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Function: Strategic Marketing Planning
You’ll find your Plan role displayed within your Profile and at the center top of the Plan you are working in, right next to the “i” icon.
Click the icon to open the appropriate tutorial at any time.
Annum is a master marketing calendar and integrated omnichannel planning system. It is purpose built for strategic planning. It's where you flesh out your integrated marketing plan.
In Annum you see insights, Initiatives, Tactics, and in-market dates. It serves as a plan of record that shows the omnichannel customer experience.
Annum is not a project management or production tool. Those tools support the execution of the strategic plan with tasks, deadlines, to do lists, and creative asset development.
The far left pane provides global navigation to the three functional areas of the application.
Plans in the upper left hand corner will take you to a list of the Plans you have access to. Each business or brand is set up on its own unique Plan. Select Launch Plan to view.
Under Help you will find links to: our instructional Guides, Feedback for reporting bugs and suggesting new features, and Contact Us for connecting via email.
Click on your icon to access your Profile or log out. In your Profile you can edit your name and email address and change your password. Here you can also see a list of the Plans you have access to and your role for each.
Turn on Calendars of Interest
Timing in relation to seasonality and external events is critical to the success of a strategic marketing plan. That's why Annum features calendars of holidays, observances, events, and customer insights that can be turned on with a click.
Calendars of Interest must be turned on in a Plan by a Plan Admin in order to be accessible. We offer a set of standard calendars as well as the ability to add custom calendars set up for public sharing. Visit the Calendars of Interest Guide for the full list and set up instructions.
Initiatives are overarching, priority marketing efforts that are supported by multiple connected Tactics. Initiatives are categorized as Campaigns, Promotions, and Key Dates.
Once an Initiative, such as a Campaign, is entered into your Plan, you can tag Tactics to it as you create them. Then, when you select that Campaign as a Filter everything else drops out of the calendar except for the Tactics tagged to that Campaign. This gives you a cross channel view of all campaign elements for more strategic integrated planning.
Strategic Priorities are elements of a business’ marketing strategy that are activated via Initiatives and Tactics. Strategic Priorities are categorized as marketing objectives, target audience segments, customer journey phases, and more. Strategic Priorities must be set up by a Plan Admin in order to be accessible.
Once an Strategic Priority, such as an Objective of Awareness, is entered into your Plan, you can tag Initiatives and Tactics to it as you create them. Then, when you select that Objective as a Filter everything else drops out of the calendar except for the Initiativs and Tactics tagged to that Strategic Priority. This gives you a strategic cross channel view of all in market activity related to that priority.
Tactics are specific, individual, timed actions a business takes to communicate and/or engage with its audiences, for example: a Happy Valentines Day Instagram Post on February 14, 2022 at 8:00 a.m.
Tactics are organized by Channel and Tactic Type. Channels are the different tools and media vehicles a business uses to communicate with its intended audiences, for example: website, organic social media, signage, paid search. Tactic Types are the types of actions a business takes to communicate/engage with its audiences in different Channels, for example: home page banner, social post, front window sign, PPC text ad.
Select Your Best View
Initiatives and Tactics that are entered into Annum, can be viewed a number of different ways based on your needs. Use the following buttons at the top of the application to select the right view for you.
The Day and Month views are most helpful when trying to determine time of day or best day of week / month for a Tactic. In order to keep the day grids of these two views uncluttered, Annum displays month long observances/events, overarching Initiatives, Monthly Focuses, and long running Tactics in the Overstory.
The Monthly Focus is an opportuninty to establish a cue for planners in a Channel. For example if you would like the Social Media team to share posts relating to "Gratitude" during the month of November.
Get Strategic With Filters
When you have a lot going on it's hard to ensure that all Channels are working synergistically for the success of your key Initiatives and Strategic Priorities. In order to help you make better strategic decisions, Annum features Filters that can provide a cross channel integrated view of all Tactics related to a specific Campaign, Promotion, Key Date, Objective, Target Segment, or Journey Phase.