This past week I interviewed for a job. They wanted to know how I plan for a campaign. I came up with a document that I am going to share here. I gave a great presentation but unfortunately didn’t get the job.
Create a Calendar
- Excel
- Use an Excel document to keep everyone on the same timeline
- Includes: Deadlines, publication dates, etc.
- Outlook/Calendar
- After calendar has been set put in events/notifications to act as a follow up to get everything done on time
Planning
Strategy
- Create an overall strategy on what is needed for each month
- Documents that need to be created
- Creative elements that need to be produced
- Promotion of content – Including social and paid promotion
- Create a place to store documents and files can easily be shared by stake holders
- Update on how the plans are going each month
- Keep everyone in the loop with the campaign
- Delays and reason for them
- Completed items
- Changes in the plan for the month
- Keep everyone in the loop with the campaign
- Set KPIs
- Set what are the KPI’s to judge the success of the campaign.
Implementing
Content
- Check List
- Create a check list every month on what is needed to make sure nothing gets missed
- Avoid issues as much as possible
- Early is better – when possible have all content in place before publication date
- Set content in proper channels
- Have all content set and ready to go in content systems (blog/WordPress) in advance of publication date
Promotion
- Have all creative elements ready for publication in a central location
- Get content written before hand and approve by all stake holders
- Update calendar on promotion if needed
- Date and time of publication
- Wording of promotion if possible (including social media posts)
Adjust
- Adjust strategy as needed through the month is something is working better or worse than expected.
Post Campaign
Analytics
- Access KPI
- Did we reach the goal?
- Why or why not?
- How can the process be improved?
Recommendations
- Debrief after each campaign to point out the pros and cons of the campaign
- Compare to other campaigns and on a quarterly review and judge the overall strategy and how to adjust the remaining months.
- Compile a yearly report comparing campaigns and make recommendations
If you have any questions please feel free to ask. Download the Campaigns Document.