Plan and launch a client webinar campaign

What is going on

Northbank Logistics, a corporate client, is launching a new freight service and wants a webinar on 22 October to reach freight buyers in manufacturing and retail. Project PRJ-26-036 is in planning with a budget of 22,000 dollars. The Marketing and Communications Manager wants a complete campaign: audience and message, an email sequence, social content, a landing page brief, the registration and reminder flow, the digital advertising approach and the measures Meridian will report. The client's operations manager has just been onboarded and will be the presenter. The first email and the campaign plan are due on 18 September and the client wants a registration target agreed up front.

Your brief

Produce a campaign plan that positions the service for the right audience, a sequenced set of marketing activities across email, social and digital advertising, a draft first email and landing page brief, and a measurement plan, keeping the project and client records current.

Work through it

You do not need to do it all. Doing a few of these will show you what the work is like. Your ticks and notes stay on this device.

• Read the project record PRJ-26-036 and the client brief supplied by your assessor, and write the audience profile, the key message and the campaign objectives with a registration and attendance target.
• Plan the campaign timeline from 21 September to 22 October with each activity, its channel, its owner and its date, and enter the milestones in the Projects Register.
• Draft the first invitation email with subject line, preview text, body copy and call to action, and outline the reminder and follow up sequence.
• Write a landing page brief covering purpose, headline, content sections, registration form fields, privacy statement and thank you page, consistent with the Privacy and Information Security Policy.
• Plan the social media content and the paid digital advertising approach, including formats, targeting, budget split from the project budget and a short test plan.
• Define the measures you will report to the client, including registrations, attendance, cost per registration and engagement, and design a one page results report format.
• Record the campaign planning call with the client in the Client Relationship Manager and prepare a short presentation outline for the client sign off meeting.

What someone in this role would produce

• Campaign plan with audience, message, objectives and timeline
• Draft invitation email and sequence outline
• Landing page brief
• Social and digital advertising plan with budget split
• Measurement plan and client record entry