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DevRel Campaign: Drive awareness of DevRel Campaign Strategy Template

Leveraging the template we're trying to drive awareness of, to draft our own DevRel campaign to drive awareness of the DevRel Campaign Strategy Template we shared. Very meta, huh?

Driver Tessa Kriesel
Contributor Community Manager
Informed
Campaign Name Drive awareness of DevRel Campaign Template
Campaign Type Awareness
Dates 12/13/2021 - 03/31/2022
Status On Track

Strategy

Objective

Problem Statement

What is the problem this campaign is going to solve?

Research Insights

What research insights have you captured? Research happens both internally and externally.

Solution Hypothesis

What deliverables or results can solve the problem statement?

Audience

Personas

Priority Persona Size of segment
1 DevRel Professionals 75%
2 Prospective DevRel's 25%

Messaging

Focus Description

Write a description of your product/launch/tool/content/etc.

Short Positioning Statement

Write a short (~25 words) positioning statement

Detailed positioning statement

Write a detailed (100 words or less) positioning statement

Keywords

What keywords should be leveraged for metadata and SEO?

Value Proposition

If this campaign is product or feature-focused, complete this section for easy talking points around the value of your product or feature.

Value Proposition Messaging Value #1 Value #2 Value #3
Product or Feature Promise Write a short paragraph on how your feature delivers on this value Write a short paragraph on how your feature delivers on this value Write a short paragraph on how your feature delivers on this value
Pain Points Describe how this value solves customer pain points Describe how this value solves customer pain points Describe how this value solves customer pain points
Proof Points Explain exact features or use-cases that support this value Explain exact features or use-cases that support this value Explain exact features or use-cases that support this value

Risks

Risks Impact Mitigation
Risk 1 Low / Medium / High What is the mitigation plan?

Goals

Campaign Goals

See Airtable for Campaign Goals

Company Goals

Objective Key Result Owner Stakeholder Status
Increase revenue to bootstrap product building KR1: Launch Devocate Learn to increase Devocate's revenue Tessa Kriesel Leadership In Progress

Resources

Budget

Activity Budget Details
e.g. OSS sponsorship $2,500 Explain how you’ll use the budget

People

Contributor Skillset / Offering Hours Req’d Details
Jane Doe Copy Editing 10 Explain the efforts necessary

Tooling

Tool Owner Details
e.g. Airtable IT Explain why you need access to tool

Approvals

Descriptor Approver Turnaround Due Date Details
e.g. Code of Conduct Legal 14 days 10/1/20XX Link to COC

Deliverables

View Airtable View for Deliverables

Milestones & Deadlines

Launch Date Deliverable Channel Owner Project Details
10/10/20XX Title of Awesome Webinar Zoom Dev Marketing Link to Deliverable Strategy Doc
Weekly Weekly Social Calendar Twitter \ LinkedIn Social Team Link to Deliverable Strategy Doc
10/5/20XX Awesome Blog Post Title Dev Blog Advocacy Link to Deliverable Strategy Doc
10/12/20XX Awesome Discussion Title Community Forum Community Link to Deliverable Strategy Doc
10/5/20XX Email Campaign Title Email Newsletter Outreach Link to Deliverable Strategy Doc

Tracking Impact

Campaign Goal Impact

Deliverable CTA Metric Tracking Tool Results
Title of Awesome Webinar Registrations that convert to downloads Downloads from Registrations LMS tool (tracks events and downloads) 55
Weekly Social Calendar Download Downloads referred from Social LMS tool \ Twitter \ LinkedIn 12
Awesome Blog Post Title Download Downloads referred from Blog Post LMS tool 42
Awesome Discussion Title Engagement Engagement on thread Community platform 2
Email Campaign Title Downloads Downloads from Subscriber List Email clicks to downloads, Downloads referred from email 76

Company & Program Goal Impact

Deliverable CTA Metric Tracking Tool Results
Title of Awesome Webinar Register for LMS LMS Registration LMS registrations referred by events 57
Weekly Social Calendar Register for LMS LMS Registration LMS registrations referred by social 17
Awesome Blog Post Title Register for LMS LMS Registration LMS registrations referred by blog 46
Awesome Discussion Title Register for LMS LMS Registration LMS registrations referred by community 7
Email Campaign Title Register for LMS LMS Registration LMS registration referred by email sends 83

Campaign Results

LMS Registrations Downloads
210 185

Program Results

Awareness Activation Engagement
210 185 7