APEX ACADEMY / FICTIONAL WORKED CAMPAIGN PORTFOLIO

Eyebrow:
  A WORKED CAMPAIGN PORTFOLIO
Title:
  A thoughtful gift. A connected plan.
Business name:
  Ward El Hara
Fictional:
  True
Disclosure:
  Ward El Hara is a fictional Amman florist. The offer, copy and numbers below are teaching examples. No ads were run, no money was spent and no enquiries or sales occurred. Commercial details would need confirmation before any real campaign.
Introduction:
  Follow one customer situation through the brief, the creative, the page and the numbers. The useful part is how the decisions connect, including the questions the plan cannot yet answer.
Student ad spend required:
  False
Tool spend required:
  False
Practice statement:
  Read, copy and adapt this example in a document or simple table. No advertising account, paid tool or live campaign is needed.
Campaign brief:
  Title:
    Start with the person.
  Objective:
    Invite suitable enquiries about a birthday bouquet for the coming week. A paid, confirmed order is a later business outcome.
  Audience:
    People in Amman arranging a birthday gift for someone nearby, with an occasion, a preferred date and a delivery area in mind.
  Customer hypothesis:
    Some gift buyers want a thoughtful choice without spending an evening comparing many similar bouquets.
  Research questions:
    What makes choosing a birthday bouquet difficult?
    Which information would someone need before asking about availability?
    Do a few clear styles make the choice easier, or do buyers need different options?
  Offer:
    For this exercise, the florist offers three birthday bouquet styles and an optional gift note. Availability is checked against the requested date and delivery area.
  Positioning statement:
    A small, clear choice of birthday bouquets, with a personal note and a conversation before the order.
  Primary action:
    Ask about bouquet availability for a date and delivery area.
  Later outcome:
    An order with its details and payment verified by the business.
  Not assumed:
    A customer's age, income or interests based on their name or profile.
    Same-day delivery, service across all Amman, free delivery or guaranteed stock.
    A discount, deadline, review, rating or sales history.
  Operational checks:
    Question:
      Which neighbourhoods can the florist serve?
    Owner:
      Business owner
    Status:
      Confirm before launch
    Question:
      Which dates, order cutoffs and capacity limits apply?
    Owner:
      Operations owner
    Status:
      Confirm before launch
    Question:
      What is included, and what are the product price and delivery fee?
    Owner:
      Business owner
    Status:
      Confirm before launch
    Question:
      How are substitutions, payment, changes and cancellations handled?
    Owner:
      Business owner
    Status:
      Confirm before launch
    Question:
      Who owns the enquiry reply, and what response time is supportable?
    Owner:
      Enquiry owner
    Status:
      Confirm before launch
Evidence and claims:
  Title:
    Keep the claim within the evidence.
  Items:
    Claim:
      Three birthday bouquet styles
    Status:
      Invented practice fact
    Real launch check:
      Confirm the actual range and current availability.
    Claim:
      An optional personal note
    Status:
      Invented practice fact
    Real launch check:
      Confirm the process, any limits and whether a charge applies.
    Claim:
      Same-day delivery across Amman
    Status:
      Remove
    Real launch check:
      No such service promise is established in this brief.
    Claim:
      Amman's favourite florist
    Status:
      Remove
    Real launch check:
      No evidence supports a popularity claim.
  Asset plan:
    Use clearly labelled sketches or illustrative placeholders in the portfolio. A real campaign would need permission to use accurate product images. An AI image does not prove that a bouquet exists or can be delivered.
Creative direction:
  Title:
    One idea. Two openings.
  Message:
    Choose a thoughtful birthday gift from a small set of clear options, then check the practical details.
  Tone:
    Warm, clear and direct.
  Visual brief:
    Show three distinct bouquet style concepts in a clean comparison. Give each style an easy-to-read label. Keep the enquiry action visible, and avoid invented reviews, price stickers or countdowns.
  Copy a:
    A birthday on the calendar? Explore three bouquet styles and add a personal note. Tell us your preferred date and delivery area to ask about availability.
  Copy b:
    Three styles. One thoughtful birthday gift. Explore three bouquet styles and add a personal note. Tell us your preferred date and delivery area to ask about availability.
