Template written by Tessa Kriesel, DevRel Coach & CEO of Devocate.
- Fork this repo
- Draft your own DevRel campaign (or template version)
- Learn from other DevRel's by sharing in our discussions here
- Enjoy!
If you're looking for more free resources, DevRel learning programs, or DevRel coaching, please check out Devocate Learn.
| Driver | |
| Approver | |
| Contributor | |
| Informed | |
| Campaign Name | |
| Campaign Type | |
| Dates | |
| Status |
What is the problem this campaign is going to solve?
What research insights have you captured? Research happens both internally and externally.
What deliverables or results can solve the problem statement?
| Priority | Persona | Size of segment |
| 1 | Persona title linked to persona resource | 34% |
| 2 | Persona title linked to persona resource | 33% |
| 3 | Persona title linked to persona resource | 33% |
Write a description of your product/launch/tool/content/etc.
Write a short (~25 words) positioning statement
Write a detailed (100 words or less) positioning statement
What keywords should be leveraged for metadata and SEO?
If this campaign is product or feature-focused, complete this section for easy talking points around the value of your product or feature.
| Value Proposition Messaging | Value #1 | Value #2 | Value #3 |
| Product or Feature Promise | Write a short paragraph on how your feature delivers on this value | Write a short paragraph on how your feature delivers on this value | Write a short paragraph on how your feature delivers on this value |
| Pain Points | Describe how this value solves customer pain points | Describe how this value solves customer pain points | Describe how this value solves customer pain points |
| Proof Points | Explain exact features or use-cases that support this value | Explain exact features or use-cases that support this value | Explain exact features or use-cases that support this value |
| Risks | Impact | Mitigation |
| Risk 1 | Low / Medium / High | What is the mitigation plan? |
| Objective | Key Result | Owner | Stakeholder | Status |
| What is the objective of the goal? | KR’s should always have a measurable result | Who owns driving this goal forward? | Who are you working with, who do you need to be involved | What is the status of the project? |
| Drive awareness of Devocate's free resources for DevRel professionals | KR1: Obtain 100 downloads of DevRel Campaign Strategy Template | Tessa Kriesel | Community | Not Started |
| Objective | Key Result | Owner | Stakeholder | Status |
| What is the objective of the goal? | KR’s should always have a measurable result | Who owns driving this goal forward? | Who are you working with, who do you need to be involved? | What is the status of the project? |
| Drive awareness of learning offerings | KR1: Obtain 300 users registered in LMS by March 31 | Tessa Kriesel | Community | In Progress |
| Activity | Budget | Details |
| e.g. OSS sponsorship | $2,500 | Explain how you’ll use the budget |
| Contributor | Skillset / Offering | Hours Req’d | Details |
| Jane Doe | Copy Editing | 10 | Explain the efforts necessary |
| Tool | Owner | Details |
| e.g. Airtable | IT | Explain why you need access to tool |
| Descriptor | Approver | Turnaround | Due Date | Details |
| e.g. Code of Conduct | Legal | 14 days | 10/1/20XX | Link to COC |
Webinar: DevRel Campaign—Ideation to Impact
Description: Break down drafting a DevRel campaign and drive attendees to download the strategy template
Event Date: 10/14/20XX
Channels: Zoom
Audience: DevRel Professionals
CTA: Register for webinar
Metrics to track: Registrations / Attendees / Downloads from Webinar \
| Title | Type | Channel | Audience | Dates | CTA |
| Title of Awesome Webinar | Webinar | Zoom | Persona 1 | 10/1/20XX - 11/1/20XX | Registration |
| Social Marketing Plan | Social posts | Twitter & LinkedIn | Persona 1 | 10/1/20XX - 11/1/20XX | Awareness or Downloads |
| Awesome Blog Post Title | Blog Post | Dev Blog | Persona 1 | 10/5/20XX | Downloads |
| Awesome Community Discussion Title | Community Discussion | Dev Community | Persona 2 | 10/12/20XX | Engagement (Reply or Share Feedback) |
| Email Campaign Title | Email to Subscribers | Persona 2 | 10/5/20XX | Downloads |
For each deliverable, you need to pull together the following details:
- Title of deliverable
- Type (Blog, webinar, code repo, etc.)
- Description of deliverable
- Dates (Ideation to Launch)
- Channel
- Call to action — what action do you want the user to take?
- Metrics to track
| Launch Date | Deliverable | Channel | Owner | Project Details |
| 10/10/20XX | Title of Awesome Webinar | Zoom | Dev Marketing | Link to Deliverable Strategy Doc |
| Weekly | Weekly Social Calendar | Twitter \ LinkedIn | Social Team | Link to Deliverable Strategy Doc |
| 10/5/20XX | Awesome Blog Post Title | Dev Blog | Advocacy | Link to Deliverable Strategy Doc |
| 10/12/20XX | Awesome Discussion Title | Community Forum | Community | Link to Deliverable Strategy Doc |
| 10/5/20XX | Email Campaign Title | Email Newsletter | Outreach | Link to Deliverable Strategy Doc |
| Deliverable | CTA | Metric | Tracking Tool | Results |
| Title of Awesome Webinar | Registrations that convert to downloads | Downloads from Registrations | LMS tool (tracks events and downloads) | 55 |
| Weekly Social Calendar | Download | Downloads referred from Social | LMS tool \ Twitter \ LinkedIn | 12 |
| Awesome Blog Post Title | Download | Downloads referred from Blog Post | LMS tool | 42 |
| Awesome Discussion Title | Engagement | Engagement on thread | Community platform | 2 |
| Email Campaign Title | Downloads | Downloads from Subscriber List | Email clicks to downloads, Downloads referred from email | 76 |
| Deliverable | CTA | Metric | Tracking Tool | Results |
| Title of Awesome Webinar | Register for LMS | LMS Registration | LMS registrations referred by events | 57 |
| Weekly Social Calendar | Register for LMS | LMS Registration | LMS registrations referred by social | 17 |
| Awesome Blog Post Title | Register for LMS | LMS Registration | LMS registrations referred by blog | 46 |
| Awesome Discussion Title | Register for LMS | LMS Registration | LMS registrations referred by community | 7 |
| Email Campaign Title | Register for LMS | LMS Registration | LMS registration referred by email sends | 83 |
| LMS Registrations | Downloads |
| 210 | 185 |
| Awareness | Activation | Engagement |
| 210 | 185 | 7 |