Main/Side Campaign Roadmap

| 54 minutes

Main or Side Campaigns are campaigns that are scheduled to run within a specific timeline with a topic and goal.

Main Campaigns are larger, more complex campaigns that are scheduled to run for a longer period of time (1 calendar quarter or more), with goals that are aligned with the yearly goals of the company. Each calendar year will have 1-4 Main Campaigns.

Side Campaigns are scheduled for a shorter term period and smaller scale in objectives. They are identified through observations of market or company behavior and trends, and scheduled throughout the year as it seems fit and the need arises as identified by the BD Dept. and/or Marketing Dept., without affecting the Main Campaign schedule. Side Campaigns can be run as little as once per quarter, to once per week depending on Marketing and BD Dept.’s decision.

In order to run successful campaigns for the year, a detailed Campaign Roadmap needs to be put in place. Here are the key purposes and benefits of building a campaign roadmap:

  • Strategic planning: A campaign roadmap allows you to align your campaign with your overall marketing strategy and business objectives. It helps you identify the target audience, messaging, positioning, and desired outcomes of the campaign. By taking a strategic approach, you can maximize the impact of your campaign and ensure it supports your broader marketing goals.
  • Clear communication: A roadmap provides a clear and concise overview of the campaign plan, making it easier to communicate and align with stakeholders, team members, and other involved departments. It ensures everyone involved understands the campaign objectives, timelines, and their respective roles and responsibilities.
  • Resource allocation: Building a campaign roadmap helps assess and allocate the necessary resources, including budget, personnel, technology, and creative assets. It ensures that you have the right resources in place to execute each phase of the campaign effectively.
  • Timeline management: A roadmap helps establish a timeline for the campaign, including key milestones, deadlines, and dependencies. It enables the setting of realistic timeframes for each phase of the campaign and management of the overall project timeline effectively. This ensures that tasks are completed in a timely manner and helps avoid bottlenecks or delays.
  • Task coordination: A campaign roadmap allows you to identify and coordinate the various tasks and activities required for the campaign. It helps you understand the interdependencies between different tasks and ensures that they are executed in a logical and coordinated manner. This promotes efficient workflow and collaboration among team members.
  • Measurement and optimization: A well-defined roadmap includes a plan for measuring the success of the campaign and tracking key performance indicators (KPIs). It enables you to set benchmarks, track progress, and make data-driven decisions to optimize the campaign as it progresses. This helps you identify what's working and what needs adjustment, allowing you to continually improve the campaign's effectiveness.

In summary, building out a campaign roadmap provides structure, clarity, and guidance for executing a marketing campaign. It ensures that all aspects of the campaign are planned, coordinated, and executed effectively, increasing the chances of achieving the desired results. This SOP will detail the major steps in the process of laying out the yearly Main and Side Campaign Roadmap.

Introduction: Main/Side Campaign Channels

Before jumping in to prepare the yearly Campaign Roadmap, Marketing Dept. must first understand the different Main/Side Campaign Channels that are used in the company. Unlike Permanent Campaigns, Main/Side Campaigns have a wider variety of Campaign Channels that can be utilized. Not all channels should be used in a single campaign, rather a combination of different channels that will best suit each Campaign Theme. In general though, the following channels will be used in every Main/Side Campaigns:

  • Email Marketing - Newsletter
  • Social Media Posts

This is because the above 2 channels are scheduled to run at an almost weekly schedule, frequent enough that any Main/Side Campaign related themes should be run on both.

Other than the above channels, there are 6 other marketing channels to be considered depending on the goals of the campaign. These 6 other channels may require more resources, time and budget, and therefore must be carefully considered. Main Campaigns will usually utilize at least 1-2 of these channels, while Side Campaigns may include less or none. To decide the different channels, it is important to first understand the differences in application for each below:

The different channels below are arranged in the order of most resource/time intensive to the least (with the exception of No. 3). The last three channels are included as a potential channel to be used in the future, but is not currently an approved channel for consideration.

I. Deciding Campaign Themes

The first step in Main/Side Campaign Management is deciding on the annual campaign themes. Campaign Themes refer to the main topics decided for a Main/Side Campaign, that are decided to meet specific goals during the decided time period. The campaign theme should be short but clear and understandable, as it will be referred to as the central idea or concept of the campaign. Some examples include:

  • 2023 Main Campaign Theme for Q1: AdvaMate Pet Supplements Launch
  • 2023 Main Campaign Theme for Q2-Q3: Southeast Asia Region New Prospect Acquisition
  • Side Campaign Theme: Blood Collection Tubes Remarketing
  • Side Campaign Theme: Men’s Vitality Syrup Product Launch
  • Side Campaign Theme: Globela Vendor Reverse Marketing

Objective: To decide the Main/Side Campaigns to be run in the following calendar year.

When: Two (2) months before the New Year, Marketing Dept. Manager will receive a Calendar reminder to start coordinating with BD Dept. to identify potential themes for the upcoming year’s campaigns.

Creating the Yearly Campaign Folder & G-Sheet

  1. Marketing Dept. Manager will copy a template folder in the Server.

    2. File Source:

    Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns\TEMPLATES

    Folder name: [YYYY] TEMPLATE

  2. Paste the template folder and rename it to the YEAR of the campaign.

    3. Destination:

    Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns

    Folder name: [YYYY]

  3. Back on the template folder, open the template G-sheet.

    4. File Source:

    Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns\TEMPLATES

    File name: [YYYY] Campaign Roadmap TEMPLATE

  4. Proceed to create a copy of the Campaign Roadmap G-sheet by clicking on the “FILE” and “Make a copy” button on the top left corner of the page.
    1. Revise the name field to: “[YYYY] Campaign Roadmap”, filling in the year value.
    2. Change the Folder location to the [YYYY] folder that was just created. Once the correct location is selected, go ahead and click “Make a copy”.
    3. Close the newly created G-sheet for now.

Creating the yearly Campaign Task.

  1. Create a Task under the Project - Marketing: Main Campaigns" by locating the task template with Task Name:

    2. “[YYYY] Campaign Schedule TEMPLATE”

  2. Open the template Task and click on the “Action” button at the top, and select the “Duplicate” option.
  3. Once the task is duplicated (new task is created), edit the following details:
    • Task Title: [YYYY] Campaign Schedule
    • Assigned to: [Marketing Dept. Manager]
    • Kanban Label Color: Purple (as is)

      • Note that under this project, the main Task for the year is PURPLE by default. Every Main Campaign Task that will be created later on, can be assigned any other colors except for Purple or Red. This is because Red is already assigned for Side Campaign tasks.

    • Priority: P1 (3 stars)
    • Tags:
      • Marketing Dept.
      • Story
    • Task Description: (edit the task description below as required).