  Comparison note:
    The opening changes; the offer, supporting copy and action stay the same. This makes the creative question easier to discuss. A real comparison would still need a fair setup and enough observations.
  Short visual sequence:
    Frame:
      1
    Visual:
      A simple birthday reminder beside a bouquet sketch.
    On screen copy:
      A birthday on the calendar?
    Frame:
      2
    Visual:
      Three labelled bouquet style sketches.
    On screen copy:
      Explore three bouquet styles.
    Frame:
      3
    Visual:
      A gift-note card and a clear enquiry prompt.
    On screen copy:
      Ask about your date and delivery area.
  Ai prompt:
    Write two social post drafts under 50 words for Ward El Hara, a fictional Amman florist. Audience: people planning a birthday gift for someone nearby. Practice offer: three bouquet styles and an optional personal note. Action: ask about availability for a date and delivery area. Keep the offer and action fixed; vary only the opening. Use a warm, clear tone. Do not add prices, reviews, stock claims, delivery guarantees, discounts or urgency. List missing facts separately.
  Human review:
    Compare every factual claim with the brief. Keep supported practice facts, flag operational questions and remove invented proof. Save the original draft, edits and the reason for the choice.
Landing page:
  Title:
    Give the enquiry somewhere useful to land.
  Status:
    Fictional copy outline for practice
  Sections:
    Name:
      Hero
    Headline:
      A birthday gift, made personal.
    Body:
      Explore three bouquet styles and add your own note. Tell us the date and delivery area you have in mind; ask what is available before you order.
    Cta:
      Ask about availability
    Name:
      The choice
    Headline:
      Three directions to start with.
    Body:
      Choose a style to discuss. Exact flowers, colours and availability would be confirmed before an order.
    Cards:
      Title:
        Soft & Simple
      Description:
        A gentle colour direction for a thoughtful birthday gift.
      Title:
        Bright & Joyful
      Description:
        A bolder colour direction for a lively birthday message.
      Title:
        Warm & Classic
      Description:
        A warm colour direction for a familiar, personal gesture.
    Name:
      The process
    Headline:
      A few details. A clearer answer.
    Steps:
      Tell us your preferred date, delivery area and bouquet style.
      Ask for availability, the complete price and the delivery details.
      Review the agreed details before confirming an order.
    Name:
      Before you decide
    Headline:
      Know the practical details.
    Body:
      A real version of this page needs confirmed prices, delivery areas and fees, order cutoffs, substitution information, and payment and cancellation terms. This teaching example leaves them unconfirmed instead of inventing them.
    Name:
      Enquiry
    Headline:
      What date do you have in mind?
    Body:
      For the practice form, use fictional details only. In a real journey, an enquiry would ask the florist to check the options; it would not reserve stock or confirm an order.
    Fields:
      Preferred date
      Delivery area
      Bouquet style or help choosing
      Preferred contact method
    Cta:
      Ask about availability
    Confirmation copy:
      Your enquiry has been received. It is not an order or a delivery confirmation.
  Page review:
    The headline and CTA repeat the promise of the ad.
    A small-screen reader can find the options and next step.
    No commercial detail is presented as confirmed without an owner checking it.
    The enquiry asks only for information needed for the next response.
    The form confirmation describes what actually happened.
Paid search brief:
  Title:
    Meet a search with a relevant answer.
  Status:
    Planning example; not a live account or performance recommendation
  Channel role:
    Reach someone already looking for a bouquet or delivery option in the relevant area.
  Objective:
    A unique enquiry asking about an available bouquet for a date and area.
  Geographic plan:
    Use only delivery areas the business has confirmed. A real account would need its location settings and exclusions reviewed before launch; interest in Amman alone does not establish a serviceable delivery.
  Language plan:
    These are English practice drafts. Match the ad and page to the language the customer can use. An Arabic version would need a fluent human review of meaning and commercial details.
  Campaign structure:
    Campaign name:
      Birthday bouquets — enquiry practice
    Ad groups:
      Name:
        Birthday bouquet intent
      Example search themes:
        birthday flowers Amman
        birthday bouquet Amman
      Message focus:
        A birthday gift and a clear choice of styles.
