Before this course: Influencer Basics (course 3.9.1) and Influencer Marketing & Disclosure Rules (Canada) (course 3.9). You already know the five parts of a small campaign (goal, creator, deal, post, results). Here you stack many of them into one system.
01
From one campaign to a programme
In simple words
One pot of flowers is a hobby. A whole garden needs a plan: who waters, when, and how you know which flowers grew. A programme is the garden plan for working with many creators.
Key facts
- A campaign is one planned set of posts. A programme is a longer, repeating system: several creators, several campaigns, shared rules, shared tracking and a regular review.
- Start with one business goal (for example "sell 200 tickets" or "get 500 sign-ups"), then pick the numbers that show it (KPIs). Different goals need different numbers.
- Common measures (standard marketing definitions; define each one in writing before you start):
| Measure | How to work it out | Use it when |
|---|---|---|
| Impressions or reach | Taken from the platform's own analytics | You want awareness |
| Engagement rate | Likes, comments, shares and saves divided by reach (or by followers; say which) | You want to compare content quality |
| Click-through rate (CTR) | Clicks divided by impressions, times 100 | You want people to visit a page |
| Cost per click (CPC) | Money spent divided by clicks | You pay for traffic |
| Cost per acquisition (CPA) | Money spent divided by sales or sign-ups | You want results you can count |
| Return on ad spend (ROAS) | Revenue divided by money spent | You sell something with a price |
- Example: you spend 600 (your currency) on one creator. The creator's link gets 300 clicks and 20 sign-ups. CPC = 600 / 300 = 2. CPA = 600 / 20 = 30.
- Budget has more parts than creator fees: product or tickets given away, any agency or tool cost, your own time, and a small reserve for fixes.
- Pick one main goal per programme. If every creator has a different goal you cannot compare them.
- Programmes need roles: who finds creators, who signs the contract, who checks posts, who reports. For a small team one person can wear several hats, but write the roles down.
- Responsibility does not shrink as you grow. In the US the FTC says advertisers need reasonable programmes to train and monitor members of their network, and that handing part of the job to an outside company does not remove the advertiser's responsibility. In Canada, Ad Standards says the brand, influencer and any agency share responsibility.
Step by step
- Write the single goal for the next 90 days in one sentence with a number and a date.
- Choose 2 or 3 measures from the table that show the goal. Write the formula next to each.
- Write your total budget and split it: creator fees, products or tickets, tools, reserve.
- Decide how many creators you will start with (3 to 5 is enough to learn from).
- Write four roles (find, contract, check, report) and put one name next to each.
- Write the review date: when you will look at the numbers together and decide what to change.
- Check: one sentence states the goal, three measures have formulas, and each role has a name.
Watch on YouTube
Videos by other creators on YouTube, for reference. They are not made by or affiliated with The Future Market.
LESSON 01From one campaign to a programme
Read the video script
[Host] "One campaign is a pot. A programme is a garden, and a garden needs a plan."
[Text on screen: One goal. Three numbers.] "Pick one goal for the next ninety days and the few numbers that show it."
[Text on screen: CPA = spend / sign-ups] "Spent six hundred and got twenty sign-ups? Your cost per sign-up is thirty."
[Host] "And name who finds, who signs, who checks and who reports. Growing never means the brand stops being responsible."
Try it now
Write a one-page programme plan: goal, three measures with formulas, budget split, number of creators, four roles and a review date.
ClaudeStuck? Copy a ready-made prompt for Claude
Copy this, open Claude, paste it, and Claude will walk you through the lesson step by step.
For a grown-up: Claude is for adults (18+). Copy this, paste it into Claude, and use the answer to explain the lesson to your child.
I'm learning "Influencer Programmes: contracts, reporting and scale" on The Future Market. Lesson 1: "From one campaign to a programme". What the lesson teaches: - A campaign is one planned set of posts. A programme is a longer, repeating system: several creators, several campaigns, shared rules, shared tracking and a regular review. - Start with one business goal (for example "sell 200 tickets" or "get 500 sign-ups"), then pick the numbers that show it (KPIs). Different goals need different numbers. - Common measures (standard marketing definitions; define each one in writing before you start): - Measure - How to work it out - Use it when - Impressions or reach - Taken from the platform's own analytics - You want awareness - Engagement rate - Likes, comments, shares and saves divided by reach (or by followers; say which) - You want to compare content quality - Click-through rate (CTR) - Clicks divided by impressions, times 100 - You want people to visit a page The exercise I'm working on: Write a one-page programme plan: goal, three measures with formulas, budget split, number of creators, four roles and a review date. I'm stuck. Please: 1. Explain the main idea in plain, simple words with one everyday example. 2. Walk me through the exercise one small step at a time. Ask me what I've done so far before giving the next step. 3. Don't just give me the final answer. Help me do it myself, and check my work when I share it.
I'm a parent helping my child (about 8 years old) with a lesson called "From one campaign to a programme" from the course "Influencer Programmes: contracts, reporting and scale". Here's what the lesson says: One pot of flowers is a hobby. A whole garden needs a plan: who waters, when, and how you know which flowers grew. A programme is the garden plan for working with many creators. The activity: Write a one-page programme plan: goal, three measures with formulas, budget split, number of creators, four roles and a review date. Please explain this so an 8-year-old understands: short sentences, a fun everyday example, and no hard words. Then give me 3 simple questions I can ask my child to check they understood, and a way to do the activity together, one tiny step at a time.
Sources
- FTC, The FTC's Endorsement Guides: What People Are Asking (advertisers need reasonable programs to train and monitor their network): www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-p
- Ad Standards, Influencer Marketing Disclosure Guidelines (Fall 2025 update; shared responsibility): adstandards.ca/wp-content/uploads/Ad-Standards-Influencer-Marketing-Di
My notes
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02
Build a creator roster and onboard it
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03
Contracts that work for brand and creator
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04
Briefs, approvals and the disclosure check
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05
Tracking and reporting
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06
Pay, scale and fix problems
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Final project
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Quiz
How is a programme different from a campaign?
A programme is a repeating system with several creators, shared rules, tracking and regular reviews.
You spend 600 and get 20 sign-ups. What is the cost per acquisition?
30 (600 divided by 20).
Why use the same vetting checklist for every creator?
So you compare them fairly and do not skip steps for favourites.
Name three clauses that belong in a creator contract.
For example deliverables and dates, payment, disclosure, claims, approval, usage rights, exclusivity, ownership, termination.
Why price usage rights and exclusivity separately?
They give the brand extra value, such as reusing a post as an ad or blocking rivals, so they should be limited in time and paid for.
Does a commissioned creator's content always belong to the client?
No. Ownership rules differ by country, so say it in a written contract.
Name two things to include in a post check.
For example disclosure at the start, disclosure in the video itself, platform label, affiliate link label, proven claims, no promises, matches the draft.
Why keep a screenshot of the live post?
It is a record that the post was checked and how it looked.
What are the three required UTM tags in Google Analytics?
utm_source, utm_medium and utm_campaign.
Is a tracking code or link a disclosure?
No, it only measures results.
Name one thing sales numbers from a code cannot prove.
For example that someone who bought later was not influenced by the post, or that a code did not leak to coupon sites.
When should you scale a programme?
When the goal was met or close, disclosure checks passed and your team can still check every post, and then one change at a time.
EX
Final exam
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CE
Certificate
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