Campaign Planning Quiz

Campaign Planning - Task 1B

• Campaign planning is crucial for successful marketing campaigns.
• Marketing campaigns aim to communicate the value a business offers.
• Effective campaign planning involves several key elements.

Campaign Plan Components

• A campaign plan includes various components, including:
  • Creative brief
  • Situation analysis
  • Campaign objectives
  • Communications strategy development
  • Campaign messages
  • Media plan and budget
  • Campaign tactics
  • Campaign scheduling and tracking
  • Campaign evaluation

Why Campaign Planning is Important

• Effective campaign planning helps reach the target audience at the right time and place.
• Clear objectives and KPIs (Key Performance Indicators) are essential.
• Avoiding conflicting messages ensures clarity and consistency.
• Strong budget management and control are critical for success.
• Suitable brand management is necessary.

Planning Frameworks

• Any plan should include Goals, Objectives, Strategy, and Tactics (GOST).
• A simple model applicable to many companies is APIC:
  • Analysis, Planning, Implementation, and Control.

A- Audit and Analysis

• The audit and analysis process starts the cycle.
• This process generally leads to initial business planning and objective/goal setting.

B- Planning

• This step follows the audit and analysis.
• The marketing plan is produced during this stage.
• Marketing objectives, strategies, and tactical plans are integrated with the overall corporate mission, strategies, and objectives.

C- Implementation Stage

• The implementation stage focuses on the marketing and promotional mix.
• It includes communications and delivery activities based on media plans.

D- Control/Evaluation

• Marketers evaluate overall performance against objectives.
• Evaluation involves metrics like customer satisfaction, strengths, weaknesses, vulnerabilities, opportunities, and threats.

2-P.R. Smith's SOSTAC Framework

• SOSTAC stands for:
  • Situation (current state)
  • Objectives (desired outcome)
  • Strategy (plan to reach objectives)
  • Tactics (specific actions)
  • Action (implementation plan)
  • Control (evaluation and adjustments)

3-Marketing Communications Planning Framework (MCPF)

• The MCPF consists of:
  • Context analysis
  • Communication objectives
  • Marketing communication strategy
  • Coordinated communication mix (tools, media, content)
  • Resources (human and financial)
  • Scheduling and implementation
  • Evaluation and control
  • Feedback

Situation Analysis

• Situation analysis considers internal, market, and industry situations.

Analysis Needed

• SWOT analysis
• PESTLE analysis
• Five forces analysis
• Customer insights
• Competitor analysis
• PLC (product life cycle) analysis
• BCG (Boston Consulting Group) matrix

You end up By

• Analyze communication mix elements' performance.
• Consider unsuccessful campaigns for improvements.

YOU is the problem

• Potential problems in marketing campaigns:
  • Incorrect persona identification
  • Insufficient research
  • Unrealistic success metrics
  • Wrong message for audience
  • Wrong delivery timing in buyer's journey
  • Insufficient campaign duration
  • Failure to meet regulatory or brand compliance guidelines

2- Marketing and Communications Objectives

• Establish objectives to achieve goals.
• Objectives should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

Marketing and Communication Objectives Examples

• Increase brand awareness
• Brand positioning/product repositioning
• Rebranding
• Sales
• New product launch
• Crisis management

3- Communications Strategy Development

• The strategy determines how to achieve objectives.
  • Target markets
  • Objectives
  • Positioning

3- Communications Strategy Development (continued...)

• Partnerships for collaboration
• Sequence for strategic order of activities
• Integration of customer data and communications activities
• Tactical tools (e.g., programmatic advertising)
• Level of engagement desired

The Communications Strategy (De Pelsmacker et al., 2010)

• This framework outlines the steps in a communication strategy, including:
  • Advertising strategy, Target Group, objectives
  • Creative strategy, Creative Ideas, Creative Appeals
  • Media strategy, Media, Frequency, Time, Where, When
  • Implementation and Evaluation

What are 3ps strategies

• Push strategy: Promotes product to retailers/distributors.
• Pull strategy: Attracts end consumers to purchase.
• Profile strategy: Satisfies stakeholder needs.

Campaign Tactics

• Details communication tools, timing, and duration.
  • Advertising
  • Direct/digital marketing (email, social media, websites)
  • Personal selling
  • Public relations
  • Sales promotion Elements for Campaign Tactics
  • Message
  • Content
  • Channel
  • Schedule
  • Frequency
  • Budget

Campaign Evaluation

• The final stage of evaluating campaign success.
• Assess if objectives were met, identify reasons for success or failure, and potential adjustments.

1.2 Explain the role of the creative brief

• Defining communication/campaign objectives (SMART).
• Identifying functional/directional elements (sustainability, brief title, target market, objectives, target audience, strategy).
• Incorporating emotional/inspirational elements (message, tone, style, call to action, budget, timescale).

Creative Brief

• A short document outlining campaign background, objectives, target markets, positioning, and messaging.
• Clearly outlines brand differences versus competitors.
• Sets timelines, budgets, and responsibilities.
• Ideally, a creative brief fits on a single page.

Creative Brief Elements

• Decide on a project name.
• Background/brand summary.
• Highlight project/communication objectives
• Describe the target audience.
• Interpret the competitive landscape.
• Key message preparation.
• Consumer benefit description.
• Attitude definition.
• Best call to action (CTA) determination.
• Distribution plan outlining.
• Creative brief sharing with stakeholders.

Important Info

• Objectives can be divided into:
  • Functional/directional elements (data-driven)
  • Emotional/inspirational elements (subjective/harder to define)

A-Functional/directional elements – Target Market

• Identifying who the target market is (consumer, business, or non-profit).
• Demographics (age, gender, income, occupation, education level, ethnicity).
• Factors like motivation, lifestyle, characteristics, hobbies, interests.
• Consumer activities (spending habits, time use).
• Specific interests that might be influential.

A- Functional/directional elements – Product Usage Attributes (B2C, B2B, NFP)

• Product usage rates, benefits sought, geographic location.
• In B2B: type of purchase (new buy, modified rebuy, new task), degree of standardization, importance of purchase, risk, loyalty to the supplier.

B2B Elements

• Demographics/Industry
• Geographic areas
• Operating variables (technology, user status, customer capabilities, need level)
• Purchasing Approaches (criteria, policies, relationships)
• Situational factors (urgency of delivery, order size, application requirements)
• Personal characteristics (buyer loyalty, attitude toward risk)

Message Content

• How the message differentiates from competitors
• Reminders about familiar products
• Technical feature information
• Persuasive elements to encourage action

Call to Action (CTA)

• What is the desired response/action for the target audience after receiving the communication?
• Examples: sign up for a trial, contact the organization, visit an intermediary, register, follow social media, change behavior.

B-Emotional/inspirational elements

• The appeal of the message
• How the message makes the receiver feel (importance of tone of voice)
• The message tones could be serious, technical, light-hearted, or emotional, based on various factors such as the organization/product, message content, and the target market.

The Role of the Creative Brief

• Outlining creative message suitability for the brand and delivering related expectations
• Ensuring that everyone (internal and external) understands the brand, vision, organization, and product.
• Helping understand the target audience.
• Inspiring the creative team to create effective communications
• Demonstrating expected campaign results.

1.3 Discuss the role of external agencies in campaigns

• Role of agencies, pros and cons of using agencies.
  • Selection criteria for agencies (briefing, pitching)
  • Management of agency relationships

The Role of External Agencies

• Advantages: creativity, expertise, frees up resources, success.
• Disadvantages: Cost, conflicting visions, lack of experience, low prioritization, poor quality.
• Managing this: selection criteria, briefing, pitching, remuneration, managing relations.