Marketing campaigns

The best campaigns will have a story at their heart. Think about what you want people to experience when they see your solution. Is it an answer to their problems, a better way of doing something, or an exciting programme that'll enhance their life?

You could run an ideation session or workshop. Just be clear with your stakeholders about what you want the solution to be known for - this will inform the type of marketing campaign you'll create.

Identify the channels you’ll be using for marketing. If you’re creating print assets like posters or desk drops, then someone will need to be responsible for distributing and hanging them up at a specific time and place - they'll need a detailed brief.

If you’re creating video content or articles, you need to know where and when these need to go out, as well as the core messaging.

Make sure you’re 'on side' with any stakeholders that manage these channels early on in the campaign.

This is best done as a spreadsheet that plots your assets, channels, audiences, key dates, and messaging.

It's important to be realistic and stick to the plan. With the right approach, you'll have a multi-channel rollout plan with lots of assets, channels, and audience groups to surprise and delight.

Avoid a rush job and create your assets ahead of time. Remember to complete them in priority order, such as briefs for providers, content creators, influencers, etc.

Schedule any social media posts and create any content like videos, articles, or print files. Having these ready in advance of their execution date means you’re able to roll out your campaign intentionally and smoothly.

Managing all the various channels and stakeholders can often feel like an entire project of its own.

Set up regular meetings, delegate if necessary, keep your stakeholders in the loop, and track engagement with your solution as you execute the plan.