Marketing Campaign E-Learning course

Marketing Campaign Planning E-learning course

Welcome to our course to help you improve your integrated marketing campaigns!


Introduction to campaign planning

In this first topic you’ll learn:

  • How the course is structured around Smart Insights’ RACE planning framework
  • Resources to support you in campaign planning
  • The benefits of a more structured approach to campaign planning


Step 4: Reach – Media Plan, Schedule and Timeline

In Step 4 you will learn:

  •  How to define a budget for your campaign based on investment in different media
  • Options to consider for the frequency of investment to maximise reach and other communications goals


Step 1: Plan – Campaign Goals and Tracking

In Step 1 you’ll learn:

  • The difference between goals, objectives, and KPIs
  • Examples of goals and objectives
  • How to apply the VQVC measures for evaluating campaigns
  • How to track marketing campaigns


Step 5: Act – Encouraging Interaction and Participation

In Step 5 you will learn about how to encourage interaction online by specifying:

  • Content assets
  • Customer journeys including landing pages
  • Content sharing mechanics
  • Content release through time
  • Following up on audiences through retargeting


Step 2: Plan – Customer Insights and Target Audience

In Step 2 you will learn:

  • How to use personas to understand your audiences better
  • Options for targeting your audience


Step 6: Convert – Retarget and Optimise

In Step 6 you will learn:

  • How to encourage sale from existing contacts through retargeting
  • How to encourage sales in offline channels when people have interacting online
  • In-flight optimisation of a campaign to encourage conversion to sale


Step 3: Plan – Offer, Content and Messaging

In Step 3 you will learn:

  • How to develop BIG IDEA for campaign
  • Match Brand Positioning against the key messages and how this fits with different content types


Step 7: Engage – Encourage Sharing, Review Effectiveness

In final Step 7 you will learn:

  • How to encourage sharing during the campaign
  • How to review the success of your campaign

If you need David Ho to walk you through step-by-step on "Creating your Marketing Plan for your business", you can reach out to him:


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