When creating a Campaign, PeopleStage requires you to answer the following questions:
1.Who do you want to target?
PeopleStage is closely integrated with the existing FastStats analytic capabilities allowing you to utilise audience selections, and any analytics to aid targeting customers e.g. utilising segmentation, models and scores etc. that you are already familiar with.
See Audience Step
2.What do you want to tell them?
To fulfil the campaign brief, you can draw on marketing insight to recognise customer behaviours informing the appropriate message sentiment.
See Content Step
3.How do you want to tell them?
PeopleStage integrates with a whole host of email providers and social media platforms to fulfil the delivery of the campaign message. It will also cater for traditional marketing channels, outputting a file to the required mailing house or contact centre.
See Delivery Step
4.What is the customer’s call to action?
Within PeopleStage, two types of responses can be identified.
The digital response interaction the customer has had with the output message sent - for example opened the message, clicked on a link within the message or unsubscribes.
The second response can be defined within the set-up of the campaign and allows you to define expected responses to your marketing based on transactional tables within FastStats - e.g. has the recipient made a booking or taken up the offer presented within the campaign.
PeopleStage uses a combination of colours and shapes to assist you with the planning process and interpretation of your Marketing Processes diagram.
Start Designing Your Campaign
Once a Campaign Area has been created, look to the library to start designing your campaign:
Your Campaign must be in its editable mode for you to create and/or make changes. See Organising your Diagram
Drag and Drop a “New” campaign into your Campaign Area.
- Starting with “who” you wish to target – drag and drop an Audience Step onto your blank Campaign:
The next step is to determine “what” you want to say to your audience and “how” to communicate with your recipients.
- Drag and drop a New Message from the Library’s Message Processes folder into the Campaign.
To implement a call to action or attribute a transactional response to the success of the campaign, a Response Step can also be added.
- Drag a New Responses step from the Library and drop it into the Message:
If you believe that you will extend the diagram in order to send recipients a follow up message, you may want to end the campaign with a holding Pool whilst you decide. This will record the individuals targeted in the campaign and ensure that they remain in your campaign until you decide to drain them or move them on to receive a further message within the same campaign.
- Drag a New Pool from the Pools folder in the Library and drop it into the Campaign window.
The direction and flow of records through your campaign is achieved by drawing lines to connect the various elements together.
- Mouse over the Audience step to see the connection points appear
- Click and drag one of these points onto the Content step within your Message
The elements of the Message will already be connected, but where applicable, the final element – a Delivery or Responses step - within the Message must also be connected to the Pool that follows.