The Campaign Management module uses a four-tier campaign structure, which enables you to plan actions and monitor results at any level of granularity or summarization. Default hierarchy is supplied with the module. However, Campaign Management is fully configurable, and you can rename the hierarchy to reflect your organization's or industry's terminology.
The hierarchy as supplied with iMIS Campaign Management helps you zero in on your target:
Campaign Management default hierarchy
A strategy to accomplish a single marketing goal, such as a membership drive, a fundraising campaign, an annual convention, or a legislative initiative.
Each major objective of a campaign. For example, for a fundraising campaign, you might separate objectives into the following appeals:
The related solicitations of each appeal would be generated within a relatively short period for the campaign.
A specific communication series implemented within a planned sequence of solicitations. A solicitation can be in the form of a letter, a phone call, a personal conversation, or another method of contact. Each solicitation can consist of multiple independent source codes.
The tracking number that identifies marketing solicitations and the resulting responses. The source code links inserts, such as e-mail messages or brochures, to a targeted list of contacts. Source codes can be assigned manually or automatically.
For example, a letter sent to all Senior Members can be assigned a unique source code. All responses to the letter are coded with this source code to trace the source of the actions.
10.6 Production Release. Updated 11/22/2005 1:41:48 PM
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