Evaluate marketing activities in relation to reach, engagement, activation, and nurture.
About the REAN template
What is a REAN model?
First introduced in Cult of Analytics, the REAN model is used to measure and understand the efficacy of marketing efforts. It helps marketing teams develop useful KPIs that can help capture how well their marketing or ad campaigns are working. Many teams rely on the REAN model because it is infinitely flexible. It can be adapted to a variety of marketing efforts, including planning measurement frameworks, setting goals, deciding on objectives, and mapping digital marketing channels.
What does REAN stand for?
REAN stands for: Reach, Engage, Activate, and Nurture. These cover each of the main stages a marketer’s audience goes through on their journey to becoming a customer.
How do you use REAN?
REAN is a flexible framework that can be applied to a range of problems, such as defining a digital strategy, outlining which metrics to measure, and deciding on team or project goals.
The 4 factors of the REAN model
1. Reach - Reach measures the effectiveness of the measures you use to attract people to your site. To increase reach, you often have to put an ad or marketing materials in front of your customers or potential customers. For that reason, many teams measure reach in terms of impression metrics, which count the number of times that a given ad or piece of content was viewed.
2. Engage - Engage helps you understand the ways in which customers or prospects are interacting with your brand. Marketing teams are particularly interested in Engage because it helps them create better content marketing strategies. If your goal is to generate website traffic, then you will probably measure Engage in terms of clocks. A high click through rate is a good indication that your customers and prospects find your ads and marketing strategy relevant.
3. Activate - Activate measures whether users are taking certain actions on your website, or following a certain path. Many teams choose to measure Activate through conversion metrics -- that is, when someone clicks on an ad and then takes an action that’s valuable to your business, such as starting a free trial of your service.
4. Nurture - Nurture captures whether you’re encouraging your visitors to return to your site and consume more of your content. Remarketing helps marketers keep customers and prospects in your funnel so they’re always coming back for more. By measuring Nurture, you can see whether your remarketing efforts are working.
A project plan is a single source of truth that helps teams visualize and reach project milestones. Project plans are most useful when you outline the project’s “what” and “why” to anyone who needs to give you project buy-in. Use a project plan to proactively discuss team needs; expectations; and baselines for timeline, budget, and scope. The plan will also help you clarify available resources before you kick off a project, as well as expected deliverables at the end of the project.
4P Marketing Mix
So you just completed a sprint. Teams busted their humps and emotions ran high. Now take a clear-eyed look back and grade the sprint honestly—what worked, what didn’t, and what can be improved. This approach (4Ls stand for liked, learned, lacked, and longed for) is an invaluable way to remove the emotion and look at the process critically. That’s how you can build trust, improve morale, and increase engagement—as well as make adjustments to be more productive and successful in the future.
To achieve key objectives, every business assembles a series of strategies. But what elements should you consider when building a strategy? A strategy diamond is a collection of elements forming a coherent business strategy. These elements include: Arenas, Differentiators, Vehicles, Staging, and Economic Logic. Most strategic plans focus on just one or two of these elements, creating gaps that might cause problems for your business later on. A strategy diamond can help you stay focused and ensure you’re fulfilling all of your business’s needs rather than one or two.
You saw the opportunity. You developed the product. Now comes an important step: Find your audience and speak to them in a way that’s clear, memorable, and inspiring. You need a communications plan—a strategy for controlling your narrative at every stage of your business—and this template will help you create a good one. No need to build a new strategy every time you have something to communicate. Here, you can simplify the process, streamline your messaging, and empower you to communicate in ways that grow with your business.
Use Case Diagram
A use case diagram is a visual tool that helps you analyze the relationships between personas and use cases. Use case diagrams typically depict the expected behavior of the system: what will happen and when. A use case diagram is helpful because it allows you to design a system from the perspective of the end user. It’s a valuable tool for communicating your desired system behavior in the language of the user, by specifying all externally visible system behavior.
Maybe you’re planning a big occasion or event. Or maybe you’re arranging seating structures and traffic flows that are more permanent. Either way, creating a floor plan—an overhead scaled diagram of the space—is equal parts functional and fun. This template will let you visualize how people will move about the space and know quickly if the space will do what you need, before you commit time, money, or resources. And you’ll be able to get as detailed as you want—finding the right measurements and dimensions, and adding or removing appliances and furniture.