What does a typical campaign schedule look like?

We plan client campaigns 3 months ahead in detail and 6 months forward in outline.  This requires a structure and careful control to make sure that nothing gets lost.  This is a typical schedule we may use:

Week 1 Week 2 Week 3 Week 4
Month 1 Knowledge share email sent Follow up email sent to contacts that engage with email in week 1 Telephone follow up with best engaged contacts from both campaigns
Month 2 Knowledge share email sent

Call back contacts from last month

Telephone follow up from last week’s email Direct, single issue email sent to all contacts

Telephone follow up 20 minutes after contact clicks on key link

Month 3 Knowledge share email sent Follow up email sent to contacts that engage with email in week 1 Telephone follow up with best engaged contacts from both campaigns
Month 4 Knowledge share email sent

Telephone follow up 20 minutes after contact clicks on key link

Follow up email sent to all contacts engaged to date Telephone call backs for all previously called contacts
Month 5 Knowledge share email sent Telephone follow up with lapsed leads Direct, single issue email sent to all contacts

Telephone follow up 20 minutes after contact clicks on key link

Month 6 Knowledge share email sent Qualification email to non-respondents Telephone follow up with best engaged contacts to date

As you will see from this schedule, each month has key activities with a different focus depending on the month in question.  In this case, the client identified external events in their market to reference in the campaign that would make contacts more likely to engage at that point, so the campaign and phone activity in those months was skewed accordingly.

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