Planning Campaigns

Introduction to module
Unit 1: campaign process
LO1: Understand the process of planning a campaign

CAMPAIGN PLANNING
Learning outcomes
• Describe the parts of a campaign plan
• Explain the role of the creative brief
• Discuss the role of external agencies in campaigns
AC 1.1-1.3
Components of a campaign including:
• Creative brief
• Situation analysis
• Marketing and communications objectives
• Communications strategy development
• Creative brief
• Campaign tactics
• Campaign evaluation

DESCRIBE THE PARTS OF A CAMPAIGN

PLAN (AC1.1)
Campaign planning
• A marketing campaign is a series of
communications designed to convey a consistent
message about a brand or group of brands in order
to reach and influence the identified target audience
as cost-effectively as possible.
• Fish where the fish are
– Select media and create the messages to communicate
in each according to the identified media consumption
habits and preferences of the target audience.
– Digital channels offer huge opportunity to reach
customers and consumers
Marketing Campaign
• The purpose of a marketing campaign plan is to
identify relevant, integrated, marketing activities and
channels to reach campaign objectives as well as
influence customers.
• An effective campaign plan has an engaging,
shareable, campaign concept that utilizes both
online and offline marketing communications tools
and digital media channels.
A campaign is:
• A series of interconnected promotional
efforts designed to achieve precise
marketing goals
• Composed of one or more promotions,
each of which is an initiative or a device
designed to attract the customers’ interest
• Aimed at prospects or existing customers
• Usually undertaken within a defined
timeframe (ex. season)
Campaign Management Stages
Planning
Strategic process by which decisions are taken
Definition of purposes and objectives of the campaign

Development Tactical process of creating the offer, choosing the

support and the design, choosing the media, and selecting the
customer names

Execution
Operational process of running the campaign in the media chosen and
controlling all related aspects

Analysis Evaluation process of the campaign results in light of the

original objectives
Key inputs into campaign
planning process
• Insights into customer behaviour,
wants and needs
• Media selection
• Effective creative ideas to generate the
highest possible engagements from the
target audience
Campaign plans should
include the following
• A clear definition of the target audience
• The specific message to be
communicated
• Desired outcomes – changed attitudes,
increased awareness, leads, phone
calls, mouse clicks, website traffic,
store visits, sales, etc.
• Mechanisms for monitoring and
controlling the campaign
• Mechanisms to measure results
 Campaign Planning Tools

• RABOSTIC (Pickton and Broderick, 2004) is more

suitable for marketing communications planning
• The model is based on two series of inputs:
1. The planning cycle: Research and analysis, Audiences,
Budget, Objectives, Strategy, Tactics, Implementation,
control
2. The research and decision-making cycle: analysis,
decision making, evaluations
Campaign
planning cycle
Research and
analysis

Control Audiences

Implementation Budget

Tactics Objectives

Strategy
 Components of a
Campaign

Marketing and Communications

Situation analysis communications strategy
objectives development

Campaign
Creative brief Campaign tactics
evaluation
Situation Analysis
• The overall look at the current state of service, e.g. good or
bad performing and the reasons behind the success or failure.
– SWOT Analysis (strengths, weaknesses, opportunities & threats)
may be used here.
– Service or products advantages and disadvantages; adequacy of
the current marketing strategies; the avenues to promote
services/products and whether they are updated on a regular
basis.
• In relation to potential customers or consumers, are the
businesses targeting those who they want to use their services
or products and if they are not, why is this the case.
• Also, in the event of a turbulent market, does the business
have plans in place in the event of things going awry. It is vital
that they are Key Performance Indicator’s (KPI’s) and use of
the 5S’s (Sell, Speak, Serve, Save & Sizzle) to help organise
the plan.
Campaign Objectives
• MC objectives form part of an organisational hierarchy of
objectives – marketing objectives cascade down from the
organisational objectives, and communication objectives
cascade down from marketing objectives.
• All the objectives should be SMART
• Typical marketing communication objectives should
include the following
– Differentiate a product or service from competing offers
– Provide information on features and benefits
– Create or build awareness
– Improve the positioning of a product, or reposition it
– Create a ’call to action’ (buy now!)
– Win new business or retain customers
Campaign Strategy

• A campaign plan is a short-term

integrated communications plan to
generate lead or sales.
• Its purpose is to engage audiences, it
typically has a content marketing focus
and an integrated media schedule.
• A solid marketing campaign plan has:
Clear, realistic goals which you can be
confident of hitting.
The
Communications
Strategy
The Creative Strategy
• Sometimes referred to as the copy strategy delivers
the tailored message and copy strategy
• Factors included:
– Correct ‘tone of voice’ to be used for particular target
groups
– Principal benefits of the brand
– ‘reason why’ of supporting evidence underpinning the
benefits
– Desired brand image
– Positioning
The creative brief
Product
history

Product
Budget features
available and
benefits
The
brief
Timetable Objectives
of the of the
campaign campaign

