A campaign’s aim and objectives identify the responsibility for the overall management of the campaign which is likely to be with either the client or a supplier that has been tasked with delivering the entire campaign on behalf of the client.

It must also specify an environmental performance score that the campaign aims to achieve. This can either be specified as a single number between 1 and 3 inclusive with one decimal place or as a range between those numbers.

There must also be a commitment to conduct the campaign in a manner consistent with improving environmental performance.

Click above to view a typical Aims and Objectives table

During the campaign planning stage the scope of the campaign needs to be defined and documented and has to include as a minimum:

• Which communications channels are to be used
• What parameters determine the life of the campaign such as timeframe or revenue targets

There are other criteria during the campaign planning stage such as it has to:

• Be designed to minimise the use of resources whilst meeting the aim and objectives of a the campaign.
• There needs to be a documented response to indicate that in relation to the design of the communications, environmental consideration has been considered.
• The environmental aspects need to be assessed and scored according to the relevant communications channel and scoring criteria.
• The environmental performance indicators (EPIs) that are relevant to the campaign must be identified.
• The names of the organisations responsible for achieving the environmental objectives, performance levels and need to be identified and documented.

The greenDM.co.uk PAS 2020 calculator automatically applies these criteria to the campaign for you to specify and complete.

The campaign must be completed under the control of a campaign management framework. If you need any advice regarding this then call our helpline 0844 375 2020.

When the campaign has been completed it then needs to be evaluated to determine it’s performance against the aims and objectives whilst also reflecting any difference between performance levels, quantity produced, proportions by mass of each component. greenDM .co.uk allows you to do this and automatically generates a report detailing all of this and showing the performance against the environmental performance indicators (EPIs) that you have specified.

If you have registered this allows you to recall any campaign at any time for audit processes and updates. It also allows you to append external documents from your supplier base for added verification of their accreditations and environmental aspects that they have achieved.