16. Timed Delivery

The goal of this exercise is to determine your campaign marketing plan start and end dates.

There has been a lot of work completed to date. You are almost ready to launch! Considering the timing of the campaign is important it can make or break your success. Impacts on optimal timing can be internal or external. Some influences you will have control over, while others may be dictated by environmental events.

The Exercise

1. Take a step back with your campaign team and look over the Creative Actions (Ex. 14) and Campaign Goals (Ex. 5) to discuss your planned timing.

2. Using one sticky note each, write down the priority Content (Ex. 15), Creative Action (Ex. 14), and Tools (Ex. 15) from your Campaign Canvas.

» Organize them in a vertical column with the first content/action/tool at the top and the last at the bottom.

» Next to the content/action/tool list, use another sticky note to determine a start date and an end date for each.

» Discuss the pros and cons of your proposed launch timing with your team. Reorganize as necessary.

3. Review these dates with your group. Set an overall campaign start date and end date.

» While the campaign may be ongoing, it is good to have an end date for the initial phase so you create a window of concentrated activity. If stakeholders can understand the campaign window, there will be a greater incentive and urgency to act.

4. Capture the work completed with a series of photos.

Notes:

30 minutes

- Sticky Notes

- Markers

- Large wall space