Offline Marketing KRA/KPI

Key Responsibility Areas (KRA) & Key Performance Indicators (KPI) for Offline Marketing Executive

1. Brand Awareness

KRA: Develop and execute strategies to increase brand awareness through offline marketing channels.

Short Description: Enhancing brand visibility through offline initiatives.

• KPI 1: Number of impressions from offline campaigns.
• KPI 2: Brand recall rate in target audience surveys.
• KPI 3: Increase in offline customer inquiries attributed to brand awareness efforts.
• KPI 4: Growth in offline referral business linked to brand recognition.

2. Event Management

KRA: Plan and oversee offline events to attract target audiences and promote the brand.

Short Description: Successful execution of offline events for brand engagement.

• KPI 1: Event attendance numbers compared to targets.
• KPI 2: Percentage of event attendees who engage with the brand post-event.
• KPI 3: Increase in leads generated from offline events.
• KPI 4: Event ROI based on sales attributed to event attendees.

3. Print Media & Collateral Management

KRA: Coordinate the design and distribution of print materials for offline marketing campaigns.

Short Description: Effective management of offline print media resources.

• KPI 1: Quality score of printed materials based on feedback and reviews.
• KPI 2: Distribution reach of print materials to target locations.
• KPI 3: Conversion rate from print media engagements to customer actions.
• KPI 4: Cost efficiency of print material production and distribution.

4. Sponsorship & Partnership Management

KRA: Identify and secure offline sponsorships and partnerships to enhance brand visibility.

Short Description: Cultivating strategic relationships for brand promotion.

• KPI 1: Number of new sponsorships/partnerships secured.
• KPI 2: Increase in brand mentions through sponsored offline activities.
• KPI 3: Partnership-generated leads converted into customers.
• KPI 4: ROI from sponsorship/partnership investments.

5. Community Engagement

KRA: Develop initiatives to engage with local communities through offline outreach programs.

Short Description: Building brand loyalty through community involvement.

• KPI 1: Participation rates in community events organized by the brand.
• KPI 2: Increase in positive brand sentiment within targeted communities.
• KPI 3: Growth in community-driven referrals and word-of-mouth marketing.
• KPI 4: Community program impact on brand perception and customer retention.

6. Offline Advertising Campaigns

KRA: Develop and implement offline advertising strategies to reach the target audience effectively.

Short Description: Driving brand visibility through traditional advertising channels.

• KPI 1: Ad conversion rates from offline channels.
• KPI 2: Ad engagement metrics (click-through rates, views, etc.).
• KPI 3: Cost per acquisition from offline advertising efforts.
• KPI 4: Offline ad performance compared to industry benchmarks.

7. Merchandising & POS Placement

KRA: Ensure effective merchandising and placement of Point of Sale materials in offline locations.

Short Description: Optimizing in-store visibility and customer engagement.

• KPI 1: POS display visibility and attractiveness ratings.
• KPI 2: Impact of merchandising changes on sales metrics.
• KPI 3: Customer feedback on in-store experience related to POS materials.
• KPI 4: Increase in impulse purchases linked to POS placements.

8. Direct Mail & Catalog Marketing

KRA: Develop and execute targeted direct mail and catalog marketing campaigns to drive offline sales.

Short Description: Leveraging print materials for personalized customer engagement.

• KPI 1: Response rates from direct mail campaigns.
• KPI 2: Conversion rates from catalog requests to purchases.
• KPI 3: Customer retention rates from direct mail recipients.
• KPI 4: ROI from direct mail and catalog marketing investments.

9. Loyalty Program Management

KRA: Develop and enhance offline loyalty programs to drive customer retention and repeat business.

Short Description: Building customer loyalty through targeted retention strategies.

• KPI 1: Growth in enrollment and active participation in loyalty programs.
• KPI 2: Redemption rates of loyalty rewards through offline channels.
• KPI 3: Increase in repeat purchase frequency among loyalty program members.
• KPI 4: Customer lifetime value of loyalty program participants.

10. Sales Promotion & Incentive Programs

KRA: Design and implement offline sales promotion and incentive programs to drive immediate purchase actions.

Short Description: Stimulating sales through targeted promotions and rewards.

• KPI 1: Increase in sales during promotion periods compared to regular sales.
• KPI 2: Redemption rates of offline promotional offers and incentives.
• KPI 3: Customer acquisition rates through promotional campaigns.
• KPI 4: ROI from sales promotion investments and incentives.