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

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

View lecture slides: Session 11 Slides

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.

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.