Quick Guide to Crafting your Program Marketing Campaign

Are you struggling to understand how to power up your message for you program? Are your customer’s, stakeholders and team informed and cheerleaders for your program? Much like the political campaigns of Clinton, Obama or McCain the foundation for success is market awareness and getting the word out. What lessons can we learn from these famous campaigns and apply locally to your project?

The first key is YOUR MESSAGE. Know it. Refine it. Manage it. And then

STICK TO IT! Repetition and consistency build recognition and familiarity and eventually trust with your audience.

Start early with your message and deliberately plan communication and building support and cheerleaders for your program. Some critical principles to note are:

  • Marketing is not an emergency. It’s a planned, thoughtful exercise that started a long time ago and doesn’t end until you’re done.
  • Making promises and keeping them is a great way to build a program brand you want recognized
  • Marketing begins before the project is delivered
  • Living and breathing an authentic story is the best way to survive in a competitive landscape through your program or project
  • Good marketing encourages the right sort of conversations. Conversations among the team and other organizations happen whether you like it or not.
  • Projects and Products that are remarkable get talked about.
  • People are uninformed and impatient. Start with that and craft your message to be effective then you will be surprised by the outcome.
  • Marketing that works is marketing that people choose to notice.

A practical way to craft this positioning with a well thought out statement. In order to craft this consider, what is main outcome of your project and why it is significant or unique, who is your target audience and what is your call to action that is needed. Take the time to work through this and make it simple and concise, even if your project is complex and technical. The clarity of this core message is worth the time investment to get it simple and clear.

Example Scenario

SITUATION: Launching a new product to market

OBJECTIVE: Increase revenue, build market awareness and sell solutions

OUTCOME: Market will have knowledge of product and build a funnel for x% of sales.

AUDIENCE: Market segment – small businesses, project stakeholders internal to organization that will be ambassadors to customer

MESSAGE: Simplify your marketing with easy to customize collateral

METHOD: Create campaign to target customers through email, web, radio, customer sales visits

INDICATORS of SUCCESS: #sales contacts, Revenue sales dollars, Profit margin

Public relations efforts, like advertising, can help to build project awareness among shareholders, customers, project team and stakeholders. Many small and large businesses consciously utilize PR as a way to obtain free press about their products and services. The key of PR is that it is an effective way to generate valuable word of mouth advertising.

PR events can leverage the effects of advertising and promotion programs by tying all these marketing elements together. For example, a local on-site PR event for a public product launch could be a tent event that could have featured product, raffles, etc that gain attention and make people stop in. Your target market could be reached through billboards, radio announcements, local clubs, Public relations is an ongoing process and must be worked at every day on every level of your project from the way you deal with your target market. Make it a habit to constantly consider the image you are projecting.

Create an Action Plan

Objective: Implement new software functionality for customer upgrade





What Else?


Scope, Schedule, Resources, Risks

Biweekly email, monthly meeting


New features, schedule, what is not included

Sales training, staff meetingsContinuously as new info committed to


Large customer accounts

Schedule, new capabilities, technical ability

At product checkpoints, through account teams



Support process, training plan, release schedule, impacts

Product checkpoints, per training plan schedule


Project Team

New features, what is excluded, changes to current release in new release, schedule, scope, risks, etc

Weekly meetings

So to recap, what you need to do to build a strong marketing campaign campaign and building cheerleaders and communicators to help get your message out and ensure a high payoff results and successful program is delivered.

1. Identify the situation by defining the problem.

2. Define goals and outcomes.

3. Identify your target audience.

4. Determine your message.

5. Choose a method to get your message across (product and distribution).

6. Determine indicators of success.

7. Develop an action plan.

8. Implement


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