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Best Practice Briefings

Marketing Campaigns

Produced by Propolis experts

How to consistently execute successful marketing campaigns with our best practice templates, tips and advice.

Plan, plan and plan some more. This is the fundamental building block to ensuring the best possible marketing campaign. It may be tempting for busy marketers under pressure from their business to deliver immediate results and ROI to skip over preparatory work and jump directly to launch. However, moving straight to executing a campaign is ultimately short-sighted and can lead to common missteps and poor outcomes.

Planning and then combining this with the use of consistent tools and techniques for campaigns also increases your chances of meeting campaign goals, learning lessons, taking risks and new approaches, and building a buzz internally with key stakeholders in your company to maximise results.

These are two of the main takeaways from our how-to campaign planning excellence briefing produced by marketing experts Stephen Kemish, Shane Redding, and Ruth Connor.

The briefing covers three main areas to boost confidence in delivering top-notch results:

Templates – Ruth talks you through some key templates that are proven to support and drive better performance, from a campaign plan on a page to
Best practice examples – our three experts run through inspirational examples of campaigns delivered by brands such as Sage, Royal Mail, and Salesforce
Top 10 tips – a snappy run-through of the best advice to guide marketers through using best practices and avoiding common pitfalls to give you confidence in achieving campaign goals

You can download the slides accompanying this briefing that include models and templates to deliver consistently successful campaigns on the right.


This is one of eight virtual Best Practice Briefings produced every quarter by the Propolis Experts, each designed to build on team skill sets or address a common challenge through key practical guidance. The full set of Best Practice Briefings is available exclusively to Propolis members.

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