Internal SQ Digital

PROJECT TEAM – How to – Hold a SILVER Campaign Planning Meeting

Purpose of this How To Guide: To ensure all the colleagues know the purpose of the campaign planning meeting and what is expected of them prior, during and after the meeting.

Applicable to: Lead Digital Marketing Executive

Customers: Silver Customers

Timescale: Silver Campaign planning meetings lasts 15mins and this plan should be the final product of that meeting.

 

This document refers to the SILVER Campaign Prep and Plan Form.

 

Introduction

The purpose of the Campaign Planning Meeting is so that the SEO Exec has all the information they need to collate the Campaign Plan document, which becomes the blueprint for what work will be carried out in the upcoming interval.

The assigned SEO, Content and Social Executives must always attend the silver planning meetings for clients they manage. PPC and Account Managers are invited to the meetings but have the option to decline; however, accounts managers must always provide information for the meeting via the SILVER Campaign Prep and Plan Form.

Please note that this Guide refers to a templated document (SILVER Campaign Prep and Plan Form). You can find this document in the individual Customer’s Digital Assets folder on OneDrive (in the Work Plans folder). The URL for a Customer’s Digital Assets folder is found in the description of every one of their “Planning – Plan Next Interval” Tasks.

 

Preparing for the Meeting

Project Management Team

The meeting should be scheduled by the PM team:

• Create the Planning POD – if there are four customers in this POD, create the four silver campaign planning meetings back to back, in the order that makes the most sense for the attendees.
• When creating the interval in which the planning task exists (roughly five weeks ahead of time) schedule a planning meeting in Outlook
• Include in the meeting request a URL to the planning task
• SEO, Content and Social executives are required attendees of campaign planning meetings according to the products the customer has purchased. The optional attendees are the Account Manager and the PPC Executive.
• Make sure the task for the Health Check is due the day before the Planning POD’s date and the Silver Planning task is due on the same date as the meeting. Change if required.
• Add a blank copy of SILVER Campaign Prep and Plan Form to the Client’s Digital Asset folder in One Drive. PM might bulk upload the documents into monthly folders ahead of time.

 

Account Manager

 Follow the How to… Prep for a SILVER Campaign Planning Meeting and fill the account manager’s section of the SILVER Campaign Prep and Plan Form document in One Drive.

 

SEO Executive

 Follow the How to… Prep for a SILVER Campaign Planning Meeting and fill the SEO Executive’s section of the SILVER Campaign Prep and Plan Form document in One Drive.

 

Content Executive

 Follow the How to… Prep for a SILVER Campaign Planning Meeting and fill the Content Executive’s section of the SILVER Campaign Prep and Plan Form document in One Drive.

 

 

During the Meeting

The meeting will be chaired by the SEO Exec and the agenda should be:

• Quick assessment of previous interval and blog, do they need improvements made?
• Review of the information on section 1 of the SILVER Campaign Prep and Plan Form
  
• Look at the size of the POOL
  
• Discuss anything critical that needs to happen, for example, urgent SEO improvements or topics requested by the client
• Discuss budget left over after critical and requested actions have been taken
• Discuss how to spend the budget to best meet the different competing needs according to priority
• Discuss content ideas
• Any ideas that are not used should be placed in the client’s Ideas Bank

 

It’s the SEO Executive’s responsibility to write down in the second section of the SILVER Campaign Prep and Plan Form what actions will become tasks for the next interval. This should happen during the meeting and include SEO task names and descriptions and Content blog concepts as well as keywords to be focused on and pages to be linked to. If a Social Exec attends the meeting, please include what they are to cover in their schedule and when the schedule would be expected in the social section of the SILVER Campaign Prep and Plan Form.

 

 

After the Meeting

• All Execs must log time against the meeting.
• SEO Exec refines the plan and makes it reader friendly, then sends a link to the plan (which remains in OneDrive) to the Account Manager (and copy in the project manager and all team members) via the planning task for approval or feedback. The plan must be drafted by filling in the SILVER Campaign Prep and Plan Form.

 

Once the Silver Campaign Plan has been approved:

• the SEO completes the planning task
• the Account Manager passes the plan on to the Projects team, CC-ing the SEO, Content and Social executives.
• Projects then sets up and allocate the tasks in Accelo for the following interval.