SayPro Campaign Setup and Strategy

SayPro Tasks to be Done for the Period

Task Title:

Campaign Setup and Strategy – January Campaign

Department:

Marketing | Digital Strategy | Media Planning

Responsible Parties:

• Primary: Campaign Manager, Digital Strategist
• Contributors: Marketing Analysts, Creative Lead, Media Buyers, Finance Representative
• Reviewer/Approver: Head of Marketing, CMO

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Objective:

To plan and prepare a robust digital advertising strategy for January, aligning with SayPro’s broader marketing objectives. The strategy must clearly define campaign goals, target audiences, budget allocation, platform selection, and creative direction to ensure an effective and measurable campaign rollout.

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Scope of Work:

1. Define Campaign Objectives

• Set clear SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound).
  Examples:
  • Increase product sign-ups by 25% month-over-month
  • Drive 10,000 website visits from paid channels
  • Achieve a minimum 3:1 Return on Ad Spend (ROAS)
• Align campaign goals with departmental KPIs and Q1 business priorities.

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2. Select Platforms

• Evaluate and select advertising platforms based on:
  • Audience behavior and demographics
  • Historical performance data
  • Budget efficiency
• Recommended platforms to consider:
  • Meta Ads (Facebook & Instagram) – for wide reach and engagement
  • Google Ads – for search intent and retargeting
  • LinkedIn Ads – for B2B targeting
  • YouTube / TikTok – for video-based awareness

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3. Audience Identification and Segmentation

• Conduct a data-driven analysis of:
  • Website traffic insights (Google Analytics)
  • CRM segmentation (HubSpot, Salesforce)
  • Platform-specific audience tools (Meta Audience Insights, Google Ads Audience Manager)
• Create or update Target Audience Profiles, including:
  • Demographic data (age, gender, income, location)
  • Behavioral traits (purchasing patterns, content preferences)
  • Psychographic data (interests, values, lifestyle)
• Prioritize 2–3 core audience segments for campaign targeting.

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4. Strategic Budget Allocation

• Work with finance to confirm the total available campaign budget.
• Break down spend by:
  • Platform
  • Ad type (search, display, video, social, retargeting)
  • Region or audience segment
• Prepare a Budget Allocation Document detailing:
  • Daily/weekly spend limits
  • Flex budget for A/B testing or high-performing ad sets
  • Justifications for spend levels per platform

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5. Content & Creative Planning

• Collaborate with the Creative Team to develop the Creative Brief, outlining:
  • Key messaging and campaign theme
  • Visual tone and brand alignment
  • Primary calls to action (CTAs)
• Determine the ad formats to be used (carousel, video, static, story ads, etc.)
• Ensure alignment with the Campaign Brief and approved brand guidelines.

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6. Set KPIs and Tracking Framework

• Define primary and secondary KPIs, such as:
  • Impressions, CTR, CPC
  • Conversions, CPA, ROAS
  • Engagement rates and bounce rates
• Establish reporting structure using a Performance Tracking Sheet
  • Include daily/weekly benchmarks
  • Outline responsibilities for ongoing data updates

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7. Timeline and Milestones

• Create a timeline that includes:
  • Strategy submission deadline
  • Asset production and approvals
  • Platform setup and testing
  • Campaign go-live date (January 1 or first working day)
  • Check-in and optimization review points

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Expected Deliverables:

• ✅ Campaign Brief
• ✅ Target Audience Profiles
• ✅ Budget Allocation Document
• ✅ Creative Brief
• ✅ Performance Tracking Sheet (Setup Phase)
• ✅ Finalized campaign plan presentation (for internal stakeholders)

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Timeline:

• Strategy Complete & Submitted: By December 20th
• Creative Assets Finalized: By December 27th
• Platform Setup & QA Testing: By December 29th
• Campaign Launch: January 2nd