      Name:
        Bouquet delivery intent
      Example search themes:
        flower delivery Amman
        bouquet delivery Amman
      Message focus:
        Check the requested date and delivery area before ordering.
  Keyword note:
    These are example themes, not researched search volumes or final match-type settings. Review actual search terms, relevance and overlap before changing the structure.
  Negative review candidates:
    Theme:
      jobs / florist vacancies
    Reason:
      Employment searches do not ask to buy this offer.
    Theme:
      wholesale flowers
    Reason:
      Bulk supply is outside the practice offer.
    Theme:
      how to make a bouquet
    Reason:
      A tutorial request has a different immediate need.
    Theme:
      wedding flowers
    Reason:
      Wedding service is outside this birthday campaign; review its actual query context before exclusion.
  Headline drafts:
    Birthday Flowers in Amman
    Explore Three Bouquet Styles
    Ask About Your Delivery Date
    Add a Personal Gift Note
  Description drafts:
    Planning a birthday gift? Explore three bouquet styles and ask about your date.
    Tell us the delivery area and preferred style. Check the details before you order.
  Landing destination:
    The birthday bouquet page outline above, with the enquiry section easy to reach.
  Launch checks:
    Confirm the service area, offer and complete commercial terms.
    Check ad and page claims together.
    Agree the spending cap, enquiry definition and review point.
    Verify the source record, permission handling and duplicate rules.
    Confirm who answers enquiries before accepting traffic.
Paid social brief:
  Title:
    Make the occasion worth noticing.
  Status:
    Planning example; no campaign has been activated
  Channel role:
    Introduce the bouquet choice to people who may be planning a gift, even when they are not actively searching.
  Objective:
    Invite an enquiry through the same birthday bouquet page.
  Audience plan:
    Start with the confirmed local delivery area. Let the occasion and creative communicate relevance; do not invent detailed age, income or interest assumptions. Platform audience controls and any expansion behaviour would need checking in the actual account.
  Draft structure:
    One simple campaign plan, one initial local audience plan and the two creative openings shown above. This is a planning structure, not a claim about a currently available platform setting.
  Creative a:
    Angle:
      The upcoming occasion
    Opening:
      A birthday on the calendar?
    Asset:
      The same three-style comparison visual used for creative B.
  Creative b:
    Angle:
      A manageable choice
    Opening:
      Three styles. One thoughtful birthday gift.
    Asset:
      The same three-style comparison visual used for creative A.
  Shared copy:
    Explore three bouquet styles and add a personal note. Tell us your preferred date and delivery area to ask about availability.
  Cta:
    Ask about availability
  Destination:
    The same birthday bouquet page and enquiry action used in the Search plan.
  Comparison question:
    Which opening helps the intended customer understand the offer and send a suitable enquiry?
  Review note:
    Read enquiry quality and unanswered questions alongside engagement. A like, a click or one inexpensive enquiry does not establish business success.
Enquiry journey:
  Title:
    The campaign continues after the form.
  Steps:
    Stage:
      Enquiry received
    Action:
      Save one internal enquiry reference, the source if known and the time. Separate repeat messages from new people.
    Stage:
      Qualification pending
    Action:
      Check the requested area, date and product. Missing information remains pending; it is not automatically a rejection.
    Stage:
      Qualified enquiry
    Action:
      Mark the enquiry qualified only when the area is served, the date is feasible and the requested product is available.
    Stage:
      Order details agreed
    Action:
      Confirm the full price, delivery arrangement and relevant terms before asking for a purchase decision.
    Stage:
      Paid order
    Action:
      Record a paid order only after payment and order details are verified. An enquiry or qualified lead alone does not count as a sale.
  Example reply:
    Thanks for your enquiry. Which date and delivery area do you have in mind, and is there a bouquet style you prefer? We can then check the options and confirm the details before you decide.
  Permissions note:
    Replying to the requested enquiry, sending later marketing and sharing information for advertising measurement are separate decisions. A real workflow would need clear permission handling and privacy information; this exercise uses fictional records only.
