Product Overview

Summary: This Marketing and Promotions Standard Operating Procedure provides a clear, repeatable framework for planning, approving, delivering, and reviewing campaigns across your organisation. It helps Australian businesses protect their brand, stay compliant with local advertising requirements, and ensure every promotion is executed consistently, on time, and on budget.

The Marketing and Promotions Standard Operating Procedure sets out a structured, end-to-end process for how your organisation plans, approves, executes, and evaluates marketing activity. From initial campaign briefing and risk checks through to channel selection, creative development, sign‑off, and post‑campaign review, this SOP removes guesswork and ad‑hoc decision making. It is designed specifically for Australian businesses operating in a highly regulated environment, where misleading claims, mishandled competitions, or inconsistent branding can quickly lead to complaints, reputational damage, or regulatory scrutiny.

By implementing this SOP, you create a common playbook that aligns marketing, sales, operations, and senior leadership. It provides clear decision points and approval pathways, embeds compliance checks for Australian Consumer Law and privacy obligations, and sets minimum standards for documentation, record‑keeping, and performance reporting. Whether you’re running seasonal promotions, digital campaigns, sponsorships, or local store marketing, this procedure helps ensure every activity is on‑brand, legally defensible, and commercially effective, while still leaving room for creativity and innovation.

Key Benefits

• Standardise campaign planning and approvals to reduce delays, rework, and confusion between teams.
• Ensure marketing and promotional activities comply with Australian Consumer Law, privacy obligations, and industry codes.
• Protect and strengthen your brand by enforcing consistent messaging, visual identity, and tone across all channels.
• Improve return on marketing investment by embedding clear objectives, budgets, and performance measurement into every campaign.
• Reduce business risk by documenting decision‑making, sign‑offs, and promotional terms in a transparent, auditable way.

Who is this for?

• Marketing Managers
• Brand and Communications Managers
• Business Owners and Directors
• Sales and Account Managers
• Digital Marketing Specialists
• Content and Social Media Coordinators
• Franchise Managers
• Compliance and Governance Officers

Included Sections

• 1.0 Purpose, Scope and Objectives
• 2.0 Definitions and Key Terms
• 3.0 Roles, Responsibilities and Approval Authorities
• 4.0 Campaign Planning and Brief Development
• 5.0 Risk Assessment and Compliance Checks (ACL, Privacy, Spam)
• 6.0 Budgeting, Cost Approvals and Supplier Engagement
• 7.0 Creative Development, Brand Guidelines and Content Standards
• 8.0 Channel Selection and Media Planning (Digital, Social, Offline)
• 9.0 Promotions, Competitions and Prize Draw Requirements
• 10.0 Digital Marketing, Email and SMS Communication Protocols
• 11.0 Data Collection, Consent Management and Privacy Compliance
• 12.0 Implementation Timeline, Workflow and Handover Processes
• 13.0 Monitoring, Community Management and Issue Escalation
• 14.0 Post‑Campaign Review, Reporting and Continuous Improvement
• 15.0 Record‑Keeping, Version Control and Document Management

Legislation & References

• Competition and Consumer Act 2010 (Cth), including the Australian Consumer Law (Schedule 2)
• Privacy Act 1988 (Cth) and Australian Privacy Principles (APPs)
• Spam Act 2003 (Cth)
• Do Not Call Register Act 2006 (Cth)
• AANA Code of Ethics (Australian Association of National Advertisers)
• AANA Code for Advertising and Marketing Communications to Children (where relevant)
• ADMA Code of Practice (where applicable to direct marketing and data use)