You will learn to:

  • Set suitable targets for what the campaign should achieve
  • Define the right target audience for your campaign
  • Decide what media and channels to use and how to combine them
  • Put together a creative brief for all the elements of the campaign
  • Set a budget and put in place how to measure the success of the campaign
  • Plan the execution of each part of the campaign

Details

Duration
1 day (7 CPD hours)

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Course availability

Start Location Member Non-Member Places Left  
14/06/19 London (W1W 8SS) £510.00 £599.00 14
12/09/19 Edinburgh Napier University £510.00 £599.00 15
06/12/19 Edinburgh Napier University £510.00 £599.00 14

Course Information

Programme

Understanding what you are promoting

  • Defining the campaign
  • Thinking about everything that can affect what you do
  • Positioning your company and product in the market place

What you want to achieve

  • Setting objectives that are SMART
  • Working out how to measure the targets you set
  • What are the stages to reaching your goals?

Who do you want to reach?

  • Describing who your audience is
  • Using profiling and segmentation tools to understand them better
  • Painting a picture of what your ideal customers are like

How to reach your target audience

  • Selecting the most appropriate media
  • What works online, when to go offline
  • Combining media together, both online and offline
  • Creating a quick campaign plan

How to attract interest

  • Matching features and benefits to wants and needs
  • Writing a proposition that works
  • Everything you need to brief a designer

Working within a budget

  • How to allocate costs to each element
  • Measuring where you get the best return on your spend
  • Predicting results and payback

Creating a project plan

  • Templates for planning a campaign
  • What you need to allow for

How to measure how well it goes

  • What you should analyse
  • Setting suitable targets for each element of your campaign

Who Should Attend

Aimed at people new to setting up and running marketing campaigns, either in large or small businesses.
This course will give you the tools and confidence to set up and run a campaign both online and offline.
Campaigns work best when they are targeted at the right people with messages that are relevant to them. This course shows how best to achieve this

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.

Tutor

David Hearn F IDM, Managing Director, AHK


David Hearn F IDM has been a marketer for 30 years and co-owner of direct and digital agency, AHK, for over 20. AHK plans and executes customer recruitment and development programmes for B2C and B2B companies, including Canon Europe, Adobe, GE Capital, Thomas Miller and The Warranty Group. The agency’s services include strategic planning, data analysis & insight, marketing technology deployment, creative development and campaign management. David describes himself as a marketing generalist and is responsible for overseeing client activity.

David has shared his marketing experience and knowledge for the last 15 years, lecturing and tutoring for the IDM.

Venue

London (W1W 8SS)

Testimonials

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

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 30 years we’ve trained over 100,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

"The information was pitched at the right level for someone with limited stats knowledge so that I could understand the theory as well as the application"

Martin Radford,
Data Services Manager, CDS Global

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

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Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

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