Planning for Success

Planning your engagement campaign strategy is a lot like figuring out the meal plan that’s right for you. When you look at world-class athletes, each of them has different goals. If you look at the meal plan of a gymnast or diver, it’s probably going to look entirely different than that of a weightlifter or body builder.

Your team probably has similar goals, but the secret is in choosing the right promotion or interactive content to help you reach those goals. Planning out your calendar in advance lets you take long look at your strategy and see what areas you need to strengthen or lighten up in order to achieve your goals.

@julie_foley & @KimWildenmann talking promotions strategy. #secondstreetsummit pic.twitter.com/6sgFc72Fe8

— Second Street (@secondstreet) June 6, 2016

Kim Wildenmann of E.W. Scripps Company is a veteran at planning out her team’s engagement campaigns strategy. Not only does Kim send out their group-wide annual calendar in October (a whole two months in advance), but they take clear steps to implement their plan:

• Run one corporate contest per quarter
• Set revenue goals for promotions and interactive content
• View E.W. Scripps Company quarterly webinars highlighting campaign ideas and success stories

Jen McKay of the Times Herald-Record just finished their first year selling promotions. And, while some teams may struggle their first year, they knocked it out of the park.

You can’t exceed goals without a plan. #plan2win #secondstreetsummit pic.twitter.com/jJy6uUiIEI

— Margaret Tolbert (@DetailsMargaret) June 6, 2016

Jen has her own four-part strategy for creating the right mix of promotions for the Times Herald-Record.

• Create a calendar with your whole team
• Include promotions that drive engagement
• Plan for advertiser categories
• Use turnkeys to make things easier

@jenny_mckay leading the way with promotions revenue & sharing successful strategies #secondstreetsummit pic.twitter.com/D7PM31gWQh

— Stephanie Fairbanks (@Sconk1) June 6, 2016

Choosing promotions that drive reader engagement is just as important as driving revenue. If your readers are engaged, the more people they’ll share your campaign with, and the bigger your database will grow.

Wise words of wisdom! #secondstreetsummit pic.twitter.com/r8IjpRw4JK

— Teresa Birdsong (@teritenn10) June 6, 2016

This strategy is effective. If you focus on driving reader engagement, revenue will follow. So far, they’ve already made over $240,000 – and the year is only halfway over. Plus, they have already established ways to step up their plan next year including aligning promotions with their special section calendar.

Jen McKay from GateHouse sharing her market’s great results in promotions #secondstreetsummit pic.twitter.com/f42Q0tsZyw

— Rebecca capparelli (@Rebeccacappa) June 6, 2016

When you create your promotions calendar, don’t neglect the audience engagement perspective. The more engaged your audience is, the more they’ll want to participate in future campaigns and come to expect them from your company.