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WHY WE CALL IT A CAMPAIGN CYCLE

By Kathleen Rake

A quick word about campaign cycle vs. sales cycle.

Why we call it acampaign cycle, not a sales cycle

When we work with our clients, we write, edit, and create content designed to help move them through particular campaigns. What we've created then becomes integral to the campaign cycle.

The content we create for these campaigns often includes:

  • eNewsletters and advertorials,
  • media releases and newspaper articles,
  • case studies and white papers,
  • social media and blog posts,
  • website copy, and more.

I use the term campaign cycle rather than sales cycle with purpose.

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Every campaign has a beginning, middle, end with a goal, and several important points and moments in between.

Bring the end to meet the beginning, and you have a cycle. Now, think of that cycle as a gear—just one gear in a complex series working together to move the sales cycle, which in turn drives the engine we call the organization.

It is important, I think, to emphasize that not every cycle is a sales cycle and not every campaign is meant to sell stuff; at least, not directly in exchange for dollars. Governments, charities, and non-profit organizations, as well as industrial and commercial enterprises have campaigns to change a point of view, accelerate acceptance of a new idea, or repair public-perception damage quickly.

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