A campaign is an opportunity for your business to promote awareness and sales of a product or service to a targeted audience. Our campaign planning aims to strategise your campaigns to make them as successful through the use of content.
Apart from brand awareness, conversions is one of the main goals of a campaign. One of the main reasons why campaigns don’t perform in conversion rates is due to the ill-defined journey a customer takes from engaging with your campaign to the purchase decision. We aim to expand the planning around your campaigns to produce a customer journey through content that engages the customer from start to finish.
We aim to deliver a campaign plan that fulfils your marketing goals through both planning and activation - following through from beginning to end. Whether engagement, lead generation or increased sales are your goal, we can provide a unique campaign plan to suit your business.
We provide full campaign planning and activation through:
Target audience definition
Message creation
Channel selection
Mulitformat content creation
Journey creation and delivery
Measurement and reporting
Campaign planning forms our ongoing programme management activity. When the content programme is built around our content journey methodology, then the initial campaign plan is created in the final phase of that development.
We look at your customer persona profiles to identify channels, as well as any existing customer data (e.g. email) that will help us understand your customer behaviour. The activation of the campaign is then determined by channel and resources that need to be allocated to maintain day-to-day management. We also manage the activation of each campaign, however we are equally satisfied to collaborate with your marketing teams or other agencies.
We seek to source the widest measurement possible, especially with a focus on the journey element – i.e. for campaigns, we look to measure not just clicks but journey through to conversion and we put in place the processes and tools to achieve that.
Measuring the success of a campaign spend can often be difficult due to surrounding visibility issues e.g. channels managed by a number of people, conversion rates and consistent reporting. Depending on your requirements, we can report clicks and engagement all the way through to conversion rates. By measuring conversion rates, it can help you assess your sales goals and ROI.
Working as part of the IFS team to deliver their E2E customer
journey map and go live process
Our long-standing relationship with the LSE has seen us working as their content production studio.
Developing a Web Journey Map to support their Cyber Security microsite for SMEs.