Gitlab hero border pattern left svg Gitlab hero border pattern right svg

Integrated Campaigns

Integrated Campaigns

The goal of GitLab integrated campaigns is to strategically land a cohesive message to a target audience across a variety of channels and offers dependent on the goals of the campaign. Content types include a combination of blog posts, webinars, whitepapers, reports, videos, case studies, and more. Channels include digital ads, social, paid social, SEO, PR, email, and more.

Marketing Program Managers are responsible for the strategizing of integrated campaigns and organizing timelines and DRIs for deliverables to execute on the campaigns.

In an effort to continually improve our ability to derive success of campaigns, reporting is a focus using Bizible data in Sisense. Issue here for more information on progress

Questions? Please feel free to ask in the #marketing_programs slack channel or ask in the #marketing slack channel and tag @marketing-programs.

Active Integrated Campaigns

📌 Increase operational efficiencies

MPM Owner: Jenny Tiemann

📌 Deliver better products faster

MPM Owner: Zac Badgley

📌 Reduce security and compliance risk

MPM Owner: Megan Mitchell

📌 Operation OctoCat

MPM Owner: Jackie Gragnola

📌 CI Build & Test Auto

MPM Owner: Agnes Oetama

📌 Competitive campaign

MPM Owner: Agnes Oetama

Past Integrated Campaigns

Just Commit

Campaign Planning

There will be an epic for every campaign - created by the Marketing Program Manager managing the campaign - and a content pillar will align to the campaign, including gated assets to be created, pages to be created/revamped, blog posts, etc.

Ideally, campaigns will be agreed at least a quarter in advance to allow for ample planning and execution, prep time with agencies, creative concepting, and communication internally. This is a collaborative effort to deliver a cohesive program.

Overall Campaign Steps

MPM Epic Creation

The Marketing Program Manager owner of the integrated campaign will create the epic with the following structure - details and links to be added up on creation of documents and timeline defined.

## 🙌 Overview of _[Campaign Name]_ Integrated Campaign Epic

This is the parent epic, organizing the epics to and issues for the **[camaign name]** integrated campaign, launch date `TBD`. The related issues will be included below (upon rollout of the campaign) with _DRIs, due dates, and labels_ assigned appropriately.

_Please see related issues for details related to their respective purposes - this epic will be used for high level communication regarding the integrated campaign._

### [Campaign Execution Timeline >>]() - Owned by MPM
### [Campaign Brief >>]() `to be added once created`
### [Live Campaign Page >>]() `to be added upon launch when live`
### [Google Drive >>]() `to be added once created`

## 🔗 UTM for tracking URLs
* Overall utm_campaign - `tbd`, i.e. **`utm_campaign=`** [determine UTM with DMP]
* More on [when](https://about.gitlab.com/handbook/marketing/marketing-sales-development/online-marketing/#url-tagging) and [how](https://docs.google.com/spreadsheets/d/12jm8q13e3-JNDbJ5-DBJbSAGprLamrilWIBka875gDI/edit#gid=0) to use UTMs

## ⚡ Quick Links
* [Marketo Program]()
* [SFDC]()
* [PathFactory Issue]()
* [Design Issue]()
* [Datastudio Dashboard]()

## 👥 Target persona
**[Target Persona & Positioning Matrix]()**
* **Level:** [to be filled in after kickoff call]
* **Function:** [to be filled in after kickoff call]

## 📅 Key timeline dates
* [ ] **[day of week] [ISO date]** - Campaign Brief Due
* [ ] **[day of week] [ISO date]** - Persona/Positioning/Messaging Matrix Due
* [ ] **[day of week] [ISO date]** - Content Journey Map Due
* [ ] **[day of week] [ISO date]** - Imagery Concepting Final
* [ ] **[day of week] [ISO date]** - Paid Ads Provided to Agency
* [ ] **[day of week] [ISO date]** - Nurture + Pathfactory Live
* [ ] **[day of week] [ISO date]** - Landing Page Live
* [ ] **[day of week] [ISO date]** - Reporting V1

/label ~"Marketing Programs" ~"Content Marketing" ~"Digital Marketing Programs" ~"Product Marketing" ~"Strategic Marketing" ~"mktg-status::plan" 

New Ideas for Marketing Campaigns or Events

Note: The Marketing Team owns content on marketing pages; do not change content or design of these pages without consulting the Manager, Digital Marketing Programs. Marketing will request help from product/UX when we need it, and work with them to ensure the timeline is reasonable.