Criteria<\/th>	Light<\/th>	Advanced<\/th>	Robust<\/th>\n<\/tr>\n<\/thead>\n
Overall lift<\/td>	Low lift; manageable within existing workflows<\/td>	Moderate lift; requires planning and coordination<\/td>	High lift; sustained effort with many moving parts<\/td>\n<\/tr>\n
Channels activated<\/td>	1\u20132 primary channels (often digital-first)<\/td>	Multiple channels across digital + select traditional or experiential<\/td>	Broad mix of digital, traditional, experiential, and earned media<\/td>\n<\/tr>\n
Tactics per channel<\/td>	Limited set of core tactics<\/td>	Several tactics per channel<\/td>	Many tactics running concurrently across channels<\/td>\n<\/tr>\n
Content volume<\/td>	Low volume; reusable or lightweight content<\/td>	Moderate volume; mix of new and adapted content<\/td>	High volume; significant original content and variation by audience<\/td>\n<\/tr>\n
Coordination required<\/td>	Minimal coordination<\/td>	Some cross-unit or partner coordination<\/td>	Significant coordination across units, partners, and platforms<\/td>\n<\/tr>\n
Staffing needs<\/td>	Can be executed by one team or role<\/td>	Requires multiple contributors<\/td>	Requires multiple teams and designated ownership<\/td>\n<\/tr>\n
Budget considerations<\/td>	Minimal or no additional budget<\/td>	Modest budget for select tactics<\/td>	Larger budget across multiple tactics and formats<\/td>\n<\/tr>\n
Experiential components<\/td>	None or optional<\/td>	Limited (e.g., tabling, pop-ups)<\/td>	Multiple experiential or guerrilla elements<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n Campaign blueprints<\/h3>\n \n Light implementation<\/h5>\n Low-lift campaigns designed to fit easily within existing workflows. Light guides focus on a small number of channels and core tactics, with minimal coordination and little to no additional resourcing.<\/p>\n \n Light implementation: sample one<\/a> – an example of a digital-first, integrated marketing campaign that uses social media, web, and storytelling tactics to build awareness, connection, and momentum for a high-demand academic program.<\/li>\n<\/ul>\n<\/div><\/div>\n \n Advanced implementation<\/h5>\n Moderately resourced campaigns that build on core tactics by activating multiple channels. Advanced guides require some planning and coordination across contributors, offering broader reach without a large operational lift.<\/p>\n \n Advanced implementation: sample one<\/a> – an example of an integrated marketing campaign that combines digital, traditional, and experiential tactics to guide educators from awareness to engagement and action.<\/li>\n Advanced implementation: sample two<\/a> – an example of a student-centered, integrated marketing campaign that combines digital, traditional, and experiential tactics to encourage current students to explore and add certificate programs to their degree path.<\/li>\n<\/ul>\n<\/div><\/div>\n \n Robust implementation<\/h5>\n Larger-scale campaigns that activate a wide mix of tactics across channels and audiences. Robust guides involve sustained effort, higher coordination across teams or partners, and greater resourcing to support broader visibility and engagement.<\/p>\n \n Robust implementation: sample one<\/a> – an example of an integrated marketing campaign that blends digital, traditional, and experiential tactics to build credibility, increase visibility, and guide working professionals toward inquiry and application.<\/li>\n<\/ul>\n<\/div><\/div>\n\n \n \n \n Contact Academic Affairs Marketing<\/h4>\n\n \n Submit a support request<\/a>\n <\/div>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":" Campaign blueprints Campaign examples to help you plan and activate marketing efforts Campaign blueprints showcase real-world examples of marketing campaigns used across Academic Affairs. Each guide outlines how a mix of tactics\u2014digital, traditional, and experiential\u2014can work together to support awareness, engagement, and action for a specific academic initiative.\u00a0 These guides are designed to help units […]<\/p>\n","protected":false},"author":36,"featured_media":93,"parent":99,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","ring_central_script_selection":"","footnotes":""},"class_list":["post-101","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/101","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/comments?post=101"}],"version-history":[{"count":43,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/101\/revisions"}],"predecessor-version":[{"id":423,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/101\/revisions\/423"}],"up":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/99"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/media\/93"}],"wp:attachment":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/media?parent=101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}

Campaign blueprints showcase real-world examples of marketing campaigns used across Academic Affairs. Each guide outlines how a mix of tactics\u2014digital, traditional, and experiential\u2014can work together to support awareness, engagement, and action for a specific academic initiative.<\/span>\u00a0<\/span><\/p>\n

