244 F.R.D. 614 (D. Colo. 2007). Cache La Poudre Feeds, LLC v. Land O’Lakes Inc.
Percolate + Land O’Lakes · Brief: The Brief explains the purpose of your marketing initiative....
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Percolate + Land O’Lakes Campaigns Guide 1
Transcript of Percolate + Land O’Lakes · Brief: The Brief explains the purpose of your marketing initiative....
Percolate + Land O’Lakes Campaigns Guide
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Table of contents
What is a Campaign?
The Anatomy of a Campaign
Overview of Campaign Details
Templates and Freeform Options
Campaign Collaboration
How do I view my Campaigns?
Campaign Calendar Navigation
Frequently Asked Questions
Additional Learning Resources
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What is a Campaign?
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Date filters
License selector
Filtering options
Color By option
Grouping options
A campaign
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A campaign is any marketing initiative or activity with tactics to drive toward a set strategy. A campaign can include any number of tactics such as social, email, digital ads, broadcast, print, or events. Campaigns have a defined start and end date with a defined budget.
Why are we loading campaigns to Percolate? • Campaigns provide greater visibility into your communication efforts • Campaigns integrate with Datorama to provide advanced analytics • Campaigns help your team collaborate • Campaigns add governance to your project management
What does a campaign look like? When setting up a campaign in Percolate, enter the campaign name, dates, description, platforms and keyword tags. Once the campaign is created, you can then leverage the Brief, Workspace and Creative (Social) section to manage activity. Use the Brief section to capture details about the initiative. The workspace is intended for collaboration, summary of all tactics and supporting assets, and campaign analysis. For social content, you can view all of the posts within the campaign under Creative.
How do I know when to break out a campaign? You should break out a campaign if there is a specific spend where you want to track performance. You do not need to break out a campaign for each tactic.
How do I see an overview of all my campaigns? View the campaign calendar!
The Anatomy of a Campaign
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Campaign TitleBrief
Creative/Social
Workspace Activity Feed
Navigating campaigns and understanding their structure
Campaign Title: This describes the content and objective of the campaign. If you assign a date to your campaign it will be added to your Marketing Calendar. Land O’Lakes will be using the following naming convention: Year_Business_Business Unit_Campaign Name. Examples: — 2018_DF_Retail_Add a Little Good — 2018_AN_Horse_October Always On Social — 2018_CP_Member_Pollination — 2018_CI_WFU_Croplan Seed Guide
Campaign Details: Within your Campaign details, you will also outline dates, description, platform, tags and metadata. You can always edit this information by clicking the first icon in the Activity Feed on the right.
DF: Dairy Foods AN: Animal Nutrition
CP: Corporate CI: Crop Inputs
Edit Details
Overview of Campaign DetailsBrief: The Brief explains the purpose of your marketing initiative. It outlines your business strategy and goals, communication objectives and measures of success. Select the Long or Short Brief under the Brief section.
Note: The Long Brief is more comprehensive and preferred for briefing the agency on objectives. The Short Brief can be leveraged for smaller efforts, limited spend and where there are supporting documents attached to the campaign.
Workspace: The Workspace is where teams can collaborate and highlight tactics. Use the workspace to identify campaign tactics and store final assets such as digital ads, collateral, email and campaign analysis.
Creative: All social posts should be scheduled from the creative section of the Campaign, providing visibility into published and queued posts. Note: the Creative section is not for storing final assets or copy.
Note: Forget to create a social post within a Campaign? You should then retroactively apply that post to a relevant Campaign. More info here.
Brief
Workspace
Creative/Social
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Templates and Freeform OptionsSave time and drive consistency with templates and leverage Freeform Templates to note tactics and upload final assets. The Campaign feature in Percolate facilitates campaign planning, allowing you to standardize your planning, creative production, and task management.
Timesaving Templates for Briefs Templates are timesavers. Land O’Lakes is utilizing brief section templates to ensure your planning is always consistent. More on templates here. Land O’Lakes is utilizing Brief section templates for the following:
• 2018 Campaign Brief (Long) • 2018 Campaign Brief (Short)
Leverage Freeform Templates within Workspace You always have the Freeform template option within the Workspace section to identify your business tactics such as email, ads or promotions. List out your campaign tactics in individual freeform sections, add a description and upload supporting assets.
Additional Templates within Workspace Land O’Lakes is leveraging the Testing Plan and Testing Results across all Brand Licenses in the Workspace section to document goals of marketing tests and to optimize reporting. Other templates can be created for standardized content such as blogs, newsletters or events. If you need assistance with templates, reach out to [email protected] as only License Admins can configure.
