vSente's Campaign Manual

The campaign array consists of elements, competencies and infrastructure necessary to execute the campaign. Building the campaign array is based upon the timing of the campaign engine (which is discussed in the next section) and the necessity to operate a faster and smarter tempo than the adversary.

Perhaps the most critical issue in building your campaign array is managing the trade-offs between:

- Award winning creativity and campaign effectiveness.
- Rigid infrastructure and operating agility.

The key to managing these trade-offs is selecting elements, competencies and infrastructure that are wickedly fast and cheap to produce.

There is an infinite number of combinations of elements, competencies and infrastructure available to the marketer.. in fact one might argue there are too many choices. Listed below are examples of elements, competencies and infrastructure.

CAMPAIGN ELEMENTS

Elements are messages, communications, platforms and networks we use to project attack strategies and tactics and include:

Print ads
Newspapers ads
Online/interactive ads
Yellow pages ads
Outdoor ads
TV commercials
Radio commercials
Interactive commercials
Films/videos
Direct Mail
Catalogues
Brochures
Data sheets
Logo
Packaging
Stationary
Business cards
Co-op advertising
Customer loyalty
Link exchange
Sponsorships
Press releases
Feature stories
Speaking platforms
Newsletters
Seminars
Webinars
Trade shows
Blogs
Web sites
E-commerce
Search

CAMPAIGN COMPETENCIES

Competencies are skills, process, methodology both internal and external we use to project attack strategies and tactics and include:

Creative
Production
Research/Intelligence
Marcom
CRM
Branding
Open source
Lead generation
Sales reps
Telemarketing
Service support
Call center
Global ad agencies
Local ad agencies
Design agency
Interactive agency
Freelancers
Inhouse talent
Strategy consultants
Competitive Intelligence consultants
Management consultants
Sales rep firms

CAMPAIGN INFRASTRUCTURE

infrastructure represents tools, technologies and other enablers that support campaign execution and include:

Cell phones
Pagers
Lap tops
Instant messaging
Email
Video conferencing
Intranet portal
CRM Hosted/Enterprise
Contact managers
Opportunity managers
Hypersites
Legacy data base
Business intelligence
Competitive intelligence

With the first step we determined which of the competitive vulnerability(s) to attack. With this step we determined the strategy, mission, objective, interaction and isolation tactics and the attack array. Now it’s time to build a campaign engine.





		03.12.00 Building the campaign array.
			The campaign array consists of elements, competencies and infrastructure necessary to execute the campaign. Building the campaign array is based upon the timing of the campaign engine (which is discussed in the next section) and the necessity to operate a faster and smarter tempo than the adversary. Perhaps the most critical issue in building your campaign array is managing the trade-offs between: - Award winning creativity and campaign effectiveness. - Rigid infrastructure and operating agility. The key to managing these trade-offs is selecting elements, competencies and infrastructure that are wickedly fast and cheap to produce. There is an infinite number of combinations of elements, competencies and infrastructure available to the marketer.. in fact one might argue there are too many choices. Listed below are examples of elements, competencies and infrastructure. CAMPAIGN ELEMENTS Elements are messages, communications, platforms and networks we use to project attack strategies and tactics and include: Print ads Newspapers ads Online/interactive ads Yellow pages ads Outdoor ads TV commercials Radio commercials Interactive commercials Films/videos Direct Mail Catalogues Brochures Data sheets Logo Packaging Stationary Business cards Co-op advertising Customer loyalty Link exchange Sponsorships Press releases Feature stories Speaking platforms Newsletters Seminars Webinars Trade shows Blogs Web sites E-commerce Search CAMPAIGN COMPETENCIES Competencies are skills, process, methodology both internal and external we use to project attack strategies and tactics and include: Creative Production Research/Intelligence Marcom CRM Branding Open source Lead generation Sales reps Telemarketing Service support Call center Global ad agencies Local ad agencies Design agency Interactive agency Freelancers Inhouse talent Strategy consultants Competitive Intelligence consultants Management consultants Sales rep firms CAMPAIGN INFRASTRUCTURE infrastructure represents tools, technologies and other enablers that support campaign execution and include: Cell phones Pagers Lap tops Instant messaging Email Video conferencing Intranet portal CRM Hosted/Enterprise Contact managers Opportunity managers Hypersites Legacy data base Business intelligence Competitive intelligence With the first step we determined which of the competitive vulnerability(s) to attack. With this step we determined the strategy, mission, objective, interaction and isolation tactics and the attack array. Now it’s time to build a campaign engine.