Setting Campaign Objectives

Our wonderful CIM Certificate in Marketing students are busy putting together their campaign plans as part of their Planning Campaigns module over the next couple of weeks. We have a great mix of students from lots of different industries, b2b/b2c, charities and third sector backgrounds, all developing objectives for their plans.

The details will be different, but the fundamental process for developing good campaign objectives is pretty much the same…..

  1. Make sure you thoroughly understand your audience. Who are they? What are their demographics, interests, preferences, and behaviours? What are their needs and concerns? Understanding your audience will help you tailor your objectives to resonate with them.
  2. Make sure your campaign objectives are derived from broader marketing objectives. Marketing objectives typically encompass goals such as increasing sales, enhancing brand awareness, improving customer engagement, or launching new products. Campaign objectives, in turn, are specific targets set within these broader goals. For example, if the marketing objective is to increase sales by 20%, a campaign objective might be to generate a certain number of leads or conversions within a specific time frame. So, your marketing objectives direct your campaign objectives, but turning this on its head, your campaign objectives must support your marketing objectives.
  3. Be Smart! Clearly define what you want to achieve with your communication campaign. Your objectives should be specific, measurable, achievable, relevant, and time-bound (SMART):
    • Specific: Objectives should be clear, concise, and specific, leaving no room for ambiguity. They should answer the questions of who, what, where, when, and why. A specific objective provides a clear target for action and helps focus efforts towards achieving a defined outcome. For example, instead of setting a vague objective like “increase sales,” a specific objective would be “increase online sales by 20% within the next quarter.”
    • Measurable: Objectives should be quantifiable and measurable, allowing progress to be tracked and evaluated objectively. Measurable objectives provide a clear indicator of success and help determine whether the desired outcome has been achieved. This often involves establishing specific metrics that can be used to assess progress. For instance, if the objective is to “improve customer satisfaction,” a measurable component could be “increase customer satisfaction scores from 75% to 85% within six months.”
    • Achievable: Objectives should be realistic and attainable within the constraints of resources, time, and other factors. While it’s important for objectives to stretch individuals and teams to achieve their full potential, setting unattainable goals can lead to frustration and demotivation. An achievable objective is challenging yet within reach, considering available resources and capabilities. For example, aiming to “double website traffic in one month” might not be achievable, but “increase website traffic by 25% over the next six months” could be more realistic.
    • Relevant: Objectives should be relevant and aligned with the organisation’s broader goals and objectives. They should directly contribute to the overall mission, vision, and strategic priorities of the organisation or project. For instance, if the overarching goal is to expand into new markets, a relevant objective might be “launch a targeted advertising campaign in key geographic regions to increase brand awareness.”
    • Time-bound: Objectives should have a specific timeframe or deadline for achievement. Setting a deadline creates a sense of urgency and helps maintain focus and momentum towards reaching the objective. Time-bound objectives provide a clear timeline for action and allow progress to be monitored effectively. For example, instead of saying “improve employee training,” a time-bound objective would be “develop and implement a new employee training program by the end of the quarter.”
    By following these steps, you can develop communication campaign objectives that are strategic, actionable, and measurable, helping you to effectively reach and engage your target audience and achieve your overall goals.
    CIM students really need to get to grips on setting objectives whether it be for their Planning Campaigns, Digital Marketing Techniques or Customer Insights modules at CIM Certificate level or all modules on the CIM Diploma course.
    To find out more about studying for a CIM qualification, join us for an Open Evening!

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