These guides are designed to help units understand\u00a0<\/span>how campaigns are structured<\/span><\/i>,\u00a0<\/span>why certain tactics are used<\/span><\/i>, and\u00a0<\/span>how approaches can be adapted<\/span><\/i>\u00a0to fit different goals, audiences, and resources. They are not prescriptive plans, but practical references you can tailor to your unit\u2019s needs.<\/span>\u00a0<\/span><\/p>\n

\n \n
\n
What you\u2019ll find in a campaign blueprint\u00a0 Accordion Closed<\/span><\/h4>\n <\/span>\n <\/div>\n <\/a>\n
\n \n\n
Each campaign blueprint presents a campaign-level snapshot, including:<\/span> <\/span><\/p>\n
\n
Campaign overview and strategic framing<\/span> <\/span><\/li>\n<\/ul>\n
\n
Program(s) or initiative(s) supported<\/span> <\/span><\/li>\n<\/ul>\n
\n
Primary objectives and success focus<\/span> <\/span><\/li>\n<\/ul>\n
\n
Key audience segments<\/span> <\/span><\/li>\n<\/ul>\n
\n
Integrated marketing tactics across channels<\/span> <\/span><\/li>\n<\/ul>\n
\n
Considerations related to budget, timing, and coordination<\/span> <\/span><\/li>\n<\/ul>\n
Together, these elements illustrate how multiple tactics work in concert to support academic momentum, student persistence, and program visibility.<\/span> <\/span><\/p>\n<\/body><\/html>\n\n <\/div>\n<\/div>\n\n\n
\n \n
\n
When to use a campaign blueprint\u00a0 Accordion Closed<\/span><\/h4>\n <\/span>\n <\/div>\n <\/a>\n
\n \n\n
Campaign blueprints are especially helpful when you want to explore <\/span>how<\/span><\/i> a campaign might come together before building a detailed plan.<\/span> <\/span><\/p>\n
Use a campaign blueprint when you want to:<\/span> <\/span><\/p>\n
\n
See examples of integrated marketing campaigns<\/span> <\/span><\/li>\n<\/ul>\n
\n
Understand how different channels support different stages of engagement<\/span> <\/span><\/li>\n<\/ul>\n
\n
Explore campaign ideas before committing resources<\/span> <\/span><\/li>\n<\/ul>\n
\n
Adapt proven approaches for your own academic programs or initiatives<\/span> <\/span><\/li>\n<\/ul>\n<\/body><\/html>\n\n <\/div>\n<\/div>\n\n\n
\n \n
\n
How campaign blueprints work with playbooks\u00a0 Accordion Closed<\/span><\/h4>\n <\/span>\n <\/div>\n <\/a>\n
\n \n\n
Campaign blueprints and playbooks serve different—but complementary—purposes.<\/span> <\/span><\/p>\n
\n
Campaign blueprints<\/strong> show <\/span>what a campaign can look like in practice. <\/span><\/li>\n<\/ul>\n
\n
Playbooks<\/span><\/b> provide step-by-step guidance for planning, execution, and measurement across platforms.<\/span> <\/span><\/li>\n<\/ul>\n
Many teams start with a campaign blueprint to explore campaign structure, then use a playbook to build, execute, and assess their own initiative.<\/span> <\/span><\/p>\n<\/body><\/html>\n\n <\/div>\n<\/div>\n\n
Campaign classification matrix<\/h3>\n
This matrix shows how campaign blueprints<\/span> are categorized as Light<\/strong>, Advanced<\/strong>, or Robust<\/strong> based on the scope of tactics<\/em>, marketing approaches<\/em>, and resourcing required<\/em>. Campaign level reflects execution intensity<\/strong>, not strategic importance.<\/p>\n\n\n\n\n\t\n\n\t\n\t\n\t\n\t\n\t\n\t\n\t\n\t
Criteria<\/th> Light<\/th> Advanced<\/th> Robust<\/th>\n<\/tr>\n<\/thead>\n
Overall lift<\/td> Low lift; manageable within existing workflows<\/td> Moderate lift; requires planning and coordination<\/td> High lift; sustained effort with many moving parts<\/td>\n<\/tr>\n
Channels activated<\/td> 1\u20132 primary channels (often digital-first)<\/td> Multiple channels across digital + select traditional or experiential<\/td> Broad mix of digital, traditional, experiential, and earned media<\/td>\n<\/tr>\n
Tactics per channel<\/td> Limited set of core tactics<\/td> Several tactics per channel<\/td> Many tactics running concurrently across channels<\/td>\n<\/tr>\n
Content volume<\/td> Low volume; reusable or lightweight content<\/td> Moderate volume; mix of new and adapted content<\/td> High volume; significant original content and variation by audience<\/td>\n<\/tr>\n
Coordination required<\/td> Minimal coordination<\/td> Some cross-unit or partner coordination<\/td> Significant coordination across units, partners, and platforms<\/td>\n<\/tr>\n
Staffing needs<\/td> Can be executed by one team or role<\/td> Requires multiple contributors<\/td> Requires multiple teams and designated ownership<\/td>\n<\/tr>\n
Budget considerations<\/td> Minimal or no additional budget<\/td> Modest budget for select tactics<\/td> Larger budget across multiple tactics and formats<\/td>\n<\/tr>\n
