Session 11: Building the A1 Campaign Strategy Deck (Draft)

Block 1: Advanced Strategy, Funnel Mapping & The A1 Deck

View lecture slides: Session 11 Slides

Templates: Bottom-Up Budget & CYA Memo (slides 5–6) and the Friction-Fix CRO Memo (slides 1–2) map to the four A1 rubric sections.

1-Hour Lecture (Theory & Strategy)

What separates a “student slide deck” from an “agency deck”: one clear recommendation per slide, evidence before opinion, and a visible KPI on every strategic claim.
Deck structure that maps directly to the KU A1 rubric: (1) Problem/Opportunity Insight, (2) Funnel & Channel Plan, (3) Budget & KPI Rationale, (4) Risks & Compliance.
Storytelling arc: open with the business problem in one sentence, not with “Digital Marketing 101” background slides.
Read deck-writing fundamentals here: Traditional vs Digital Marketing for framing language, and reuse the Grading Rubrics as your self-check checklist.

flowchart LR
    S9[Session 9: Funnel audit + SOV] --> S1[1. Problem/Opportunity Insight]
    S9 --> S2[2. Funnel and Channel Plan]
    S10[Session 10: Budget + Risk register] --> S3[3. Budget and KPI Rationale]
    S10 --> S4[4. Risks and Compliance]

    S1 --> DECK[A1 Campaign Strategy Deck]
    S2 --> DECK
    S3 --> DECK
    S4 --> DECK

Figure 1: A1 deck build path from Sessions 9-11

Key Concepts in Depth

An agency deck is read by busy decision-makers. Two techniques make it work:

Action titles. Each slide title is a full-sentence conclusion, not a topic label. “Budget” is a label; “Search gets 50% because it delivers leads at NPR 500, the cheapest of any channel” is an action title. If someone reads only the titles, they should understand the whole recommendation.

The pyramid principle. Lead with the answer, then give the 2–3 reasons, then the evidence. Students often do the reverse (background → analysis → recommendation on the last slide), which forces the reader to wait for the point.

Map the deck to the four A1 rubric criteria so nothing is missing:

Section	Must contain	Evidence source
Problem/Opportunity Insight	One-sentence problem, funnel numbers, SOV	Session 9
Funnel & Channel Plan	Channel per stage, with KPI per channel	Sessions 9–10
Budget & KPI Rationale	Budget table, CAC and LTV	Session 10
Risks & Compliance	Risk register with mitigations	Session 10

Keep one idea per slide and move detailed tables to an appendix.

Worked Example: Pathshala Tutors (Running Case)

A six-slide A1 draft built from the action titles alone:

“Pathshala loses 92% of visitors who view pricing — a friction problem, not a traffic problem.”
“Competitors hold 70% of page-one visibility for our core keyword; we hold 10%.”
“Fix the pricing page first, then use Search to capture demand and Meta to build it.”
“Each channel has one KPI: Search CPL ≤ NPR 500, Meta CPL ≤ NPR 300, organic leads +12 per month.”
“NPR 25,000 per month delivers about 60 leads and 12 enrolments at a CAC of about NPR 2,083.”
“Four managed risks; the biggest — ad disapproval for exaggerated claims — is removed by rewording.”

Read in order, the titles tell the whole story. Every number on these slides can be traced back to the Session 9 audit or the Session 10 budget.

1-Hour Lab (Agency Execution)

Open a slide deck (Google Slides/PowerPoint/Canva). Create the 4 required sections as slide headers.
Slide 1–2 (Problem/Opportunity Insight): paste in your Session 9 funnel diagnosis and competitive SOV notes as bullet evidence, not paragraphs.
Slide 3–4 (Funnel & Channel Plan): visualize your funnel (mermaid diagram or table) with a channel mapped to each stage.
Slide 5 (Budget & KPI Rationale): insert your Session 10 budget table with the CAC/LTV target stated explicitly.
Slide 6 (Risks & Compliance): insert your risk register.
Self-score your draft against the A1 rubric before Session 12’s peer review.

Common Mistakes

Opening with two slides defining digital marketing instead of the client’s problem.
Topic-label titles (“Analysis”, “Budget”) that make the reader hunt for the point.
Paragraphs pasted onto slides; use 3–5 bullets or a single chart.
Numbers on slides that do not match the budget spreadsheet.

Deliverable: A1 Draft Complete

Full first draft of the Campaign Strategy Deck (A1), ready for peer review in Session 12.

Summary

The A1 draft turns the Session 9 audit and Session 10 budget into a short, decision-ready deck. Use action titles and the pyramid principle (answer first), map the sections to the four rubric criteria, and make sure every strategic claim has a number behind it.

Key Takeaways

Write action titles: the titles alone should tell the story.
Answer first, then reasons, then evidence.
One idea per slide; detail goes in the appendix.
Self-score against the rubric before peer review.

Review Questions

Short answer

What is an action title? Rewrite the title “Competitor Analysis” as an action title.
Explain the pyramid principle in one sentence.
List the four sections of the A1 deck and the evidence that belongs in each.

Applied (case) questions

A classmate’s deck spends 4 of 10 slides on background theory. Propose a revised slide order and explain why.
Write the six action titles for an A1 deck for a Pokhara homestay that gets plenty of Instagram followers but few direct bookings.

Session 11: Building the A1 Campaign Strategy Deck (Draft)