Primary Categories (Essential)

Each project campaign should be categorised into the following primary phases.

• Coming Soon: The initial phase of building interest, starting before the official launch.
  
  
• Now Selling: Active sales phase spanning 3-months after the 'Coming Soon' period.
  
  • Once this phase concludes, the campaign should transition to BAU.
    
    
• Always On (BAU): Business-as-usual campaigns that continue post-launch to maintain project awareness and generate leads.
  
  • This includes any Bottom of Funnel (BOFU)  campaigns.
    
    
• Marketing Nurtures (Lead and MQL): Essential for maintaining engagement, nurturing leads and reporting business performance.
  • This includes Middle of Funnel (MOFU) and Top of Funnel (TOFU) campaigns.
    
    
• Sales Nurtures (MQL & SQL): Focuses on pre-qualification of MQLs and SQLs through different stages of the sales process (warm, hot, waiting list and disqualified).
  • In addition, this includes any post-settlement nurturing activities.

Sub-Categories (Optional)

For more granular tracking, additional sub-categories can be added, including:

• Offline Campaigns: Cover outdoor advertising, QR codes, flyers, events etc.
  
  
• Digital Campaigns: This includes paid digital efforts like social media ads, event boosting, Google ads or other online platforms (i.e. REA, OpenLot).
  
  

This structure allows tracking at various stages of the buyer's journey while aligning with state-specific priorities.

Use the following format for naming your campaign:

PROJECT CODE_PRODUCT TYPE_CAMPAIGN

• Project Code: The 4-letter unique identifier for each product.
  
  
• Product Type (Optional): Used to differentiate product types and/or brands within a project.
  • Remember:  product type may not be relevant for each project.
    
    
• Campaign: Highlights the campaign structure detailed in Section 1 above. This helps with defining the campaign focus.

Examples:

• ROCK_Townhomes_Bottom-of-Funnel_BAU
• BEXL_Coming-Soon_Offline
• GLAN_Bloom_BAU

Please note: Due to UTM purposes, you cannot include spacings in the campaign naming - instead, use '-'.

Project Specific Budgets

Each campaign must include a detailed project-specific budget, allowing tracking at various stages. This ensures efficient budget allocation and forecasting and will assist with calculating the ROI in the future.

Channel-Level Breakdown:

For transparency and detailed performance evaluation, campaigns should break down the budget by marketing channel based on what is running (e.g. Google Ads, Paid Social, Radio etc).

Tracking at this level provides clarity on spending efficiency across campaigns and channels.

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An example of how you can break down your budget is shown below using the Atwater BAU Townhome Campaign.

All assets can be associated with a campaign from the campaign details page. To associate an asset:

1. In your HubSpot account, navigate to Marketing > Campaigns.
2. Click on a campaign you want to add assets to.
3. In the top left corner, click Add assets.
4. To add an existing asset:
        - Use the search bar to search for assets or content.
        - Select the checkbox next to an asset or piece of content, to add it to the campaign.
5. Click Save.

Please note: Deal workflows cannot be added to campaigns. Additionally, an asset can only be associated with 1 campaign. If you would like it to be across two, you will need to clone the asset and add it in.

Standardarised guidelines have been set to ensure accurate UTM tracking on all campaign links.

Please review these guidelines here: