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Training: Campaign Planning - London

Training: Campaign Planning - London

Learn how to plan and manage even the most complex direct and digital marketing campaign to ensure it runs on time, on brief, on budget and without setbacks.

You will learn to:

  • Define specific, realistic and measurable campaign objectives and budgets
  • Understand, profile, segment, attract and engage both new and existing audiences
  • Evaluate media, channel and creative options to best deliver your campaign
  • Set robust KPIs and evaluate campaign performance 
  • Avoid mistakes and stay compliant with legal and ethical issues

Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.

Programme: (1 day course)

Defining your objectives

  • Setting specific and realistic campaign objectives and budgets
  • Investigating how external environments can affect your campaign objectives
  • Producing a situational analysis
  • How to write a tactical campaign plan
  • Planning an integrated multi-media campaign

Engaging Your Audience

  • Understanding the target audience, and how to segment and profile them
  • Evaluating media and channel options to best deliver your campaign
  • Designing and testing new propositions to attract new and existing customers
  • Creative delivery, and how to integrate the creative story across online and traditional media

Measuring Performance

  • Setting KPIs and learning the principles to robustly monitor them
  • Evaluating campaign performance using AMC, Yield and ROI
  • Testing offers, media and incentives to fine-tune your campaigns

Common campaign mistakes

  • How to avoid common campaign mistakes
  • How to assess risk and how to plan for it
  • What to do when things go wrong

Legal, decent and honest?

  • Ensuring your campaign doesn't fall foul of privacy and data protection laws
  • Opt in versus opt out - the latest best practice guidelines both on and offline
  • Understanding the rules for free gifts, prize draws and competitions
  • What to look out for when approving copy and the role of ASA

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