Target
audience
Key elements of the
creative brief
• History of the product or service
• Product features and benefits
• The target audience
• The campaign objectives – including the metrics by
which success will be measured
• A description of direct competition and competitive
offerings
• Key information derived from market research
• Any legal constraints – exactly what claims can and can’t
be made, for example
• The budget – as a guide to which media may be chosen
• The basic consumer benefit – USP/value proposition
• The rationale or supporting evidence of the basic
consumer benefit
Marketing communications

• MC can be defined as all communication

from the organization to potential or existing
consumers
– It Involves all communications by an organization with its
environment and the various stakeholders who might influence it,
not just its customers.
– It Is responsible for the communication of the marketing offer to
the target market
– Marketing communication strategies must be coordinated with the
overall planning process
• Communication tactics are used to achieve
communication strategies (Pull, Push & Profile)
 Campaign Tactics

Public
Relations

Direct & Digital

Marketing,
including email, Advertising
social media &
website
IMC
Note: the media being talked of by
everybody is not necessarily what
will work for you. Go back to your
situation analysis to determine what Sales Personal
is likely to work Promotion Selling

Methods of communication
Campaign evaluation
• The last part of a campaign plan
• Questions when evaluating campaigns:
• Where the objectives met? If not why?
– Where you targeting the wrong market?
– Were competitors too strong & entrenched?
– Was your positioning not quite right?
– Did your message not strike the right cord
with the audience?
– Did you fail to reach the right audience?
• Questions also need to be asked even if
your campaign was successful: why did it
succeed?
• Determination of the marketing objectives
• Functional/Directional elements (target market,
objectives, message content, call to action)
• Emotional/Inspirational elements (message tone of voice
and desired emotional response)

EXPLAIN THE ROLE OF THE

CREATIVE BRIEF (AC1.2)
Definition
• “A creative brief is a document that explains
the background of a project and your
objectives for it to the creative team, agency,
or designer who will be working on it.
• You will need to give as much detail as
possible to minimise the creative team’s
ability to create something meaningful” (CIM
Marketing Expert)
Why write a creative brief?

• Creative briefs help keep projects

running smoothly and prevent
misunderstandings and delays by:
– Connecting objectives with creative
strategies
– Building team consensus
– Aligning expectations
– Defining clear, measurable goals
The role of the creative brief
• Outlines creative messages appropriate for the
brand
• Explains expectations – the communications project
and its deliverables
• Ensures everyone in the creative team (internal
and/or external) understands the brand, the vision,
the organisation and the product
• Helps you understand the audience
• Inspires the creative team to produce effective
communications
• Demonstrates the results expected from the
campaign
• Also helps in selecting agency where shortlisted
agencies pitch against the brief
source: CIM (2020) Planning Campaigns Study Text
The Creative Brief
Message Target
strategy groups
Objectives

Desired Company
media
strategy

Creative Available
Company
Budget
background Brief

Competition
Desired
position
Market
Product
Former
campaigns
De Pelsmacker, et.al., 2004
Determination of the
marketing objectives
• Marketing & communications objectives within
the brief should define what the problem or
opportunity is, effectiveness criteria &
evaluation methodology
• Use data to ensure objectives are appropriate
and achievable
– it helps in understanding the current situation &
the market one operates in
• Set promotional objectives designed to
change desired behaviour, set against targets
awareness, attitudes and action
– These should come from past performance
metrics
Determination of the
marketing objectives
In setting out objectives for campaign,
you can divide the content of the creative
brief into
1. Functional/ Directional and
2. Emotional/Inspirational elements
Setting campaign objectives
Functional/Directional elements
• Target market
• Objectives
• Message content
• Call to action
Emotional/Inspirational elements
• Message – how it is said
• Tone of voice- serious,
technical, light-hearted,
• Desired emotional
response – to elicit
happiness, laughter,
excitement, anger, fear,
sadness
Target market
Segmentation in consumer (B2C) markets
– Demographics e.g. age, gender, income, occupation,
education level, ethnicity
– Lifestyle characteristics e.g. activities, interests and
opinions (AIOs)
– Product usage/attributes e.g. product usage rate, benefits
sought, or geographic location
• Segmentation in B2B markets
– Demographic e.g. industry, company, location
– Operating variables e.g. technology, user status, customer
capabilities
– Purchasing approaches e.g. buying criteria, buying policies,
current relationships
– Situational factors e.g. urgency, size of order, applications
– Personal characteristics of buyers e.g. loyalty or attitude to
risk
Target market

Message content Call to action

Include overall message of What do you want your
the campaign – use DRIP
(Fill and Turnbull, 2016) to audience to do
guide • Place an order
• Differentiate the offer from
those of competitors • Sign up for a trial
• Remind people about a • Contact the
product that is well known organisation
• Inform people about
technical features • Register for updates
• Persuade audience to • Change behaviour –
take an action
stop smoking
Emotional/Inspirational
elements

