Eight components to place on a time line for every campaign.
Daniel Priestley's framework, from Oversubscribed, pp. 131 to 133.
Start and finish dates
Set the start date and finish date of each campaign.
Communications schedule
Plan emails, direct mail, press releases and advertising.
Milestones
Set price rises, cut-off dates and early bird specials.
Supporting events
Schedule partnership meetings, prelaunch events, celebrations and sales meetings.
Main events
Schedule entertainment, seminars, launch parties and grand openings.
Sales meetings
Plan one-to-one presentations and follow-up calls.
Shipping dates
Plan sending out products and delivering the service.
Post-campaign activity
Plan telling the stories, reporting results, follow-up and thank-you messages.
From chapter: CREATE A CAMPAIGN TIME LINE, pp. 131–133
Break each campaign into a time line with eight components: start and finish dates, communications schedule, milestones, supporting events, main events, sales meetings, shipping dates and post-campaign activity. Priestley's team fills a poster or whiteboard with every email, meeting, webinar, advertisement and post, photographs it for a designer, then prints it for the office wall to tick off daily. The time line also shows which assets, technology and people are needed. Activity questions ask for your perfect client, core offering, product-for-prospects and campaign numbers.