      • Description:

      This task is created to track the overall progression of the Campaigns scheduled for [YYYY].

      Acceptance Criteria:

      1. Campaign Themes and Messaging are decided.
      2. Campaign Roadmaps are set.
      3. Tasks and Subtasks for each Campaign Themes and Channels are created.
      4. Ensuring campaigns are executed within set timeline.
      5. Each Campaign assessment is carried out.
      6. Campaign results are to be reported.

      Linked Elements:

      • Campaign Schedule and Materials:

        • Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns\[YYYY]

        [link to the Campaign Roadmap G-sheet]

      • Targeted Countries
    • Stage: Backlog
  4. On the newly created task, send a task to BD Dept. Manager to ask them to provide their Campaign Theme proposals based on their goals for the year. Include the Campaign Marketing Specialist in the task.
  5. Set a deadline in the form of Activity for BD Dept. Manager for D-1 of the next scheduled Biweekly BD-Marketing Meeting*.

    6. *If BD-Marketing Meeting is rescheduled or canceled, schedule the meeting separately in the Calendar and send a task to notify BD Dept. Manager to ensure the timeline of campaign planning.

    Calendar: How to create an Event or a Meeting

  6. Locate the task for the next scheduled Biweekly BD-Marketing Meeting, include this topic in the meeting points. These meeting tasks can be found here: Marketing: Meetings".
  7. BD Dept. will send tasks to Marketing Dept. Manager and Managing Director on their proposals. These points will then be discussed in the Biweekly BD-Marketing Meeting.
  8. At the end of the meeting, a list of Campaign Themes for the year will be decided. This list will need to be inputted to the Campaign Roadmap Sheet.

Annual Main and Side Campaign Overview

The campaign roadmap sheet is a tool used to help visualize the different Main and Side Campaigns that are planned for the week. When creating the yearly campaign roadmap, different Marketing Channels, time requirements for prep and launch, and different deliverables will be required. All of this is to be coordinated in an extended period of time. The Campaign Roadmap G-Sheet is created to bring together this information in a visual way, to help with better planning and coordination.

This part of the SOP will explain how to fill in and utilize the Campaign Roadmap G-Sheet, starting with the Main Campaign (MC) and Side Campaign (SC) Overview of the year. This part is to be done by the Marketing Dept. Manager, with assistance from or handover to the Campaign Specialist.

  1. Open the copied template of the Campaign Roadmap G-Sheet of the upcoming year. If correctly placed in the previous steps, it will be located here:

    2. Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns

    Folder name: 20XX (upcoming campaign year)

  2. At the same time, open the [YYYY] Campaign Schedule Task.
  3. At the same time, it is recommended to find the year’s calendar online.

    4. Note: find a Monday to Sunday calendar that also shows the number of weeks for that year, on Google, on the side. It will provide a quick overview of the actual number of weeks per month and per quarter.

  4. On the G-sheet, locate the first sheet: MC Overview. Now the Marketing Person can proceed to fill in the Main Campaign details that were discussed and agreed upon in the previous Mkt/BD Dept. Meeting.
  5. Start by inputting the “Q# - Campaign Theme” which is at the header of each “table” with the Quarter number and the Campaign Theme Title.

    6. For example:

    Q1 - Southeast Asia New Distributors

    Q1/Q2 - AdvaMate Brand Launch

    Repeat for the tables below for every Main Campaign. Input them in chronological order of Q1-Q4.

  6. Coming back to the first Main Campaign, proceed to input the following information under Description section:
    1. Timeline
      • Quarters: select the Quarter(s) for this campaign from the dropdown.
      • No. of Working Weeks: number of weeks during the duration of the quarter(s).
    2. Target Audience
      • Target Markets: list of countries or country groups (either by Geographic or Regulatory) Country & Regulatory Groups". If it is not country specific, input “Global”.

        • Note: Global here refers to all countries excluding Blacklisted/Restricted Countries. If other exclusions will be available for whatever reason (such as exclusivity), add this information here as well.

      • Regulation Type: select the regulation type that applies in general to the Target Market.
      • Country Profile: based on the target markets, range and regulation type, check to see what will be the Target Audience’s general behavior. Use the guideline from the Targeted Countries Profile. If targeting a wide diverse audience, separate with bullet points.
      • Distribution Channels: based on the target markets, range and regulation type, list down the expected secondary distribution channels for this campaign. Understanding our Target Audience’s buyers will provide insight to what the Target Audience will be thinking of when sourcing a supplier. Reference: Distribution Channel
      • Other Description: any other information relevant to the campaign to be kept in mind during the whole campaign duration.
    3. Main Objectives

      4. Fill in the field with bullet points, with the main (general) objectives of this campaign, as per the meeting with BD Dept.

    4. Specific Goals & KPIs

      5. Leave this field blank for now. The specific goals and KPIs cannot be determined yet at this point.

  7. Ignore the Strategy section (Channels, Lead Sources, and Budget) of the table for now, as this will be filled in in the next part of the SOP. Repeat the same process of filling in the general details of the main campaign for Main Campaign #2, #3, etc. as applicable on the next table below with the same template.
  8. Locate the next sheet: SC Overview.

    9. During the meeting, BD Dept. will likely have also suggested some Side Campaigns to run for the year with the Main Campaign Proposals, the details of these side campaigns will be sent via task by BD Dept. Manager on the task: Side Campaigns: Proposals".

    Add each proposed Side Campaign Theme and details into the template present. Should there be any Side Campaigns pending from the previous year that have not been implemented, they should also be included in the sheet as a potential Side Campaign to be run this year instead.

  9. Start inputting the details of each Side Campaign from the Task to the Sheet:
    • Theme Name/Product Range

      • Name of the side campaign that describes the topic of the campaign. As side campaigns can be as simple as to just some products, just the product range description will also be sufficient.

    • Objectives

      • Reason that the side campaign is proposed and its intended goals.

    • Launch Time

      • Estimated time where the campaign is to be launched. Unlike Main Campaigns, Side Campaigns are generally flexible except for some time sensitive topics. The launch time can provide an idea for Campaign Specialist how to coordinate the schedule between the Main and Side Campaigns in the calendar.

    • Target Audience

      • Countries, Regions and/or the regulatory country groups as the target audience of the campaign. This is provided by BD Dept. briefly and can be discussed further in detail when the Side Campaign task is created and the campaign is ready to be scheduled.

    • Category

      • Most side campaigns will be carried out by Email Marketing, and can follow the Email Marketing Categorization to determine the time and deliverables needed to carry out a campaign.

    • Channels

      • Normally BD Dept. will include only Email Marketing and Social Media for side campaigns, but may include proposals to include other campaign channels. Input as per the proposal of BD Dept. for now.

    • Status

      • The status will be set as “Draft” by default in the beginning. No changes required for this field for now.

