This document sets out the requirements for selecting direct marketing activities that are most appropriate for the client’s objectives. It establishes procedures for DigiGeek staff to systematically undertake steps in determining direct marketing activities for the client’s best interest.
This Policy aims to standardise and systematise the selection of direct marketing activities to maximise direct marketing outcomes of the client.
This policy is in effect as at November 2017.
This policy will remain in effect until a new version is approved by DigiGeek management team.
Application of the Policy
This Policy applies to:
all DigiGeek staff who are involved in the selection of direct marketing activities based on a client initiative
the process of selecting direct marketing activities in accordance to the client’s organisational needs defined in their initiative.
shortlist a number of types of direct marketing activities that are relevant to the client’s direct marketing objectives
compare each type by listing their advantages and disadvantages; this comparison must not be generic, but specific to the client’s business context
decide on appropriate types of direct marketing activities based on their earlier comparison
write a summary explaining their selection on how these types of direct marketing activities will address the client’s direct marketing objectives and strategies.
The Lead Generator must:
select the direct marketing activities which must:
be in alignment with the types of direct marketing activities chosen
match to the client’s business objectives
clearly identify relevant media option(s) to be used
justify the selection of their direct marketing activities by writing a summary on how they match the client’s direct marketing objectives.
Budget Direct Marketing Activities
The Lead Generator must ensure the following:
accurately set the budget for the selected direct marketing activities
the budget must show the total cost for the entire duration of the direct marketing objectives (including a monthly breakdown where appropriate)
this total cost must not exceed the client’s budget
budgeting must be done using an appropriate software which will clearly present the breakdown of costs
the breakdown of costs must be specific to each activity especially the media options to be used
this breakdown must include the following costs tabled below at a minimum (where appropriate):
accurately calculate the total costs for each activity and the total budget required.
Monitor Direct Marketing Activities
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