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CAMPAIGN(name or theme)DESCRIPTION(single title, etc.)BUSINESS GOALS(what are we trying to achieve with this campaign)AUDIENCE(who are we targeting? what are their primary needs?)OUTREACH(what mediums are driving this campaign?)NOTES(anything else to consider? any other information necessary?)LINK TO CAMPAIGN CONTENT(where can the reviewer access this content?)CAMPAIGN SITE(link to website, microsite or landing pages)
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[Example: For Dummies B2B Custom Solutions - Originally offering a custom book product, the business has since branched out offering marketing assistance and collateral for your custom book using the "For Dummies" name.][Example: B2B Nurture Campaign: In this campaign we offer expert industry content from Wiley to engage and build trust with customers as well as in hopes of promoting the potential content available to prospective customers.][Example: To nurture and qualify leads for the For Dummies Customer Solutions sales team. Due to the value of the product here (min 2Ok) the customer must directly ask to be contacted by a sales rep in order to qualify as a lead. Until that point we continue to send them high value content in hopes of engaging and building trust with the potential customer.][Example: The primary audience for this campaign is a business with at least 20k in spending power that is looking to partner with a trusted brand to provide knowledge most often to either employees or potential customers.][Example: Email, social (LinkedIn/SlideShare), and advertising].[Example: This campaign has been running continuously for over a year. We continue to release interest level content via social and once a potential customer has signed up for the email list, we provide content to help propel them through the funnel to purchase.][Example: https://drive.google.com/drive/folders/0BwAp1vw450YraDNVZmVNYlh6Wlk][Example: http://www.dummies.com/biz.html]
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Asset list:Asset typeAchieves business goals?Meets audience needs?Brand consistency?Can live beyond point-in-time campaign?Recommended next steps?Additional notes
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Case Studies (on site, link above)case studyNo - There's no way for a user to ask to be contacted after reading a case studyYesNo - Case studies vary in format, voice and toneYesSet a standard case study template/format. Have one person review, edit and realign case studies to format, voice and tone. Also, make it easy for customers to contact a sales rep for more information.
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