Marketing campaigns can be quite the production between strategizing, creating and execution. Here’s what to anticipate during each of these three marketing campaign phases with 5 tips sprinkled throughout so you can execute your next marketing campaign in Saskatchewan like a pro:
1. Strategizing
The strategy phase is the first phase of the marketing campaign where you solidify the important details. Figuring out the:
Objective and Background
What is it you're trying to accomplish with this marketing campaign and why?
This is where you can summarize the purpose of your marketing campaign and add any necessary background information to assist in the creation of it.
Considerations
What factors may influence the outcome of this marketing campaign both internally and externally?
At this point, you can list anything and everything that is related to the objective that may affect how your campaign performs. i.e. Are you selling a service that has received a lot of negative media coverage lately? Or a product that is trending in Saskatchewan?
Goals
What do you want to get out of this marketing campaign?
Is it more sales on a product, more inquiries for a specific service or more awareness on an organization’s program? Be clear!
Timeframe
When should your marketing campaign be active?
Your objective, background, considerations, and goals will help you determine the timeframe for this project. Along with the date(s) your goals need to be reached by.
Target Audience
Who are you trying to reach during this marketing campaign that will help you achieve your goals?
There can be more than one target audience. i.e. Moms 35 - 40 years of age with kids who like to read. Or couples with no kids 50+ who enjoy traveling during the winter months.
Key Messages
What do you want communicated throughout this campaign to reinforce your objective?
Write out the message(s) you consistently want communicated throughout your marketing campaign.
These are all points that need to be covered in great length so the foundation of your marketing campaign in Saskatchewan is sound as you continue to the next stage of a marketing campaign, creating:
2. Creating
Now that you have the “who”, “what”, “why” and “when” determined from the Strategy Phase, it’s time to begin producing visuals and copy that will assist you in reaching the goals you have set out for your marketing campaign.
Channels
What channels will your business or non-profit be using for your marketing campaign?
Based on the information from the Strategy Phase, what channels is your business or non-profit using to communicate to your target audience successfully and meet the goals you identified above?
Pro Tip: Understanding the functionality of the channels you are adopting for your marketing campaign is key in making sure the creative you produce performs its best.
Visuals
What visuals need to be acquired to strengthen your messaging and marketing campaign?
What visuals need to be acquired, created, sized appropriately to work for each of these channels?
Pro Tip: Its essential you tailor your visuals to the channels your marketing campaign will be on. A quick Google search will help you with the dimensions favoured by each channel.
Copy
What copy is used to support the visuals and key message(s) being communicated?
Are the key messages different from one piece of creative to another creating a multichannel marketing campaign? Or are they consistent across the board and creating a cross-channel marketing or omnichannel marketing campaign that creates a journey for your target audience?
Pro Tip: Your copy does not need to say everything your visual does and vice versa. They should compliment each other.
Answering all of the above will set your marketing campaign up for success. The last and final phase is execution:
3. Execution
It’s go time! This is the “how” phase of the marketing campaign where you implement all the hard work you’ve done up to this point.
Tactics
What is your strategy to execute the marketing campaign?
Here you can create a table including the creative, audience, channels and dates.
Pro Tip: I recommend creating two tactic tables. One for external tactics and the other for internal tactics. That way your team is on track with internal tactics to meet the deadlines required for the external tactics.
Budget
What is the ad budget you will be allocating to your marketing campaign?
An ad budget can be used to effectively promote your marketing campaign in Saskatchewan. Create a table outlining the ad spend, creative, channels and time frame.
Pro Tip: You can advertise on channels where your business or organization is not present to assist in your efforts to reach your target audience.
Measurement
How will you analyze your results?
It’s important to review your marketing campaign as it is in progress and then also analyze the results at the end to highlight what worked and what could be improved on next time around.
Hopefully this article gave you some insight on how to execute your marketing campaign in Saskatchewan like a pro!
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