Plan High-level Initiatives: Campaigns, Promotions, Key Dates & Monthly Themes
Create a cohesive and compelling customer experience and drive more revenue with strategic cross-channel initiatives that advance the customer journey.
How Initiatives Work
Categories of Initiatives
Initiatives are overarching, priority marketing efforts that are supported by multiple connected Tactics.
- Campaign – a positioning or theme driven multi channel marketing effort to distribute key messages (e.g. a brand awareness campaign)
- Promotion – a discount or reward driven marketing effort to drive action (e.g. 10% off your first order when you subscribe to the newsletter)
- Key Date – an important event, happening or observance (e.g. a product launch)
- Monthly Theme – a topic that ties into seasonality or major initiatives and is used to unify and inform marketing activities within a month (e.g. a Monthly Theme of Gratitude for November)
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.
For more explanations and instruction, visit Guides where you will find a Glossary of terms, other role tutorials, and more. If you still have unanswered questions, contact us.
Our strategic omnichannel marketing planning calendar is patent pending.