Campaign prioritisation

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Answer - in one form or another the solution relies on you doing an ROI return on investment analysis for each option, recognising that you may run out of reseources to invest if specialist skills are required.

Key action points

We brand marketers typically want to do far more than budgets will allow.

Worse, we may have the budgets, but there are certain “constrained resources” that even money cannot resolve.

Many companies nowadays will refuse to add specialist head count, however much it is needed, and the contracted out version may not be of an appropriate quality. So we have to prioritise our constrained resources too.

So the question is:

“How do I prioritise which of my programs/campaigns are going to give me the best return on investment, balancing the short and medium term?”

There are some highly sophisticated tools that will provide you with optimised proposals, but they are also complex to use.

In the spirit of our Excel-based tools, we have developed a simple program/campaign prioritisation tool that will allow you to weigh up:

1. investments
2. short term revenue
3. medium term revenue
4. constrained resources

in a way that you can instantly control, without special training.

In more detail ....

This tool is designed to help you prioritise your campaigns and programs, and especially to trade off:

• total revenues vs. ROI return on investment
• short-term 1 year revenues vs. medium-term 3 year revenues
• size of Year 1 or Year 3 returns vs. availability of constrained resources (usually people)

In order to use this tool:

1. enter your revenue targets for Year 1 and Year 3

2. decide which of your resources are constrained, and categorise them
3. enter how many of each type of your constrained resources will be available in Year 1
4. for each program, enter its Revenue (sales or profits) in Year 1, and the investment you will have to make in order to gain that revenue. The rest will be calculated
5. repeat for Year 3
6. for each type of constrained resource, enter how much each program will consume
7. sort the programs according to their ability to meet Revenue targets for Year 1 or Year 3
8. use the "Rank Override" column to fine-tune your sort, to allow you to prioritise or de-prioritise programs because of ROI impacts, Year 3 impacts, or their consumption of constrained resources

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