Campaign Planning

  • Available Now: On-demand
  • Duration: 71 minutes
  • Number of classes: 10
  • Cost: $199 | You Pay: $199
  • See our group discounts for 2+
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This course contains 10 classes designed to help you build an effective marketing campaign—from how to identify your target audience and set objectives, to determining the ideal marketing mix and measuring your campaign’s effectiveness.

You’ll learn how to develop better campaign messaging, create a standout value proposition, measure an integrated multichannel campaign, and much, much more!

How does it work?

Our Campaign Planning course includes 10 classes (each 6–9 minutes long). All classes are recorded and available online, anytime, on your computer or mobile device. Watch them at your convenience.

For each class, you'll have access to the class lecture (streaming media), as well as several types of support materials: the slide deck (PDF), the audio track (MP3, so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF).

Campaign Planning includes these 10 classes:

AUDIENCE

How to Hone In on Your Target Audience

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

Without a deep understanding of your target audience, your campaign will be a waste of time, money, and effort. This class will help you gain insight into the nature of your most productive targets. You’ll learn how to analyze your market opportunity, as well as research your prospects' needs and understand their buying patterns.

TOOLS

The Necessary Tools for Effective Campaign Planning

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

In today’s complex and crowded marketplace, it’s important to correctly use the tools available to you to ensure campaign success. In this class, you’ll learn about the marketing database, where to find information on customers and prospects, and how to keep customer data accurate and up-to-date. You’ll also discover how to capture data about campaign results and what marketing automation can—and can't—do for you.

OBJECTIVES

Set Campaign Objectives That Fit Your Goals and Budget

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

If you don't know where you are going, any road will take you there! In this class, we’ll discuss the characteristics of clear and specific campaign objectives and metrics. You’ll learn how to select the objectives that fit your organization's goals and four tactical approaches to generate a campaign budget.

SEGMENTATION

Drive Campaign Efficiency With the Right Market Segmentation Strategy

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

One way to make your campaign more efficient is by dividing the market into several usable segments. In this class, we’ll explain how segmentation works and why it's so beneficial to marketers. You’ll learn, step-by-step, how to develop a segmentation strategy to guide your campaign, plus, the key criteria to help you select the most profitable audience segments.

VALUE PROPOSITION

Create a Standout Value Proposition

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

If your audience doesn't care about you, they won't take whatever action you desire from them. This class will help you clarify your value proposition in comparison to your competitors, and teach you how to position it in the mind of your target audience. You’ll learn the benefits of a SWOT (strengths, weaknesses, opportunities, and threats) analysis and a simple formula to frame your value proposition.

INTEGRATION

Overcome Silos and Develop a Truly Integrated Campaign

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

Today, most campaigns require a series of touchpoints through multiple media channels in order to be successful. In this class, we’ll review the media and marketing channels options, and explain how to plan them together to deliver a consistent brand experience. You’ll learn how to work across organizational silos for a fully integrated campaign program.

MEDIA

Media Selection: Determine an Ideal Marketing Mix for Campaign Success

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

In this class, we’ll cover the top media channels you should include in your marketing mix—whether B2C or B2B, or for customer acquisition or retention. You’ll discover the best applications for various marketing channels such as advertising, PR, direct-response communications, and sales promotion.

MESSAGING

Tips for Developing Effective Campaign Messages

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

Once you fully understand how customers buy and how to create the value proposition for your target audience, you’re ready to develop an effective campaign message strategy. In this class, you’ll learn how to tailor your messages for various customer segments, improve your copy, and utilize graphic design principles to optimize the clarity and appeal of your message.

OFFERS

Move Prospects to Buy With Compelling Campaign Offers

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

The purpose of an offer is to motivate your campaign targets to take action—such as clicking on an offer or visiting your store. In this class, you’ll discover a range of proven campaign offers for business and consumer audiences. Learn why information-based content offers are so compelling and how to develop content that moves your prospects along their buying journey.

MEASUREMENT

How to Measure Campaign Success

Speaker:
Ruth P. Stevens—President, eMarketing Strategy

ON-DEMAND: View at your convenience for 12 months

Once you have set up your specific campaign objectives, the next step is to identify the metrics you'll use to determine the success of your campaign. This class reveals the metrics that are most appropriate for marketing functions such as advertising, sales promotion, direct response, and PR, and how to use metrics to measure the success of an integrated multichannel campaign.