Planning and Managing Marketing Campaigns

Benefits to you and your employer:

Benefits to your employer:

At any stage of a campaign things can go wrong which can be costly and time consuming to put right.

This training course is designed to guide you safely through this minefield and provide you with a blueprint for campaign management success. By the end of this one-day interactive workshop you will have worked through all the elements needed to plan a successful campaign including:

• Supplier selection
• Scheduling a campaign
• Direct marketing metrics
• Legal restrictions.

Benefits to you:

Working on the principle of what can go wrong, will go wrong, our expert trainers will guide you through each stage of managing a campaign:

• Writing a tactical campaign plan
• Overseeing your campaign fulfilment
• Essential time and project management skills

Who should attend:

The Planning and Managing Marketing Campaigns course is designed for marketers responsible for the planning and implementation of direct marketing campaigns on a day-to-day basis.

This will include:

• Campaign managers
• Campaign executives
• Clients
• Account handlers
• Brand managers

Previous delegates include:

• Senior Marketing Executive (M&G Limited)
• Marketing Analyst (A J Bell)
• Marketing Manager (The Co-operative Legal Services)
• Advertising and Brand Manager (London South Bank University)

Programme outline

Campaign planning

• Making sure you know and understand your target audience
• How to write a tactical campaign plan
• Setting realistic campaign objectives and budgets
• Planning an integrated multi media campaign

Direct marketing metrics

• What is a customer worth?
• Evaluating campaign performance using AMC, Yield and ROI
• How to calculate Lifetime Value (LTV)

How to write a brief

• Defining the opportunities and deliverables
• Evaluating the product benefits
• Understanding the target audience

Supplier selection, briefing and management

• How to choose the right supplier for your campaign
• From long list to short list: key things to look out for
• How to assess a suppliers true capabilities
• The supplier briefing process

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

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.

Training course tutors

Jane Cave is one of the most respected strategy and planning consultants in the direct marketing industry. She has a prolific track record of success in the B2C and B2B sectors. Jane has worked both agency and client side on everything from fundraising for political parties and charities to developing and managing fully integrated campaigns for companies such as Volvo, HSBC and the FT. She has developed segmentation strategies, built relational databases and designed acquisition and relationship communications programmes. Jane is a founding partner in Jam, a direct and digital strategy solutions consultancy.

Jane is also a course tutor for the following IDM Qualifications:

• IDM Diploma in Digital Marketing
• IDM Certificate in Digital Marketing
• IDM Diploma in Direct and Digital Marketing

Lesley Tadgell-Foster is Managing Director of Shelf-Line Promotional Consultancy. She works with a range of clients who need to find a bridge between the marketing department and legal. Her consultancy offers a variety of compliance solutions for both data protection and other marketing legislation where operational issues must fit within internal policy guidelines. For clients as diverse as Lifesearch, Royal College of Nursing and Which? she has helped them develop their privacy procedures and statements for both online and offline communication. Her style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the impact of their 'small print' on customers' trust and confidence.

Lesley is also course tutor for the following IDM qualifications:

• IDM Diploma in Direct and Digital Marketing
• IDM Certificate in Digital Marketing
• IDM Diploma in Digital Marketing

Delegate testimonials

"Very good for practical case studies and interactive learning."

Helen Share, Fundraising Executive, NSPCC

"Fantastic Course with real life ways to apply the theory in my day to day job."

Mara Tuca, Campaign Marketing Executive, Nationwide

"Really Good course, great working examples that apply to real life situations."

Jenna Bezant, Marketing Assistant, Lloyds TSB General Insurance

"The course covered all aspects of managing a campaign for a variety of marketing roles. I picked up some fantastic tips and great knowledge on how to accurately plan and measure campaign effectiveness."

Jessica Edwards, Marketing Assistant, Full Circle Asset Management