  10. Repeat the same for every single proposed side campaign on the next row.

    11. Note: Since Side Campaigns are usually shorter term and flexible in scheduling, BD Dept. may inform just the list of side campaign proposals that come to mind from time to time in the task: Side Campaigns: Proposals". BD Dept. may provide an estimated time the side campaigns need to be carried out (if the theme is time sensitive), although more often than not they can be scheduled flexibly in between carrying out the different channels scheduled for a Main Campaign.

    Note: On an ongoing basis, BD/Marketing Dept. must continuously provide new Side Campaign Proposals through the task mentioned above. In this case, Marketing Dept. Manager can go ahead and add the proposed Side Campaign details right away to include them in the yearly planner overview for Campaign Specialist to consider when planning the monthly and weekly schedule.

  11. Once both sheets: MC Overview and SC Overview are done, send a task to BD Dept. Manager to review and confirm/revise the filled in information. This stage should not take long, as it is just a reconfirmation of points discussed in the Meeting, organized into the Sheet. This is to make sure that both Departments have the same understanding and goals.
  12. In the meantime while getting BD Dept. Manager approval, Campaign Specialist can proceed to prepare the Yearly Schedule & Monthly Calendar Sheet.

    13. Note: If BD Dept. Manager has provided feedback after a short amount of time that there is not enough time for the Yearly Schedule & Monthly Calendar Sheet, skip these 2 parts for now and jump to step II. Deciding Main Campaign Channels". The skipped to parts can be done altogether as step III. later on, but preferably done during this “waiting period”.

Yearly Schedule Prep

The Yearly Schedule sheet is intended to provide week-by-week breakdown for every quarter of a Campaign Period. This is helpful in determining the different channels that will be used during the campaign period. It includes both the “Prep” and “Launch” periods, so that the Mkt. Dept. can visualize the amount of workload that will be required for a certain week, related to campaigns.

Objective:

  • Schedule MC vs. SC: As different channels will be used between a Main Campaign and various Side Campaigns, it is important to visualize the plan to avoid over/under delivering every week, and to make sure the plan fits with the goal of campaigns by the end of every Quarter.
  • Coordinating Intra and Inter Dept.: A few channels will require deliverables from different Mkt. Specialists, Campaign Specialist needs to make sure that the demands of these channels within a period of time, can be met by themselves, as well as the team. Additionally, Mkt. plans are directly correlated with the amount of Leads that BD Dept. will be handling. When working together with the BD Dept. for proposed projects, they must make sure both departments are allowed enough time to carry them out effectively.
  • Campaign Variations: the schedule helps visualize what the target audiences will see each week and avoid “ad fatigue” where similar messages/themes are constantly repeated over short periods of time to a small target audience. Variation is important to maintain interest across all AdvaCare range, target audiences, and Offers.

When:

Two (2) months before the New Year, Marketing Dept. Manager will receive a Calendar reminder to start coordinating with BD Dept. to identify potential themes for the upcoming year’s campaigns. Ideally the following timeline is followed:

  • 2 weeks before the New Year: Q1 schedule is done, Q2 schedule is 50/50, Q3&Q4 can be a barebone draft
  • 2 weeks before Q1 end: Q2 schedule is 100% fixed, Q3 schedule is 50/50
  • 2 weeks before Q2 end: Q3 schedule is 100% fixed, Q4 schedule is 50/50
  • 2 weeks before Q4 end: repeat the above for the next yea

For this step, the only requirement is to prep the calendars to match the campaign year. Further details on how to fill in each schedule will be discussed under this part of the SOP: III. Detailing the Campaign Schedule.

  1. The Campaign Roadmap G-sheet will have “Yearly Schedule” on the third sheet. Open the sheet.

    2. Note: at the end of the G-sheet, there are “example” sheets where the filled in version of this sheet is present for reference. Utilize the example sheet if required.

  2. Input the year value in [YYYY] of the sheet header.
  3. Still referring to the Calendar from the previous step, proceed to adjust the number of weeks per month, per quarter on this sheet. Follow these guidelines:
    1. A week starts on a Monday.
    2. eg. If January 1st is on a Sunday, then W2 will start on January 2nd.
    3. If the beginning of a month is not a Monday, then the first days of the month will still be considered as a part of previous months’ week.
    4. eg. If February 1 is on Tuesday, then the first week of February starts from the 7th.
    5. Use different colors for the different quarters (as per template).
    6. Use alternate colors for alternate months. (as per template)
  4. Once the weeks are in accordance with the year’s calendar, search for the official Chinese public holiday calendar of the year. Find the scheduled long holidays and take note of the dates. For weeks where there will be no work day throughout the Monday-Friday, go ahead and color the column of the week with the gray color seen under “LEGEND”.

    5. Repeat for all applicable holidays throughout the year.

Monthly Calendar Prep

The Monthly Calendar sheet contains a detailed day-by-day overview of what campaign channels will be “launched” in that month. It provides a visual overview of the deadlines of materials needed to be prepared and posted in the month. Unlike the Yearly Schedule, this calendar covers only the “Launch” dates, except for Outbound Marketing Research which normally takes a big amount of time.

Objective:

  • Goes deeper into the same three main objectives of the Yearly Schedule Prep: Schedule MC vs. SC, Coordinating Intra and Inter Dept., and Campaign Variations.
  • Sprint Planning: Provides a clearer view of deliverables that allow better incorporation between Campaign Schedule and Marketing Dept. Agile Schedule.
  • Focus on Launch Dates: focusing on launch dates to avoid missing deadlines, also helps ease project management of different tasks, as they are visualized in a calendar.

When:

Two (2) weeks before the beginning of every quarter, Marketing Dept. Manager will receive a Calendar reminder to start coordinating with BD Dept. to identify potential themes for the upcoming year’s campaigns. Ideally the following timeline is followed:

  • 2 weeks before the upcoming Quarter: First month of the Q is done, 2nd and 3rd months are 50/50
  • 2 weeks before end of month: Upcoming month is done
  • Before every Weekly Marketing Dept. Meeting: Mkt. Dept. Manager and Campaign Specialist must review the calendar to make sure Sprint Planning for the next 2 weeks matches Campaign Schedule.

    • Why the next 2 weeks and not the next week? This is because most campaign “launch” dates will require the amount of work needed at least 1 week in advance. By planning 1 week ahead before every Sprint, Campaign Specialist and Marketing Dept. Manager can plan ahead of time what deliverable may be required from the Dept. during prep time.

For this step, the only requirement is to prep the calendars to match the campaign year. Further details on how to fill in each schedule will be discussed under this part of the SOP: III. Detailing the Campaign Schedule.

