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The Perfect Formula for Creating Your Next Marketing Campaign

smartphone-831054_1920No matter what you’re promoting – an upcoming event, a new reading initiative or upgrades to the library – a well-planned marketing campaign will make things go more smoothly and generate better results. But this plan doesn’t need to be as expansive or as far-reaching as your marketing strategy.

In fact, the concept of agile marketing is very popular among today’s business professionals. Rather than spend months writing detailed plans, marketing professionals are now favoring minimal plans with short ramps to execution. The idea is that marketing needs to be fast to be competitive. This allows more campaigns to be launched, increasing the opportunities for success.

While your plan should be detailed, it’s best to keep it simple. Keeping each plan focused on just one or two outcomes will enable you to execute more efficiently and be more effective.

Here’s a simplified formula for quickly putting together a plan that is easy to execute and delivers strong results. The beauty of this structure is that it will help you think through the essential pieces in a short amount of time.

  • Keep it simple. Avoid making your plan too complicated, which almost certainly will cause you and your team to become quickly overwhelmed. Instead, focus on being realistic about what your team can do in the time allotted. It’s better to do a few things really well than many things inadequately.
  • Define the objective first. By being clear and specific about what you want to achieve, you will find it easier to hone your strategy to the most-effective tactics.
  • Segment your audience. The key to influence is knowing exactly who your audience is, what they want and how you can meet their needs. By limiting your campaign to those most interested and who most desire what you’re pitching, you will have better results.
  • Focus on storytelling. This is something public libraries know well. People grasp concepts better when told as a story. Frame your message in this context and engagement will jump.
  • Estimate upfront the time needed for each tactic. To properly map your needs and your timeline, you must have a clear idea of the effort involved in each task. Many businesses use project management tools to calculate the time needed for a project, but a simple paper notebook works too.
  • Set interim deadlines. Once you have a clear idea of what needs to be accomplished and how long it takes, create a timeline that shows both dependencies and interim deadlines. Use this throughout the campaign to make sure progress is on track.
  • Source volunteer help. You can’t do it all yourself. If you have already recruited a group of volunteers, divide the tasks among them. This will allow you to shorten your timeline and take advantage of expertise you might not have on staff.
  • Measure results. Before you launch your campaign, determine the metrics that will show how well you achieved your objective. After the campaign, evaluate these measures and look for things you can learn. If you didn’t reach your goals, why? If you did, what worked well?

Your marketing campaign plan doesn’t have to be complex or lengthy. In fact, mapping it out using an agile marketing approach probably won’t take up more than a couple of pages. The key is to plan efficiently and get started.






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