Experiential components<\/td> None or optional<\/td> Limited (e.g., tabling, pop-ups)<\/td> Multiple experiential or guerrilla elements<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n
Campaign blueprints<\/h3>\n
\n
Light implementation<\/h5>\n
Low-lift campaigns designed to fit easily within existing workflows. Light guides focus on a small number of channels and core tactics, with minimal coordination and little to no additional resourcing.<\/p>\n
\n
Light implementation: sample one<\/a> – an example of a digital-first, integrated marketing campaign that uses social media, web, and storytelling tactics to build awareness, connection, and momentum for a high-demand academic program.<\/li>\n<\/ul>\n<\/div><\/div>\n
\n
Advanced implementation<\/h5>\n
Moderately resourced campaigns that build on core tactics by activating multiple channels. Advanced guides require some planning and coordination across contributors, offering broader reach without a large operational lift.<\/p>\n
\n
Advanced implementation: sample one<\/a> – an example of an integrated marketing campaign that combines digital, traditional, and experiential tactics to guide educators from awareness to engagement and action.<\/li>\n
Advanced implementation: sample two<\/a> – an example of a student-centered, integrated marketing campaign that combines digital, traditional, and experiential tactics to encourage current students to explore and add certificate programs to their degree path.<\/li>\n<\/ul>\n<\/div><\/div>\n
\n
Robust implementation<\/h5>\n
Larger-scale campaigns that activate a wide mix of tactics across channels and audiences. Robust guides involve sustained effort, higher coordination across teams or partners, and greater resourcing to support broader visibility and engagement.<\/p>\n
\n
Robust implementation: sample one<\/a> – an example of an integrated marketing campaign that blends digital, traditional, and experiential tactics to build credibility, increase visibility, and guide working professionals toward inquiry and application.<\/li>\n<\/ul>\n<\/div><\/div>\n\n
\n
\n
\n
Contact Academic Affairs Marketing<\/h4>\n\n
\n Submit a support request<\/a>\n <\/div>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"
Campaign blueprints Campaign examples to help you plan and activate marketing efforts Campaign blueprints showcase real-world examples of marketing campaigns used across Academic Affairs. Each guide outlines how a mix of tactics\u2014digital, traditional, and experiential\u2014can work together to support awareness, engagement, and action for a specific academic initiative.\u00a0 These guides are designed to help units […]<\/p>\n","protected":false},"author":36,"featured_media":93,"parent":99,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","ring_central_script_selection":"","footnotes":""},"class_list":["post-101","page","type-page","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/101","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/users\/36"}],"replies":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/comments?post=101"}],"version-history":[{"count":43,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/101\/revisions"}],"predecessor-version":[{"id":423,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/101\/revisions\/423"}],"up":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/pages\/99"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/media\/93"}],"wp:attachment":[{"href":"https:\/\/in.nau.edu\/academic-affairs-marketing\/wp-json\/wp\/v2\/media?parent=101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}

Campaign blueprints<\/h1>\n

What you\u2019ll find in a campaign blueprint\u00a0 Accordion Closed<\/span><\/h4>\n <\/span>\n <\/div>\n <\/a>\n \n \n\nEach campaign blueprint presents a campaign-level snapshot, including:<\/span> <\/span><\/p>\n

Advanced implementation<\/h5>\nModerately resourced campaigns that build on core tactics by activating multiple channels. Advanced guides require some planning and coordination across contributors, offering broader reach without a large operational lift.<\/p>\n

Robust implementation<\/h5>\nLarger-scale campaigns that activate a wide mix of tactics across channels and audiences. Robust guides involve sustained effort, higher coordination across teams or partners, and greater resourcing to support broader visibility and engagement.<\/p>\n

Contact Academic Affairs Marketing<\/h4>\n\n