Measurement:
  Title:
    Read the numbers without making them a promise.
  Disclosure:
    Every figure in this section is invented for arithmetic practice. The seven-day reporting period is a classroom scenario, not an actual campaign, forecast or target.
  Definitions:
    Measure:
      Unique enquiry
    Definition:
      One person completing the chosen enquiry action during the defined period; repeated messages from that person do not add new leads.
    Measure:
      Qualified enquiry
    Definition:
      A unique enquiry with a confirmed serviceable area, feasible date and available product.
    Measure:
      Pending
    Definition:
      An enquiry with at least one qualification question still unanswered.
    Measure:
      Not qualified
    Definition:
      An enquiry that has been checked and does not meet at least one agreed criterion.
    Measure:
      Paid order
    Definition:
      An order whose details and payment have been verified; it is a later outcome within the enquiry journey, not an extra lead.
  Counting rule:
    For this exercise, use one seven-day window and one enquiry record per fictional person. Attribute each enquiry to the tagged link recorded at that enquiry; leave an unclear source unknown. Do not add platform totals to the enquiry log. Keep paid, organic and unknown-source records separate.
  Example currency:
    JOD
  Fictional reporting rows:
    Channel:
      Paid Search
    Spend:
      36
    Unique enquiries:
      9
    Qualified:
      3
    Pending:
      3
    Not qualified:
      3
    Paid orders:
      1
    Cost per enquiry:
      4
    Cost per qualified enquiry:
      12
    Channel:
      Paid social
    Spend:
      24
    Unique enquiries:
      6
    Qualified:
      2
    Pending:
      2
    Not qualified:
      2
    Paid orders:
      1
    Cost per enquiry:
      4
    Cost per qualified enquiry:
      12
    Channel:
      Total
    Spend:
      60
    Unique enquiries:
      15
    Qualified:
      5
    Pending:
      5
    Not qualified:
      5
    Paid orders:
      2
    Cost per enquiry:
      4
    Cost per qualified enquiry:
      12
  Worked calculations:
    Cost per enquiry = 60 JOD ÷ 15 unique attributed enquiries = 4 JOD.
    Cost per qualified enquiry = 60 JOD ÷ 5 unique attributed qualified enquiries = 12 JOD.
    The two paid orders are a subset of the five qualified enquiries; they are not added to the 15-lead total.
  Zero rules:
    With spend but zero enquiries, show the spend and write: not calculable — 0 enquiries. Do not display a zero cost per enquiry.
    With enquiries but zero qualified enquiries, cost per enquiry may be calculable; cost per qualified enquiry is not calculable.
    With no paid campaign, paid acquisition cost is not applicable. Report organic enquiries separately.
    With zero paid orders, do not invent acquisition cost, revenue or return on ad spend.
  Interpretation:
    The example gives both channels the same cost per qualified enquiry. The counts are small and invented, so there is no winner. Five enquiries remain pending; they should be reviewed before the qualification picture is treated as complete. Product prices and costs are unconfirmed, so the table does not establish revenue or profit.
  Other costs note:
    The illustrated cost metrics contain only ad spend. Production, tools, staff time and fulfilment costs would need their own records.
  Practice budget:
    Amount:
      60
    Currency:
      JOD
    Status:
      A paper-only spending cap for the scenario; no money is required or authorised.
    Review point:
      The end of the hypothetical seven-day period, or earlier if the enquiry journey fails.
    Pause conditions:
      The enquiry cannot be saved or answered.
      An offer or delivery claim is inaccurate.
      Permission or source records cannot be trusted.
  Decision log:
    Hypothesis:
      A small choice of birthday bouquet styles will help suitable customers ask about a specific date and area.
    Observations:
      In the invented table, 15 unique enquiries include five qualified, five pending and five not qualified. Two later become paid orders.
    Limits:
      These are fictional counts. There is no randomised comparison, established performance baseline, confirmed profit figure or evidence of a causal effect.
    Decision:
      For the exercise, review the five pending records and the reasons for unsuitable enquiries before choosing a creative winner or increasing the paper budget.
    Next change:
      Clarify the date-and-area prompt while keeping the offer and creative direction fixed.
