Creative and Effective Marketing Campaigns

This course provides a structured approach to planning, designing and implementing short-term marketing communications campaigns. You’ll learn how to set objectives, build compelling propositions and use the right media in the appropriate way.

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Create captivating and engaging marketing communications campaigns that demand potential customers take action. This course provides a structured approach to planning, designing and implementing short-term marketing communications campaigns. You’ll learn how to set objectives, build compelling propositions and use the right media in the appropriate way.

This course is aimed at:

People who are responsible for marketing communications campaigns. It is also suitable for those who have worked in marketing for a while and need a refresher on the core principles or an integrated approach on how to use a combination of the right tools.

You will learn to:

  • Appreciate available marketing platforms and their benefits.
  • Understand and contextualise the key aspects of marketing communications planning (objectives, customer touchpoints, project management).
  • Build a creative marketing campaign/plan.
    • Learn how to deploy owned media – websites, content, social media
    • Learn how to maximise earned media – PR, talks, events, awards, case studies, testimonials
    • Learn how to use paid media – advertising
  • Evaluating marketing campaigns.

Course Content

Key aspects of campaign planning
  • Know your customer (needs/desires)
  • Objectives and campaign planning
  • The right project management tools and approaches
  • Creating a campaign brief
  • Owned vs. earned vs. paid assets
Creating a home on the web 
  • Why do you need a home on the web? 
  • Creative, look & feel
  • Content / UX / Customer journey
  • Landing pages and funnels
 
Content – material that inspires people to action
  • Five topics you must create content around
  • Adopting an integrated approach
  • Creating time specific marketing plans
  • Creative long form content
  • Supporting uptake with blogging, video, email, direct and more 
  • Software recommendations
 
Making the most of social media 
  • Ways to get strategic with Twitter, Facebook and Instagram (examples)
  • Ways to use Twitter and Facebook to deliver effective customer service (examples)
  • Prospecting and positioning on Linkedin (examples)
  • Dealing with negative comments or difficult situations
Using the power of the media, awards and other ‘third party accreditation’ for promotional purposes
  • Maximising news and media
  • Winning awards
  • Giving talks/seminars
  • Participating in other events
  • Reviews, case studies and testimonials
Using advertising to reach more people with your messages
  • Search engine pay per click 
  • Social media sponsored and boosted promotion
  • Online display
  • Text ads 
  • Remarketing
  • Press and outdoor
Creating an effective marketing campaign 
  • Creating the control document
  • Critical assets 
  • Engaging people
  • Roles and responsibilities
  • Timings and budgets
  • KPIs and measurement

£ 579.00 ex.vat

Data sheet

Course Duration 1 Day
Location London