--- slug: "campaign-strategy" title: "Campaign Strategy" business_name: "MP Design Studio" template_kind: "custom-new" template_version: "v2" --- # Campaign Strategy We plan and support marketing campaigns for small businesses and local teams in Edmonton. Our campaign work is designed to improve neighborhood visibility, generate repeat customers, and create a repeatable path from discovery to action. Campaign channels may include email, social media, and local listings. We can also support Google Business Profile performance, review management, lead nurturing, referrals, and offer-based funnels. Campaign strategy is part of our broader design and marketing workflow. Website design details and SEO strategies are handled as separate service areas, while this page focuses on campaign planning, execution, measurement, and optimization. ## What we plan We begin by mapping your goals, audience, ownership, and available budget window. For local campaigns, our planning process includes: - Local audience mapping - Customer journey mapping - Offer and funnel strategy - Campaign narrative and creative planning - Email, social, and local-listing channel selection - Review and referral system planning - Lead-nurturing templates - Campaign calendar development - Definition of metrics by source and offer Our local marketing service includes a monthly calendar of campaign themes, ad-ready creative outlines, a customer journey map, a review and referral system, and a monthly reporting dashboard template. The campaign structure is intended to make activity easier to repeat and manage rather than relying on disconnected one-off promotions. ## How execution works We use a three-stage delivery process. ### 1. Discovery and alignment We map campaign goals, define ownership, and establish the project scope within a realistic budget window. This stage is used to identify the audience, offer, conversion path, and the practical responsibilities for the people supporting the campaign. ### 2. Build and iterate We work in short cycles, reviewing the work together and keeping changes practical and reversible. Campaign execution can include creating email sequences, social and in-location conversion assets, campaign themes, ad-ready creative outlines, referral materials, and automated reminders where appropriate. For local marketing engagements, we plan an iteration and results review every two weeks. This gives us a recurring point to review available performance signals, adjust messaging or cadence, and refine the campaign before the next cycle. ### 3. Launch, training, and support At launch, we provide documentation and process handoffs so your team can continue operating the campaign. Training and staff guidance may cover campaign support, responses, recurring updates, and the use of reporting or workflow materials. ## Execution timelines The exact schedule depends on scope, channels, approvals, and the systems that need to be connected. A documented four-week campaign implementation example used this sequence: - **Week 1:** Membership and churn diagnosis - **Week 2:** Campaign narrative and creative system - **Week 3:** Email flow and CRM integration - **Week 4:** Staff training and soft rollout - **Month 2 onward:** Weekly optimization rounds For other projects, we create a tailored timeline and milestone plan. Our general delivery model moves from discovery to short build-and-review cycles, followed by launch training and support. ## Performance tracking We track campaign activity using metrics connected to the source and offer. Depending on the campaign, measurement can include: - Lead volume by source - Referral leads - Email open rates - Attendance or engagement correlations - Membership renewals or retention - Funnel and conversion signals - Review and referral activity - Results from specific offers or campaign themes Our deliverables may include: - A campaign dashboard - A retention dashboard with cohort views - A monthly reporting dashboard template - A quarterly campaign retrospective template We use results reviews to identify friction in the customer journey, refine email cadence, adjust campaign themes, and improve the next campaign cycle. ## Relevant campaign example: Northway Fitness Northway Fitness had strong class attendance and referral discussion but lacked consistent campaign structure and member education for retention. We addressed the challenge with a referral marketing system, monthly content themes, and a simplified onboarding sequence. The work included: - Mapping referral triggers and member incentives - Creating a membership lifecycle map - Developing weekly content themes around onboarding, recovery, and accountability - Adding a dashboard for leads and attendance correlations - Refining the email cadence for new signups - Establishing a staff playbook for campaign support and responses - Creating a 12-week themed newsletter calendar - Building automated onboarding reminders - Producing social and in-gym conversion assets - Adding a retention dashboard with cohort views - Creating a quarterly campaign retrospective template The implementation timeline was four weeks through soft rollout, followed by weekly optimization rounds. Reported outcomes included: - Membership renewals improving from 62% to 84% - Referral leads increasing by 49% - The monthly newsletter open rate reaching 41% ## Campaign package context Our Growth package is listed at a starting price of $2,800. It includes campaign onboarding, a custom brand alignment pack, conversion-focused content architecture, three campaign assets per month, and a monthly performance report and call. Prices are starting points; each project receives a tailored timeline, milestone plan, and optional add-ons. The Scale package is listed at a starting price of $5,400 and includes multi-location scalability planning, advanced forms and lead routing, team training and standard operating procedure documentation, and quarterly strategy sessions. The appropriate package depends on your stage, workload, campaign requirements, and growth goals. To discuss a campaign, [start a project through our website](https://manavjig.com/). You can also review our [Local Marketing service details](https://manavjig.com/services/local-marketing) and the [Northway Fitness campaign example](https://manavjig.com/projects/northway-fitness).