The campaign bullet is an important tool. The bullet is similar to an
"elevator pitch" or other short form communique – in that the purpose
is to quickly and effectively communicate intent or purpose. The
campaign bullet is a composite paragraph constructed from the primary
components of your campaign. This is an example of the campaign bullet:
The mission of the campaign is to expand the
western sales territory. The objective of the campaign is to increase
our market share 50% over the next 6 months. Our strategy is to take
this share from competitor XYZ by promoting our quality and price
advantages relative to XYZ’s product recall and union strike. Our
primary tactic will be to identify XYZ’s largest most vulnerable key
accounts and win these accounts. The required campaign elements,
competencies and infrastructure will include key account selling,
supported by email/direct mail + custom landing pages, and a lock-in
three year deal. The total campaign budget is $239,000. We expect
results of $7.5 million in new customer wins with a margin of $2.5
million within the 6 month campaign duration. Expected campaign ROI is
in excess of 10x.
The campaign bullet forms the header of the One-Page Plan of Campaign. Click below for more information:
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