Tech Out the Lighthouse Nonprofit Campaign
Monster Mile Campaign
IRS Campaign
Marketing campaigns, whether a program targeted to a small, specific group of people or a huge, national outreach program, all need to be meticulously planned and executed with maximum effectiveness and return on marketing investment in mind.
There are three things all great marketing or advertising campaigns have in common:
• They stay within budget
• They are original
• They lead the consumer down the path to purchase or sale
Effective Campaign Planning & Development
While each situation is unique, The Sutter Group’s marketing and advertising campaign planning generally includes:
Research and Discovery for Campaign Planning
We start the development of every campaign with an initial kickoff meeting to determine our client’s goals and objectives. After we feel as though we’ve gained a thorough understanding, we begin to do the necessary research that will inform our marketing or advertising strategy. Successful research often involves primary research, target audience surveys and interviews with both customers and internal stakeholders. We also conduct secondary research including competitor analysis. This comprehensive approach arms us with the information we need to execute an original, dynamic and effective campaign.
Strategic Development for Campaign Planning
Once the research & discovery phase is complete, we move forward with developing the strategy that will guide our ad campaign. This strategic development occurs on two levels. First, we develop the over-arching messaging for the campaign. This is driven by a creative brief, which outlines the objectives, target audiences and a positioning statement. We also develop the tactical plan that dictates when and where this messaging will be communicated to the client’s target audiences.
Execution for Campaign Planning
After “the game plan” is complete, we begin to execute it. We work at varying levels during the execution phase. In some cases, we handle all aspects of campaign execution. Other times, a marketing director or vice president of marketing oversees the execution and we handle creative duties.
Measurement of Success for Campaign Planning
Measurement in the form of tracking and analytics is critical both to ensure success of the campaign as well as to obtain intelligence that lets us adjust a campaign for maximum results. How do we do it? Campaign monitoring, web analytics, social media monitoring and engagement – we have an entire toolbox full of tactics to help us gauge how well our marketing campaigns are working and this allows us to continually make adjustments for improvement.
TSG’s Marketing Campaign Development Experience
If you’re interested in seeing some examples of our ad campaign services including development, planning and execution, read about some of our recent campaigns planning projects :
Marketing Campaign Services for AAA Monster Mile
TSG recently worked with AAA on a campaign that aimed to give them an opportunity to engage with NASCAR fans. We created an intensive 30-day social media campaign to encourage fans to interact with AAA, including online banner ads, custom Twitter and Facebook content and Facebook sweepstakes that gave entrants the chance to win an Ultimate Raceday Package. We even supported the Facebook sweepstakes with a comprehensive Facebook advertising campaign. Overall, the campaign was a monster success! Check out this Monster Mile sweepstakes ad campaign planning project.
Marketing Campaign Services for the IRS
We recently worked on a comprehensive marketing plan for a division of the Internal Revenue Service which included developing materials for, branding and creating excitement around an internal employee-based knowledge management program.
Marketing Campaign Services for CRTC
For the Chesapeake Regional Technology Council, TSG developed not only a brand for the entire marketing campaign, but also a comprehensive promotional strategy that included social media, public relations, digital marketing and traditional marketing (flyers at events, etc) . With our help, the CRTC was able to raise thousands of dollars for a non-profit organization in need. See our “Tech Out the Lighthouse” campaign planning project!
Looking for campaign planning and development services in the Maryland, Washington, DC and Virginia area? Contact The Sutter Group today! Bring your marketing to the next level with our campaign planning services.