  1. The Campaign Roadmap G-sheet will have “Monthly Calendar” on the third sheet. Open the sheet.

    2. Note: at the end of the G-sheet, there are “example” sheets where the filled in version of this sheet is present for reference. Utilize the example sheet if required.

  2. Starting with the January table, and still referring to the Calendar from the previous step, proceed to adjust the following:
    1. Add Week 1, 2, 3, 4,5 (if applicable) under the “W” column depending on the number of weeks in that month.
    2. Remove the days and content before the day of January 1st.
    3. Add the dates in the “DD” field of every day. Saturdays and Sundays can be skipped, just pay attention to the correct dates.
    4. Complete the weeks and dates for the whole January month. Remove the days and content after January 31st.
    5. If for some reason, only 4 weeks are required, go ahead and delete the whole 7 rows at the bottom of the table.
  3. Proceed to the next month February by scrolling down, or by using the quick “Jump to:” button at the top of the sheet.

    4. Note: the top frozen section of the sheet can be easily collapsed/uncollapsed by clicking on the [-] or [+] button.

  4. If the date February 1st is a continuing work day from the previous week (Tuesday-Friday), repeat the Week# as the last Week# of January, and start inputting from the day of February 1st. Leave blank spaces for the previous January dates.

    5. Note: If February 1st start on a Saturday/Sunday (non-working), go ahead a skip this part and start with the next Week#.

  5. Repeat steps 3-4 above for the remaining months, do so simultaneously while checking the actual Calendar as a reference.
  6. If the beginning of a month is not a Monday, then the first days of the month will still be considered as a part of previous months’ week.
  7. Once done, if there is time, proceed to jump back to January month and start filling in the Holidays with the Gray color as per the “LEGEND”.

    8. Note: use the official holiday calendar for China. Some holidays may include a make-up Saturday/Sunday as a “work day”. For these days, adjust the settings so it looks similar to working days. See example below:

II. Deciding Main Campaign Channels

Once the themes are reconfirmed by BD Dept. and crucial background information of the campaigns are in place, Marketing Dept. can proceed to decide which channels will be most suitable to be utilized in achieving said campaign objectives. Before being able to decide on Marketing Channels to use for a Main/Side Campaign, the understanding of what each channel is, its objectives, the amount of time required, is crucial to decide the most effective channels for a Campaign. The Introduction part of the SOP provides a brief summary of these points, but a deep understanding for each Campaign is still the most crucial. They are covered in the details under the Main/Side Campaign Management SOP" that will be covered next.

Marketing Person who are not fully familiar with the different channels must be guided closely by the Dept. Manager when deciding the effective channels.

Objective:

To decide the suitable channels to be utilized in running each Main/Side Campaign. To prepare an estimated resource, time and budget allocation for each Main/Side Campaign. The selection of the marketing channels will result in one of the most important points for a campaign: the projected Lead Sources.

When:

Right after the Yearly Campaign Themes have been decided. Proposal must be completed one (1) month before the New Year.

  1. Marketing Dept. Manager will assign Campaign Specialist the task to prepare the proposal of which channels to be used for each Main Campaign.
  2. Campaign Specialist will locate and open the year’s Campaign Roadmap - MC Overview Sheet, focusing on the “Strategy” section of each Main Campaign Table.
  3. Under “Channels”, 8 channels are listed with the estimated timeline and set frequency. Here, channels 6-8 are MANDATORY for every main campaign. Campaign Specialist can then decide based on the campaign duration, description and objectives, what combination of channels will be suitable for the campaign. A few things to consider when doing this step include:
    • Which of the 5 main ones to be used vs. Lead Sources

      • The 3 mandatory channels will cover “Existing” Leads that are already in the database.

      Ask these sample questions:

      Who else to target for this Campaign? If a campaign wants to target new Leads, then who should be the audience? Should it cover ALL other potential Lead Sources, some of it, or is it not required for this campaign?

      By answering this question, the channel decision will be much clearer as the Lead Sources come from these channels:

      • Google Traffic: G-Ads (either Display or Search)
      • Social Media Traffic: Social Media Outreach
      • EL/MOH List: Outbound Marketing
      • Others: need to identify
    • Match channels suitability with available time

      • Take a look at the “Yearly Schedule” sheet to briefly visualize how each campaign channel can be carried out in the weeks within the set timeline for the campaign.

      Ask these sample questions:

      Does it make sense to run a full Outbound Marketing if it encompasses a big market, but only 3 months to do so?

      Do we consider using existing G-Ads Banners that are generic for an AdvaMate campaign, even though we have 6 months time?

    • Consider channel suitability

      • Some channels are just not suitable for certain markets. For example, Social Media Outreach is generally frowned upon in markets where online privacy is highly valued, and few people use Social Media as a marketing tool. While some markets use only Social Media for their digital marketing.

      Ask these sample questions:

      Does this market have a lot of Social Media use for marketing of this industry?

      Does it make sense to do Outbound Marketing for this market, where unsolicited emails are reported often?

      Does it make sense to run G-Ads Search if most locals do not use Google in English?

    • Evaluate channel effectiveness vs. budget and resources

      • Each campaign will have limited resources and most campaigns cannot be run with more than one/two big channels. “Big” refers to marketing channels that require a lot of human resources, extended time period and/or allocated budget to run, such as Outbound Marketing, G-Ads with New Banners, etc. Therefore, look at the bigger picture of the whole year, and decide which Main Campaign will be most suitable with which big channel.

      For example: Outbound Marketing is perfect for Region related campaigns, but some regions may not have sufficient high-quality online database to justify resources put into carrying out Outbound Marketing. Or, a certain product range does not yet have a big presence in certain markets, like Pet Supplements in developing countries. Therefore, running less region restricted PPC/RSA Google Ads may be more suitable in acquiring Leads.

    • Consider channel synergy

      • Think about how different marketing channels can work together to amplify your campaign's impact. Consider implementing a multi-channel approach where each channel reinforces and complements the others, creating a cohesive and integrated campaign experience.

      For example: Outbound Marketing for Southeast Asia region is perfect to be supplemented with Social Media Outreach channel, as many distributors in this region are using Social Media to promote their own company and products, and therefore is an active platform where we can also engage with them.

    • Consider channel timing and sequence

      • The sequence and timing in a campaign when a newsletter, social media post or other contact is received has a significant impact on the effectiveness of the campaign. G-ads show randomly, therefore this channel we cannot control except for when we initiate it and how we target the ads. However, a strategy for when what is sent to the target audience must be considered.

      For example: A side campaign has 3 newsletters planned for launch. The prospect first receives a content article related to the product or topic which serves to plant the seed, then a product newsletter is received which serves to directly push the product(s), and lastly a plain text email newsletter is received which serves to appeal from a more personalized perspective as a last attempt for conversion.

  4. When the main channels have been identified, type “Yes” under the Applicable columns, and “No” for the channels not to be used.

