MMM Cross-stream Campaign Briefing Guide
This guide is meant to serve the MMM team when engaging in large(r) campaigns that require coordination with 1 or more other Workstreams.
The phases and points below describe the overall process a project lead should take to ensure that all necessary agreements are in place for a smooth planning and execution process.
General timing guidelines:
- 2 weeks for reco deck build & approval
- X weeks for initial campaign designs
- X weeks for building out assets after initial design approval (depending on how large the campaign is)
Important for working with Grantee comms: Make sure to Reconnect with PGF (currently: Ben and Coleen) to determine (very clearly) who is doing what.
Other helpful docs:
Phase 1 - Initiate
Purpose: Gather all available and relevant information
Best practices:
- Book a live sync with anyone/everyone involved - size matters less during these meetings
- Record the meeting
- If anyone can’t join, send them the recording and offer to have them
- Watch the video
- Send you a DM with feedback
- Make sure include a “by when” to do so
- Ideally capture/discuss the following points:
- TLDR
- Dates
- Campaign goals/objectives
- Key partners
- Audiences
- Key messages
- CTAs
- Creative needs
- Approvals
- How much time per step
- Who
- What channels of communication
- Other expectations in regards to:
- Tactics
- Timing
- At the end of the call, go over all the details
Phase 2 - Reco deck development
Purpose: Build out a recommendation for how to move forward
Timeline: 1 week
Best practices:
- Create PPT deck or Notion page
- Deck should include:
- Campaign overview/summary
- Key dates
- Tactics being used, including the following channels:
- Twitter (and Spaces)
- Blog
- Website
- PR/Media
- Expected timeline for approvals
Phase 3 - Finalize Plans
Purpose: Solidify MMM’s scope of work
Timeline: 1 week
Best practices:
- Host a live session to go over the deck and collect feedback
- Make sure everyone is in agreement on:
- Timelines
- Approval process
- How much time per step
- Who
- What channels of communication
- Tactics included/not included
- How to keep other WS updated:
- Notion doc
- Live sync
- etc.
- This process may take more than 1 convo and can happen async
- Get final approval in writing (screenshot if necessary)
- Ensure that both parties are in agreement that anything beyond the reco deck, MMM reserves the right to say “no” based on our capacity (and we will say yes to as much as possible)
Phase 4 - Execution
Purpose: Fulfill on the plan
Timeline: Depends on the number and kind of elements
- Blog post: 1 to 2 weeks
- Initial designs: 2 weeks
- Individual tweet: 1-3 days
- Tweet thread: 1-5 days