Housekeeping

• Listening/voice options

• Questions and chat room

• #GutCheckPlus

• Recorded webinar

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Speakers

Lucy HitzHead of Marketing Communications

Tanya (Gabrish) CrampGlobal Digital Content Manager

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Today’s Agenda

What Is a Gut Check?

Collaboration

The Process

Necessary Elements

Q&A

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What Is a Gut Check?

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Collaboration

We’re All in This Together

Never create a campaign

in isolation

Involve key stakeholders

from the start and throughout

the process

Creative and social always

support a business goal,

need, or challenge

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How This Campaign Integrates with the Rest of Marketing

What resources do you need from the rest of the organization? For example:

• Thought leadership (i.e. exec availability for a Twitter chat)

• Email sends

• Graphic design

How will you work with and benefit other departments? For example:

• Generating more speaking engagements for the CEO

• Creating more leads

• Driving content downloads

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Campaign Timeline

Phase 1

• What will happen here?

Phase 2

• What will happen here?

Phase 3

• What will happen here?

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Collaboration: Things to Keep In Mind

• Establish objectives, deliverables, and goals

• Educate team on how ideas will function and work in

the social space

• Collaboration better equips us to deal with

challenges

• Enables programs and campaigns to evolve rapidly

• Remember that creative and design are a

matter of opinion

• You are the manager—whether you use an

agency or not

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The Process

Campaign Planning Process

4 Core Steps

1. Establish goals and objectives that support

operations and marketing

2. Align on messaging

3. Research. And research some more.

4. Brainstorm campaign and innovative approach

(platforms, creative, etc.)

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Step 1: Establish Goals and Objectives

Establish goals and objectives that support

operations/marketing

Example: Generate x% more awareness

for our brand by EOQ

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List Your KPI’s

List your KPI’s (Key Performance Indicators): How will you know you’re

achieving this campaign objective?

Example: Increase engagement and reach metrics by 10% in Q2

• Aligned – With the strategic goals and objectives of your organization

• Attainable – Should have data that can be easily obtained

• Acute – Should keep everyone on the same page and moving in the same direction

• Accurate – Should be reliable and accurate

• Actionable - Give you actionable insight into campaign performance

• Alive - Your business and marketplace is always growing and changing. Your KPIs

should be flexible and evolve, as well.

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Step 2: Align on Messaging

Messaging must be clear and concise to support the goal

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Use Listening to Inform Your Messaging

• Build your empathy

• Know the history

• Share a common language

• Prioritize well

• Go deep

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Step 3: Research Like Crazy

We get inspired by some of our favorite brands in non-competing sectors

Focus on the type of asset you want, not necessarily the idea

Challenge each other to do something fresh and new

Past creative didn’t do anything, good or bad? Don’t do it again.

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External Research and Trends

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Step 4: Brainstorm Campaign + Innovative Approach

Show context of current

brand/creative content calendar

Internal: Timeline, shot list,

inspiration, social staff on site

for photo directing

External: RFP process and third

party management

Use past metrics to determine

best options

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More Ideas

• Consult an expert

• Talk to a customer

• Learn from innovative CMO’s and marketers

• Identify and leverage your influencers

“Whenever you're at a loss for what move to make next, just

ask yourself, ‘What would make a better story?’ ”

― Austin Kleon, Steal Like an Artist: 10 Things Nobody Told You About Being Creative

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Creative Campaign: Necessary Elements

Your Content

Simple, creative messaging

Shareable and engaging

Focus on big program with small personal action

• The creative should make your audience DO something

• SOFT: Website content consumption, social engagement

• HARD: Conversion in booking engine, retail purchase, café reservation

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All The Data You Need

1. How has your brand performed on

social? And your competitors?

2. What is your target audience talking

about on social?

3. Which pieces of your content are

people share through digital word-of-

mouth, including through private

messaging?

4. How does the content shared from your

website/brand result in traffic, leads,

and revenue?

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Thank You!