Does your marketing campaign have a strategy?


Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu

Strategy is one of the words that have been over flogged in the marketing communications industry and you will be surprised to know that there are those who don't understand or appreciate the essence of it.

Beyond your marketing campaign, strategy is very important for brands and organizations, even in your personal lives, as it helps you create a unique differentiation and a game plan.

Strategy is the guiding force behind your communications campaign and it is the glue that brings it all together. There are different modules that have been developed when it comes to creating a great marketing plan, one of which is the Marketing Planning Model developed by PR Smith called SOSTAC ®.


This module is very detailed and it ensures you dot all your I's and cross all your T's to get you one step closer to a successful campaign.

The key things that stick out for me that I feel are key and should be covered in your marketing campaign plan are:
  • Identify the pain point you are trying to proffer a solution to
  • Clearly identify your goals and objectives
  • Know who you are speaking to
  • Creating a strong and defined strategy (you also have to show how you arrived at this to sell it and ensure it is in line with what you hope to achieve and the problem you are hoping to solve)
  • Knowing the best ways to bring your strategy to life
  • Setting clear KPI's to measure the success of the campaign
These can serve as a baseline to whatever it is that you are working on. Kindly note that this is not set in stone and there is no 'one size fits all'. Depending on the industry, the target or specificities of the project.


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