Permanent Campaigns

Permanent Campaigns, also known as an evergreen campaign, is a continuous and ongoing marketing strategy that is not tied to specific seasons, events, or limited-time promotions. Unlike the scheduled main/side campaigns, a permanent marketing campaign is designed to be sustained over an extended period, providing consistent and continuous value to the company.

The aim of this campaign is to continuously attract new Leads, continue to reach out to existing Leads, using brand and product specific messaging. Permanent marketing campaigns are more about building a long-lasting connection with the audience and maintaining a consistent brand presence in the market. They contribute to the overall marketing and business objectives of the company over the long term.

Key characteristics of a permanent marketing campaign include:

• Consistency: The campaign maintains a consistent presence over time, allowing it to become a long-term element of the overall marketing strategy.
• Relevance: The content and messaging of the campaign remain relevant to the target audience regardless of changes in seasons, trends, or external events.
• Value-Driven: Permanent campaigns often focus on delivering ongoing value to customers. This can be in the form of educational content, helpful resources, or continuous engagement.
• Brand Building: These campaigns contribute to building and reinforcing the brand identity over the long term. They help establish a brand presence that remains in the minds of the audience.
• Lifecycle Marketing: Permanent campaigns may be designed to address different stages of the customer lifecycle, from awareness and acquisition to retention and advocacy.
• Adaptability: While the core theme or message of the campaign remains constant, there is room for adaptability to accommodate changes in market dynamics, consumer behavior, or business goals.

The different marketing channels used in Permanent Campaigns are as follows.

Types of Campaign Channels

Permanent Campaign Management:

Permanent Campaigns, like most other tasks and projects in the company, are managed through tasks. The tasks related to Permanent Campaigns are under the Marketing: Permanent Campaigns project.

In addition to tasks, these Campaigns are also managed under the Email Marketing - Campaigns module, where active campaigns and its UTMs are being tracked through what is called a Campaign Record, primarily for UTMs and initial conversion.

Introduction to Campaign Records

Before proceeding further into the process, it is important that the Campaign module is well understood, as many abbreviations related to existing campaigns may be confusing at first. The kanban view of the module shows every Campaign Record in the system, including Permanent, Main and Side Campaigns. This part of the SOP will cover relevant information related only to Permanent Campaign Records.

Campaign Records are primarily used to:

• Track the performance different Channels used under one Campaign
• Track the performance of the Email Marketing(s) sent out under one Campaign
• Create UTMs that is automatically recorded in the ERP system when clicked
• As a centralized record of all past and ongoing campaigns

The limitation in tracking on the Campaign Record is very obvious, especially for Campaign Channels that are not Email Marketing. Regardless, the information provided are much closer to the actual data to be reviewed at (conversion to Leads, quality of Leads), rather than the mass data that can normally be found on Analytics or Google Ads Report.

Campaign Life Cycle

As Permanent Campaigns are intended to be constantly ongoing, the life-cycle most Permanent Campaign related tasks do not go through the normal Sprint timelines. There are two general types of these Permanent Campaigns, based on its life-cycle:

• Continuous
• Repeating

Note: Campaign Roadmaps are created every year and are saved in the server. They contain the yearly, monthly schedule of repeating Permanent Campaigns in coordination with the Scheduled Campaigns. Sheets to keep track of certain Permanent Campaign Topics are also saved under the Yearly Campaign Roadmap. Here:
Z:\Shared drives\AdvaCare Marketing Control\AdvaCare Marketing Campaigns\[YYYY]

Assessment and Revision of an Ongoing Permanent Campaign:

When:

After BD-Marketing Meeting or any other factors where it is determined that the ongoing Permanent Campaign must be reviewed, and potentially revised.

Examples:

Change of targeted country list.

New Google Ads policy disrupts ongoing campaigns that stops half of the display banners to be shown due to restricted keywords.

Bi-weekly assessment determines that cost per conversion is too high and does not provide equivalent return on the costs.

