By: Craig Spooner
Proper preparation prevents poor performance
– Coaching proverb
Preparing for the launch of any campaign can be a daunting task; from deciding which platforms you need to use, creating and designing content offers to support that campaign, choosing a promotional strategy, to deciding on final launch dates, there’s a lot your team needs to consider before feeling confident about pushing that “go live” button! The big question our clients always end up asking us is, “Where do we start?”
We’ve compiled these four helpful tips that will give you confidence when planning for your next campaign.
- Complete a Campaign Brief to Share with Your Team
In the world of PR and marketing, campaign briefs are quite literally what dreams are made of. They will help you understand the true scope of your project and allow you to keep track of each asset involved in the campaign, including:
- Content or creative assets necessary to promote the campaign
- Project Team
- Tools or platforms needed to carry out the campaign
- Important deadlines your team needs to understand
Use the campaign brief at the onset of your campaign to build a manageable timeline. Bring your team together to discuss which items need attention first, setting attainable deadlines for the completion of each asset.
- Prepare Your Project Team – Schedule a Kick-Off Meeting
Most campaigns we launch require multiple teams working simultaneously toward one goal—the successful launch of said campaign. Keep in mind that some assets require more time to complete than others, so once you’re confident that your campaign brief has all the necessary elements included to make your vision a reality, share it with the leaders of your project team, and confirm that deadlines are manageable and that team members have everything needed to uphold their part of the bargain! It may seem silly, but be sure to consider the following:
- Team members who may be out of the office during the development stage
- Contractor or freelancer schedule (if you use them)
- Testing schedules for platforms and tools, including email, CRM, and website
- Schedule Team Check-ins – Make Sure You’re Deadline Ready!
Before leaving your internal kickoff meeting (tip #2), mark a date on the calendar for when all teams will come back together to discuss progress and potential roadblocks they may have come up against since you last met. Helpful hint: The more times you review progress with each project team, the easier it will be to navigate any hiccups that they (or you!) may encounter. Communication is the key to success for any campaign—and more is always better.
Pro-Tip: Have your project managers provide detailed notes on the progress of each asset they are in charge of; schedule weekly touch-base meetings to discuss challenges and successes.
- Test, Retest, and Relax!
We say it all the time: Testing is one of the most essential aspects of any campaign. Broken links, forms, and landing pages are a huge deterrent for prospects, eroding trust in your brand. So, taking the time to review each step in your campaign to ensure its performance is a must! Put yourself in your prospects’ shoes, walk through the steps you’re expecting them to take, and make sure everything is functioning accordingly!
We understand that no campaign is created equal—each will have its own particular focus, call-to-action, and desired audience—but we can always count on the constants (deadlines, project teams, documentation and preparation) to stay the same. By leveraging these 4 tips, you’ll be able to confidently navigate the waters of your next campaign.
Thanks for sharing!