How to Create a Campaign Launch for Insurance
A procedure for planning, coordinating, and executing the launch of marketing campaigns across multiple channels to achieve defined business objectives.
Purpose
To ensure marketing campaigns are launched on time, on budget, and with all necessary assets, channels, and tracking in place to maximise impact and enable accurate performance measurement.
Scope
Covers all types of marketing campaigns including policy launches, seasonal promotions, brand awareness campaigns, and lead generation campaigns across all marketing channels.
Prerequisites
- Approved campaign brief with objectives, budget, and timeline
- Creative assets developed and approved for all channels
- Tracking and analytics configured for campaign measurement
- Cross-functional team aligned on roles, responsibilities, and timelines
Aligns with ASIC regulatory requirements, General Insurance Code of Practice, and AFSL obligations. Includes audit trail provisions.
Step-by-Step Procedure
Finalise Campaign Plan
Review and confirm the complete campaign plan including objectives, messaging, channels, budget, and timeline.
- 1.1Review the campaign brief and confirm all objectives are clearly defined
- 1.2Confirm the channel strategy and budget allocation
- 1.3Verify the campaign timeline with all key milestones and deadlines
Verify All Assets Are Ready
Confirm that all creative assets, landing pages, email templates, and content are finalised, approved, and loaded into their respective platforms.
- 2.1Verify all creative assets are approved and formatted for each channel
- 2.2Confirm landing pages are live and tested with correct forms and tracking
- 2.3Check that email templates are loaded and tested in the email platform
- 2.4Verify that ad creative is uploaded and configured in advertising platforms
- Use a pre-launch checklist to verify every asset and channel before launch
Configure Tracking and Analytics
Set up campaign tracking parameters, conversion tracking, and analytics dashboards to measure campaign performance.
- 3.1Apply campaign tracking parameters to all URLs and links
- 3.2Configure conversion tracking on landing pages and forms
- 3.3Set up or update the campaign performance dashboard
Conduct Pre-Launch Team Briefing
Brief the full campaign team on the launch plan, individual responsibilities, and escalation procedures.
- 4.1Conduct a team meeting to walk through the launch plan
- 4.2Confirm each team member understands their role and deadlines
- 4.3Review the escalation process for any issues on launch day
Execute the Launch
Activate all campaign channels and elements according to the launch timeline. Monitor for any issues during the launch window.
- 5.1Activate paid advertising campaigns
- 5.2Send or schedule email communications
- 5.3Publish social media content according to the posting schedule
- 5.4Verify all channels are live and functioning correctly
Monitor Initial Performance
Closely monitor campaign performance in the first 24 to 48 hours after launch to identify and address any issues or opportunities for optimisation.
- 6.1Check all links, forms, and landing pages are functioning correctly
- 6.2Monitor initial engagement and conversion metrics
- 6.3Identify any underperforming channels or assets for early optimisation
Optimise and Manage
Throughout the campaign period, monitor performance, optimise underperforming elements, and manage the budget allocation.
- 7.1Review campaign performance against targets at regular intervals
- 7.2Adjust bidding, targeting, or creative for underperforming channels
- 7.3Reallocate budget to higher-performing channels as needed
Report and Debrief
After the campaign concludes, compile the final performance report, calculate return on investment, and conduct a debrief to capture lessons learned.
- 8.1Compile final campaign performance data across all channels
- 8.2Calculate return on investment and compare against objectives
- 8.3Conduct a team debrief to document lessons learned and recommendations
Quality Checkpoints
Common Mistakes to Avoid
Expected Outcomes
Revenue or value generated by the campaign relative to the total campaign spend.
Number of qualified leads generated by the campaign, measured against the target.
Percentage of campaigns launched on the planned date without delays.
Frequently Asked Questions
How far in advance should campaign planning start?
Campaign planning should begin six to eight weeks before the launch date for standard campaigns. Large or complex campaigns may require three months or more of lead time.
What should we do if a campaign is underperforming?
Review the performance data to identify which elements are underperforming. Test alternative creative, messaging, or targeting. Reallocate budget from low-performing channels to better-performing ones.
How do we measure campaign success?
Campaign success is measured against the objectives defined in the campaign brief. Common metrics include return on investment, lead volume, conversion rate, brand awareness lift, and engagement rates.
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