Process:

After the initial report is raised by a Marketing/BD/Management Team, Marketing Dept. Manager must ensure that the task is sent in the relevant Permanent Campaign task detailing the issue at hand. Then, Marketing Dept. will assign the task to a Marketing Person (mostly Campaign Specialist/SEO Specialist) to take over in resolving said issue, and add the task in the upcoming Sprint. This task must then be moved to Backlog or Sprint stage. The task can then go through the Sprint process following the SOP for each channel.

Note: Any new UTMs to be created in this stage MUST be made under the Permanent Campaign Record from the Email Marketing - Campaigns.

Repeating a Permanent Campaign Channel:

When:

Depending on each Campaign Channel, scheduled in the Campaign Roadmap. It is normally a part of Campaign Specialist’s weekly Sprint task.

Examples:

Social Media Posts that are done multiple times every week.

Website Media Posts that are posted at least once a month.

Process:

Every week, Marketing Dept. Manager will assign the task to Campaign Specialist under the Sprint stage. Depending on the scale of the task, a Sub-Task may be created instead. For example, Social Media Posts are done 4x weekly at the moment, although on a very small scale. In this case, the task is handled as 1 and the main Social Media Post task under this project is assigned to Campaign Specialist. For some tasks where it is topic per topic, and may stretch longer than even 1 Sprint Iteration, a Sub-Task will be created from the Main Task. This Sub-Task is then assigned to the Campaign Specialist and placed under Sprint.

Creating a New Permanent Campaign:

New Permanent Campaigns may be created on many occasions, whether it is adding new requirements to an existing channel, or a new channel that is identified as a potentially effective marketing tool. The details of things to consider when deciding to run a new Permanent Campaign will be specific to every channel, but in general, the following points must first be considered:

With the above information, proposer of the new Permanent Campaign strategy can provide sufficient but also compacted information to the approvers (Marketing Dept. Manager, BD Dept. Manager, Director). The process goes as follows:

1. This proposal can be sent via task to the Approvers under the relevant task in the Marketing: Strategies Project.
2. Once reviewed and approved, Marketing Dept. Manager will create a Task/Sub-task under the Strategies project for the initial implementation and trial period. This task will then be assigned to Campaign Specialist to take over during their Sprint. Make sure that the information above is added in the Task Description.
3. Once assigned, Campaign Specialist will then need to create the Campaign Record under the Email Marketing - Campaign module, following these steps:
1. Click "CREATE".



2. On the new Record form, input the "Campaign Name" following the previously explained rule:

PC - [XXX] - [ACQ/RMK] - [DESCRIPTION]

3. Click on the empty "Type" field and click to select "Permanent Campaign" from the dropdown.



4. Locate the task of which the PC/Strategy Task is, copy the task’s full name, and paste into the "Task" field. From the dropdown, click to select the correct task related to said PC.

Note: Do NOT create a new Task from here.



5. Click on the empty "Scheduled For" field and select the Launch Date of the PC. Alternatively, input in text following this template:

[MM]/[DD]/[YYYY]

6. Click on the "Ranges" empty field and click to select product ranges that apply to the PC. Add more ranges as required.
7. Add a "Priority" to the Campaign, with 3 starts being of the highest priority. On the kanban view, Campaign Records are in the vertical order of LATEST to OLDEST launch date. For Campaigns that fall under the same launch date, the Records will be shown from HIGHEST to LOWEST priority.
8. Click "SAVE". The Campaign Record is now newly created.
4. Once done, Campaign Specialist can work on the Permanent Campaign task as planned from the Task Description, following the normal Sprint process and following the SOP for each channel (if it is an existing channel). When a UTM link is required, refer to the Reference SOP: UTM Link Generation Guideline

Executing the Campaign Channels:

The previous part of the SOP introduces briefly the various marketing channels that are currently utilized and yet utilized (planned for the future), as a part of the company's Permanent Campaign process. The next part SOP will provide further details on each established campaign channel description and the process to make changes to a running campaign (if required).

The detailed SOP for the preparation, applying changes, and analysis/assessment of each marketing channel performance can be found below:

1. G-Ads (Search Network)
2. G-Ads (Display Network)
3. G-Ads (Videos)
4. Website Media Posts
5. Social Media Posts