Marketing campaigns are a powerful way to refine and improve your marketing efforts; by recording which campaigns gave you which leads, you can identify which of your campaigns are more successful than others so you can focus on more successful campaigns in the future. You can also use marketing campaigns to do A/B testing. Finally, ChildCareCRM marketing campaigns support the use of powerful UTM codes

(Unfamiliar with A/B testing and UTM codes? With A/B testing, you keep trying different things with your marketing materials and track which versions get better response rates so you can keep improving your success rate. A UTM code is a simple snippet of code that is added to the end of a URL to see where traffic comes from. For example both of the following URL's go to the exact same page...

...but the first one tells you how the visitor found that page.

Once you’ve been using marketing campaigns, reports like Campaign Analysis and Win/Loss and external resources like Google Analytics (especially if you’re using UTM codes) will give you the insights you need to improve your marketing results. 

Step 1: Click Settings > Organizational Settings > Preferences.

Step 2: Under “Lead Screen Options”, if “Enable Additional Marketing Information” is Disabled, click “Edit” and check the “Enable Additional Marketing Information” checkbox.

Step 1: Click Marketing > Marketing Campaigns > + Add Campaign.

Step 2: Fill out the Add Campaign form.

Some of the fields are more intuitive than others. A few notes on this form….

  • The name should remind you of what this distinct campaign is.
  • Several reports use the Campaign Code rather than the Campaign Name, so make sure the Campaign Code is clear enough to tell everyone which campaign it refers to.
  • UTM Campaign can be left blank if you aren’t using UTMs.  (The "utm_campaign=" part can be ignored if you are not using this field, and you should not include that as part of the field.  See the above example.)
  • The Campaign Count (which can be an estimate) refers to how many people you plan to contact with this campaign. It is used to calculate things like success rate in your reporting.
  • Campaign Cost (which can be an estimate) is also used in reporting metrics.

Step 3: Click “SAVE”.

Step 1: Click Marketing > Marketing Campaigns

Step 2: Click the marketing campaign you want to edit.

(The Campaign Statistics on the resulting page are discussed under “Evaluating Results”, below.)

Step 3: Click “EDIT”.

Step 4: Make whatever edits are needed.

Step 5: Click “SAVE”.

Step 1: Click Marketing > Marketing Campaigns

Step 2: Click the marketing campaign you want to edit.

(The Campaign Statistics on the resulting page are discussed under “Evaluating Results”, below.)

Step 3: Click “DELETE”.

The point of marketing campaigns in ChildCareCRM is to group leads according to which of your marketing efforts brought them in. That way you can run reports to see which campaigns are best—which bring in the most leads, which have the lowest cost per enrollment, etc. 

There are four ways to assign a marketing campaign to a lead:

MANUALLY

The simplest (and least efficient) way is to manually assign a campaign to a lead. 

Step 1: Find the lead. The search bar is one of the easiest methods.

Step 2: Click “+ Add Campaign”.  

(A lead can have multiple campaigns, as shown above.  If there are multiple campaigns, the "primary" campaign will be the campaign that appears in reporting and is indicated by a blue star.  To make a different campaign primary, click that campaign's white star.)

Step 3:
Select the desired campaign from the drop-down menu and then save.

WEB FORMS & KIOSK FORMS

You can make web forms and kiosk forms such that anyone filling them out is automatically assigned the marketing campaign of your choosing:

Step 1: Click Settings > Organizational Settings > Forms.

Step 2: Click to add a web form or kiosk form.

Step 3: Select an existing marketing campaign from the drop-down menu.

UTM Codes

ChildCareCRM now supports UTM codes.

Step 1: Follow the steps above to create a new marketing campaign or edit an existing campaign. When you come to the Add Campaign or Edit Campaign window, enter whatever you plan on using for your utm_campaign= parameter. 

Step 2: Whenever you distribute links containing UTM parameters, leads who enter their data into your system using that link will automatically be assigned to the marketing campaign with that campaign parameter. 

For example, if you create a campaign called “$100 Off for Referrals” and your UTM Campaign parameter is “Ref100”, leads who enter themselves into your system using a link containing “&utm_parameter=Ref100” will be automatically assigned to the “$100 Off for Referrals” marketing campaign.

Note that this only works for people entering themselves into your system as new pending leads.

GROUP COMMUNICATIONS

You can now assign all recipients of a group communication to a marketing campaign. In step 2A under “How to Send Group Communications”, you can select a marketing campaign from the drop-down of existing marketing campaigns:

There are several ways to access reporting on the effectiveness of your marketing campaigns, including using Campaign Analysis and Win/Loss reports and (especially if you’re using UTMs) using Google Analytics.

In addition, results are viewable on the View Campaign page:

Step 1: Click Marketing > Marketing Campaigns

Step 2: Click the marketing campaign you want to evaluate.

This will reveal the “View Campaign” window:

The bottom of the window shows your Campaign Statistics. The left side counts leads, and the right side evaluates dollars.

It is very important to understand that the rows of data under Campaign Statistics are not mutually exclusive. A lead that is in “Tour Scheduled” status the moment the report is run will be counted in the “New Lead”, “Engaged” and “Tour Scheduled” statuses.

Therefore, the proper way to read the left side of the report above would be, “Out of the 1,000 people who were contacted in this campaign, 61 became New Leads. Of those 61, 45 went on to become Engaged. Of those 45, 33 scheduled a tour. Of those, 27 completed a tour. Of those, 1 ended up on the Wait List and 2 were Registered. 

The Percent column simply divides the quantity by the campaign count. For example, 61 new leads out of 1000 recipients is a 6.10% response rate. 

The Cost Per Result statistics on the right measures the cost to get a lead into a given status. It does this by dividing the Campaign Cost by the Quantity of leads that were/are in that status. For example, $5,000 campaign cost divided by 61 new leads means that each new lead cost $81.97 to acquire. 

Finally, a lead that starts out in your system at a status other than “New Lead” doesn’t actually skip the earlier statuses; the system puts such leads in all the earlier statuses for just a brief moment, so they still get counted in multiple statuses in this report.

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