    5. Note: For Outbound Marketing, if other channels will be used only UNDER the OM channel, leave the other channels as “No”. (If the other channels will be used outside of Outbound Marketing, then keep “Yes”)

  5. Write a short Proposed Marketing Strategy and Timeline how the suggested channels will be utilized.
  6. Based on the decided channels, tick on the “Lead Sources ” that are covered by this proposal. If the proposal seems insufficient, reconsider the channels.
  7. Based on the decided channels, fill in the “Budget” section. How to fill in:
    1. Channels: channel name (eg. Google Remarketing Ads - New Banners)
    2. Budget Amount and Timeline: (eg. $150/month for 5 months of running Ads)
    3. Status: Draft (always leave on Pending for now, as approval will be required.
  8. Steps 4-7 above will result in something like this:
  9. Once the first Main Campaign table is set, repeat the same process for the remaining Main Campaigns of the year.
  10. Once the MC Overview sheet is all filled in and ready, send a task to the Marketing Dept. Manager to review and confirm. If any of the marketing channels proposed will requires budget approval, include the information regarding the proposed budgets in the task, following this SOP:

    11. Budget Approval SOP

  11. Marketing Dept. Manager will review and revise the templates if required, as well as provide feedback on the proposed budget approval if applicable. Once done, Marketing Dept. Manager will also send a task to BD Dept. Manager to review, as well as added into the next Biweekly BD-Marketing Meeting Itinerary.
  12. The proposal will be discussed and finalized in the BD-Marketing Meeting. During this meeting, bring up as well the discussion of the Side Campaigns to include in the next Quarter, to be scheduled together in the next Sprint.
  13. After the meeting, take the meeting summary and update the MC Overview and SC Overview sheets as required. Update the “Launch Time” of Side Campaigns agreed to be launched in the first quarter.

III. Detailing the Campaign Schedule

Once the Main and Side Campaign channels are determined and set from the Meeting, the Campaign Schedule details can be put in place for the whole Marketing and BD Dept. to refer to. Two different schedules are used:

  • Yearly Schedule: contains the breakdown per Main Campaign, per Quarter, as far as Weekly.
  • Monthly Schedule: contains the breakdown per Month, per Week and even Daily.

As covered in the previous Yearly Schedule & Monthly Schedule Prep of parts of the SOP, the schedule is intended to be planned over time throughout the year. Providing a vague insight into the whole year's plan at first, detailing more and more as time approaches. If not already, start by prepping the sheets accordingly to the year’s calendar then start working with the schedule, summarizing again the timeline:

*Q1-2W means 2 weeks BEFORE Q1. Same logic applies with the rest.

**Q-2W means 2 weeks BEFORE the upcoming quarter.

***M-2W means 2 weeks before the upcoming month.

Yearly Schedule

At this point, based on the timeline, we should be at about one month before the upcoming year. This will allow 2 weeks time for Campaign Specialist to finalize the:

  • Yearly Q1 schedule
  • Yearly Q2 schedule at 50%
  • Yearly Q3-Q4 schedule vaguely
Filling in Main and Side Campaign Channels
  1. Open the Yearly Schedule sheet, make sure the weeks/months are prepared according to the calendar, including the gray blocks for full holiday weeks.
  2. Under the E column “Main/Side Campaign ”, input the information of Q#,MC: [Campaign Theme], and Q# SC in sequential order from Q1-Q4.

    3. If one side campaign spans between 2 Quarters, add the title as below example:

    Q1-Q2 MC: [Campaign Theme]

    Followed by Q1 SC and Q2 SC tables. Remove the MC blue table in between Q1 and Q2 SC as it will not be needed.

  3. Repeat until the MC and SC of all 4 quarters are covered, delete additional tables below if not required.
  4. Starting with the first Main Campaign, open the “MC Overview” sheet to fill in the decided campaigns.

    5. Note: If required, you can duplicate the opened chrome tab of the G-sheet to open different sheets side-by side.

    1. Remove the rows of the channels that are NOT going to be used in the campaign by selecting the whole BLUE section of the rows.

      2. Note: very important to ONLY select the blue section, do not select the whole rows, it will affect the template.

    2. Right click at the selection, and click to select the option:

      3. Delete cells → Delete cells and shift up

      Note: if selecting to remove the 1. Outbound Marketing section, make sure to copy and paste the Q# MC: [Campaign Theme] text next to the applicable channel instead.

    3. Repeat for all Non-applicable channels, leaving only the confirmed Marketing Channels from MC Overview sheet to be present under each Main Campaign table here.
    4. Repeat for all the Main Campaigns for the year.
  5. Proceeding to the first Side Campaign section. At this point, The list of Side Campaigns to be done in the quarter would have been discussed with the BD Dept. and updated under the SC Overview Sheet.
    1. Input the short title of each SC Theme, if possible in chronological order from soonest to latest. Some SC will have their priority over the rest in terms of timeline. If not, this is fine as Side Campaigns are meant to be flexible and potentially conforming to Main Campaign Schedules.
    2. Make sure to list all confirmed SC’s for the Quarter in the list, regardless of when it will actually be carried out.
    3. The templates are only applicable for Email Marketing Channels, even though SC will mostly include both Email Marketing and Social Media Post. This is because SM Posts are a part of ongoing Permanent Campaign, so no specific time allocation will be required.

      4. Note: time allocation for Social Media Posts is required for Main Campaigns because it can contain multiple posts of the same topic, stretched between a long period of time. And it is good to visualize and plan this so the messages can be cohesive.

      Side Campaigns do NOT need this as it will only have 1 SM Post per SC.

    4. If for some reason, other Marketing Channels will be required in any SC, on top of the Email Marketing, make a second row of the same SC#, but change Channel name, followed by the emoji. Do not put a number for this additional channel.
    5. To create more rows to include more SC/Channels, select the SC gray section of the rows, (the number of new rows created will depend on how many rows selected). Right click on the selection, click on the option:

      6. Insert cells → Insert cells and shift down

    6. Adjust the placement of each SC.

      7. Note: Ctrl + Shift + V shortcut is a very helpful alternative to the normal Ctrl + V when pasting text WITHOUT bringing over the previous formatting.

    7. Input all SC themes for the Quarter, and repeat for Q2, Q3 and Q4. If Q2, Q3/Q4 division is not yet ready, put the pending list under Q2 for the time being.
  6. Now that most macro details for MC and SC have been inputted for the Year, come back to Q1 Main Campaign section.
Deciding MC Channel Frequency and Timeline
  1. Back on the first Quarter - MC section, start looking at the list of Channels (or for Outbound Marketing, the different Phases and sub-channels). Start visualizing these channels applied in real time through the Jan-Mar weeks to the right, or Jan-Jun if the MC includes Q1 and Q2.
  2. The Channels from 1-8 are in the order of duration from longest to shortest, so it makes sense to get the big chunks out of the way first. Depending on what channels apply, use the follow strategies:

    3. Note: many of these points are already considered under the “MC Overview” Strategy section and can just be done by following the notes under that section. However, when strategizing with a visual timeline of weekly breakdowns, there will be new ideas/challenges that were not foreseen previously that will come up at this stage. Pay attention to these points and take note of changes that may need to be made.

