DocsCampaigns
What is a campaign?
A campaign is a planned outreach effort with a goal, channels, dates, and a budget, measured by its results.
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What is it?
A campaign is a planned outreach effort. It has a name, the channels it uses, start and end dates, a target audience, and a budget.
A campaign result captures what the outreach achieved:
- Reach, or how many people saw the campaign.
- Signups the campaign produced.
- Attendance at events that came from the campaign.
- Cost.
- Conversion rate, which shows how many people who saw the campaign took action.
When do you use it?
You use a campaign when you want to reach the community for a specific goal. You use it to:
- Promote an event or a new service.
- Grow membership or sign-ups.
- Raise awareness of a consultation.
- See which channels work and which do not.
Example
The trust wants more people at its annual gathering. Aroha plans a campaign using email and a social post. She sets a small budget and a target audience of families in the region. After the event, she records the results: a reach of 400, 40 signups, and 30 people who attended. The conversion rate tells her the campaign worked well.