Initiative Overview

The initiative captures the details of an advertising project. The initiative introduces the name, client, brand, budget, and target duration of the ad project. An initiative assists the initial concept of a campaign.

New Initiative from the Dashboard

An initiative combines multiple campaigns creating a comprehensive marketing strategy. The Target budget provides the overall amount allocated for the initiative. The total budget distributes into smaller amounts per the campaigns. The Target budget has a goal amount and allows changes throughout the campaign life-cycle. Based on the initiative budgetary goals, the delivery data displays the progress of the campaigns.

From the Dashboard, click New initiative to start a campaign. You view existing initiatives by clicking on the underlined name.

Initiative Details Fields

Name

Browser Actions

Modification Allowed (Yes or No)

Initiative Name*

Enter the name of the campaign project

Yes

Client (drop menu)

Select the name of the client

Note: Specifying the client is required for media plan approval.

No (when specified)

Brand (drop menu)

Select the name of the brand based on the client

Note: Specifying the brand is required for media plan approval.

No (when specified)

Vertical(s)* (drop menu)

Select the name of the vertical(s) based on the brand

No

Target Budget*

Enter the campaign cost goal in USD

Yes

Start Date*

Enter the beginning month, day, and year in mm/dd/yy format of the campaign

Yes

End Date*

Enter the completion month, day, and year in mm/dd/yy format of the campaign

Yes

The Initiative page appears with a header with the name, client, brand, budget, duration, and Initiative details link. You click on the Initiative details link to modify name, target budget, and dates. Throughout the life of the campaign, Centro Platform allows modifications for the Initiative, Budget, and Dates fields. After selecting the client and brand, they cannot be changed.

Initiative Details Example

   

Initiative Page

 

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