A campaign is a focused push to achieve one goal in a set time, such as filling a church conference, selling Christmas gift packs or getting sign ups for an NGO training. Ghanaian adverts ask marketers to plan and run campaigns, and the DMP cohort's week 10 is built around a full campaign plan. Clients are far more willing to approve spending when they see a clear plan on one page.
Start with a clear goal
Vague goals like "more awareness" are hard to judge. A better goal is specific, measurable and time bound. For example:
- "Get 60 registrations for the youth conference by 15 December."
- "Sell 40 shea butter gift packs in the two weeks before Christmas."
- "Get 100 new sign ups to the NGO newsletter this quarter."
These numbers are targets you agree with the client, not promises. Base them on what the business has achieved before, and be honest if you are unsure.
The one page plan
A simple plan has these parts:
- Goal. The specific result and date.
- Audience. Who you are trying to reach, from your audience description.
- Message. The one main thing you want them to know, and why they should act now.
- Offer. If there is one: a discount, a free gift, early bird pricing.
- Channels. Two or three channels, each with a clear job.