Name (Group)
_______________________

10. _______________________
WHAT IS THE OBJECTIVE?
_______________________

11. WHAT ARE YOU OFFERING IN THIS CAMPAIGN?
_______________________

12. WHAT IS YOUR CORE MESSAGE?
_______________________

13. YOUR KEYWORDS FOR THIS CAMPAIGN
_______________________

14. YOUR CUSTOMER PERSONAS
_______________________

15. 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?

16. COMPETITOR ANALYSIS
Strengths
Weaknesses
Opportunities
Threats

17. WHAT CHANNELS ARE YOU USING?
_______________________

18. WHAT CONTENT ARE YOU PROVIDING?
_______________________

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

20. 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
PPC
Add More if Required

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

22. HOW WILL YOU KNOW YOUR CAMPAIGN WAS SUCCESSFUL?
_______________________

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