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

1-Hour Lab (Agency Execution)

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

Deliverable: A1 Draft Complete

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