Growth Plan Scoring Exercise

	B	C	D	E	F	G	H	I	J
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2		Category	Reach	Targeting	Cost	CLV	Resources Required	Cumulative score	Ranking
3	Campaign Channels	Scoring criteria:	1=narrow 5=broad	1=broad 5=specific	1=expensive 5=cost-effective	1=low 5=high	1=resource-intensive 5=light on resources
4	Direct Mail	Owned	2	4	5	4	4	19	1
5	Paid search: Branded	Paid	2	3	4	5	3	17	2
6	Paid search: Unbranded	Paid	4	4	2	3	4	17	2
7	Facebook / Instagram	Paid	3	4	3	3	3	16	4
8	Events	Owned	2	3	4	2	5	16	4
9	Influencer Marketing	Earned	3	3	2	3	4	15	6
10	Podcast ads	Paid	2	4	2	3	3	14	7
11	YouTube	Paid	3	3	2	3	2	13	8
12	Blog Content	Owned	2	2	3	3	2	12	9
13	Billboards	Paid	4	2	1	2	3	12	9
14	Email Nurture	Owned
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