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View Campaign interactions and activities Use the Activity Feed on the right-hand side to comment and assign tasks within a Campaign. You will receive emails and Percolate mobile app notifications around these communications and can continue your conversation within Percolate.
Leverage the @mention functionality to notify team members When you click Comments, you can enter the @symbol and type their name and they will receive an email and a direct link to the campaign or asset.
Note: You can adjust your email preferences within Settings within your User Profile under Notifications. Also, check Clutter or Junk mail to ensure you receive email updates.
Campaign CollaborationBring teams agencies, and brands together in Percolate to plan and execute campaigns in one central locations.
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Activity
Tasks
Copies
Followers
Comments
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How do I view my Campaigns?With the Campaign and Creative Calendar, view all of your marketing activity in a single place. Percolate is the central location to track and manage every marketing activity. More on Calendars here.
The Campaign Calendar The Campaign Calendar is used by marketers to engage in long term and ongoing planning, giving teams a holistic view of your initiatives. With multiple filtering options it’s easy for everyone to see all communications activities, across all channels, teams and business units, while having the flexibility to search and filter to display just the initiatives that your team is working on.
The Creative Calendar The Creative Calendar is used for scheduling and viewing social posts associated with your brand across all channels. The key benefit is being able to see at a glance what’s published and queued for posting this week. It’s your single source of truth to see all activity happening across any channel at any given time. You can also access these calendars using the Percolate Mobile App, for iOS.
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Tip - Percolate remembers your last view, but you can also bookmark to save custom views
Campaign Calendar NavigationThe Campaign Calendar lets you see into the future and understand what is happening across your communications organization.
This feature makes it easy for multiple teams to use the same calendar as you can quickly filter on tags or custom metadata your team uses.
A simple, clean grid view for creative Use the new calendar view to better show long-running communications strategy and activations that are happening in parallel.
Cross license visibility Visualize campaigns and creative across multiple licenses within a single calendar view.
Group and filter by standard and custom metadata Group and filter based on structured metadata to customize your calendar view to show what’s most relevant to you.
Campaign and creative association Visualize campaign and creative relationships, so you can see the day-to-day strategies that contribute to a longer running campaign.
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Date filters
License selector
Filtering options
Color By option
Grouping options
A campaign
View options
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Frequently Asked QuestionsBelow are the most frequently asked questions around Campaigns, Creative and Calendars.
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Q. Why is Land O’Lakes using Percolate for Campaign Planning?
A. The average global brand creates over 1,000 briefs a year, but has no central place to track all of them. Campaigns in Percolate not only facilitates the campaign planning process, drives consistency across teams and allows for advanced analytics on campaign performance.
Q. Can I preview Creative directly from the Marketing Calendar?
A. Yes. If you hover over the Creative in the Calendar and click the eye, you can preview Creatives. You can also edit Creative in the Calendar context by clicking the pencil icon.
Q. What do the dots in the Campaign Calendar “Month View” represent?
A: The dots represent Creative scheduled for that day. The number of dots stand for the number of Creative scheduled. If you hover over a dot, you have the ability to preview the Creative or click into their permalink.
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Q. How do I use tags and metadata in Campaigns?
A. Tags and Metadata in Campaigns allow you to organize and track your Campaigns more easily in Percolate. You can add free-form tags for short term initiatives. Metadata helps provide structure for ongoing strategic categories. Work with your Percolate Land O’Lakes team to add to metadata.
Q. I’d like to repurpose a Campaign in another brand license. Can I do this?
A. Yes. Utilize the Campaign Sharing feature to share and repurpose Campaigns across brand licenses. More info here.
Q. Can I manage assets within a Campaign?A: Yes! When you upload assets into a Campaign section (Brief or Workspace), you can move the asset to a folder within the Asset Manager or edit the info directly within the Campaign.
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Additional Learning Resources
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If you need any help using Percolate, please use the resources listed below. We're always here to help:
Land O’Lakes Team For best practices, tool functionality, feature requests, metadata changes, access requests and general questions, contact [email protected].
Success Center Online knowledge base, available to all users, containing product information and training resources. Below are some related articles to help get your started:
— Campaigns: 10-minute detailed video overview of using Campaigns — Creative Overview — Metadata Overview — Marketing Calendar: Complete overview of the Campaign and Creative Calendar.
Support Team If you need help while using Percolate click the in-app Support button or email [email protected] to contact our Support Team. They’ll get back to you over email.
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For information, contact [email protected]
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