Planning Promotional Campaigns

ICTD International Centre for Training and Development

How long?

  • 5 days
  • in person

ICTD International Centre for Training and Development

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Who should attend

This course is designed for those new to marketing, or now taking responsibility for campaign development and implementation, this course will give you a 360 degree overview of the main steps for achieving a great performance.

About the course

Promotional campaigns are often extremely complex, involving numerous media, multiple channels and a plethora of different suppliers. Learn how to plan and manage direct and digital marketing campaigns to ensure that they happen on time, on brief and on budget.

## Course Objectives

The specific objectives of this unique experience are to help you:

  • Analyse the impact of the external and internal environments on defining realistic, measurable objectives.
  • Design and test propositions to attract both new and existing customers
  • Evaluate media and channel options to engage your target audiences.
  • Consider how different creative treatments help your brand stand out from the crowd.
  • Appreciate the legal and ethical issues affecting targeting and communications - including those relating to privacy and Data Protection

## Course Outline

Module 1: Defining your objectives

  • Setting specific and realistic campaign objectives and budgets
  • Investigating how external environments can affect your campaign objectives
  • Producing a situational analysis
  • How to write a tactical campaign plan
  • Planning an integrated multi-media campaign

Module 2: Engaging Your Audience

  • Understanding the target audience, and how to segment and profile them
  • Evaluating media and channel options to best deliver your campaign
  • Designing and testing new propositions to attract new and existing customers
  • Creative delivery, and how to integrate the creative story across online and traditional media

Module 3: Measuring Performance

  • Setting KPIs and learning the principles to robustly monitor them
  • Evaluating campaign performance using AMC, Yield and ROI
  • Testing offers, media and incentives to fine-tune your campaigns

Module 4: Common campaign mistakes

  • How to avoid common campaign mistakes
  • How to assess risk and how to plan for it
  • What to do when things go wrong

Module 5: Legal, decent and honest?

  • Ensuring your campaign doesn't fall foul of privacy and data protection laws
  • Opt in versus opt out - the latest best practice guidelines both on and offline
  • Understanding the rules for free gifts, prize draws and competitions
  • What to look out for when approving copy and the role of ASA

Planning Promotional Campaigns at ICTD International Centre for Training and Development

From  $3,300

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