Marketing campaigns are coordinated efforts to achieve specific goals through strategic messaging and targeted outreach. While ad campaigns and event campaigns serve different purposes, both are essential tools for driving growth, increasing brand awareness, and fostering engagement. Understanding the distinct purpose of each will help you select the right approach for your objectives.
Ad Campaigns
Advertising campaigns utilize paid media channels to promote a product, service, or brand message to a defined audience. These campaigns focus on reaching potential customers where they consume content, whether through digital platforms like social media and search engines, or traditional media like print and broadcast.
Event Campaigns
Event campaigns center around the planning, promotion, and execution of a specific gathering, such as a conference, webinar, club event, or general event. Unlike ad campaigns that push a message out, event campaigns invite the audience in, creating an immersive experience that fosters direct interaction.
Strategic Alignment
Regardless of the format, successful campaigns require planning and creativity. Both ad and event campaigns must align closely with the College’s broader objectives and strategic plan to ensure resources are used effectively. By clearly defining your goals and understanding your target audience, we can collaborate and deliver the best return on investment.
Submitting A Request
To ensure we have all the necessary information to evaluate and execute your campaign, please submit a Project Request using the link below.
Details Needed
Your request should include the following information to be considered:
- Primary Contact: Your name, department, and email.
- Campaign Objectives: What is the primary goal?
- Target Audience: Detailed description of the audience you want to reach (including any demographics, interests, and pain points).
- Proposed Budget: Do you have a budget for this? The preferred total allocated budget for this campaign.
- Key Message: The core message you want to communicate to your audience.
- Timeline: Your desired launch date and any critical deadlines.
Submission Deadlines
To allow for proper planning and resource allocation, please adhere to the following submission deadlines.
- Ad Campaigns: Submit requests at least 8 weeks before the desired launch date.
- Event Campaigns: Submit requests at least 6 weeks before the event date.
Evaluation Criteria
Each campaign request is carefully reviewed to ensure it aligns with our strategic priorities and has a potential for success. We assess requests based on the following criteria:
- Strategic Alignment: Does the campaign support broader goals and departmental objectives?
- Budget Viability: Is the proposed budget realistic for achieving the stated objectives and delivering a positive return on investment (ROI)?
- Audience Targeting: Is the target audience clearly defined and reachable through our available channels?
- Resource Availability: Do we have the necessary personnel and resources to execute the campaign effectively within the proposed timeline?
- Impact Potential: What is the expected impact on key performance indicators (KPIs)?
Questions
If you have any questions about marketing campaigns, please contact Marketing & Communications at marketing@pennhighlands.edu.