Building a Campaign Timeframe
- Do it 2-3 months before launch.
- Capture and articulate qualitative and quantitative performance goals
- Produce project plans that meet campaign objectives, identify dependencies and tasks,
- and assign ownership.
- Ensure team and partners understand what is expected of them
- Construct a timeline of marketing activities to meet artist team's goals, maximize
- reach, fan acquisition, and sales.
- Identify the required resources/partners to the campaign/project.
Best Practices for Timeframe Planning
- Use a program like Visio or OmniGraffle to plot a basic timeline, and work backwards from your known dates to create a full timeline.
Create the “event horizon”
- Identify the street date, plus any other relevant release dates, such as the start date for the tour, follow-on releases, a live DVD, etc. This gives us the event horizon and overall campaign window.
Work backwards to create milestones
Let's say you know that 3/31 is the iTunes release date..
- Work backwards from there to set a date for an exclusive direct-to-fan pre-order - a month prior to iTunes, 3/1.
- From there, work backwards another month (1/28) to kick off direct-to-fan activities with the album announcement and fan acquisition activities
- Set a starting point, such as the release of an E4M widget with the exclusive acoustic version of the ﬁrst single.
Set dates for delivery of online assets.
- Website revisions, launch dates, communications triggers (emails, proﬁle updates, bulletins in all communications channels, etc.).
Give yourself enough time to get the “net” in place.
- The 1/28 direct-to-fan kickoff, was two months prior to the iTunes release/street date
- Be sure that you have optimized landing pages, search engine optimization, updated proﬁles, and a healthy email list.
Use bonus content as giveaways or direct-to-fan exclusives
- Used these assets to sweeten the direct-to-fan product offering.
- Take advantage of exclusivity to create timely buzz. For example, you might do a three week streaming promotion on your site or with a marketing partner. Week 1 is a new single. Week 2 is the video, and Week 3 is the full album stream. This could occur during the exclusive pre-order month and leading up to the street date, at the height of marketing buzz.