    Channels + How to fill in

    1. Outbound Marketing

    1. Start by deleting the channel rows that are not applicable. This should have been decided at the previous stage under the sheet MC Overview - Strategy.

      2. (eg. if only “G-Ads (Diplay) - New” will be run for Phase 2 G-Ads, remove 1.2.2, if Social Media Outreach will not be used, remove 1.2.3 & 1.3.2). Note: again remove by selecting the whole blue section of the row.

    2. If the sub-channels are divided into different sub-regions to be done in separate timelines / strategy, duplicate the row for that Channel.

      3. Then, add the number 1, 2, … to the channel and under Description a summary of this plan.

      (eg. Research Phase will be done in two, one part to complete No-Pharma countries in the first month, while the second is Pharma countries in the second month. Note: again duplicate by selecting the whole blue section of the row.)

    3. Fill in the remaining descriptions to briefly explain the steps. For some channels that will need to be repeated a few times, but has no wide difference in its content, Campaign Specialist can choose not to duplicate the rows but just to write the number of frequencies under the description.

      4. (eg. OM Emails will be divided into two rows as per above example with Pharma and No-Pharma countries, but each sub-division will have 3 emails that are the Intro, Main Email and Follow Up. In this case, there is no need to create 3 different rows again).

    4. Next, visualize the plan over time (weeks). At which week should something start? This is to preplan the launch dates, against the prep dates. The details of prep/launch duration related to Outbound Marketing is covered in the Outbound Marketing SOP" - Outbound Marketing Process (Phases & Schedule) section.
    5. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    6. Then add the emojis of each channel under the “Launch” period of each channel except if the whole step is a “Prep” such as Research or SM Outreach I.

      7. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

      Refer to the “eg. Yearly Schedule” for an example. More information about the final schedule will be covered after this table, in the next Step No. 3. Refer to this picture.

    2. G-Ads (Display) - New

    1. If more than 1 Ad Sets will need to be prepared for this Campaign, for whatever reason, duplicate the row for the Channel. This is not a common occurrence, skip this step if not applicable. If G-Ads is decided to be run this way, make sure the approved budget will be divided amongst the Ad Sets.

      2. The second “G-Ads (Display) - New” does not need number 2 at the front. Add the number 1, 2, … to the channel name and under Description a summary of this plan.

      (eg. One Ad Sets will have to be done in two, one part to complete No-Pharma countries in the first month, while the second is Pharma countries in the second month. Note: again duplicate by selecting the whole blue section of the row.)

    2. Add the description(s) of the channel, such as what messaging strategy/direction to consider for the banners, and a brief description of the target audience.
    3. Next, visualize the plan over time (weeks). For this Channel, New display banners will need to be prepared first before it can be launched. G-Ads banners will involve preparing templates, content writing, design artwork, potentially translations, and the G-Ads settings. This will take quite some weeks to even prep. At the same time, make sure the launch period is no shorter than 2 months before the end of campaign period. The details of prep/launch duration related to new banners for Display Ads is covered in the G-Ads (Display Network) SOP".
    4. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    5. Then add the emojis of each channel under the “Launch” period.

      6. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

    3. G-Ads (Display) - Existing

    1. This channel uses existing Banners for G-Ads that are running under Permanent Campaign. Creating only a new Ad Sets with different settings for its Target Audience, meaning the preparation time will only involve the “Target Audience”. Add the description(s) of the channel, with the brief description of the target audience.
    2. Next, visualize the plan over time (weeks). For this Channel, the setting for Target Audience should take no more than 1-2 weeks unless Outbound Marketing is involved. The details of prep/launch duration related to settings for Display Ads is covered in the G-Ads (Display Network) SOP".
    3. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    4. Then add the emojis of each channel under the “Launch” period.

      5. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

    4. G-Ads (Search) - New Ad Sets

    1. This channel uses keywords, RSA and other Search Network strategies to create Ad Sets targeting an audience with specific goals in mind when doing Google Search. Add the description of what the general direction of the Ad Sets are to be.
    2. Next, visualize the plan over time (weeks). For this Channel, the settings will take a couple of weeks between draft, review and approval. The details of prep/launch duration related to settings for Search Ads is covered in the G-Ads (Search Network) SOP".
    3. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    4. Then add the emojis of each channel under the “Launch” period.

      5. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

    5. Social Media Outreach

    1. If more than 1 grouping is identified to be done in separate time duration for this channel, duplicate the row for the Channel. Skip this step if it can all be done in 1 time duration.

      2. The second “Social Media Outreach” does not need number 5 at the front. Add the number 1, 2, … to the channel name and under Description a summary of this plan.

      (eg. One Ad Sets will have to be done in two, one part to complete No-Pharma countries in the first month, while the second is Pharma countries in the second month.

      Note: again duplicate by selecting the whole blue section of the row.)

    2. Next, visualize the plan over time (weeks). For this Channel, the prep time includes research, gathering, and starting connections with the Target Audiences over Social Media. This may take some weeks + the actual intense launch weeks to directly pitch these Leads (unless it is a part of Outbound which breaks the process further).

      3. Note: allow at least 1 week before the end of Campaign period to wrap up this channel to allow time for Handover to BD Dept. Campaign Specialist can add a week slot using the red + salesperson emoji to show this period.

      The details of prep/launch duration related to Social Media Outreach is covered in the Social Medial Outreach SOP".

    3. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    4. Then add the emojis of each channel under the “Launch” period.

      5. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

    6. Website Media Posts

    1. This channel is an ongoing one that needs to be repeated at least 1x/month. Consider how many times this channel can apply in the Main Campaign based on the topic that can be covered. Duplicate the row to the number of times media posts will be applicable in that MC.

      2. Remove the beginning number 6 from the duplicates. Add the number 1, 2, … to the channel name and under Description a summary of this plan.

      (eg. When doing a Southeast Asia market campaign over 3-6 months duration, 3 media posts can be done to cover the Industry News, Challenges, and AdvaCare solution over the course of 3 months.)

      Skip this step if only 1 Website Media Post will be required for the whole MC.

    2. Next, visualize the plan over time (weeks). For this Channel, the prep time is only 1-2 weeks. Depending on how Campaign Specialist schedules it, they may even decide to prep all articles at once despite the launch periods being each 1 month apart. Consider other channel prep/launch time and make this decision.

