This unit applies to marketing campaigns conducted in support of enterprise or client marketing activities which involve a unique set of resourcing, planning and implementation activities.

Competence in this unit requires designing, implementing, monitoring, analysing and reviewing the success of a marketing campaign

This role may be undertaken by staff with managerial responsibility or specialist staff (campaign manager, operations manager), depending on size and structure of the organisation.

ELEMENT

PERFORMANCE CRITERIA

1. Design a campaign

1.1. Identify critical campaign design features from business needs and objectives

1.2. Develop campaign objectives

1.3. Identify required campaign resources

1.4. Establish appropriate organisational, team and individual targets

1.5. Develop campaign procedures for all relevant parties

1.6. Confirm campaign design by consulting with stakeholders

1.7. Identify technical requirements to support campaign

1.8. Ensure campaign design complies with relevant legislation and regulatory codes

2. Implement campaign and monitor outcomes

2.1. Use project management tools effectively

2.2. Establish real-time campaign monitoring and reporting

2.3. Accurately analyse campaign results at regular intervals

2.4. Conduct effective campaign debriefing with staff and key stakeholders

3. Analyse fulfilment processes

3.1. Map existing fulfilment processes

3.2. Collect comprehensive data on campaign fulfilment performance

3.3. Conduct effective process improvement analysis

3.4. Establish appropriate new processes or standards

3.5. Specify and establish an appropriate tracking mechanism

4. Present campaign results to relevant business units

4.1. Conduct an effective written and oral presentation

4.2. Focus on critical aspects of the campaign in the presentation

4.3. Clearly communicate required action of other parties

4.4. Communicate and resolve campaign process concerns and issues

5. Prepare campaign cost-benefit analysis

5.1. Collect relevant campaign data

5.2. Accurately calculate cost of calls and other transactions

5.3. Accurately assess immediate and longer term financial gains of campaign

5.4. Communicate appropriate performance and financial results to relevant parties

Required skills

analytical skills to analyse workplace information and data, and to make observations of workplace tasks and interactions with people, their activities, equipment, environment and systems

communication skills to conduct formal and informal meetings and to communicate with personnel at all levels

consultation and negotiation skills to develop and implement plans and campaigns effectively

financial skills to manage budgetary resources

information technology skills to effectively manage and analyse data

interpersonal skills to establish rapport; to build relationships with clients, team members and stakeholders; to establish relevant networks

leadership skills to gain trust and confidence of colleagues and clients

numeracy skills to analysis data to determine success

presentation skills to develop and present reports or presentations which deal with complex ideas and concepts, and to articulate ideas and information effectively

problem-solving skills to create innovative solutions to issues that arise

project management skills to design and implement campaigns within project management guidelines.

Required knowledge

business objectives and requirements

campaign design and evaluation principles

competitor activity and products/services

customer contact technology and databases

legislation, regulatory and organisational requirements

operational budget and business planning

organisational communication methods.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

designing, implementing, controlling, monitoring and reviewing a marketing campaign

knowledge of relevant legislation, regulatory and organisational requirements.

Context of and specific resources for assessment

Assessment must ensure:

access to workplace information and data

access to information and databases for analysis activities

access to relevant legislation, regulations, standards and guidelines

access to stakeholder feedback.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

review of campaign project plan

review of communication plan

review of documentation of processes and technical requirements

review of campaign reporting

analysis of campaign results (against target)

review of process improvement plan

oral and/or written questioning to assess knowledge of stakeholder feedback

review of analysis and valuation of campaign processes.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBCCO605A Develop and maintain a customer contact marketing strategy.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Campaign may include:

courtesy/follow-up calls

data collection

loyalty program

re-contracting

retention offers

sales

value add services

Stakeholders may include:

billing

company for which campaign is being undertaken (under outsourcing arrangements)

credit and collections

executive

own sales and support team

sales and marketing

Relevant legislation and regulatory codes may include:

consumer credit codes

Do Not Call Register

industry specific codes

marketing codes

Privacy Act

Trade Practices Act

Project management tools may include:

application of quality processes

generic management tools

purpose built campaign management tools

risk assessment and management

standard project management practices

Fulfilment processes may include:

after sales support

billing

data entry

despatch of field staff

despatch of necessary documentation and collateral

establishment of new or renewed contract provisioning of new services

supply and delivery of new product

Process improvement analysis may include:

after sales support

analysis of extra calls generated by campaign

analysis of reliability and performance of fulfilment process

customer satisfaction surveying

modifications that can be adopted for future campaigns

overall results against targets

performance and results of individuals and teams

quality of databases and data integrity

review of processes used

sales conversion rate analysis

stakeholder feedback (including team, sales and marketing)

Unit sector

Business Development - Marketing

This unit contains employability skills.