Elements and Performance Criteria
- Allocate responsibilities for direct marketing activities
- Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements
- Assemble required resources to conduct direct marketing activities
- Brief staff and suppliers on their budgets, timelines, roles and responsibilities
- Develop forms for conducting direct marketing activities and recording responses
- Implement direct marketing activities
- Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan
- Ensure staff and suppliers meet agreed production schedule and budget
- Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations
- Make provisions to cover promotion overperformance
- Implement direct marketing activities in accordance with direct marketing plan objectives
- Ensure activities are implemented in accordance with legal and ethical requirements
- Monitor direct marketing activities
- Record responses at regular intervals throughout campaign
- Identify and use evaluation criteria to determine campaign effectiveness
- Determine whether campaign is overperforming
- Implement new targets and procedures to capitalise on positive overperformance
- Modify direct marketing activities to extinguish nonprofitable overperformance
- Determine continuous improvement opportunities
- Analyse success indicators of direct marketing campaign
- Document campaign performance in accordance with organisational reporting requirements
- Encourage team members to identify and propose ways to improve campaign performance
- Determine, document and assign responsibilities for required improvements to future direct marketing campaigns