Hilary Harvey is the Digital Campaign Manager at eumom. At any given time, she’s running from 18-25 campaigns, dealing with clients and/or agencies, and ensuring that emails go out when they should and to the right audience segment. In this post, she shares her tips for getting it all done.
There is so much that goes into successful campaign management, from organisation to communication to working with your team. I’ve been doing this for two years now and have learned a lot along the way. From my experiences working with a wide range of clients and agencies, here are my 9 steps to successful digital campaign management…
1. Communicate and be clear from the very beginning of a campaign
When a sale is made and it comes to me, the first thing I do is have a quick chat to the Sales manager about the campaign. The longer I do this, the more I realise the importance of getting information such as: the live campaign date, elements of a new campaign, what’s the main Call To Action (CTA) of the campaign, and who is responsible for providing digital assets. Before a campaign gets handed to me, the Sales team has finalised the campaign activity so it’s essential to get all that information before I can start.
2. Be honest with the rest of your team
The eumom Sales team are brilliant at getting new clients onboard, so it’s really helpful if I can communicate to the eumom Operations team that we’re dealing with a new client. Not all clients understand what an MPU is or can even wrap their head around all the elements involved in a digital campaign, so knowing that we have a new client means that we can then take our time and explain the reason behind each action. It’s also useful so we can over-deliver on the KPIs which have been set.
3. Have a campaign process
I’ll be honest. Sometimes I do break this rule, but in general I try to stick to the following campaign process:
- Receive the SLA from the Sales team, have a chat to make sure the campaign is clear.
- Send the Operations team a Heads Up Email to anyone who will need to be involved in this process e.g. Editorial team, social team, Creative Services team etc..
- Add everything into the project management tool Asana with agreed dates.
- Talk to each team to make sure everything is clear and that the agreed timelines work for everyone.
- Add the campaign to our weekly Ops Activity sheet.
- As work gets done, send it to the client for approval e.g. an article.
- Once the article or campaign is live, monitor its’ performance to ensure the KPIs are met.
- Report on everything at the end of each month.
4. Keep in contact with the client
As a campaign progresses, a client will have to approve each element like articles, social posts and dedicated emails. Client and ad agencies are really busy so it’s important not to email them constantly to get sign-off on various elements. My general rule of thumb is to give at least 2 working days between emails. Also, a lot of campaign management is being the messenger between the client and the Operations team. However at times, it’s easier for the Editorial team to speak directly to the client rather than adding an extra, unnecessary step.
5. Don’t rely on emails but they are important!
Emails have their positive and negative aspects. From a positive aspect, they are great so you can get written approval of every element and digital assets. Even when I do call the client and they say they are happy with the email or article, I still always ask them to put it in an email. However, not everything needs to be in emails between the teams. Since the partnership with Zahra Media Group, I find Slack has been brilliant for minor things like checking the status of something
6. Be reactive
When a campaign finally goes live and traffic is being driven to it, it’s important to monitor the progress to ensure the KPIs are being met. If for some reason, there are challenges with campaign KPIs, it’s imperative that as a campaign manager you are reactive and that you change the strategy to ensure the KPIs are met. This might be as simple as including the article or MPU ad in a weekly newsletter or asking the social team to increase their budget per post. Each of these things can massively impact on a campaign’s success or failure.
7. Watch the data and explain it
At the end of each calendar month, we report on all of the client campaigns which were live in the previous month. For the first part of the month, we will be busy doing 30 client campaigns and analysing all the data. When I do have the time, I will give the Sales team key points from the report and how the campaign is progressing.
8. Keep your own project sheet
Project management tools such as Asana and Trello are brilliant for the team and to ensure the digital campaign goes live on the agreed live date but it’s also really useful to have your own project sheet which contains all the campaign information. I keep a Word doc called Actions where I have all the campaigns, today’s date and the latest status of it.
In order to simplify our records, we created a simple colour system for the campaigns (not so useful if you’re colour blind though!):
- Blue: All Good – Go team! This campaign is live and is being delivered.
- Green: We can Action. We have all the digital assets are working on it, e.g. writing an article, building an email.
- Orange: We are working with the client. This means one of the Operations team, the Sales team or myself are working with the client to get various digital assets or elements e.g. such the social team are working with the client on a social competition.
- Red: We are waiting on the client. This can mean 2 things: that we are waiting for the client to send over something so we can start working on it OR it could mean that we have built an email but we are waiting on client approval before we can schedule it.
9. Finally, have good attention to detail!
Attention to detail is a skill that I’ve been able to improve over the course of this job. For anyone who is in the campaign/project management industry, attention to detail is the single most important skill you’ll use. There is nothing worse than sending a client the wrong link to approve or not reading an email before sending it onto the Operations team to do. Mistakes do inevitably happen but when you have multiple campaigns running at the same time, it’s best to cover your bases so that they are few and far between!