Overview

This one-day marketing training course focuses on how to plan and implement campaigns
You will learn to set precise goals, generate strong ideas and deploy the right media

Topics include evaluating platform benefits and building creative campaigns

After this course you will be able 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.

Who should attend?

If you are responsible for marketing communications campaigns, this course is for you. 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.

Learning outcomes

  • 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.

Outline

Module 1: 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

Module 2: 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

Module 3: 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

Module 4: 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)

Module 5: 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

Module 6: 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

Module 7: Creating an effective marketing campaign

  • Creating the control document
  • Critical assets
  • Engaging people
  • Roles and responsibilities
  • Timings and budgets
  • KPIs and measurement
ISOC trainers

Training staff include

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