How we conducted a marketing campaign

We implemented a marketing project this spring for a Finnish wellness industry company. The purpose of the project was to design a marketing campaign for the client. This was the first time designing marketing campaign for entire project team! So, here’s how we planned our very first marketing campaign, step by step:

1. Goal Setting

We started planning the campaign by setting goals for it. The campaign’s goals were defined as finding new customers and increasing product awareness.

2. Target Audience

Next, in the campaign planning, we focused on the target audience. The client requested that the campaign focus on fitness centers. Focusing on fitness centers narrowed our target audience down to three groups: gym owners, employees, and gym users.

3. Marketing Channels

After defining the campaign’s goals and target audience, we had to decide where to execute the campaign. Social media, specifically Instagram, was chosen as the campaign channel.

4. Message

Once the marketing channel was chosen, we had to develop the campaign message. We began designing the message by deciding on the tone of voice we wanted to use in the company’s messages. Ultimately, we settled on the following three: Fun, Friendly, and Motivational. As the campaign’s goal was to find new customers and increase product awareness, the campaign messages were built around the benefits of the product. We wanted to emphasize the joy of exercise, teamwork, and motivating results in our messages.

Although we went through all steps above the most important part, execution, is on our clients’ hands. Luckily as a result of the project, we provided our client comprehensive instructions for implementing the campaign, a publication bank, and a wealth of new ideas! Our project team wants to encourage everyone to try new things and not panic if you don’t always know everything!

Suurin osa Showcasen blogeista on toteutettu osana Laurean opintojaksoja. Koko koulutustarjontaamme voi tutustua nettisivuillamme. Tarjoamme kymmenien tutkintoon johtavien koulutuksien lisäksi myös paljon täydennys- ja erikoistumiskoulutuksia sekä yksittäisiä opintojaksoja avoimen AMK:n kautta!

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