Direct Marketing Activity Selection

Policy and Procedures

The Policy

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.

Policy Objectives

This Policy aims to standardise and systematise the selection of direct marketing activities to maximise direct marketing outcomes of the client.

Commencement of the Policy

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.

Procedures

Compare Types of Direct Marketing Activities

The Lead Generator must:

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

use the following format to document their comparison:

Type of DMAdvantagesDisadvantages 

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.

Select Direct Marketing Activities

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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