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Campaign Strategy презентация
Содержание
- 1. Campaign Strategy
- 2. Goals of a Marketing Campaign Increase Acquisition
- 3. Campaign Development Alignment with corporate and marketing
- 4. Developing & Measuring Campaign ROI 6Ms Framework
- 5. Case Study: Purple Your Profile P1 Chevrolet
- 6. Purple Your Profile—Mission Highlight and increase Chevy’s
- 7. Purple Your Profile—Market Survivors of cancers Friends,
- 8. Purple Your Profile—Message To celebrate cancer survivors
- 9. Purple Your Profile—Money Super Bowl Ad Production
- 10. Purple Your Profile—Media Traditional Channels: Super Bowl
- 11. Purple Your Profile—Measurement Number of viewers
- 12. PYP—Measurement: Total Reach P1 Total Reach =
- 13. PYP—Measurement: Total Reach P2 Total Reach Traditional
- 14. PYP—Measurement: CPM Cost -per-thousand CPM: Cost
- 15. PYP—Measurement: CPM Comparison CPM for Purple Your
- 16. Takeaways Campaign should align with corporate and
Goals of a Marketing Campaign Increase Acquisition Acquire new followers Increase Retention Keeping your existing followers engaged Increase SOW / SOM Share of wallet Share of mind
Слайд 2Goals of a Marketing Campaign
Increase Acquisition
Acquire new followers
Increase Retention
Keeping your existing
followers engaged
Increase SOW / SOM
Share of wallet
Share of mind
Increase SOW / SOM
Share of wallet
Share of mind
Слайд 3Campaign Development
Alignment with corporate and marketing strategy
Objectives and goals are KEY
to success
Why SMART Goals?
Why SMART Goals?
Слайд 6Purple Your Profile—Mission
Highlight and increase Chevy’s corporate social responsibility (CSR)
Слайд 7Purple Your Profile—Market
Survivors of cancers
Friends, relatives, and those who have supported
survivors to road to recovery
American Cancer Society members and supporters
American Cancer Society members and supporters
Слайд 8Purple Your Profile—Message
To celebrate cancer survivors and those who support them
on the road to recovery
Слайд 9Purple Your Profile—Money
Super Bowl Ad Production
$1M
Super Bowl Ad Placement
$8M
Donation of $1
to ACS per ‘purplized’ profile
$1M
Estimated total cost:
$10-12M
$1M
Estimated total cost:
$10-12M
Слайд 10Purple Your Profile—Media
Traditional Channels:
Super Bowl T.V. commercial
Non-traditional Channels:
Facebook, Twitter, YouTube
Website
Chevrolet Purple
Roads Website
Слайд 11Purple Your Profile—Measurement
Number of viewers of Super Bowl
Number of views
on YouTube video
Engagement on social media
Number of participants
Press mentions
Engagement on social media
Number of participants
Press mentions
Слайд 12PYP—Measurement: Total Reach P1
Total Reach = Traditional + Non-traditional
Traditional = 111.5M
Non-traditional = organic + amplified reach
Non-traditional = 1.8M + 1.5M + amplified reach
How to calculate amplified reach (aka virality)?
1.5M participants via Facebook and Twitter
Average: 200 Facebook friends / Twitter followers
Calculation: 1.5M x 200 = 300M amplified reach
Слайд 13PYP—Measurement: Total Reach P2
Total Reach
Traditional + NT organic + NT viral
111.5M + 1.8M + 1.5M + 300M = 414.8M reach
Super Bowl + YouTube + FB/Twitter + Viral
Слайд 14PYP—Measurement: CPM
Cost -per-thousand
CPM: Cost of campaign x 1000
Total
Reach
CPM: ($11M x 1K) / 414.8M = $26.55
What does this mean? Every 1,000 reach cost Chevrolet $26.55
CPM: ($11M x 1K) / 414.8M = $26.55
What does this mean? Every 1,000 reach cost Chevrolet $26.55
Слайд 15PYP—Measurement: CPM Comparison
CPM for Purple Your Profile: $26.55
Average CPM for Super
Bowl Ad: $30-35
Was this a success?
YES
Was this a success?
YES
Слайд 16Takeaways
Campaign should align with corporate and marketing objectives
Campaign Strategy Success:
Development +
Management + Measurement
Utilize frameworks such as SMART Goals and 6Ms to help guide and measure success
Utilize frameworks such as SMART Goals and 6Ms to help guide and measure success
