Introduction

Hi there! 👋

There is a lot of different aspects that is included when planning digital strategies, campaigns or always on project. Creating a clear and transparent picture from the start simplifies the process and increases the chances for good results and satisfied clients. The workflow can we divided in to six different parts and will be explained in detail on the following slides.

<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/28a5a01d-d6fd-46db-b8d7-9f7991cbad34/trickle-logo.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/28a5a01d-d6fd-46db-b8d7-9f7991cbad34/trickle-logo.png" width="40px" /> Visit our website if you want to find individual contact information or get inspiration from articles or cases 🙂

</aside>

<aside> ✉️ Anythings missing below? Just shoot an email to your Trickle rep or [email protected] and we will be happy to assist.

</aside>

0. Understanding the clients core business

We as digital specialist have a tendency to jump from hearing the clients name to thinking about KPI:s and data, before understanding their vision, mission and core business. Since our methodology is grounded in testing and optimization this is not necessarily a problem. However the clients often deeply appreciate when we try to understand them on a deeper level and happy clients is as important as good results or fancy optimization frameworks. In this process we might also find insights or information that eliminates areas of testing that we might have missed with less due diligence.

• Short description of the company?
• What is the business model and how do you make money?
• What are your customers and how does the market look?
• How do the product or service work?
• How trustworthy are you within the segment?
• What are the competitors

<aside> 💡 Link to google docs for questions: https://docs.google.com/document/d/179I9fMbl63eeYF15NM4VWDVHoJjqF8UokLQmJSY0-ck/edit

</aside>

1. Brief from client

<aside> 🔑 Link to brief template

</aside>

Orders from customers can be diffuse and vary in scope. But it is important that we find out the information required to compile a good distribution plan. Otherwise, there is a risk that the expectations of the collaboration will be unspoken or distorted.

• Previous work, what has been done by who?
• What accounts exists, do we have access?
• Target groups, who do we want to reach?
• What content do we have and does it need to be adjusted?
• Any specifics regarding timelines, timing, budgets or other expectations?

2. Internal planning

This is the stage where we specify most of the tactics. During this meeting, we should discuss the brief and the initial insights from our debrief. We should be at least two specialists in this meeting. Check out: Start-up meetings

• IMPORTANT: How do we track?
• Ideas regarding content and formats?
• How do we approach the decision journey?
• What are the prerequisites? Budget correlated with goals and audiences?
• Who´s doing what? How do we prioritize?
• What will make our client the ”hero”?

3. Planning meeting with partner

The purpose of this meeting is to present our initial thoughts from stage 2. During this meeting, the partner will also present news, ideas or relevant info regarding the project. Advantage if the distribution plan is semi-done to make it clear regarding formats and timing.

• Ideas regarding content and formats?
• How do we approach the decision journey?
• What are the prerequisites? Budget correlated with goals and audiences?
• Who doing what? How do we prioritize?
• What will make our client the ”hero”?

4. Distribution plan

After processing the information in the brief stage, specify a tactic internally and with other stakeholders/partners then gather the information in a distribution plan. This is where we summarize timing, target groups, KPIs, goals, budgets, reporting and structure for optimization.

• This plan should be presented in a meeting with the client, if we receive feedback or additional insights we adjust accordingly.
• If our client or partner does not understand or accept the plan we can’t launch the project. This is our way of securing correct expectations and that increases the chances for good results and happy clients.

5. Launch the campaign

During this stage, we gather all the information from previous stages and the distribution plan and execute. Depending on if the first steps are done right this should be a fairly easy but time-consuming process. The most important aspect of this stage is securing details and updating the distribution plan if we choose to make any last changes regarding tactics, budget or target groups.

• If our client or partner does not understand or accept the plan we can’t launch the project. This is our way of securing correct expectations and that increases the chances for good results and happy clients.
• After the campaign has launched most critical part beings. How we communicate with the client, analysis, optimize and report on the results.