Invite colleagues
Many new to the media planning role are often asked to develop a campaign plan that can meet a specific goal(s). Although for those of you that are seasoned planers this seems almost intuitive, for others this can be a daunting task. In order to provide some framework for reference I have put down some simple factors that can be used to inform a campaign plan. Here are five elements that should help in formulating a campaign plan and approach:
- Company Goals - What are the top priorities for the business to achieve?
- Brand Awareness - the current marketplace doesn't have enough familiarity/comfort with your brand to visit, engage or purchase from you.
- Education - the market for your product/service needs to be created; potential customers don't yet realize the problem they need you to solve.
- Raw Traffic - your business is monetized with advertising and needs more traffic/page views.
- Sales/Actions - your business has clear market demand on the web that needs to be drawn to your site and converted into leads/sales
- Budget - How much do you have to spend on your marketing effort(s)?
- Very High: in excess of RMB 1 million
- High: RMB 100K - 1 million
- Moderate: RMB 25K - 100K
- Low: RMB 5K - 25K
- Tiny: < RMB 5K
- Available Talent - What personnel with free bandwidth or trustworthy, outsourced vendors do you have available?
- Strong Dev Resources - you have technology staff ready and able to make changes to your site to support marketing goals
- Strong Creative Resources - you have writers/artists/brainstormers poised for action
- Strong eDM database and platform to sent mails/newsletters
- Strong Search Resources - you have search marketing talent prepared for battle in the results
- Strong Social Resources - you have strong online networkers set to engage the social networking platforms and sites (RenRen, Tianya, Facebook etc)
- Time Frame - How long will the Campaign run for ?
- Long Term: in excess of 1 year
- Mid Term: < 6 Months
- Short Term < 1 Month
- Language - what language do they speak/read?
- Local (Chinese for us in China)
- Expat (such as English)
- Off Shore (another like Japanese or Korean)
- Location - Where is the target audience located?
- Local (within the same city)
- Provincial (within same State or Provence)
- National (within same country)
- International (overseas- one or more territories)
I hope that these five basic criteria's help you in formulating a campaign plan that takes into consideration these areas. Each one of these elements has implications for making a campaign more or less successful.
If there are other criteria that you use for developing a campaign then please log in and offer them in the comments section.
Written on Tuesday, 12 January 2010 13:24 by Matt McDougall
