This meeting will be held in between your kick-off call and your campaign planning call. The purpose of this is to bring everyone who is working on the account together to discuss strategy and what is needed.
This meeting is a working meeting and will help you fill out the planning presentation (Template).
Who should be in this meeting
- Campaign Manager
- Designer
- Content Writer
- PR Specialist (If there is email, influencer marketing or organic social)
Agenda for this call
- Who the customer is
- What services they are doing
- Potential audiences
- The customer journey for each customer
- Messaging
- Creatives
- Deliverables
Who the customer is
By this point, your Campaign Brief should be filled out and you should understand who the client is.
Start the internal strategy meeting by presenting the client to the team. Let them know what the client does, their target market and the goals of their campaign.
What services they are doing
The team needs to be aware of all services we are doing for this client so that we can make sure that we are taking a holistic approach to the work that we are doing.
Potential Audiences
As a team we want to discuss all of the different audiences that could work for this client, this could be different demographics or interests. Also, talk about retargeting and lookalike audiences.
Customer Journey
What experiences does each audience need to take? Should there be a landing page for this audience? Is this audience in the research phase that would benefit from a content download?
We need to discuss the customer journey for each audience. Each audience might be different and we need to make sure that we are nurturing them all properly. A competitor campaign may be further down the funnel than introducing someone to a product or service.
Put yourself in their shoes, how many interactions would it take before you converted?
Messaging
Each audience will likely have it’s own messaging, what would this person need to see or read to have the information to convert? What messaging is needed for each step of the customer journey?
In this meeting, we need to discuss all the different types of messaging that will be needed in each campaign. What does audience A need for their first interaction? Retargeting?
Creatives
Similar to the content you will likely need different visuals for different audiences. What will grab the attention of each audience? What will resonate with?
Also, make sure that the design team knows what sizes and platforms you will be using.
Deliverables
After this call make sure that everyone has updated tasks for what you need from them. Provide as much detail from the meeting as possible in the task about sizes, platforms, audiences, etc.
This should give you plenty of information to now begin working on your campaign planning board.