02 — Capability · BC-420.40
Campaign Execution
Run marketing campaigns across paid, owned and earned channels, coordinated so the audience sees one story rather than several teams' schedules.
- Campaign Management
- Marketing Operations
- Integrated Marketing
In scope
- Campaign design and orchestration across channels
- Paid advertising buying and optimization
- Email and social publishing
- Public relations and events
Out of scope
- Store-level and in-aisle promotion execution (see BC-1340)
- Corporate crisis communications (see BC-830)
Realized by · 2
Used in · 1
Build it · 0
- Nothing in the library points here yet.
Decomposes into · 4
- BC-420.40.10Campaign OrchestrationPlan a campaign's audiences, sequence and channel mix, launch it, and adjust while it runs based on what the measures show.
- BC-420.40.20Paid MediaBuy search, display, social, video and out-of-home advertising, manage bids and placements, and keep spend within the plan.
- BC-420.40.30Owned Channel PublishingPublish to the website, email, apps and social accounts the organization controls, with consent, frequency and brand rules enforced.
- BC-420.40.40Public Relations & EventsEarn coverage through media and analyst relations, and run or sponsor events that put the brand in front of the right audience.