      3. (eg. see the picture below under Step d, where the later period of the campaign will be filled with Social Media related workload, and Campaign Specialist may decide to complete all website media post prep before that period. This way, the posts are just scheduled to be published at the set schedule.)

      The details of prep/launch duration related to Social Media Outreach is covered in the Social Medial Outreach SOP".

    3. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    4. Then add the emojis of each channel under the “Launch” period.

      5. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

    7. Email Marketing - Newsletter

    1. This channel is an ongoing one that needs to be repeated at least 3x/month, including Featured Content Post. Duplicate as required, to cover the number of scheduled Website Media Posts + normal Newsletters to get Lead Conversion.

      2. Find a balance between not overcrowding the row vs. making too many rows for the same channel. If too many rows are created, put all Featured Content NLs under 1 row. If NL are to be grouped with each containing a follow up email, add it to the description.

      Remove the beginning number 7 from the duplicates. Add the number 1, 2, … to the channel name and under Description a summary of this plan.

      (eg. When doing a Southeast Asia market campaign over 3-6 months duration, 3 media posts can be done to cover the Industry News, Challenges, and AdvaCare solution over the course of 3 months.)

      Skip this step if only 1 Website Media Post will be required for the whole MC.

    2. Next, visualize the plan over time (weeks). For this Channel, the prep time is only 1-2 weeks.
    3. The details of prep/launch duration related to Newsletter is covered in the Email Marketing - Newsletter SOP.
    4. Input the blue blocks (refer to LEGEND) of colors under the weeks where the Prep/Launch period of a channel is supposed to be in.
    5. Then add the emojis of each channel under the “Launch” period.

      6. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

    6. Check the LETTER emojis and confirm to avoid having a week where 2 Newsletters are scheduled to be sent out at the same time, unless the Target Audience are 100% different (there will be no coinciding recipients).

    8. Social Media Posts

    1. This channel is an ongoing one that is done 2x/week per Media. As this is intended to be minimum effort, keep everything under 1 row if possible.
    2. Detailed planning is not required at this point, it is more important to see at which point certain posts need to be done. Every week, prep time for the next week’s posts are pre-allocated so no additional time will be required.
    3. Add the description with the # of posts decided for now, and for what purpose. Visualize the launch time (weeks) for each post.
    4. The details of prep/launch duration related to Social Media Posts is covered in the Social Media Posts SOP".
    5. Input the blue blocks (refer to LEGEND) of colors under the weeks where the launch period of a channel is supposed to be in.
    6. Then add the emojis of each channel under the “Launch” period.

      7. Note: When pasting emojis over the colored blocks, use Ctrl+Shift+V to keep the background color.

  3. Once all tentative schedules are set for the Main Campaign channels of the quarter, do a quick review and make sure that there are not too many things happening in a week, especially if related to Mass Emails or Social Media Posts/Outreach. Keep in mind the two points covered in the beginning of the SOP, when making the campaign roadmap:
    • Coordinating Intra and Inter Dept.: A few channels will require deliverables from different Mkt. Specialists, Campaign Specialist needs to make sure that the demands of these channels within a period of time, can be met by themselves, as well as the team. Additionally, Mkt. plans are directly correlated with the amount of Leads that BD Dept. will be handling. When working together with the BD Dept. for proposed projects, they must make sure both departments are allowed enough time to carry them out effectively.
    • Campaign Variations: the schedule helps visualize what the target audiences will see each week and avoid “ad fatigue” where similar messages/themes are constantly repeated over short periods of time to a small target audience. Variation is important to maintain interest across all AdvaCare range, target audiences, and Offers.
  4. Make edits and revisions if required. Once done, proceed with the SC timeline.
Deciding SC Timelines
  1. This time, referring to the SC Overview sheet to schedule the Q1 Side Campaigns. Side Campaigns are easier to schedule as it is much more short term, and include most of the time just 2 channels (Email Marketing and SM Posts). It is also meant to be flexible in schedule, to adjust to bigger plans put in place for Main Campaigns.
  2. The Q1 SC table should already contain the list of Side Campaigns in order of launch time. If the Side Campaigns are planned only with Email Marketing Channel, go ahead and plan the Prep+Launch dates for the Newsletters first, on dates that do not already have scheduled Newsletters for Main Campaigns.
    1. Add the description with the summary of the Newsletter description and format.
    2. Input the green blocks (refer to LEGEND) of colors under the weeks where the prep/launch period of a channel is supposed to be in. NL prep+launch dates are usually 1-2 weeks long.
    3. Then add the emojis of each channel under the “Launch” period.
    4. Repeat for all other Side Campaigns planned with the Email Marketing channel.

    Note: when scheduling SC Newsletters, the week of launch may overlap with MC Outbound Marketing Emails, or MC Newsletters that are not intended for the same Target Audience. Point is, we do NOT want to send 2 different Newsletters to the same Recipient within one week.

  3. If some SC’s will involve other channels, add the description, color green blocks, and emojis as well as per the Table under “Deciding MC Channel Frequencies and Timeline”. Just keep in mind that the frequencies will not be more than once per Side Campaign. Also keep in mind so that there are not too many things happening in a week for a campaign channel.
  4. Note that not all Side Campaign dates may be fixed yet, and some SC may even be postponed to the following quarters if it does not fit the scheduled plan for the quarter. Regardless, leave this SC Theme under the Q1 SC section, with a description that notes “DATE TBD – [additional detail] ” in red.
  5. The final look of the Yearly - Q1 plan should look like this.
Complete Remaining Quarter(s) Plan
  1. Once Q1 Schedule for the MC and SC are completed under the Yearly Schedule, the remaining quarters’ MC/SC Overview plans can also be inputted in the Yearly Schedule. Do the same for the remaining Quarters MC and SC, starting with filling in the:
    1. Main/Side Campaign column
    2. Channel column
    3. Removing rows of channels that are not going to be used for the MC
    4. Adding more rows if additional channels or more SC’s are applicable
  2. The above are to be done for all remaining Quarters of the Year. If some Side Campaigns have no estimated dates of launch yet, leave them listed under the Q2 SC section, with a description that notes “DATE TBD – [additional detail]” in red.
  3. Once all information is moved from MC/SC Overview to the Q2-Q4 sections, go to fill in the details MC sections for these quarters.
  4. For Q2 MC Schedule, input the tentative plans for the following:
    1. Prep/Launch period for applicable campaign channels from No. 1-5, including the Description, Blue blocks, and Emojis.
    2. No. 6 - Add the planned number of Website Media Posts related to the Campaign Theme under the description.
    3. No. 7 - Add the planned number of Email Marketing - Newsletters related to the Campaign under the description.

