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 |
What is the problem this campaign is going to solve?
What research insights have you captured? Research happens both internally and externally.
What deliverables or results can solve the problem statement?
| Priority | Persona | Size of segment |
| 1 | DevRel Professionals | 75% |
| 2 | Prospective DevRel's | 25% |
Write a description of your product/launch/tool/content/etc.
Write a short (~25 words) positioning statement
Write a detailed (100 words or less) positioning statement
What keywords should be leveraged for metadata and SEO?
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 | Impact | Mitigation |
| Risk 1 | Low / Medium / High | What is the mitigation plan? |
See Airtable for Campaign 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 |
| Activity | Budget | Details |
| e.g. OSS sponsorship | $2,500 | Explain how you’ll use the budget |
| Contributor | Skillset / Offering | Hours Req’d | Details |
| Jane Doe | Copy Editing | 10 | Explain the efforts necessary |
| Tool | Owner | Details |
| e.g. Airtable | IT | Explain why you need access to tool |
| Descriptor | Approver | Turnaround | Due Date | Details |
| e.g. Code of Conduct | Legal | 14 days | 10/1/20XX | Link to COC |
View Airtable View for Deliverables
| 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 |
| 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 |
| 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 |
| LMS Registrations | Downloads |
| 210 | 185 |
| Awareness | Activation | Engagement |
| 210 | 185 | 7 |