1Determine the specific objective(s) of the campaign
Importance: Essential
E.g. We want to generate 100 new valuation leads over the next three months.
2Determine the budget for the campaign and the expected ROI
Importance: Essential
E.g. We are going to invest £6,000 in this campaign, which will give us a cost per lead of £60 if we hit our target of 100 new valuation leads. Our current conversion rate of valuation to instruction is 1 in 4, so we’re likely to achieve 25 new instructions at a cost of £240 per instruction. Our current average fee per instruction is £3,600, so our target ROI is 93%.
3Determine the target audience
Importance: Essential
E.g. We are targeting owners of 2, 3 & 4 bedroom houses within a 1 mile radius of Newbury town centre who may be experiencing a change in circumstances/lifestyle, such as a new job, a growing family, children moving away, etc.
4Determine the campaign message
Importance: Essential
4.1Consider what the target audience need to hear at this time of change
Importance: Optional
4.2Consider what’s important to the audience when they are thinking of moving home
Importance: Optional
4.3Consider the problems the audience might be experiencing and how can we solve those problems
Importance: Optional
4.4Consider what makes us stand out and how we can succinctly express this to our audience
Importance: Optional
5Determine the most appropriate media to use
Importance: Essential
Review the attached list for potential media options.
5.1Consider where can we find our target audience
Importance: Optional
5.2Consider which websites/social media they visit
Importance: Optional
5.3Consider where the audience spend their time
Importance: Optional
5.4Consider who the audience listens to/gets advice from and who/what are their influencers
Importance: Optional
5.5Consider when the audience are most likely to notice marketing messages/adverts
Importance: Optional
6Allocate specific budget and targets for each chosen media
Importance: Essential
6.1Consider how many leads we expect to get from each element of the campaign
Importance: Optional
6.2Consider how much of the budget is needed for creative and how much is available for media spend
Importance: Optional
6.3Consider what is the most cost effective way of spending the budget
Importance: Optional
7Prepare a media schedule
Importance: Essential
Plan the media schedule for the duration of the campaign.
7.1Book any relevant media
Importance: Essential
7.2Confirm copy deadlines
Importance: Essential
7.3Brief/prepare the campaign creative for the chosen media
Importance: Essential
7.4Sign off the creative and commence delivery of the campaign
Importance: Essential
Before approving the creative, make sure it fulfils the purpose.
7.4.1Check the messaging is right for the target audience
Importance: Optional
7.4.2Check the messaging is right for the media we’re using
Importance: Optional
8Brief the sales team about the campaign
Importance: Essential
What (message), where (media), when, why (objectives).
8.1Make sure all team members are aware of the help we need from them to measure the success of the campaign
Importance: Essential
8.2Set up any new source of enquiry codes needed within our estate agency software
Importance: Essential
9Measure the effectiveness of the campaign against our original objective(s) and expected ROI
Importance: Essential
9.1Consider which media has proved most effective
Importance: Optional
9.2Consider which media hasn’t worked
Importance: Optional
9.3Consider whether we reached the intended audience with this campaign
Importance: Optional
9.4Consider how the campaign performed against our objectives
Importance: Optional
9.5If it worked, consider why. If it did not work, consider why not.
Importance: Optional
10Use learnings from the campaign to inform our future lead generation campaigns
Importance: Essential
10.1Consider what we would do the same next time
Importance: Optional
10.2Consider what we would do differently next time
Importance: Optional
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