    Note that the full plan is not expected for the remaining quarters at this point, but at least 50% of the Q2 plans should be in place, particularly for the bigger channels (No. 1-5) that will take more than 1 month of Prep/Launch period. If Campaign Specialist have further vision of the plan already, feel free to input as detailed as possible the Yearly schedule for Q2.

  5. For Q2 SC Schedule, input the tentative plans for scheduled Side Campaigns. If none are scheduled, just input as much information under the description and leave the blocks blank for now.
  6. Fill in as much as possible the remaining Q3/Q4 details for MC and SC.
  7. Once done, Campaign Specialists can create the Calendar Reminders for two weeks before the upcoming quarters to complete/revise the upcoming quarter’s plans. Locate and open the main task for the yearly Campaign Schedule, then follow these steps:
  8. Click on the “Meetings” shortcut.
  9. Click “CREATE”.
  10. Input:
    • Meeting Subject: “Update Campaign Yearly Schedule - Q2 & Q3”
    • Attendees: “[Campaign Specialist], [Marketing Dept. Manager], [BD Dept. Manager], [Director]”
    • Starting at:
    • Date - input the date of [Monday of 2 weeks before Q2]
    • Time - “09:00:00”
    • Duration: “09:00” hours
    • Tags: Event
    • Reminders: 1 Hour(s) [Inbox]
    • Location: Other
    • Task: “[YYYY] Campaign Schedule” (name of the task)
  11. Click “SAVE”.
  12. Repeat two more times from Step b. above, for the reminders for 2 weeks before Q3 and Q4. Make sure to update the following information accordingly:
    • Meeting Subject
    • Date

Monthly Calendar

Filling in the Monthly Calendar
  1. Open the Monthly Calendar sheet, make sure the weeks and dates are prepared according to the calendar, including the gray blocks for the holidays.
  2. As previously covered, this calendar shows only the “Launch” periods of the Campaign Channels, with the exception of OM: Research phase. Duplicate the G-sheet tab on your Chrome, and open the Yearly Schedule on the side for reference.
  3. In the same order of Campaign Channels No. 1-8, go one by one inputting the channel details for the whole month.

    4. Channels + How to fill in

    1. Outbound Marketing

    - OM Research

    1. Copy the OM Research time block and paste them on the dates scheduled for OM Research from the Yearly Schedule. Decide which days (or all days) of the week will be used for this Research phase.

      2. Revise the description as per the template, based on the plan.

    2. For example: “MC - Myanmar”
    3. Remove the time block from the initial template location.

    - OM Email

    1. Copy the OM Email time block and paste them on the dates scheduled for the launch of the OM Emails. OM Emails are normally scheduled between TUESDAY-THURSDAY.
    2. Revise the description as per the template, based on the plan.

      3. For example: “MC - SEA Distributors All Range - Email 1”

    3. Remove the time block from the initial template location.

    2. G-Ads (Display) - New

    1. Copy the G-Ads Display time block and paste them on the dates scheduled for the Ad Sets to go live from and during.
    2. Revise the description as per the template, based on the plan.

      3. For example: “G-Ads Display: AdvaMate”

    3. Remove the time block from the initial template location.

    3. G-Ads (Display) - Existing

    1. Copy the G-Ads Display time block and paste them on the dates scheduled for the Ad Sets to go live from and during.
    2. Revise the description as per the template, based on the plan.

      3. For example: “G-Ads Display: Southeast Asia”

    3. Remove the time block from the initial template location.

    4. G-Ads (Search) - New Ad Sets

    1. Copy the G-Ads Search time block and paste them on the dates scheduled for the Ad Sets to go live from and during.
    2. Revise the description as per the template, based on the plan.

      3. For example: “G-Ads Search: AdvaMate”

    3. Remove the time block from the initial template location.

    5. Social Media Outreach

    1. Copy the SM Outreach time block and paste them on the dates scheduled for the pitch messages related to the Campaign.
    2. Revise the description as per the template, based on the plan. If the contact list will be divided per region/groups, add this in the description.

      3. For example: “SM Outreach: MC - Philippines”

    3. Remove the time block from the initial template location.

    6. Website Media Posts

    1. Website Media Posts are pre-scheduled for every 1st or 3rd Monday of the month. And every month mandates at least 1 Website Media Post. Make sure the placement of the Media Post time block is correct as per the Yearly Plan.
    2. Remove the extra time blocks if not required, or consider making another Website Media Post for that empty time slot.
    3. Revise the description as per the template, based on the plan.

      4. For example: “Media Post: MC - Southeast Asia Product Range”

    4. If the Media Post is not related to neither MC nor SC, follow this example:

      5. “Media Post: Supplement Role in Preventive Medicine”

    7. Email Marketing - Newsletter

    1. Email Marketing - Newsletters are pre-scheduled for every Tuesday OR Wednesday, weekly, every month. There will be at least 3 Newsletters monthly, 1 of which will be the “Featured Content” Newsletter scheduled almost right after a new Website Media Post.
    2. Follow the scheduled Media Post plan to add the Featured Content NL time blocks, and add the remaining NL time blocks as per the Yearly Schedule.
    3. Revise the description as per the template, based on the plan.

      4. For example: “Newsletter: MC - Southeast Asia NL #1 Designed”

      If the Media Post is not related to neither MC nor SC, follow this example:

      “Newsletter: Featured Content for Supplement”

    8. Social Media Posts

    1. Social Media Posts (FB & LI Posts) are pre-scheduled for every Monday & Wednesday, and Tuesday & Thursday respectively. They are relatively low effort but require consistency. The time blocks for the SM Posts are present every week in the template, even though it may not be scheduled under the Yearly Schedule.
    2. Follow the scheduled SM Post plan related to Main/Side Campaigns first, filling in the description as per the template, based on the plan. Usually the same posts can be done between FB and LI, just revising some formatting/tone of voice.

      3. For example: “FB: MC - Establish AC in the SEA region”

    3. Fill in the remaining SM Post schedules, starting with scheduled Website Media Posts or any other relevant posts that can be done related to MC/SC even if not scheduled.
    4. Make sure the first week of the month is filled in, the remaining weeks can be updated as weeks pass. For these posts, input “TBA” under the description for now.
  4. Once the Monthly Calendar is done for January, proceed to fill in the months of February and March for the big picture schedule, according to the Yearly Schedule done for the quarter. It will be sufficient to input the correct time blocks for Campaign Channels No. 1-7, even if the descriptions are still not there.
  5. When all schedules are done, send a task to Marketing Dept. Manager to check and provide any comments if applicable. This schedule will be:
    • referred to and/or revised (if required), every Friday by the Campaign Specialist during the weekly Sprint Grooming.
    • referred to during the weekly Marketing Sprint Meeting.
    • referred to during the bi-weekly Marketing + BD Dept. Meeting.
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