Marketing Campaign Model Canvas (MC2) is an aid for marketers to articulate and consolidate their campaign planning, quickly and easily.
Developed by the team at GetIT Comms, inspired by Alex Osterwalder’s Business Model Canvas, the Marketing Campaign Model Canvas focuses on the essentials to get a campaign off the ground and yield results. This free download contains a print-ready PDF of the canvas and the template and guidelines in PPT format.
Although there are no specific rules for planning a campaign, they are more likely to get management buy-in and yield effective results when planned in the following sequence:
Before you start talking, find out who you’re talking to. Is your offering aimed at the everyman end-user whose concerns are unlikely to extend beyond issues of personal relevance such as convenience and usability? Or does it target, say, 5-10 man companies, who would typically be more concerned about flexibility and cost savings?
Getting a good handle on the target audience will let you make your moves with confidence later in the game, so you want to be as accurate as possible. Now would be a good time to call in support from your comrades on the ground, and look deep into the profiling.
Integral to this is nailing down their pain points. Perhaps those users find their existing productivity suite… unproductive? Or perhaps that small startup finds most solutions they want beyond their budget?
More often than not, dig enough and you’ll find some that are shared by all levels – all personas. These universal pain points bear as much attention as the big hurts that afflict only, say, IT staff or large enterprises. Because they allow you to repurpose and optimize your messaging.
Everybody has problems they need solving, and aligning your offering to those is key to generating appeal.
Now, deliver the thrust. How can what you’re offering address their pain?
If your offering can save their users time spent on routine tasks, freeing up that time to use on more crucial things (or even to get the job done and knock off earlier – thumbs up for staff morale!), call it out. If it will give cash-strapped companies a means of getting the functionality of expensive solutions on their own terms, underscore it.
How you propose to bring them value is core. Because usefulness is relative. No matter how great your offering, if it doesn’t resonate with them, they’re not likely to spend on it.
But we all know that the best message is worth nothing unread. So it’s time to consider the best ways to get it out.
Yes, ways. You’ll be needing more than one – targeted email, flyers, mass media, social media: each has its pros and cons for any given situation, so you’ll need to map them carefully to make the most of your budget. And something else.
As marketing strategist David Meerman Scott put it, are you going to earn your way in, or buy, beg, and bug your way in? This is inbound versus outbound marketing – getting found through strong branding and content marketing, versus finding folks and showing them what you’ve got. Choose wisely.
After you’ve defined how you’re going to spread your word, it’s time to speak the word. Swing your content marketing into full gear. Product demo videos, case studies, blog posts filled with helpful tips – you have a lot of choices to present your offerings.
Useful, compelling content is the meat and potatoes of your campaign. This is the thing that makes people even want to take a look at your offering, much less put it on the shortlist to their shortlist.
You now have content, and the channels through which they’re going to go out. What about editorial schedules, promotions, seminars, trade show participation…?
Every campaign has its key actions and milestones. Nail down what works for yours, and align them with the overall objective. Think about brand awareness. You want each activity you run to have a direct and positive impact on how people perceive you and your offerings.
All that activity generates results in some form or other, and they can all be measured. And if they’re measurable, they can be analysed.
The only sure way to success in any campaign is working on what you can quantify. But first you need to define what those are.
How many recipients are opening and acting on your emails? What’s the readership of your blog? The ratio of sign-ups to contacts? Identify what matters, and what processes need to be put in place to track and measure them.
All that done, you can move to the budgeting. To know how much to spend, you’ll want to know four things – the industry, the market, the competition, and yourself. Knowing the environment and what others are spending on, as well as what’s worked (and what hasn’t) for you and them before will help greatly in making the most of your dollars.
Additionally, consider: what can you afford to do in-house? What can and should you outsource? And do you have reserves?
And of course, what do you stand to gain from your campaign in the first place? You may have known that from the beginning, but once again, have you quantified it?
It’s, once again, all about the objective. You’re gunning for new clients? How many – 20 a month? Or to increase conversions or revenue by the end of the campaign? By how much – 50%?
Think realistic, and pin numbers to your goals. The metrics you collect along the course of the campaign will tell you how you can tweak and adjust your performance to achieve those numbers.
Read more: Marketing consultancy and branding services by GetIT Comms
You are free to share and remix the canvas – just reference to this page after each use and share your work. Released under the Creative Commons Attribution-Share Alike 3.0 Unported License.
View Alex Osterwalder’s Business Model Canvas