    Owner:
      The person responsible for the enquiry journey.
    Next review:
      After the next defined practice window, using the same counting rules.
Review rubric:
  Title:
    Five questions for the work.
  Instruction:
    For each criterion, mark needs revision, developing or clear. Add one piece of evidence and one useful next change. This is a learning rubric, not a certification or launch approval.
  Criteria:
    Number:
      1
    Name:
      Customer clarity
    Question:
      Is the campaign built around a recognisable buying situation?
    Look for:
      A specific occasion and need, with assumptions labelled instead of presented as customer facts.
    Example evidence:
      The brief focuses on people arranging a nearby birthday gift with a date and area in mind.
    Next check:
      Ask whether the limited-choice hypothesis matches what prospective customers actually find difficult.
    Number:
      2
    Name:
      Offer and claim accuracy
    Question:
      Does the message stay within the facts the business can support?
    Look for:
      A clear offer, appropriate evidence and visible operational questions.
    Example evidence:
      The draft uses three styles and a note; it removes unsupported same-day and popularity claims.
    Next check:
      Confirm the range, complete price, delivery coverage and terms before a real publication.
    Number:
      3
    Name:
      A connected journey
    Question:
      Do the ad, page, enquiry and reply support the same action?
    Look for:
      Consistent wording, a clear CTA and a named owner for the response.
    Example evidence:
      Search, social and the page all ask about availability for a date and area.
    Next check:
      Rehearse the handoff from a saved enquiry to a complete response.
    Number:
      4
    Name:
      Measurement honesty
    Question:
      Can another person follow the definitions, arithmetic and limits?
    Look for:
      Separate lead stages, stable counting rules, correct denominators and no invented results presented as evidence.
    Example evidence:
      The table separates five pending enquiries and keeps paid orders within the lead total.
    Next check:
      Apply the zero rules and explain why the example does not establish profitability or a winning channel.
    Number:
      5
    Name:
      Judgement and revision
    Question:
      Does the portfolio show why choices were made and what should improve next?
    Look for:
      A clear decision log, a specific revision and an owner for the next check.
    Example evidence:
      The plan changes the date-and-area prompt before making a claim about creative performance.
    Next check:
      Record the revised wording and what evidence would justify keeping it.
Portfolio contents:
  The audience and seven-question campaign brief.
  The evidence and open-questions register.
  The creative direction, copy pair and review notes.
  The landing-page copy outline.
  The Search and social campaign briefs.
  The enquiry workflow and responsibility map.
  The measurement definitions, fictional table and zero rules.
  The five-criterion review and decision log.
Closing title:
  Keep the plan honest. Make the next step useful.
Closing copy:
  A complete portfolio shows how the pieces fit together and where more information is needed. It does not need invented success to demonstrate thoughtful work.
Ai channel review:
  Channel:
    Meta / from message angles to a draft
  Ai task:
    Generate two occasion-led openings using only the fictional offer. Keep the enquiry action unchanged.
  Human check:
    Reject invented same-day delivery and discount claims. Compare legibility in placement previews. Record the available audience and Advantage+ controls without assuming every suggestion is a hard limit.
  Saved output:
    Two checked creative drafts, a preview checklist and a Meta automation-control note.
  Channel:
    Google / from search themes to an export
  Ai task:
    Group supplied search themes by intent and suggest relevant headlines and negative-keyword candidates.
  Human check:
    Check the meaning of each query, match types, exclusions, claims and destination. Keep competitor or broad exclusions as review candidates until their effect is understood. Assess AI Max and Performance Max separately; enabling automation is not proof it suits this brief.
  Saved output:
    A reviewed Search structure, a negative-keyword decision log and an unposted Editor-compatible file.
  Channel:
    API / from approved facts to reviewed work
  Ai task:
    In the guided demonstration, pass a small fictional fact sheet to an external model and request a structured draft.
  Human check:
    Validate required fields and claims, retain the original response and edits, and approve the draft before handoff. Keep credentials in server-side secret storage; model access and ad-account access are separate.
  Saved output:
    An annotated workflow and a versioned draft record. No API call or ad-account connection runs from this portfolio page.