A business case captures the reason for a marketing campaign.
It should be presented in a standard company document and contain some of the following basic information:
- Expected Volume, Response Rate and ROMI by channel
- Dependencies (Legal sign-off, Board sign-off, ATL marketing budget approval, etc)
- Marketing Channels (Print, TV, Email, Post, Online, etc)
- Key dates and timings
- Key People
- Target Market Criteria
- Description of Offer
- What constitutes a response and what is the response time frame?
The business case is often a document that is owned and managed by the marketing department and forms the basis for budget approval. Traditionally marketing campaign management have shied away from involvement in these plans but I would argue that early involvement will help strengthen the case for some and dismiss others, before too much effort has been expended. As the custodian of the customer data and the expert on previous marketing campaigns the Marketing Campaign Manager is invaluable in voicing their opinion at this early stage in campaign development and sign-off.
The figures entered in the business case will need to be included in future campaign response reporting which is why I refer to it now.