# Goals by step, tools by goal > Set one goal for each step of the path to purchase, then pick paid, owned, earned or shared tools for that goal, and decide what runs all year and what runs as a campaign. - Course: [Marketing Strategy: Who to Win and How](https://productovi.com/courses/marketing-strategy.md) - Module: What do we say, where, and with what budget? - Lesson 21/32, ~24 min - Source: https://productovi.com/courses/marketing-strategy/goals-by-step-tools-by-goal ## A calendar of campaigns **Alex Tutor:** You're still on Klasna's marketing team. Module five filled the plan's channels row: grow school partnerships and search, cap the marketplace, judge channels on families who keep paying. **Alex Tutor:** This module fills the next row: what Klasna says in those channels, when, and with what budget. **Uliana:** Last year's calendar was simple. Exam ads from February, a restart push in September, and posts whenever someone had a free hour. **Alex Tutor:** That's a list of activities. Start from the path instead. Give each step one goal you can check: parents of 10–17-year-olds know what Klasna is for; they believe the progress note is real; they book a trial; they buy a second package. **Sofia:** And then a tool for each goal? **Alex Tutor:** Yes, from four families. Paid: ads and paid creator posts. Owned: your site, the email list, chats people joined. Earned: reviews, a teacher's recommendation, a mention you didn't pay for. Shared: things people pass on, like a parent forwarding your exam checklist. **Alex Tutor:** Before tools, a check on the goals themselves. > **Exercise:** Which of these is a checkable goal for one step of an exam family's path? > **Exercise:** Match each goal on an exam family's path with the tool that serves it best. **Sofia:** How do we know a goal is met? "Parents know what Klasna is for" sounds hard to count. **Alex Tutor:** Give each goal one number you already collect. For "know what it's for": new enquiries that mention the progress note in the sign-up question. For "believe": parents who open the sample note and then book. For "buy again": second packages within 90 days, the column from last module. **Uliana:** So each tool gets judged on its own step, not on sales at the end. **Alex Tutor:** On its step first, and on paying families in the end. A creator post won't sell packages by itself; if parents who saw it don't enquire, though, it didn't do its job either. **Alex Tutor:** Match each goal with the number that shows it was met. > **Exercise:** Match each goal on the exam family's path with the number Klasna already collects to check it. ## Always-on and campaigns **Uliana:** Then do we still need campaigns at all? **Alex Tutor:** Yes, for the peaks. Some steps happen all year: someone searches for a maths tutor in November too. Search, the site, reviews and a regular newsletter should be always-on. Campaigns are for moments when many families decide at once: the exam season and the September restart. **Leo:** Simpler: put everything into September. That's when people buy. **Alex Tutor:** Part of September buying is families who return anyway. And if search goes dark in October, the parent who looks then finds someone else. Keep the always-on base, and put the campaign on top where decisions cluster. > **Exercise:** Which of these should be **always-on** for Klasna rather than a seasonal campaign? Select all that apply. **Alex Tutor:** Now Leo's simpler idea: everything into September. > **Exercise:** Leo says: "Put the whole budget into September; that's when people buy." What is the best answer? ## What you may say, and to whom **Uliana:** Our freelancer Ostap wants a creator who's huge with 15-year-olds. "Get ahead of your class" with a promo code. **Alex Tutor:** No. The teen is the user; the parent is the audience. **Alex Tutor:** That's Klasna's house rule, and as of October 2026 the law points the same way: Ukraine's advertising law (Art. 20) limits advertising aimed at children, EU consumer law bans ads that directly urge children to buy or to get their parents to buy, and EU platform rules stop profiling-based ads to users the platform knows are minors. "Get ahead of your class" with a promo code for 15-year-olds runs into all three. Any creator post must be clearly marked as paid, and reviews must come from real families. **Sofia:** And honest urgency? "Only three places left" works. **Alex Tutor:** Only if it is true. A false scarcity claim misleads, and a discount needs a real previous price; the Pricing course covers the rules. Check these guardrails against current sources before each campaign. > **Exercise:** Which pieces of promotion can Klasna run? Select all that apply. **Uliana:** Ostap also asks an AI tool for twenty ad variants a day. **Alex Tutor:** Fine for drafts. Then a person checks each one: is every claim one we can prove, is it aimed at parents, is it in Ukrainian for families in Ukraine? A variant that fails any check doesn't run, however well it tests. > **Exercise:** **True or false:** a creator's post that Klasna paid for, but that isn't labelled as paid, counts as earned media. **Alex Tutor:** Ostap's twenty AI variants a day: what must each pass before it runs? > **Exercise:** Which checks must every AI-drafted ad variant pass before Klasna runs it? Select all that apply. **Sofia:** So the row in the plan says: goal per step, tool per goal, what runs all year, what peaks, and the rules every message passes. **Alex Tutor:** Exactly. Try it on a segment we haven't planned yet. > **Exercise:** For **adults learning English for their career**, write a goal for two steps of their path (for example "look for options" and "buy again") and the tool you would use for each: say whether it is paid, owned, earned or shared, and whether it is always-on or a campaign. > **Key ideas** > > - Start from the path, not the calendar: one checkable goal per step, then the tool for that goal. > - Four families of tools: paid (ads, paid posts), owned (site, list, chats), earned (reviews, recommendations), shared (what people pass on). > - Keep an always-on base where people look all year (search, site, reviews, newsletter); add campaigns where decisions cluster (exam season, September restart). > - Parents are the audience, teens the users: Klasna's house rule. As of October 2026 the law points the same way (limits on ads aimed at children in Ukraine, no direct calls on children to buy in the EU, no profiling-based ads to known minors on platforms). Paid posts labelled, reviews real, urgency true. > - AI can draft message variants; a person checks each claim, the audience and the language before anything runs. **Alex Tutor:** Next lesson: choosing between media options when the cheapest views reach the wrong people. - Previous lesson: [Case: two channels for Dana](https://productovi.com/courses/marketing-strategy/two-channels-for-dana-case.md) - Next lesson: [Cost per useful contact, not reach](https://productovi.com/courses/marketing-strategy/cost-per-useful-contact.md) --- Productovi Learning. Free, no sign-up needed to read.