• Agile & Scrum Basics

How to create a banging Agile campaign in 7 days

Suddenly I realized again that I am a privileged person to work with exceptional people. Recently, in a mandatory week of quarantine, I take stock and look back on a heady period. Will you join us? Our business ground to a halt in early March. Squealing tires. Hand brake. Parked. That resonates. But of course, we also see immediate opportunities: we develop new online training courses that participants sign up for right away; we start transitions with clients we’ve never met live, and the number of website visitors also rises sharply. Our business is changing and probably for good. Okay, we ran into a lightbulb for a while, but as a result we are taking away a lot of light and inspiration. And I’d like to share that with you.

*Pling*. An idea was born: let’s launch a 5-week campaign to inspire our target audiences to, like Scrum Academy, reinvent their business. To look for the opportunities that will make them turn Q4 into a dyke of success after all. Even better; that they can kickstart 2021.

Good idea, now what?

There is no time to waste. It is the third week of August and in a week’s time that desired campaign must be on the air. The school vacations will be over and the Netherlands will be back to work. Great, that gives us exactly one week to get from idea to execution. Fortunately, Scrum Academy consists of a network of Agile, communication and online marketing experts. This team can sprint and make meters. So we put on the running shoes.

The four main steps

Okay, we want to launch a 5-week campaign. With everything on it: blogs, interviews, newsletters, ads and webinars. But of course also with an inspiring video commercial in which all aspects of the campaign come together. Content, but also just that bit different. How do we pull this off quickly?

Step 1. Creating a Product Vision. What do we want to achieve? For whom? By what means? And how do we measure the progress of our success? This leads to a nice ambition with lots of ideas that we prioritize to come up with a good backlog. Because we too have many more ideas than we can realize in 1 week.

Step 2. Idea selection. We take the most promising ideas and combine them with appropriate objectives. We also free up a budget for each idea. Answering a few questions gives us direction. How many participants do we want on the webinar Psychological Safety? How many people need to have read the interview with Fenny Koppen (Ricksja Travel)? How many times do we want the video shown?

Step 3. Contacting and making concrete. Getting started. Agile is often also about delivering value quickly. So we keep it uncluttered. Of course, a campaign video can be very complicated by, e.g., filming 100 extras in 100 different locations. But is that realistic and relevant to our goal? Tie the knot. We come up with a surprising concept and write a script with creative solutions. We choose the city of Delft as our backdrop and screen mainly in our own network. Calling, emailing, emailing, visiting: extras and locations. Yes, will you participate? What fun, then we shoot and edit a super inspiring video production in two days.

Step 4. Monitor and adjust. In day-to-day execution, we monitor the development of our efforts and adjust where necessary. This sometimes leads to more ideas and more work, requiring us to reprioritize other work. There is movement in this campaign, it is beginning to live!

You can do this type of work only with a professional, energetic and motivated team. And a team here is really everyone on the team. Not to mention how your bill or salary is paid. There are no ranks and grades in the team. Feli, Nick, Tim, Sander, Anton, Martijn pulled the cart as one.

And so, in collaboration with the video locations Hotel Hampshire Delft Centre and Vakwerkhuis, among others, we realized a great campaign, which also brought us into contact with new customers. Clients with whom we will be working together in the coming period to achieve their goals.