How to Use Campaigns in HubSpot for PRIME

Campaign Methodology & How to select a Campaign

Each campaign in HubSpot represents a single promotion or initiative for a single brand. All assets related to that brand's version of a promotion, such as emails, landing pages, social posts, and forms, are attached to their brand-specific campaign.

This structure makes it possible to report on:

• How one brand performed during a specific promotion
• How a promotion performed across all brands
• How do different campaign categories (Promotions, Seasonal, Lifecycle, etc.) compare over time

Campaigns are most successful when they can be bucketed by theme. A theme is a marketing indicator or CTA used to market to the guest (or in some cases, the owner). Themes can be promotions, inventory type, amenity, and the like. PRIME has six primary campaign buckets and several secondary buckets determined by the primary buckets. Here's how you determine what your campaign should be:

Primary Campaign - Secondary Campaign - Brand

Step 1: Select your Primary Campaign Bucket

Step 2: Pick your Secondary Campaign Bucket

Once you have selected the Primary Category, choose the Secondary Category that best describes the specific angle, promotion name, or theme. The available options depend on which Primary Category you selected. It is possible that the Secondary bucket does not yet exist, especially if it is a brand-new campaign you are creating.

Examples of Secondary Campaign Buckets:

Step 3: End with the Brand

End your Campaign name with a Brand. The Brand will be either PRIME, AMIL, AMIA, AMV, LKV, SKLRP, or TSA.

Examples:

Campaign Custom Fields

In addition to the strict naming convention of campaigns, we know that errors can happen, so the following custom fields have been created in campaigns and are required upon campaign creation. This ensures proper reporting of campaigns so long as assets are tied to the right campaign.

Associated Brand

A single-select dropdown that identifies which brand owns this campaign. Every asset attached to this campaign should belong to this brand.

Primary Bucket

A single-select dropdown that defines the campaign category.

Secondary Bucket

A single-select dropdown that defines the specific subtype within the Primary Bucket. The options available depend on which Primary Bucket is selected.

Primary and Secondary Bucket Associations

Recommended Fields

While not required, the following fields are strongly recommended for every campaign. Incomplete campaigns will limit your ability to filter by date and measure performance over time.

Campaign Start Date

Set this to the date the first asset in this campaign goes live. Used for date-range filtering in reports and the Campaign Calendar view.

Campaign End Date

Set this to the date the last asset in this campaign stops running. Leaving this blank makes it impossible to accurately filter campaigns by time period.

Campaign Status

Keep this up to date as the campaign moves through its lifecycle.

Assigning Assets to a Campaign

Each asset in HubSpot (email, landing page, social post, CTA) can only belong to one campaign at a time. Moving an asset to a different campaign permanently removes it from the previous one, so assign carefully.

Which campaign should an asset go in?

Always assign an asset to the campaign that matches:

1. The asset's brand: matches the Associated Brand on the campaign
2. The asset's promotion or initiative: matches the Secondary Bucket on the campaign

Creating a New Campaign

Follow these steps any time a new campaign shell needs to be created manually.

1. Before creating the campaign, confirm:

• Which brand does this campaign belong to?
• Which Primary Bucket does it fall under?
• Which Secondary Bucket (promotion or subtype) does it represent?

2. Use the following naming convention exactly:

[Primary Bucket]-[Secondary Bucket]-[Brand]

• No spaces between segments, use hyphens only
• Match the exact casing used in existing campaigns

3. Select the brand this campaign belongs to from the Associated Brand field dropdown. This must match the brand in the campaign name.

4. Select the correct category from the Primary Bucket dropdown.

5. Select the correct subtype from the Secondary Bucket dropdown. The available options will depend on which Primary Bucket you selected in Step 4. 

6. Add the campaign start and end dates. If exact dates are not yet confirmed, update them once they are.

7. After saving, confirm the campaign appears in the campaigns list with all fields correctly populated before assigning any assets to it.

Common Mistakes to Avoid

1. Assigning an asset to the wrong brand's campaign: Always verify that the Associated Brand on the campaign matches the brand of the asset before assigning. Misassigned assets will appear under the wrong brand in created reports.

2. Leaving Required Fields blank: Campaigns without Associated Brand, Primary Bucket, or Secondary Bucket cannot be filtered or grouped in reports. Always complete all required fields at campaign creation.

3. Using the legacy Brands field: The Brands add-on field is being discontinued. Do not use it for new campaigns. Use the Associated Brand custom property instead.

4. Creating an "All Brands" campaign: There is no All Brands campaign. Each campaign belongs to one brand only.