Stage 1: Strategy
Step 1: Define the Campaign Mission
The first step of every campaign is to define its mission by setting measurable goals. Goals are important because they give us a clear picture of what success looks like to you. And concrete metrics even more so because they identify the methods that will offer the best route to that success. An example would be ‘Boost my social media following’ as opposed to ‘Explain my product.’
Step 2: Understand (Audit) Present Situation
It is a huge mistake to have preconceived notions about what needs to be done in order to achieve the campaign’s mission. For that reason, step 2 is all about getting to know your audience and conversion funnels as best we can. An audit is performed to help us gain an understanding of your target audiences’ interests and behaviours, your current conversion funnels, and to develop a traffic source map beginning with how they first encounter your business and ending once they make a purchase.
Step 3: Strategic Research
To further help us identify the specific factors that will have the most positive impact on your goals, we will conduct quantitative and qualitative research. Quantitative allows us to gather metrics for visitor interaction with your website on factors such as bounce-rates, lag times and, crucially, things that just aren’t working. Qualitative Research allows us to collect more subjective data, such as your customer’s feelings towards the brand and their important objections, as well as key demographic insights.
Step 4: Establish Target Key Performance Indicators (KPIs) and Return on Investments (ROIs)
Now we can define the specific KPIs that are most likely to achieve your business goals. For example, your goal might transform into something like ‘Boost my social media following by 50%.’ Then, assuming these KPIs are met, it is easy to work out your ROIs, which will help determine the impact of the project to stakeholders as well as an accurate overall budget.
Step 5: Formulate the Solution
Our plan of action comes together in a three-part strategy that identifies what sections of the sales funnel the campaign should address in order to have the best possible impact on your business. The three parts are content, UX and marketing. Guided by our learnings, our creative team will develop a content treatment that includes, among other things, key messages to convey, content types, art and design styles, storytelling (themes, mood, etc.), schedule, technical approach, overview and objectives. The UX strategy is a detailed breakdown of how the user will experience the content, ensuring the journey to becoming your customer is both valuable and easy. A systematic marketing plan is also developed, outlining how the new content will be promoted, where and how it will be published, how the campaign results will be measured, and so on.