Creating and Managing Campaigns

Creating and designing Omnichannel Campaigns is the core step of the Product Planning process. This is where we bring together all elements from the previous steps - Points of Interest, Strategic Drivers, Communication Objectives, Personas & Segments, Content Assets - and translate them into actions and consistent Omnichannel Customer Experiences.

A campaign starts from the “problem” we want to solve (Point of Interest) and the Strategic Driver(s). We solve the “problem” by driving desired changes in the stakeholders beliefs and behaviours. A campaing defines the HOW, the story and customer experience we need to deliver to drive those desired changes to the relevant stakeholders.

We build a campaign by defining the following categories of information:

Campaign Basics: Name, Description, Start and End Dates, Points of Interest and Strategic Drivers implemented
Objectives: define the specific Objective, Key Results and KPIs of the campaign
Channels: add / remove the channels used to engage the stakeholders
Phases: (optional) a campaign could be broken down into multiple phases
Touchpoints: the actual interactions we plan to have with the stakeholders
Budgets required to deliver the campaign

Creating a Campaign

In the Campaigns Process Step click on the Add Campaign Button found in the upper left part of the screen to create a new campaign for the current plan. This will open a pop-up window in which we can input the campaign basics:

Name - input a relevant name for the campaign

Start & End Dates - define campaign duration through start and end dates

NOTE The system does not force these dates to be within the planning period

Description - provide a relevant description of the campaign

Points of Interest - select the POI that the campaign aims to address

Strategic Drivers - select the strategic driver(s) the campaign aims to implement

SAVE campaign

Upon clicking Save a new empty campaign is created and displayed in the campaigns list. The new campaign will the displayed after the existing campaigns, if there are campaigns already defined you may need to scroll down to see the new campaign.