Appeals to express/ • Emotional appeals

translate the creative – Humour
idea
– Fear
• Rational appeals
– Warmth
– ‘talking head’
– Eroticism
– Demonstration
– Music
– Problem solution
• Endorsers
– Testimonial
– Celebrity
– ‘slice of life’ endorsement
– Dramatisation – Expert
– Comparative ads endorsement
 The Different Processes and Timeframes for
producing ads

Stage Conventional media Electronic (digital) media Support literature

Concept Ideas generated for the It may be necessary to determine Involves design of appearance
development production of a video the scene where video will be and material to be used. This
short and whether the target may take relatively a short
market will relate to it. Short time
time may be taken here for the
production of story boards
Production Creating animations and Shooting the video may involve Printing of material may take a
(Video, audio videos may also take travelling to the scene selected short time - a day or two
and printing) longer time with those chosen to feature in depending on number of
the advert. Voice overs may need copies, colours and production
to be chosen here for especially process used
radio production
Editing Editing and cross The shot video will need editing. This is relatively easy as it
checking concept against This involves reducing the time involves paper material. It
creation is video takes to run to fit required involves proof reading and
carried out duration: 30secs, 45sec or even checking for layout. Final
simultaneously. 1min. This may even take a proof read is then printed
Longer time for editing month to do
than that allowed for
print media, is expected
• Role of agencies in delivering elements of the campaign
• Advantages and disadvantages of using agencies
• Selection criteria, briefing, pitching and remuneration
• Managing and developing agency relationships

DISCUSS THE ROLE OF EXTERNAL

AGENCIES IN CAMPAIGNS (AC1.3)
Role of agencies in delivering
elements of the campaign
To transform product or service to brand by
clearly positioning the offering to the consumer,
and by communicating the brand's own
personality.
• Creating an advert on the basis of information
gathered about product/brand
• Researching on the company, the product and
reactions of the customers.
• Planning for type of media to be used, when and
where to be used, and for how much time to be
used.
• Taking the feedback from the clients as well as the
customers and then deciding the further line of
action
Role of agencies in delivering
elements of the campaign
Planning &
purchasing
media time &
space

Advice about
Preparation of
how to develop
adverts
Target markets

Role of full service

agencies

Specialised Assistance in
services for selecting
business company logos
markets and slogans

Suggestions on
how to project a
strong company
image
 Agency Types
• Full service
• Direct Marketing The media

• Creative Hot Shops

• Sales Promotion
Support
• Media Buying organisations
The clients

Houses
• Design Studios
• PR The agencies

The Communications Industry

Agency selection process
overview
The agency selection procedure is as
follows:
1.Define requirements.
2.Develop a pool list of attractive agencies.
3.Credentials pitch (by the agencies).
4.Issue brief to shortlisted agencies.
5.Full agency presentation or pitch.
6.Analysis of pitch.
7.Select winner.
8.Agree contract details.
9.Announce winner.
 Agency selection process

• At the pitch have a list of objectives as outlined in

the brief - do they meet these?
• Attempt to rank the agencies in terms of
• Market knowledge
• How well was the brief addressed
• Planning
• Creative
• Who will be running the account?
• Remuneration
 Agency selection
process
• Match client and agency - size and
management style
• This is a person to person business
• Define requirements – what sort of agency
do you require -
 Ego or practical?
 Location?
 How big is the project?
 Use knowledge and advertisers annual to select a list
 Conflicts/ experience
 Will they add value to the marketing strategy?
 The Pros And Cons Of
Different Working
Relationships
Aspect Full services Specialist services In-house
(under one roof)
Management Easier, since it is all under More work (coordinating) Total control, but
and control one roof more work involved
Security Limited risk – sensitive More risk – more people Minimal risk – no
information is shared with have access to information outsiders
agency
Speed/response Reasonably good Possible problems if à la Fast, since all decision
carte = more coordination makers are available

Cost Expensive, high overheads, Cheaper, Cheaper, but less

but lower media costs with fewer overheads media buying power
agency buying power
Fresh views Yes Yes No
Expertise Yes (jack of all trades, Yes (fill in gaps in client’s No (lack of specialized
master of none?) skills) knowledge)
Stress Less pressure/workload Delegate some workload More stress – more
work
References
• Fill, C. (2006) Simply marketing communications. Harlow, Pearson
Education UK.
• Chaffey, D. and Smith, P.R. (2007) Digital marketing excellence:
planning, optimizing and integrating online marketing. 5th edition.
Abingdon, Routledge
• Judge, S. (2015) An expert’s guide to choosing a creative agency. The
Guardian, 4 August
• Maxwell, T. (2018) How to choose the right digital agency for your
business. Forbes.com, 11 January
• IPA (2013) Briefing an agency best practice guide. Institute of
Practitioners in Advertising, 21 February
• Schultz, E.J. (2018) The new pitch process: shorter, faster, better.
Advertising Age, 2 April, Vol 89(8), p0022. Ebsco
• Turnbull, S. (2016) From pitch to ditch: the client/ad agency life cycle.
Marketing Review, Vol 16(2), pp111-127. Ebsco
 Thank you!

Any Questions?