What is a campaign kit?
A campaign kit is a collection of promotional and marketing materials assembled to assist partners in effectively promoting their Academy of Cheese courses. The purpose of a campaign kit is to provide consistent and cohesive messaging while offering a range of tools and resources that can be easily utilised by Training Partners.
What’s included?
The contents of a campaign depend on the collective tools, knowledge and resources available, but they typically include a mix of digital and physical materials. Here are some suggested elements:
Email templates
Following best practice we design and build a HTML email template library that can be adapted (or used as they are) and provide content examples.
- Course announcement email
- Automated RSS course promotion
- Reminder email(s)
- Delegate registration sequence
- Delegate feedback sequence
- Course roundups
- Newsletter zones
- Email hero templates
Social templates
Based on the social channels used, we design and build a social media image template and post content library for each step of the campaign
- Facebook events and post templates
- Linkedin events and post templates
- Instagram shop images and content
- Course product image templates
- Twitter image templates and posts
DIY POS Assets
- Course POS postcard templates
- Course flyer templates
- Training poster templates
- Dual branded lead magnets
Paid promotions
Set up and manage pay-per-click (PPC) advertising campaigns to drive targeted traffic to a Pillar page of Training Partners, including course listings. This can include Google Ads, social media advertising, or display ads on relevant websites.
Landing Page or Microsite Template
If applicable, provide partners with templates for creating dedicated landing pages or microsites to promote the courses.
Project Plan
1. Objective alignment
First we need to understand participating training partners’ level of marketing knowledge, capabilities and goals:
- Define project objectives and goals.
- Establish the project team and roles.
- Create a project schedule.
- Develop a budget.
- Identify key stakeholders.
- Obtain necessary approvals.
2. Marketing and Promotion Strategy
Based on the collective knowledge, experience, tools and objectives we can create a shared, adaptable campaign strategy:
- Develop a content calendar for social media posts.
- Plan an email marketing campaign.
- Set up tracking and analytics tools.
- Create an event planning guide.
3. Research and Content Gathering
- Research the Academy of Cheese branding and messaging.
- Collect detailed course information, including descriptions, schedules, and instructor profiles.
- Gather high-quality images and graphics related to cheese and the courses.
- Create a list of past testimonials and case studies.
4. Design and Content Creation
- Develop branding guidelines, including logos, colors, and typography.
- Design promotional brochures, flyers, posters, and web banners.
- Create video and multimedia content.
- Write marketing content, including email templates, social media posts, and press release templates.
5. Digital Resources Development
- Create or update the Academy of Cheese website with landing page templates.
- Develop email templates for marketing campaigns.
- Produce video and multimedia content.
6. Training and Support
- Provide training sessions for partners on using the campaign kit.
- Offer ongoing support for partner questions and feedback.
7. Evaluation and Feedback
- Collect feedback from partners on the effectiveness of the campaign kit.
- Analyse campaign performance data.
- Make adjustments based on feedback and data.
8. Project Closeout
- Document project outcomes and lessons learned.
- Continue to provide support to training partners as needed.
- Periodically update the campaign kit with new materials or improvements.
- Acknowledge and celebrate the successful completion of the campaign kit project.
