What's a Local Campaign that ACTUALLY Drives Growth in an LC?
Part 1: The Brain Behind It All (Mechanics)
Remember that this is our criteria for Strong, Healthy LCs by the end of the year? The key to a campaign that drives growth is one that achieves these criteria - but at a product level.
Wait what does that mean? It means we need to tailor how we are doing operations for each of our products so that we can achieve absolute growth, 1:1 productivity, and pass the minimums for those programs.
In other words, it needs to align with our LC Development Steps:
Now that we know that we need to tailor the productivity level, time to contribute, and # projects that are being sold by each team, and we know that we need to collapse our teams so they are all working towards the same goal - we just need to translate that into mechanics!
Here's a simple & customizable way that every LC can do this:
THE TLDR: Have a products-first mindset. Organizing your campaign by products and putting MoS for each product team to beat creates a competitive culture and pride within the products. It also makes member productivity simpler to measure.
Part 2: Walk the Talk (Branding)
Your mechanics are only to align your leadership team to tracking & pushing growth. For your external viewers (the membership), the mechanics do not matter. What matters most is the brand & how easily your compelling scoreboard is accessible to the membership.
Here are a few tips we've learned about branding:
1. Graphics & Title: Should align with your LC Stance & Vision.
2. Scoreboard: Try to create something automated like Salesforce dashboards. Whatever you choose, make sure it's easy to update and easy to access.
3. Incentives: LCs can plan investments into high-performing members such as subsidizing their IXP exchanges and/or their attendance to upcoming conferences. However, some of the most meaningful incentives can be recognition through shout-outs of members on social media. Make an editable template show that multiple EB members can participate in this.
4. Updates: Updates should be consistent - e.g. every Monday of the week. In addition to showcasing the scores of each team, it should showcase GCPs, MVP shout-outs, and any other relevant information. You should also put the link for your Salesforce/other scoreboard in the update's post.
Here's an example (see left). Ultimately, posts should go beyond providing simple score updates; it should create a sense of community, pride, AND give audiences tools to do better.
THE TLDR: IMAGINE YOU ARE A MARKETING TEAM AND YOUR MEMBERS = YOUR CUSTOMERS. WHAT KIND OF BRAND, AESTHETICS, AND TOOLS WILL MAKE THEM LOVE THE PRODUCT YOU ARE PUTTING FORWARD AND BUY INTO YOUR MESSAGE?
Part 3: It's an EB thing, not a TM thing (Execution)
As you can see, everyone's role is equally important. Easy way to think of this:
LCP: Alignment of mechanics to year plan targets & LC growth strategy.
TM: Branding & coordination of launches, LCM updates, and internal comm updates.
VPs: Product-specific challenges, critique of how it is driving program growth; shout-out of MVPs in their teams; accountability in portfolio meetings.
Still lost? Click here for some more campaign learnings:
Let us know your good case practices for campaigns in the comments below!