Campaign Planning Framework: Steps to Success #amaconf
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7 steps to planning any campaign strategy with examples from real non-profit campaigns.
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Campaign Planning Framework: Steps to Success #amaconf
- 1. #AMAconf @devonvsmith slideshare.net/devonvsmith Steps to Success Your guide to planning campaigns
- 3. Creating a plan helps you focus and adapt during the campaign.
- 4. Format. Advice on how to be effective Example from a real campaign You fill in the blanks
- 5. Do you have an upcoming campaign in mind?
- 6. Planning in 7 steps. 1. Setting campaign goals. 2. Defining your audience. 3. Developing messaging themes. 4. Choosing the right channels. 5. Budgeting time and money. 6. Creating effective content. 7. Measuring and adapting.
- 7. Goals. Goals help set a direction for the campaign and make our choices more strategic. Step 1:
- 8. Goals. Get specific about your goals Prioritize them Attach a metric of success Identify mid-campaign benchmarks Step 1: Setting campaign goals
- 9. Goal Metric Benchmark Increase the number of quality applicants to this program. 500 applicants 2015: 228 2016: 421 Increase the diversity of applicants Age: 30% under 40 Ethnicity: 60% non-White Geography 50% outside metro 2016: 20% under 40 50% non-White 30% outside metro Increase awareness about the program 20,000 pageviews of the program’s landing page 2015: 7,000 2016: 16,000 Example: Applications Step 1: Setting campaign goals
- 10. Our campaign goal is to… in the amount of…compared to… Step 1: Setting campaign goals
- 11. Audience. Every audience has their own unique characteristics. Try putting yourself in their shoes. Step 2:
- 12. Audience. Segment your audiences Identify their perceptions and needs Explore where you can reach them Step 2: Defining your audience
- 13. Segment Description Channel Broadway nerds Age 25 - 45, expressed interest in Broadway shows, living within a 100-miles of us. Cares about Tony wins, actors, show history, flashy, songs Email (past similar ticket buyers) Facebook, Twitter “Frozen” parents Parents of kids age 3-13, living within 50-miles of us. Cares about fulfilling kid’s dreams, family ticket price, will the venue be “kid friendly”? Facebook Example: Ticket Sales Step 2: Defining your audience
- 14. Our audience is… they want to know… and can be found via… Step 2: Defining your audience
- 15. Messaging. Most audiences will only understand or remember one big idea from your campaign. Step 3:
- 16. Messaging. Create a headline idea for each segment Address a need, subvert an expectation Explore multiple approaches and test your ideas Step 3: Developing messaging themes
- 17. Segment Theme Parents of alumni Help us change the life of a student in need Local business supporter We’ve been attracting tourists to our city for 40 years National foundation Our unique method has had a global impact on the field Long-time ticket buyer Meet future Oscar winners before anyone else, while they’re still in training Example: Major donors Step 3: Developing messaging themes
- 18. In order to be convinced, the audience of… needs to know… Step 3: Developing messaging themes
- 19. Channels. There are many different places to reach your audiences. Each channel has its strengths and weaknesses. Step 4:
- 20. Channels. Email is cheap & effective (if you have a list) Social can go broad (if there’s time/money) Online ads can be complicated Website is a conversion tool, not outreach Offline is expensive, best for awareness Step 4: Choosing the right channels
- 21. Segment Channel Purpose Current members Email Show our value by providing useful content Lapsed member Email survey & phone calls Ask how we can help them Conference attendee Social media & on-site Convert their energy on- site to a new membership “The Field” Social media ads & website Target users similar to our members, make them aware we exist, drive to website to provide details Example: Membership Step 4: Choosing the right channels
- 22. It’s best to reach…via… so that we can… Step 4: Choosing the right channels
- 23. Budgeting. Set your budget based on expected results. Account for money and your time. Step 5:
- 24. Budgeting. First, evaluate previous campaigns’ budgets Prefer digital to print (usually) Pay for “cost per click” when possible Adjust your budget mid-campaign Build an editorial calendar: pre/during/post Step 5: Budgeting your time and money
- 25. Channel Money Time Result Social Media Facebook: $5,000 Twitter: $2,500 Instagram: $2,500 50 hours 60% Online Ads $1,000 10 hours 5% Email $0 30 hours 20% Direct outreach $0 20 hours 15% Internal Comm. $0 20 hours - TOTAL $11,000 130 hours 500 applications Example: Applications Step 5: Budgeting your time and money
- 26. Example: Applications Step 5: Budgeting your time and money
- 27. We’re going to spend… on… where we expect to achieve… Step 5: Budgeting your time and money
- 28. Content. Wait until the end of your campaign planning process to start creating content. Step 6:
- 29. Content. Create an asset list of “haves” and “needs” Preference videos to images to text Keep it simple, short, evocative Before printing, test your ideas in digital Step 6: Creating effective content
- 30. Example: Ticket Sales Step 6: Creating effective content
- 31. We’re using content from… and need to create… Step 6: Creating effective content
- 32. Adapting. Your campaign plan isn’t set in stone, it might need to change during the campaign when you learn what’s working. Step 7:
- 33. Adapting. Use UTM codes to measure digital efforts and unique landing pages or discount codes to measure offline efforts Choose 2-3 points in campaign to re-evaluate your approach and adapt Step 7: Measuring and adapting
- 34. Channel Cost Result CPR Facebook $4,766 + 20 hrs 581 $8.23 + 2 min Twitter $4,468 + 35 hrs 297 $15.04 + 7 min Instagram $269 + 5 hrs 34 $7.91 + 9 min Display Ads $730 + 10 hrs 66 $11.06 + 9 min Email 30 hours 1714 1 minute Other 10 hours 66 9 minutes TOTAL $10,233 + 110 hrs 2,758 Example: Applications Step 7: Measuring and adapting
- 35. We’re using… to measure… and plan to check on results when… Step 7: Measuring and adapting
- 36. Planning in 7 steps. 1. Setting campaign goals. 2. Defining your audience. 3. Developing messaging themes. 4. Choosing the right channels. 5. Budgeting time and money. 6. Creating effective content. 7. Measuring and adapting.
- 37. Our campaign goal is to…in the amount of…compared to…Our audience is…they want to know…and can be found via…In order to be convinced, the audience of…needs to know…It’s best to reach…via…so that we can…We’re going to spend…on…where we expect to achieve…We’re using content from…and need to create…We’re using…to measure…and plan to check on results when…
Notas del editor
- This session is about a framework for thinking about your marketing (or any kind of!) campaign
- I’m Devon Co-Founder of Measure We work with arts orgs & other non profits on strategy
- This isn’t rocket science. It’s more about planning strategically. It’s not meant to capture every detail, it’s about guiding your decisions and making sure everyone’s on the same page with the big picture.
- I’m going to walk through my advice, examples from real campaigns, and ask you to try to apply the framework to your own organization or campaign by filling in the blank
- Who has an upcoming campaign in mind? I might call on you :)
- I think there are 7 critical pieces to any campaign plan. You could probably squeeze all 7 of these onto a one-page doc. That’s a good idea!
- For any campaign, first start with your goals. You might be surprised that different stakeholders or partners have different goals for a project. Talking about them helps set the direction for the whole team.
- My advice is to: Get specific about what it looks like to achieve a goal Limit your goals to no more than 4 (and prioritize) Think of a specific quant/qual metric for each Identify a way to tell how far toward your goal you’ve been able to reach, before you reach it (KPI)
- Example from a campaign to attract applicants to a program. We had 3 prioritized goals (quantity, diversity, awareness) 3 big pieces of info for each: description, metric, why we chose that metric. High level: increase numbers. Specific: 500. Why? last year’s growth. Some goals might just have a “how we’ll know we achieved this” description rather than a number
- Try it for yourself: Goal: Metric: Benchmark from previous campaign, year, peers, aud research
- Audience should be the next thing you’re thinking about for any campaign We often treat audiences too broadly —> “Millennials” or “Ticket buyers” Creating empathy for who those people *really* are helps shape our campaign
- Advice: Segment them into small groups with similar needs Do quick audience research about them Start thinking about where/how you can actually reach them
- Real campaign about selling performance tickets Two big audiences with very different needs & desires Helps us adapt the messages, content, the channel, even the budget You don’t have to be spot on, but try to research some
- You try it: Segment audience Wants/Perceptions Where/how to find them
- From understanding our audiences flows to messaging But we often get caught up in too many details Ask the typical marketing person what an audience should know about your campaign, and you often hear paragraphs of information. We can only retain a few key details. Often, we need *persuasion* more than *logistics*
- My advice: In campaign planning, nail down the one idea each audience needs to know. Think about what they need to hear, not (only) what you want to say You can test your messaging approaches with an audience. If it’s for an upcoming show, stick around the lobby & chat.
