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You will learn to:

  • Define specific, realistic and measurable campaign objectives and budgets
  • Understand, profile, segment, attract and engage both new and existing audiences
  • Evaluate media, channel and creative options to best deliver your campaign
  • Set robust KPIs and evaluate campaign performance 
  • Avoid mistakes and stay compliant with legal and ethical issues

Course availability 

Sorry, there are currently no bookable dates. Please check back later.

Course information


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

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

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

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
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.

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)
Enrol onto ‘Campaign Marketing’ course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Lesley Tadgell-Foster F IDM, Managing Director, Shelfline Promotional Consultancy

Lesley works with a range of clients who need to find a bridge between the marketing department and legal. Her campaign planning experience has proved invaluable with clients who are seeking to maximise customer response and interaction.

For recent clients as diverse as ‘The Telegraph Group’ and AXA PPP Healthcare, she works with staff at all levels who need to re-think how they deliver communications programmes.

For a number of years she was an independent trainer for News International, The Daily Mail and Express Group.  She still has a soft spot for ‘ink on paper’, but is well familiar with the opportunities and constraints of maximising income and reader engagement online too.

Her speciality is helping clients deal with the challenges of creating marketing preferences that are brand relevant and develop customer trust, so that marketing messages are welcomed.  With her background in sales promotion, she also offers guidance on how best to deal with the ‘small print’ that helps the ‘Big Idea’ work in practice.

Lesley’s style is both informal and incisive, using real life 'best and worst' examples to help delegates think through the options for producing both digital and traditional media campaigns that win over customers, whilst staying on the right side of the law.



Very good for practical case studies and interactive learning

Helen Share,
Fundraising Executive, NSPCC

Really good course, great working examples that apply to real life situations

Jenna Bezant,
Marketing Assistant, Lloyds TSB General Insurance

Fantastic course with real life ways to apply the theory in my day to day job

Mara Tuca,
Campaign Marketing Executive, Nationwide

It’s a fantastic experience that leaves you feeling inspired and motivated. If anyone is looking to start a career in marketing, I strongly advise coming to the IDM.

Lucy Brown,
Marketing Assistant, Car Loan 4U

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