Marketing campaigns should be projects in themselves and to be most effective they should be planned like any other project. This would include progressing through different stages; from the marketing brief, drawing up aims and objectives, planning, designing, monitoring and finally evaluating the overall success of the campaign to indicate the overall return on investment.
Important questions to ask when starting a new campaign:
- What is the purpose of the campaign? Think about the general aims and how the campaign will fit in with the overall strategy.
- What are the objectives of the campaign? Think about SMART targets, or comparing against industry benchmarks, previous campaigns or similar campaigns from competitors.
- Who are the target audiences? Think about the different market segments or the different types of people you want to reach. Try to create profiles for these different audiences.
- What platforms or media do they use? Think about your audiences and what different technologies or social networks they use and how they receive or engage with news or information.
- How can you reach your audience? Think about how you can present your message in different ways to reach all of your audience; such as text, images, video, long form or short form, persuasive or factual etc.
- What content do I need to create and what external content can I curate and share? Think about partner organisations, current affairs and upcoming events that you can participate in.
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Collaborative Teachnology refers to IT tools and devices for collaborative working and communications, such as web or video conferencing, instant messaging/chat, online phone and video calls; online forums, social networking sites, wikis and other centralised depositories for documents, blogging, RSS and data feeds, bulk SMS or online work management tools.