- Real campaign for a major gifts campaign: 4 segments of potential major donors 1 theme for each. What to emphasize in our communication with them to raise money for a scholarship. Focus on what that audience cares about.
- You try it: Segment: convincing theme:
- Now we have goals, audience, and themes, let’s talk Channels. Overwhelming how many places are audiences might be found Digital & analog. They’ve gotten quite complicated
- In general If you have an email list, preference email. If you don’t, start building one! Social takes time or money or both to be effective, but it can go really broad (for all age groups, depending on platform) Online ads tend to need specialized help (AdWords or Display) and honestly I’ve yet to see them outperform social/email ads Website is the place to *convert* visitors. Messaging themes are important, as are transactional ease Offline (print, radio, tv, billboards, posters, in-person) can be much more expensive (& can’t change course)
- Real example from a membership campaign Use different channels for different segments, and then you can tailor your messaging & approach In your plan, talk about WHY you made those choices
- Your turn: Segment Channel Purpose
- Once you have key channels figured out, time to talk about budget I think it’s best to work backwards when building out your budget. What you think is going to be achieved on each channel, and so how much you’re willing to spend there. Don’t forget to account for your time too.
- Look at previous campaigns’ budgets & how successful each channel was. As we’ve said, digital > print because you can change it, and usually less per result. When digital, use “cost per click” buying (social ads). Cost per conversion can be tricky - remember the ad platform has a profit motive too. Build points in time to review your budget and make changes based on which channel/segment is performing best. In your editorial calendar, identify what needs to happen throughout the whole length of campaign.
- Real example from a campaign to solicit applications Look at money & time Project what you think the result is going to be Plan for your own internal project management too. Set expectations around meetings & reporting.
- Real example for that same campaign. We broke out each stream of work per channel, and listed prep/launch/monitoring/reporting This can help with cross-channel messaging in particular
- You try it: Budget for time & money On each channel Project what you think that will achieve Play around with numbers until you have a balanced ROI
- Save content creation and planning until one of the very last things you start to think about in the campaign. Everything else before this should be driving your choices here.
- Think of what you already have (photos from past shows, quotes from audience members or reviews, etc) and what you still need. For digital campaigns, videos are best (social: 5-30 seconds) Keep visuals & text short & sweet If you have to print posters, postcards, etc, try testing those messages on digital first and see which of your messaging themes works best
- Real example from a ticket sales campaign on Facebook, Instagram, Twitter. Same performer had come through before, so we’re re-using some assets & used some new Had tested lots of language in previous campaign. Still, videos work best by far Keep to 1-2 sentences only.
- Your turn: Asset list of haves & needs
- Part of your planning process should be anticipating what might go right or wrong and how you can adapt. That means you need to know what to be measuring so you know WHEN it’s going right or wrong. Also helpful to conduct a post-mortem after all campaigns and capture your learnings in some short bullet points you can keep handy for next campaign.
- UTM codes help track digital (google or ask) For offline, create unique codes to track or send visitors to unique pages on your site In order to measure effectiveness, need to know how people learned. When you ask them, they usually just remember WOM You set mid-campaign benchmarks, use them at intervals
- Real example from campaign to solicit applications Actual cost, how many applications started, Results captured via Google Analytics Cost per result in time & money We checked these results weekly over 10-week campaign, each week making small adjustments + 2 big adjustments based on insights of the whole team. When you have the real results, go back and check to see how close they match your predictions. You’ll get better at predictions.
- Your turn: Tools to measure Metric of success Timeline of when to check them
- We made it through 7 steps/7 critical decision steps for any campaign.
- If you created a one-page plan, this is roughly what it would look like.