This half-day course is split into three chapters:

1. Setting Data-Driven Objectives
2. Campaign Strategy & Tactics
3. Measurement and Evaluation

 
The course forms part of the Comms & Marketing Playbook series, designed around the skills that Communications Directors want their teams to master. These sessions prioritise engagement and content retention, so you can expect dynamic and creative visuals, as well as interactive exercises to fully embed new skills. We also leverage the power of “story-driven training”, looking at public sector case studies together with Greek mythology and the Cold War to make key strategies and tactics more memorable.

This course will explore everything from the marketing funnel, the OASIS model, the evaluation cycle, benchmarking tools, and plenty more to help attendees become world-class communications professionals.

Taking lessons and frameworks from other sectors and blending strategic communications, PR, marketing and digital communications, we will help you master your campaigns from start to finish.  

This course is for you if you want to:  

• Plan and deliver impactful campaigns
• Understand the full evaluation cycle and its applications for campaigns, social media and newsletters
• Set objectives that are data-driven and align to organisational priorities
• Understand the differences between strategy and tactics
• Select the right channels for your campaigns
• Allocate budgets and resources appropriately
• Learn new tools and techniques to use at every stage of your campaign
  
  

Here is what you can expect from this course:

This course is split into three chapters:

1. Setting Data-Driven Objectives

We’ll explore how to set data-driven objectives using marketing funnels and conversion rates and ensure your ambitions are fit for purpose. We’ll also uncover how funnels can change the way you develop long-term campaigns as well as your newsletters, websites and social media.

2. Campaign Strategy & Tactics

We’ll introduce the OASIS framework to add discipline to your campaign planning, as well as discuss channel selection, integrated communications, and budgeting and resourcing. We’ll also look at different campaign strategies and tactics, exploring the difference between the two and the choices we need to make to develop impactful communications.

3. Measurement and Evaluation

This chapter will cover the full evaluation cycle and share how to craft the perfect reports for your campaigns as well as your social media, newsletters, websites and events. We will equip you with tools to embed better measurement, testing and learning through the Net Promoter Score, benchmarking principles, and a range of digital platforms.

Who should attend?

Public sector communications and/or marketing staff, particularly those interested in understanding campaign principles.

About the trainer: 

Anil Manji is a communications specialist with experience across the UK Government, NHS, agencies and charities.

He has worked across several major public sector campaigns, including in the Prime Minister’s Priority Campaigns team, where he led campaigns for both COVID-19 and COP26 Climate Change Communications.

Anil has worked with some of the biggest brands in the world, including the BBC, Wimbledon, P&G, Sky, WWF and the United Nations, and now runs Kudu Communications, which trains teams in advanced comms and marketing skills.

From multi-million pound budgets to delivering impact at no cost, Anil is an expert in strategic communications, PR, campaigns and marketing. In 2023, he was named as one of the UK’s top young comms professionals in the UK for his work on behaviour change campaigns and his creative PR stunts, including the placement of a Formula-E car onto Downing Street and a film premiered to world leaders in partnership with Blue Peter.

On top of his work in the UK Government, Anil has also led campaigns for the NHS, bringing together numerous health campaigns under a new, unified brand. Outside of the public sector, he started his career in advertising on M&S Christmas campaigns, P&G haircare, and a pro-bono United Nations campaign which won a PR Gold Lion at the Cannes Festival of Creativity. He was also Head of Communications & Marketing for the charity London Sport, where he made his debut on TV and radio promoting better sports and health outcomes in the capital.