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Best Practices for Campaign Detailed Descriptions

Partner adoption is critical to the success of campaigns. Use the campaign detailed descriptions as an opportunity to education your partners about the campaign. Give them as much information and detail as possible. Here are some recommendation to get you started on providing the best campaign descriptions possible. 

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Image/Visual: (Example above). This image can include a visual overview of some of the components in the campaign. This can include a snapshot of a banner image, widget, email, asset, etc. that is featured. Giving a visual overview for your partners is effective in generating activations and therefore leads. It can go anywhere through your detailed description, wherever most relevant. In this example, we put it first to provide an initial overview.

Campaign Name: Add a strong description of the campaign ranging from 2-4 sentences.

Campaign Objectives: Highlight the objectives of this campaign in 4-7 bullets in detail. Here are some examples:

  • This campaign is designed to generate leads for [product/industry].
  • This campaign outlines benefits of using [product].

Campaign Schedule: Describe the schedule of the content within your campaign. Explain when, why and how they will be deployed to the end users. A great way to relay this information is through tables or bullets.

Benefits of Campaign Deployment: Describe what this campaign will provide to your partner and their customer, more specifically, how it will solve their objectives listed above. Here are some examples:

  • Provide enhanced communication support through new software
  • Reduce server costs as they support more users
  • Improve development time

Target Audience: This is a strong component to your detailed description because it outlines to your partners who they are targeting with this campaign. Use a bulleted primary/secondary approach (as seen below) or a general audience description.

  • Primary:
  • Secondary:

Campaign Components: Write 2-4 sentences about each piece of content within the campaign and how it contributes to the campaign objective.

  • EMAIL 1: 
  • EMAIL 2:
  • EMAIL 3: 
  • BANNER WIDGET:
  • CO-BRANDABLE COLLATERAL:

Extras:

  • More images: Visuals are always a good way for partners to see the effectiveness of a campaign. An image pulled from one of the emails, different screenshots not already included from any campaign components, graphs, charts, infographic, etc. are great to include beyond the first image added.
  • Outside resources: Linking to articles, blogs, product pages, or other external resources in the detailed description can foster further understanding of the campaign.
  • Return: Outlining what this campaign will do for your partners and the company as a whole is a great way to motivate and incentivize campaign activation and utilization.

Depending on the size/complexity of your campaign you may not need all components from this guide. However, keep in mind the more detailed you are, the more informed your partner will be.

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