Learning Paths

Campaign offer and big idea

Learn how to create engaging offers which are vital to successful campaigns that hit their targets.

Module structure

All effective campaigns and ‘always-on marketing activities’ need a powerful hook, offer or key message you want the audience to recall and act upon.

How is this module structured?

The lessons in this module are:

  • Objectives
  • What are successful campaign communications?
  • Why are clear campaign communications important?
  • Direct-response offers
  • Awareness-building offers
  • The Big Idea
  • Example 1: Sony Bravia
  • Example 2: Honda – Power of Dream
  • Example 3: Deloitte Do – B2B
  • Test your understanding
  • Summary

Learning objectives

By the end of this module you will be able to:

  • Distinguish between different types of campaign offer
  • Summarize the features of an effective offer.
  • Explain best practices for communicating the offer in different digital media.
  • Learn how to develop the ‘Big idea’.

Who is this module for?

This module is for people who are involved with digital experience projects and initiatives.

Roles who will find this useful include:

  • Company owners and directors
  • Managers responsible for increasing the contribution of digital channels in their organization, including Digital Director and digital marketing managers
  • Heads of marketing including CMO, VP of Marketing, Chief Customer Officer, and Marketing Director
  • Marketing executives or specialists working on digital experience
  • Consultants or agency account managers

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This module is in the Campaign Planning Learning Path

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What are Learning Paths?

A modern training solution to help businesses grow through marketing

Learning Paths bring together all of the relevant training and associated resources into a single, customizable journey.

Whether it's specific, task-based skills or fully mastering a single discipline, Learning Paths provide the training your business needs to expand into new channels and improve the results of your current marketing activities.

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Learning Paths are divided into strategic and channel-based marketing modules, which help you align development needs with business objectives.

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Each Path is supported by our 20 comprehensive marketing toolkits, reducing outsourcing costs by expanding your in-house knowledge and expertise.

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Deliver real business results with our practical, ready-to-go templates. Instantly apply them to your own marketing activities to drive efficiency and track your results.

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