Module 15 – Campaign Management


Okay. In this module, I want to look a little bit closer on campaign management.

I’ll explain to you why I go about staggering my campaigns and I don’t work evenly the beginning of the month to the end of the month, as well as touch on a couple of other things of importance.

Firstly, I want to preface this module by saying always follow the process. The minute you start doing things outside of the process or you start helping clients with silly things like email marketing or design a new logo or something else that you shouldn’t be doing, or if you have a client that is constantly hassling you, “Can you just help us with this real quick?” It’s outside of your process, then you’re going to run into problems. So it’s really, really important that you follow the process.

One thing that I’ve learned is that I’m constantly learning. I learn so many different things with each and every campaign that comes through. Even after all these years of doing this, something happens within a campaign, I think, “Shit, I need to make sure I do that for all of my clients.” Or something goes wrong and I need to go back and revise my campaigns or my process. Every time I think that I’ve got my process set, I learn something new and I adjust it accordingly.

Always follow the process, but always be improving your process at the same time. But try and make sure that you don’t go outside of the process. It’s really important that you follow the process. That’s the whole purpose of having a process so you’re not wasting time.

Staggering your campaigns. Now in the previous module, I was talking about the billing cycle and how it might fall on unusual dates. I do that for a reason. Because I’m working as a freelancer and I’m responsible for reporting, I don’t want all of my campaigns to look like this. You can see on screen, I’ve got August, September, October, campaign A through to campaign F.

If they’re all starting on the first and ending on the 31st, this means that at the end of the month, I have to sit here and spend probably a solid two days sorting out reporting and scheduling end of month strategy calls, which means all of my reporting and my strategy calls are all going to fall pretty much around about the same time. That is just an absolute nightmare.

Sure, it might make things a little bit easier at the beginning of the month and during mid month, but come the end of the month, I’m not interested in sitting here for two or three days solid feeling stressed out because I’ve got to prepare reporting for 20 different campaigns. This is the very reason why I stagger my campaigns. Now I don’t do this intentionally. Sometimes I’ll have two campaigns that might be … I might have one that’s where the invoice files on the 27th and the next day I have an invoice that files. So they’re only a day apart. It’s pretty much those dates are not predetermined. It’s simply when I get the inquiry and when the client actually signs up. That’s how I end up with dates all over the place, but it works in my favour. I’ll show you why. I might have to use my pointer here.

You can see here this is a graphical representation of a typical month and the way in which I’ve staggered my campaigns. Now again, I’m doing this because I don’t want all of my reporting to fall at the end of the month because it’s only me here doing the reports. Of course, if you’re running an agency and you’ve got five staff handling reports, not going to be a big deal. I’ve never yet had a client say, “We want it month to month even. Even.” They don’t mind, so long as it’s a 30 day period. It’s never been an issue for me. Even if I did have one client step up and say, “Look, we want to just work it month to month so that it works in with our reporting at our end.”

I wouldn’t have a problem with that. It just might mean either starting, back dating the invoice or waiting a week for that date to roll around.

Now you can see here I’m going to use my mouse pointer here to demonstrate this. You can see here. Let’s look at September. Again, it’s about staggering the campaigns so I’m not having to sit here for two days or a day solid preparing reports. You can see here I’ve got campaign, if we look at the beginning of September, you can see that campaign C would be due, say around the 10th. Campaign D, I might have prepare reportings say the next day, which is no big deal. Campaign E might be two or three days later. Then campaign A might be a week after that. Then from there, I think next one is campaign F, which might be another week from there. Then campaign B, the last one that comes around towards the end of the month.

You can see I’ve got some gaps in here. I’m not having to sit here if I was doing it this way and be thinking, “Shit. I’ve got to do all of these reports all on the same day.” This gives me so much more breathing space. In fact, I have at the moment, I think I’ve got a full week between campaigns. So I’ve got a full week to work on my own projects or do whatever I want before I need to prepare any reports. Just be mindful of this. This is definitely the best way to do it so that you’re not stressed out at the end of the month. You’ve got some gaps in between when reporting is due. Also, hosting your end of month strategy calls. You don’t want them all on the same week or the same day. I like to spread those around.

This is definitely the right way to do it. In fact, well, I can only speak for myself. You might want to work it month to month, but for me I found this method the most effective and the least stressful.

Okay. Don’t bounce around. Pretty obvious. This is why I use my flight strips and this is really important again. Look, one thing that I’ve learned is that when you’re project managing, there will be some bouncing around between campaigns especially when you’re preparing work and delegating tasks for your team members, but that should only be half an hour exercise. Okay, I need to get some templates together for some content that one of my girls needs to take care of. Here’s the template. Okay, done. Pass it over. That from here on is for them to worry about. I can focus on getting what I need to do as part of my responsibility.

If we use this screen shot as an example, I need to now just focus my efforts on Melbpack. I have the tasks set out. My team are working on those tasks. I know that I’ve got four or five hours of my time that I need to spend on this. So I’m just going to focus on Melbpack. I don’t bounce around between campaigns. For me, I’m easily confused. If I’m bouncing around between several different campaigns at once, I won’t know how much time I’ve spent. I won’t know where I’m up to. It gets really, really confusing.

I like to be able to sit at my desk, look over my shoulder and think, “Okay, today I’ve got to get work done for Thomas Dows or Melbpack or Pest-Ex. That’s all I’m going to focus on because these other guys, I’ve still got some time there. I’ve got another six days before I’ve got to get the work done for Pest-Ex and reporting and everything done.

It’s really important that you don’t bounce around all over the place. Yes, you will be moving around to some extent preparing tasks for your team members, but in terms of where you should focus your efforts, just work it like landing planes. Just where they are in the queue, bam, bam, bam. Melbpack, Pest-Ex, next cab off the rank, Off Your Wall and just cycle them around.

Okay. One thing that I know that I’ve learned is keeping notes. I’m fanatical about this because every now and then you’ll get a quick phone call or you’ll get an email. You can never have too many notes. Within Asana, I have a dedicated section called Campaign Notes as you can see on screen where I’ll just throw down quick notes. The whole point of doing that is just for easy access and reference.

I don’t want to have to be digging through emails or scribbling things down on bits of paper and then losing them or forgetting about them. I can always go back to Asana and look under Campaign Notes within the project itself to think, “Okay, is there anything here that I haven’t done this month or I need to double check on?”