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The ideal scenario is to have a fully automated process (from briefing, to campaign deployment):
Briefing has standard field to be filled
Campaign type (always on, ad hoc)
Is it from an existing template or from the library?
Date
Concept
A/B test
The agency provides copy & design proposal
The comments & approval process is consolidated in the tool
Once approved, the template is pushed to Braze
The agency test the template and share it with the client only once the internal QA is finished
During the weekly, we review the performances to spot any insights
Note: this should be a proactive action from the agency side
The lifecycle is deployed in a standardized way across the markets. We should have 1 vision for CRM, and the items to localize should be limited to:
Timing (e.g. churned guest in CH is after 30 days, in DE after 20)
Incentives (e.g. free sandwich in CH, points in DE)
Visuals & Translation
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Currently, once approved, the content is sent by the franchisee to translation in an excel file to their local agency. This is another part of the process we could aim to improve: once the asset is approved, can the agency be automatically notified & provide translation of the content directly in the tool? |
We have a centralized repository for:
our assets (ideally, a library that is filtrable by market or topic and can be accessed by our clients)
our insights (A/B test results)
We have a structured and standardized template for performance reporting, differentiating
Monthly meeting
Quarterly meeting
Note: we should try to simplify reporting to make a clear connection with sales impact
Q&A
- Ways of working and tools definition?
- Documentation?
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